SalesLoft Outcomes & Cadence Dashboards

Sales Engagement Platform vendor SalesLoft released a pair of reports that assist with attribution and deal engagement: Outcomes Dashboard and Cadence Outcomes.  SalesLoft claims that it is the “only company that can tie customer touchpoints and activities to actual revenue outcomes like deals won, revenue per customer, and revenue per reps.

Unfortunately, “sales outcomes have been notoriously hard to track within the industry, especially over the past year when sellers worked remotely.  They’ve joined data about buyer engagement + opportunity data and put it…front and center in SalesLoft.  Now, teams are better equipped to know what’s working so they can stop guessing and get better results.”

Kaelen Delaune of PR firm Kickstand Communications

The Outcomes Dashboard associates the last activity to revenue.  The new dashboard helps managers identify top performers, focus on opportunities for improvement, and coach toward desired outcomes.

Traditionally, sales metrics focused on how many calls were made, emails sent, appointments set, and meetings held.  While this intelligence is useful, it measures process inputs, not their efficacy.  By associating these inputs with results, managers can identify which activities are moving the revenue needle and which ones are sub-optimal or under-deployed by reps, requiring coaching.

“Every sales team is trying to drive outcomes, not activities. Until now, outcomes have been hard to track,” said Ellie Fields, Chief Product Officer for SalesLoft.   “When teams know what’s working, they can stop guessing and get better results.”

The Outcomes Dashboard helps managers project where they stand versus plan, identify the top performers and those in need of coaching, and improve forecasting.

Cadence Outcomes identify which cadences are driving meetings booked and opportunities created, helping managers and reps fine-tune and run cadences that move deals forward.

“Now that we have outcome data, we can provide richer analytics. The Outcomes Dashboard lets managers see how their teams are performing versus goals. We continue to invest in data insights for customers, through analytics like the Outcomes Dashboard, and through explainable AI, like the Deal Engagement Score, which is also now available.”

Ellie Fields, Chief Product Officer at SalesLoft

In a conversation with GZ Consulting, Fields emphasized the value of multi-channel cadences, noting that multi-channel approaches provide a forty percent lift in outcomes.  Thus, SalesLoft is looking to “make it as easy as possible to sell” through the deployment of “multiple channels across a single platform.”

The Outcomes Dashboard and Cadence Outcomes are available in all of SalesLoft’s packages. SalesLoft also released Deal Engagement Scores to GA.  These employ over thirty factors for evaluating engagement across cadences and deals.


Last week, SalesLoft acquired InStereo, a professional services partner. InStereo provides go-to-market and implementation strategy for SalesLoft, HubSpot, and Salesforce.

SalesLoft Acquires Professional Services Partner InStereo

Sales Engagement vendor SalesLoft announced that it acquired professional services partner InStereo.  InStereo, founded in 2018 by Bill Galfano and Adam Post, was an early ecosystem partner that has grown alongside SalesLoft.  Last year, SalesLoft named them their “Partner of the Year.”

“We were impressed by their focus on what the customer is trying to achieve,” SalesLoft President and Chief Strategy Officer Rob Forman told GZ Consulting.

As a partner, InStereo helped “B2B Sales and Marketing teams better engage with buyers to create more demand, authentically engage prospects, and convert prospects into delighted customers.”

“Bringing InStereo directly into the SalesLoft family is a key way we are investing in our customers’ success.  Our customers will benefit from InStereo’s deep understanding of buyer journeys and engagement strategies.  Their experience and proven enterprise methodologies will help customers operationalize the SalesLoft platform and accelerate the value of Sales Engagement across their entire revenue organization.”

SalesLoft CEO Kyle Porter

InStereo focuses on go-to-market and implementation strategy for SalesLoft, HubSpot, and Salesforce delivered through a pair of consulting services:

  • Buyer Experience Strategy focuses on the buyer’s journey, ICP, demand unit persona, and the “buyer engagement blueprint.”

    “We believe customer journey maps are more than just wall art,” states InStereo.  “We create buyer journeys you can activate.  By understanding how buyers approach the purchase process, sales and marketing teams can better align people, process, and content to deliver just what buyers need, when they need it.”
  • Buyer Engagement Services pairs clients with a Strategist and Revenue Consultant to assist with enterprise software implementations.  For SalesLoft, they focus on “1:1, personalized engagement via cadences” and process automation.  For marketing automation, InStereo assists with nurture campaigns and optimization, and for CRM, they focus on leveraging CRM capabilities and improving data quality.  Other services include SalesLoft Admin as a Service and sales development services.

“At SalesLoft, our goal isn’t to just sell software; it’s to help our customers exceed their revenue goals,” said SalesLoft CRO Steve Goldberg.  “Too many times software companies focus on features and technology, not the success of their customers.  InStereo shares our passion for helping our customers get the outcomes they’re looking for.”

InStereo’s customers skew towards enterprise implementations.  SalesLoft “plans to take their methodologies into new areas of our business,” expanding InStereo beyond the technology vertical into financial services, SalesLoft’s second-largest vertical.

InStereo has completed over 150 customer engagements.  Joint customers include Cargill, Pegasystems, and 3M.

“This past year we tripled our investment into our alliance organization and programs because empowering our partners leads to success for our customers,” said Forman.   “InStereo leveraged the power of our partnership and consistently drove incredible outcomes for our mutual customers.”

All twenty InStereo employees will be joining SalesLoft, including their two founders and Carrie McGrew, InStereo’s VP of Strategy.  In addition, Galfano will be joining the CRO Leadership Team as the SVP of Consulting Services.

SalesLoft did not provide any pricing deals on the acquisition.

Groove Auto Contact Capture

Sales Engagement Platform Groove announced a new Auto Contact Capture feature that identifies missing Salesforce contacts cc’d on emails or meeting invitations.  Groove helps fill out the buying committee, capturing intelligence around members at the periphery of deals while reducing rep data entry overhead.

Beyond demand unit identification, Auto Contact Capture monitors engagement across the buying committee.  “This ensures that every contact involved in the buying process receives a consistent, timely, and relevant experience from their first engagement,” wrote Groove.

“Now more than ever, businesses need to be able to get a complete picture of their sales pipeline in order to maximize revenue,” said Groove CEO Chris Rothstein.  “By consolidating revenue intelligence and advanced activity capture into one unified sales engagement platform, Groove empowers businesses to close more deals and intelligently refine their sales processes.”

Groove captures and logs revenue intelligence from emails, calendars, meetings, and LinkedIn communications.  Users control which categories are captured and logged to leads, contacts, accounts, opportunities, and cases.  While Groove does not offer direct contact enrichment, records can be enriched through subscription partners such as ZoomInfo.

To ensure data integrity, Groove performs duplicate checking that begins with the email but includes additional heuristics.  Groove will not create a contact if the email does not match a domain already existing as an account in Salesforce.  Groove also maintains user and domain-level blocklists to ensure that only relevant business contacts are created via Auto Contact Capture.

Groove does not provide user alerts concerning captured records, but “it’s easy for reps to identify contacts that have been automatically added to Salesforce,” Groove Director of Communications Jason Klein wrote to GZ Consulting.  “Each contact created through Auto Contact Capture has a custom Groove field that is marked as true (Is Created by Groove), allowing for quick analysis and reporting on all contacts created through this new feature.” 

Groove has focused on expanding its revenue intelligence capabilities over the past year.  Recent enhancements include activity sync, reporting, and analytics features.  In March, the firm rolled out real-time opportunity and pipeline management and enhanced ROI reporting.

“Through this expanded capability set, Groove enables revenue leaders to make real-time, data-driven business decisions based on real campaign results at both the individual and team level,” stated Groove. Groove is built natively in Salesforce and uses SFDC as its data store, acting as an engagement layer on top of Salesforce.  Thus, there is no data sync process between Groove and Salesforce.

Groove Activity Capture

Drift Sales Seat

Drift Sales Seat can activate SEP sequences in Outreach.

Revenue Acceleration vendor Drift announced a pair of new services last week. I covered Fastlane, its new webforms/chatbot hybrid service yesterday. Today I’ll be discussing Sales Seat, Drift’s entry into SalesTech.

Sales Seat alerts reps when intent and engagement signals have exhibited buying activity.  Drift monitors the website, SEPs, MAPs, and CRMs for buying intent.  Sales Seat is Drift’s first sales product and helps reps with timing, messaging, and discovering the buying committee.  Sales professionals can reach out with personalized messages via chat, email, or video, based on intent and engagement.

Sales Seat is integrated with Outreach, letting reps create sequences from the service.

A mobile app notifies reps, supports conversations, and lets reps record and send Drift videos.

A Chrome extension displays all conversations happening in Drift, monitor engagement (e.g. email opens and clickthroughs, page visits), and drop calendar information in Gmails. Reps can optionally bcc Gmails to their CRM for tracking.

Drift Profile Page

The Drift Profile acts as an online business card with a link that can be dropped into emails and social media messages. Recipients can chat with the rep or book a meeting. The profile contains the rep’s title, location, a short bio, headshot, phone, and social links. The chat supports default messages to display when the rep is available and when not.

“Sales success is all about engaging today’s buyers on their terms: Digitally and immediately when they express interest,” said Drift Chief Product Officer Leo Teneblat.  “With Fastlane and Sales Seat, Drift customers can ensure their best buyers and highest intent visitors receive express treatment without overloading the sales team. Not only that, but sellers have context to engage buyers with a personalized experience on the exact topics they care about in the moment they’re expressing interest.”

Here’s How to 6x Your Chance of Booking a Meeting,” Gauri Iyengar, Drift Blog (April 13, 2021).

According to Drift, reps are six-fold more likely to book a meeting if they engage with a buyer during the first hour.  Thus, immediately transitioning webform submissions into chats and notifying reps that high-scoring prospects are engaging with the company dramatically increases the likelihood of converting a lead into a meeting.

Sales Engagement vendor XANT has found similar numbers from rapid response times while noting that companies are slow in delivering and prioritizing inbound leads.

“Not all accounts are created equal. Your target accounts should receive the most personalized and high-touch buying experiences. Account-based marketing lets you create this experience while engaging with VIP buyers and connecting them to sales. By cutting through the noise, you can close more deals – faster,” blogged Drift Product Education Marketer Gauri Iyengar.  “When it comes to booking meetings, there is literally no time to waste. Speed is essential to not just set up a meeting but to turn that meeting into revenue.”

The pair of services was released to early adopters that enjoyed an 82% increase in meetings booked, a 77% jump in opportunities created, and a 67% rise in pipeline influenced.

Outreach Closes $200M Round

Sales Engagement Platform vendor Outreach closed on a $200 million financing round that values the firm at $4.4 billion and brings total funding to $489 million.  The round trebled its market cap over the past year.

Premji Invest and STEADFAST Capital Ventures led the round.  Other new investors include Tiger Global Management, Sequoia Capital Global Equities, Vista Public Strategies, and one of the largest U.S. asset managers based on the West Coast.  Existing Outreach investors, including Salesforce Ventures, Lone Pine Capital, Sands Capital, Mayfield Fund, DFJ Growth, and Trinity Ventures, also participated in the round.

Outreach continued its rapid growth during the pandemic, with B2B firms looking to operationalize their sales outreach, improve remote coaching, refine forecasts, and monitor sales activities and engagement. 

The firm more than doubled Q1 ARR year-over-year and has signed 18 of the top 24 fastest-growing public software companies.  ARR is around $125 million, according to Nathan Latka.  LinkedIn shows them adding sixty employees a month over the past three months.

Outreach has grown to more than 871 global employees, with recently opened offices in Prague and London.  The firm is based in Seattle and has a San Francisco office.

Data Collected by Nathan Latka based on a June 1, 2021, interview of Manny Medina.

At their Unleash user conference last month, they released their real-time conversational intelligence platform Outreach Kaia along with Outreach Insights, their buyer emotive signals and sentiment service.

Outreach Success Plans, which is currently in beta, was also unveiled at Unleash.  Success Plans align buyers and sellers to improve action and predictability.  They act as a buying hub that allows buyers and sellers to agree on shared success criteria, objectives, and timelines.  Success Plans also support shared access to project resources, allowing new demand unit members to quickly access project documents.

“This past year represents a true moment of maturity for Outreach – we are now a mission-critical part of the revenue tech stack for customers. The bets we made years ago, including significant investments in artificial intelligence combined with prospecting, closing, and customer success capabilities integrated into one holistic platform, are what revenue organizations need most right now to be successful. We continue to lead and expand the vision for sales engagement. Now, we are poised to deliver more meaningful business outcomes for our customers than ever before – from the rep to the CRO and from small businesses to the enterprise.”

Outreach CEO Manny Medina

Outreach will deploy the additional funds to expand its sales and marketing functions to meet “the growing demand” for its Sales Engagement Platform.  Funds will also be used to build, acquire, and deliver “new revolutionary technologies.”  Finally, the funds will support expansion plans and new market investments.

“Over the past five years as I’ve served on the board, Outreach emerged as a definitive standard for sales and customer engagement – proven by thousands of companies that use Outreach every day as a critical component of their workflow and their tech stack,” said Karan Mehandru, Managing Director of STEADFAST and Outreach board member. “Companies across every industry are reaccelerating growth and hiring post-pandemic and embracing intelligent automation to power their revenue teams.”

Mehandru told Bloomberg that he expects to see multiple sales software startups succeed with “multiple winners in the category.”  Mehandru likened Outreach to a modern-day Salesforce.

“If (Salesforce CEO) Benioff were to start a sales company today, it would look a lot more like Outreach,” stated Mehandru. Mehandru did not forecast when an IPO would take place but said, “We do think going public is an important event in the company’s cycle.”

Manny Medina LinkedIn Post (June 2, 2021)

ZoomInfo Engage

On its earnings call last week, ZoomInfo provided further color on its Workflows and Engage products that leverage ZoomInfo’s content for sales and marketing automation.  Along with company and contact data, ZoomInfo supports visitor intelligence, intent data, and events

Since its founding, ZoomInfo has invested hundreds of millions of dollars in “to drive material improvements in the way we gather, normalize, match and cleanse that data with the use of AI and Machine Learning.”  ZoomInfo has expanded the breadth and depth of its content and built a “fully scalable platform that powers the digitization of how companies go to market” across departments, funnel stages, and the customer lifecycle.

“Our platform starts with our market-leading and highly accurate data layer, delivers critical sales insights and signals, automates best actions with our next generation workflow software and our tightly integrated activation layer, Engage. This integrated suite of data and software helps businesses of all sizes and across all industries activate targeted opportunities in an efficient, scalable, and repeatable way,” stated CEO Henry Schuck.  “As we continue to invest in automating workflow, expanding the coverage and quality of the data we publish, and leveraging that data asset across our platform’s application stack, we are building a wider and wider moat around the company.”

Engage Notes and Engagement Insights

During Q1, ZoomInfo expanded the platform integration with Engage, their Sales Engagement service.  Enhancements include the ability to “search and import contacts from ZoomInfo and Salesforce into Engage and allowing users to configure target market buyer personas to receive an automated feed of recommended contacts to pursue.  Only a month after release, 40% of active users have taken advantage of these expanded touchpoints.

The also released Workflows enhancements that simplified the creation of Workflows based upon a Trigger / Actions / Filters structure.  Workflows support actions across CRMs, MAPs, SEPs, and Engage.

A recruitment product, currently in beta, will be launched in June, just in time to take advantage of post-pandemic hiring growth in the US.  The Recruiter service includes Engage and supports “a digital motion from candidate sourcing, to candidate engagement, to interview.”  Multiple ATS (applicant tracking systems) will be supported.

Engage ACV doubled over the past quarter, with a 25% increase in usage of the core ZoomInfo platform among joint licensors, with Engage driving higher renewal levels.

Engage is still a new product and only represents “a tiny, tiny percentage of our customer base.”  However, the market signals are strong, and ZoomInfo sees a “strong upside” with the offering.  They have been receiving “great feedback from the customers who are on it.”

“We also see the benefits of this adoption within our retention and renewal numbers where customers who are dual users of Engage and ZoomInfo have materially higher renewal and retention rates than those who are ZoomInfo only customers.  This is one of the most exciting things about the Engage platform: It has multi-area benefits.  Customers buy Engage, which increases the adoption of both Engage and ZoomInfo.  And investment behind Engage has material benefits across our Recruiter and International packages, where that product is a built-in offering.”

ZoomInfo CEO Henry Schuck

`ZoomInfo offers a sales engagement service and integrates with two of the leading SEPs: Outreach and SalesLoft.  Justin Withers, SVP of Strategy & Corporate Development, described the company as “Switzerland in terms of data and intelligence.”  ZoomInfo customers can choose to deploy Engage for their sales teams or other vendors.  In either case, they benefit as they provide leads (ZoomInfo Company and Contact Data), signals (ZoomInfo Scoops and Streaming Intent), workflows (ZoomInfo Workflow), and activation across leading platforms.

“If an intent signal comes in for an account, and the topic is relevant for the customer, the signal can fire a workflow with ZoomInfo data and add to a sequence in Outreach, SalesLoft, or Engage,” Withers told GZ Consulting.

Chili Piper and Calendly Funding Rounds

Meeting Automation vendor Chili Piper closed on its $33 million “Series Spicy” led by Tiger Global with participation from existing investors Base10 Partners and Gradient Ventures, Google’s AI-focused venture capital fund.  The Series B raised total funding to $54.4 million, most of which was raised over the last nine months.

The additional funds will be used to accelerate product development and global expansion.  The round will also help them build out its sales, marketing, and customer success teams.

“We’re excited to partner with Tiger Global, one of the most successful and prolific software investors in the world,” said Chili Piper CEO Nicolas Vandenberghe. “With hundreds of customers and tens of thousands of reps using Chili Piper adding spice to their calendaring efforts daily, we thought, why not raise $33 million to ensure we up our Scoville game?”

Chili Piper Funding (Source: Crunchbase)

Like many SalesTech companies, Chili Piper enjoyed pandemic tailwinds as businesses went remote and looked to streamline their calendaring.

“We’re proud to have so many customers scheduling meetings and optimizing their calendars with Chili Piper’s Instant Booker.  We know some people can’t handle how hot our platform is, but believe me, once you use software as pungent as this, you’ll never go back,” said CPO Alina Vandenberghe.

Chili Piper positions itself as a Meeting Lifecycle Automation company.  Beyond booking meetings, it handles inbound meeting requests, sets up follow-up conversations, and maximizes the value of meetings.  Meeting workflow features include setting and sharing agendas, booking next steps, logging notes and follow-up actions, and syncing with the CRM.

“Before we launched our inbound solution, Concierge, every company had accepted the industry standard 40% conversion rate on inbound demo requests — meaning that 60 out of every 100 inbound meeting requests (aka inbound leads) never converted into a held meeting.  The biggest culprit was speed to lead.  The moment a prospect submits a meeting request form on your website, you should be connecting to get a meeting on their calendar.”

Chili Piper Website, “What is Meeting Lifecycle Automation?

Chili Piper, founded in 2016, has 101 employees across 22 countries.  The company is structured as a fully remote organization.

Customers include Gong, Spotify, Intuit, Twilio, and Airbnb. Expect more spicy pepper puns in the coming months.

Chili Piper isn’t the only Meeting Management vendor to be gaining attention from the VCs. In January, Calendly closed on a $350 million Series B with OpenView Venture Partners and Iqoniq Capital.  The funding round valued the Atlanta-based scheduling firm at greater than $3 billion.  Last year, it doubled its subscription revenue to $70 million and grew its user base to ten million.  

Calendly has been profitable since 2016.  Nigerian immigrant Tope Awotona founded Calendly after a series of failed businesses.

The funds will be used to provide liquidity for early shareholders and employees.  It will also fund ongoing product innovation, including expanded appointment setting enhancements and integrations.  The firm plans to double its headcount (at 200 in January) and continue to build out its R&D operations in Kyiv.

As a freemium service, users can test out Calendly and license the service for either $8 or $12 per month.  The service is generalized, supporting business people, teachers, contractors, and freelancers.  It offers integrations with calendars (e.g. Outlook, Exchange, Google Calendar), video conferencing (e.g. Zoom, Teams, GoToMeeting, JoinMe), and payment services (PayPal, Stripe).  Calendly offers apps for Android, iOS, Outlook, Chrome, and Firefox.

“We really see ourselves as a leading orchestration platform,” explained Awotona.  “What that means is that we really want to remain extensible and flexible.  We want our users to bring their own best-in-class products.  We think about this in an agnostic way.”

“Calendly has a vision increasingly to be a central part of the meeting life cycle,” said Blake Bartlett, a partner at Openview. “What happens before, during, and after the meeting.  Historically, the obvious was before the meeting, but now it’s looking at integrations, automations, and other things so that it all magically happens.  But moving into the rest of the lifecycle is a lot of opportunity but also many players.”

Groove – Seismic Integration

Selecting Seismic content for inclusion in a Groove email flow

Groove and Seismic announced an integration partnership to “deliver relevant, approved, [and] compliant” Seismic content and LiveSend links within the Groove Sales Engagement Platform.

“Personalization is no longer a nice-to-have, but rather is an expectation from customers in today’s digital-first B2B sales environment,” said Preseetha Pettigrew, Seismic Global Vice President, Strategic Alliances.  “This integration with Groove streamlines the seller workflow, allowing frontline teams to focus on nurturing relationships and deliver greater value to clients.  I look forward to seeing how our joint customers benefit from this partnership.”

The integration delivers relevant content and CRM data within the Groove workflow and assists with intelligent content discovery.

“In today’s increasingly digital and remote B2B sales environment, this integrated solution bridges a critical gap between the point of engagement and Salesforce that helps companies quickly realize time-to-value, without a heavy lift from their IT or application development teams.  And easing the transition to remote selling is critical. Gartner’s 2020 Future of Sales research projects that 80% of B2B sales interactions between suppliers and buyers will occur in digital channels.”

Groove Director of Communications Jason Klein

Speaking to their joint value proposition, Groove Director of Communications Jason Klein said the firms share a “customer-first approach” to engaging clients in a “customized, data-driven, and scalable way while maintaining high compliance standards.”

Seismic Spring Enhancements

Sales Enablement vendor Seismic rolled out a set of platform enhancements last month that are “designed to help organizations capture every revenue moment and drive effective, efficient buyer engagement across all digital channels.”  The release included Seismic Aura, their new AI Engine for sales content.

Seismic Aura employs AI and machine learning to surface “new business opportunities and increase seller efficacy.”

“Over the last year, we’ve witnessed an incredible shift to all-digital buyer engagements. At Seismic, we’ve anticipated this change for some time now.  Our platform exists to make go-to-market teams more effective, whether their buyers are face-to-face or remote,” said Chief Product Officer Krish Mantripragada.  “The next challenge for technology leaders like Seismic will be to enable businesses to thrive in this new era of digital-first selling.  The innovations we’re launching at [Seismic’s virtual conference] Shift, along with the product updates we have coming later this year, bring sales and marketing teams closer together, helping them reach new customers and engage with existing customers in a compelling manner regardless of where they are.”

Continued Mantripragada, “humans can analyze only so much. Buried inside data are patterns, behavior, and insights that will hold keys to your questions and undiscovered opportunities. We are combining human intelligence and machine intelligence to harness the power of this data.”

Other Spring 2021 release features include

  • CRM SmartPlays employ predictive intelligence to recommend the most effective sales plays at any moment.  SmartPlays are delivered within the rep’s CRM workflow.
  • Seismic Sidekick, a Chrome extension powered by Aura, delivers guided selling and content recommendations “based on past engagement, similar buyers, and interests specific to each contact.” Sidekick helps surface engagement opportunities and reduces time spent searching for content.
  • Dynamic Email Templates
  • Global Privacy Management supports GDPR and country-specific, multi-lingual privacy requirements and notifications.
  • Groove and Seismic announced an integration partnership to “deliver relevant, approved, [and] compliant” Seismic content and LiveSend links within the Groove Sales Engagement Platform. The integration delivers relevant content and CRM data within the Groove workflow and assists with intelligent content discovery.

Along with announcing new features, Seismic boasted about its ongoing momentum.  Their net retention rate stands at 111%.  They have over one million users at over 700 enterprise clients, including deep penetration in the financial services sector.  Seismic claims that 22 of the top 25 global asset management companies are customers, along with 7 of the top 10 US banks and 4 of the top 5 North American wealth management firms. Seismic added over 200 employees last year and opened its first Canadian office with the December Grapevine6 acquisition.  They now have more than 1000 workers across fifteen offices.


Continue to Groove – Seismic Integration.

ZoomInfo Workflows Enhanced (Part III)

Continuation from yesterday’s article about ZoomInfo Workflows (Part I).

ZoomInfo hinted at an even broader vision of automated lead qualification and workflows in a recent blog that listed four categories of qualifying data:

Source: ZoomInfo, “How To Automate Lead Qualification for Increased Response Rates,” March 8, 2021 Blog.

ZoomInfo does not support programmatic advertising, chatbots, or Slack notifications, so there is significant running room for product development, particularly around expanded intent.  For example, a recent study by XANT found that inbound lead response rates decay quickly, but reps fail to respond promptly, and many fall between the cracks.  The study analyzed three years of inbound leads at over 400 companies.  XANT looked at 5.7 million inbound leads and found that 57.1% of first call attempts took place after a week or more, and only 0.1% of inbound leads were responded to within five minutes.  However, firms that responded within those first five minutes had an 8X conversion rate versus later return calls.

“Maybe we simply didn’t realize what we were leaving on the table,” wrote XANT.  “Maybe we over-rotated on targeted ABM strategies at the expense of speed-to-lead.  Marketing automation shouldn’t replace meaningful and quick sales engagement.”

XANT proposes a second problem that slows lead response times: the manual assignment of leads to individuals, resulting in two sets of delays – the lead routing process and the sales reps’ ability to respond quickly when a batch of leads is handed to them.

Tying inbound leads (emails, webforms, chatbots) to workflows is the next step beyond enrichment.  It allows for immediate lead scoring, assignment, and routing decisions, speeding up the response rate while determining each lead’s best course of action.  The Trigger / Filter / Action methodology for intent and event-based leads fits perfectly with these other inputs.  Furthermore, Chatbots and FormComplete often gather a few extra qualifying details that would be filter inputs.

“There is perhaps no greater need than for sellers to be calling on the right people at the right time,” said SalesTech analyst Nancy Nardin.  “Fortunately, the level of accuracy and timeliness of data has improved by leaps and bounds with the emergence of AI, and improved data collection, cleansing, and enrichment.”