Attention, an AI-powered sales assistant, exited stealth mode and closed a $3.1 million seed round led by Eniac Ventures. Other participants include Frst, Liquid2 Ventures, Maschmeyer Group Ventures, Ride Ventures, and the founders of Ramp, Level AI, Truework, CBInsights, and Zoi. The new funds will be deployed towards advanced AI capabilities and market growth for the New York City-based startup.
Attention helps sales teams “overcome inefficiencies at every stage of the sales cycle,” including CRM hygiene, sales acceleration, and revenue growth. Attention accelerates sales rep ramp-up, drafts follow-up emails based on customer statements, improves forecasting, and automatically enriches Salesforce and HubSpot with post-call deal intelligence.
Attention maps discussions to custom CRM fields specific to standard sales methodologies such as MEDDIC and BANT.
Attention also provides real-time suggestions and question responses, “resulting in all sales representatives having higher rates of success and closed business.” Recommendations include product responses to technical questions and objections handling. The Attention AI determines common unsupported questions and builds battlecards based on sales responses. Battlecards can also be developed or edited by the sales enablement team.
One novel feature is the ability to query the meeting transcript with a question, allowing reps to summarize or revisit the discussion around key topics quickly.
Sales reps can share call snippets with managers or SMEs via Slack, allowing them to forward open questions in the voice of the customer.
“Attention is a game-changer. We’ve rarely seen any product like this in terms of efficiency gains and ramp-up acceleration. We’re also blown away by how fast they’ve been releasing new capabilities.” said Peter Santis, head of sales at RocketChat. Santis both licensed the service for RocketChat and participated in the seed round.
Founders Anis Bennaceur and Matthias Wickenburg founded competing AI software startups before joining forces in September 2021 to build Attention.
“We’re thrilled to partner with Anis and Matthias as they leverage the latest developments in AI generation and natural language understanding to superpower sales organizations,” remarked Hadley Harris from Eniac Ventures. “We love working with repeat founders and couldn’t be happier with the strong pull they’re already getting from the market.”
Attention supports communications platforms, including Gmail, Outlook, Slack, Teams, Meets, Zoom, and Zapier.
Attention’s initial customers are in the technology sales space, most commonly with 50 to 100 licensed sales reps.
Dale earned a BA and MA from Valparaiso University with a concentration in ethics. He also received an MBA from the Kelley School of Business at Indiana University.
What experience have you had developing AI tools?
As the SVP of Product Management at Salesloft, I am working with our team to bring Rhythm, Salesloft’s AI-powered signal-to-action engine platform, to life. Rhythm ingests every signal from the Salesloft platform as well as signals from partner solutions via APIs, ranks and prioritizes those signals, and then produces a prioritized list of actions. The action list gives sellers a clear, prioritized list of actions that will be the most impactful each day, along with an expected outcome prediction. In addition to simplifying a seller’s day-to-day, it helps them build their skills by providing the context about why each action matters.
AI is becoming increasingly important in RevTech, with many of our interactions being mediated by AI. Where do you see AI having the biggest impact on Sales reps between now and 2025?
AI will enable significant improvements in both seller efficiency and effectiveness. The most obvious impact will continue to be automating away low-value, repetitive work. What will surprise people will be the rapid advance and adoption of AI to suggest next best actions to take and content to use in those interactions with buyers. A typical workday for a seller will see them greeted by a recommended list of actions to take each day. Each action will be prioritized based on where the seller sits in relation to their targets, with each action accompanied by suggested content where appropriate. For instance, I might see a suggestion to respond to an email from a champion in an in-flight deal. The recommendation will include suggested text for the response as well as a resource to attach to the email. That’s a future we are actively investing in at Salesloft, which is at the heart of our soon-to-be-released Rhythm product.
Same question, but looking further out to 2030…
As AI becomes more commonly deployed across the sales profession, buyers will experience a more consistent sales experience in each buyer-seller interaction. As this becomes more common, it’s going to raise the bar on what buyers expect from a sales experience today. That will put more pressure on sales teams to deliver consistently in ways that today may seem unreasonable but will be possible with AI assistance.
One of the key ways to raise the seller performance bar will be high-impact, tailored coaching. Manager time is a constrained resource, and seller coaching augmented by AI provides a path to realizing performance improvement without manager time constraints. We should fully expect AI to help coach sellers to hit their goals based on each seller’s unique profile. We can expect AI to evaluate the seller’s entire game (activities, conversations, and deal management) to identify the highest leverage areas each individual seller should focus on to improve. Some of the coaching will be provided by AI at the point of execution, like on a call or when writing an email, with the rest provided throughout the workday as recommendations.
What are the most significant risks of deploying AI broadly across the Sales Function?
Two areas come to mind. First, AI used without clear boundaries in a sales process can lead to problems. If you employ AI and automation capabilities, it should be to allow the user to be better armed to make a decision, not make it for them. AI tools should not replace the human touch but rather augment it. There’s a lot of pseudo-science tossed up around the topic of AI, but ultimately, humans understand the nuance of relationships better than machines. One of the ways to address that concern is to deliver models that not only provide a recommendation but can provide the insights that led to it; humans will better trust the model when making decisions based on those recommendations as well as know when to ignore the recommendation.
Second, there’s a privacy component as well. Companies may create AI models that share data about a particular buyer with other companies’ sales teams without said buyer’s knowledge. The buyer may know they shared their data with one company but have no idea that multiple other customers at this company are using that same data. Creating models with this type of function puts companies and sales teams in a high-risk zone that can tread on the unethical. It isn’t clear that building models in that way may be considered legal in the future. If you plan to deploy AI in a sales org, it’s important to understand how data is collected and used.
AI Models are only as good as the underlying training data. How concerned are you about biased models recapitulating discrimination? For example, emphasizing sales skills that are gender or racially biased when evaluating sales rep performance?
It is a legitimate concern. AI products are based on probabilities, not certainties. The recommendations you receive or workflow automations that fire happen based on the probability that the given recommendation or action is right. Not the certainty that it is right. In a good product, the model is correct more often than a human would be when faced with the same decisions. At times, this is because the model can evaluate a larger set of factors, and in some cases, it is simply that machines can apply rulesets at a higher level of consistency than humans.
One of the key determinants of the AI model’s value is the dataset upon which it was trained. If the dataset does not properly represent the real world, the model will produce results that are either biased or provide poor recommendations. We’ve already seen several examples of that with image editing software that didn’t include black-skinned people in the training dataset. This led to either poor outcomes or worse dehumanizing results when the AI product was used in the real world. If you plan to deploy AI in your business, you should ask the provider what precautions they take to prevent bias in their models. We are very intentional about removing factors that could lead to bias in our training datasets. Still, it isn’t something I see most technology companies paying attention to in the revenue tech space.
How do you curb racial and gender bias when performing sentiment analysis?
We take great care at Salesloft to remove things that would lead to discriminatory factors. For example, for our Email Sentiment model, one of the ways we prevent bias is by removing all mentions of people’s names within the email because that could provide clues to their gender, race, or ethnicity. We do that kind of preprocessing with any data we use in an AI model before we build our models.
One of our assets is our scale. We’re fortunate that we operate globally and are the only provider in our space with offices in the Americas, Europe, and APAC. As a result, we work with organizations of all sizes globally, including many of the world’s largest companies. That means when we build models, we have one of the largest datasets in the world for sales execution. This enables us to train models based on datasets with both breadth and depth. When we build a model, it is easier to train it in a way that fairly represents reality and includes safeguards to avoid racial or gender bias.
AI will increasingly be deployed for recommending coaching and mediating the coaching. What concerns do you have about replicating bias when coaching?
As with any AI product making a recommendation, the potential to make a recommendation with bias is a concern that needs to be addressed when building models.
We take our responsibility to avoid bias in any product we release very seriously. The revenue technology industry as a whole hasn’t demonstrated a similar commitment to avoid harmful bias as of yet. I don’t hear other companies talking about proactive steps to avoid it, but I think that will change. We’re monitoring potential governmental action in both the US and EU that will require companies to raise their standard in this area. It is only a matter of time before laws are passed that require companies to prevent unlawful bias in their AI products.
Sales activities are becoming increasingly digitized, a boon for revenue intelligence, training, and next best actions. What guardrails do we need to put in place to ensure that employee monitoring does not become overly intrusive and invade privacy?
Let’s start by recognizing it is reasonable for an employer to have insight into what work is getting done and how it’s getting done. On the other hand, getting a minute-by-minute record of how each seller spends their day is unreasonable, as is dictating every action the seller takes from morning until nightfall.
We have to start with the right first principles. I think we can all agree that humans have inherent worth and dignity. They don’t lose that when they go to work. The challenge is that we have some companies in the technology industry that forget that fact when developing solutions. When you forget that fact, I believe that you actually harm the customer that you’re trying to serve. That harm happens in two ways.
First, you lose the opportunity to realize the true potential of AI, which is to serve as a partner that enables humans to do what they do best…which is to engage with and relate to other humans. AI should not be used to make final decisions for humans or to dictate how they spend every minute of their day. Good AI solutions should be thought partners and assistants to humans. It’s Jarvis to Tony Stark’s Iron Man.
The second way overly intrusive technology harms companies that employ it is via employee turnover. It’s no secret that industries that offer low autonomy to employees suffer from high turnover. Most humans fundamentally desire a base level of autonomy; if that’s threatened, they leave whenever a good option opens up.
In short, if the seller is working for the technology instead of the inverse relationship, we’re on the wrong path.
In 2018, Salesforce CEO Marc Benioff argued that the best idea is no longer the most important value in technology. Instead, trust must be the top value at tech companies. How does trust play into ethical applications and AI?
We get to build the future we want to realize. We can either build a future that perpetuates the things we don’t like about today’s world, or we can build a future that elevates human potential. AI can be used to take us in either direction. That means what we choose to build with AI and how we build it should be a very value-driven decision.
We can absolutely build highly effective AI-powered solutions that elevate the people who use them and deliver tremendous business value. The people that believe otherwise simply lack the imagination and skill to do it.
What I love about our team at Salesloft is that we exist to elevate the ability of the people we serve and to enable them to be more honestly respected by the buyers they serve. In sales and life, the way you win matters. It matters to the people you serve on your revenue team, and it matters to your customers.
An emerging category of AI called Generative AI constructs content (e.g., images, presentations, emails, videos). It was just named a disruptive sales technology by Gartner. They stated that “By 2025, 30% of outbound messages from large organizations will be synthetically generated.” What risks do you see from this technology?
There are two immediate risks that come to mind. First, the messages need to be reviewed by a human before they are sent. The technology has made extraordinary leaps forward. I’ve spent a fair amount of time playing around with some of the tools released by OpenAI and others. The output is impressive and also, at times, very wrong. This goes back to the fact that the output is based on a probability that the answer provided is correct. You can get a very professional, persuasive email, or you can get something that approximates a professional email but won’t land well with your intended customer.
Second, it has the potential to make every outbound message sound the same. Generative AI doesn’t replace the need for human skill. It changes the areas of focus for that skill. Specifically, the opportunity for humans is to use Generative AI to help generate a higher volume and variety of ideas and then to edit and refine the output. The returns available to creativity are always high, but they become even higher when everyone is doing the exact same thing in the same way.
Having said that, I see tremendous potential in the technology and think if used properly it will be very valuable to revenue professionals.
Kyle is absolutely right. At the end of the day, a sale happens when a seller connects with a buyer to help them solve a problem. You can’t do that without authentic connection and trust. Generative AI should not replace that human connection, and I don’t think buyers want it to replace human connection. A close friend of mine was a sales leader at a now-public PLG-driven SaaS company. They added sales reluctantly. When they did, the company learned that buyers both bought more from them and were happier customers. That company now wishes it had added sales much earlier. How we interact with one another can evolve as technology evolves, but it doesn’t change the fact that humans are wired to connect with each other. I think emerging tools like Generative AI will help us be more productive, but they won’t replace the need for authentic human connection and trust.
Microsoft announced Viva Sales, “a new seller experience application that brings together any customer relationship management technology (CRM), Microsoft 365, and Teams to provide a more streamlined and AI-powered selling experience.” The new solution is designed for the hybrid work environment where reps leverage video conferences, chats, emails, and documents to close deals. Viva Sales will also support Salesforce at launch.
Viva Sales “represents a new way of working by breaking down silos of data and breaking down silos of experience,” explained Microsoft Corporate VP for Business Applications Emily He. Sales reps “really want a more simplified experience. So, Viva Sales enables a seller to use the tools they already love and use every day, including your email system like Outlook, Word documents, PowerPoint presentations, as well as Teams,” she said.
Unfortunately, reps manage these disparate communications channels and their CRM to organize administrative tasks, collaborate on sales, and attend virtual sales meetings. “Yet, all sellers really want is to spend more time with their customers,” stated Microsoft Chief Commercial Officer Judson Althoff.
Continued Althoff, “What if everything a salesperson needed to do their job was brought together in one place – where they already spend most of their day – in calls, meetings, and chats? What if their customer records, data, and tasks were intelligently organized and accessible in the tools they use every day? What if the collaboration environment sellers use to talk to customers automatically provides the next best action and sentiment analysis?”
Viva Sales is a “new modern way of selling” that operates as a “smart CRM companion” that simplifies the seller’s workflows and enriches the CRM. Viva Sales captures AI-driven insights from Outlook, Teams, and Microsoft Office and feeds this information to the CRM.
“Viva Sales empowers sellers to be more connected with their customers, resulting in more personalized customer engagements and closed deals faster,” stated Althoff. “This happens through a simple customer tagging feature, which automates the data capture, saves the seller time, and provides their organization with a more complete picture of deal and customer status. With AI embedded throughout, Viva Sales is like a sales coach to move deals along with recommendations and reminders. This intelligence layer provides sellers the information they need to help them be more productive.”
Viva was launched last year as an employee portal, but Sales is the first functionally-specific edition of the service. Viva Sales will be in public preview in July and generally available this fall. Microsoft Dynamics Sales is inclusive of Viva Sales and “addresses both sellers’ and sales leaders’ needs by automatically enriching Dynamics 365 Sales with customer engagement data captured in Office 365 and Teams.”
Sales reps tag customers or prospects in a Microsoft application. This “tag to capture” functionality alerts Viva to begin capturing account intelligence and offering insights to the sales rep. Viva Sales employs Microsoft’s recently announced Context IQ for capturing relevant content across Microsoft apps and services. This data can then be synced with any CRM.
“What we are focused on is removing the drudgery of manually entering the data into a CRM and then providing the AI capabilities for the sellers,” explained Product Marketing Senior Director Neha Bajwa. “There’s a virtual personal assistant that is sitting and helping them out doing all the busywork that we would normally have to do.”
The objective is to solve the problem of manual data entry without destroying the CRM. Viva runs alongside the CRM, capturing intelligence from other enterprise sales apps commonly deployed across sales teams. The data capture and CRM syncing improve rep productivity while the AI suggestions improve sales effectiveness through better recommendations, reminders, and Next Best actions.
“As you work with a customer, you can not only see your own interactions, [but] you can also see across your company and find all the people that are interacting with your client as well,” said Microsoft VP for Modern Work Jared Spataro. “We’re trying to apply AI not only to remove the boring stuff, but also to provide real value add so that you can cope with the volume and the expectations associated with you doing your job.”
The service recommends next steps, displays complete interaction histories, and pushes reminders to reps. It is also connected to LinkedIn, providing the names of colleagues with strong connections to a contact or account, allowing sales reps to conduct research before a Teams chat.
During a Teams call, reps can view the relevant customer information in a sidebar and access meeting prep notes. After the call is recorded and transcribed, Viva Sales summarizes the call and captures action items. Conversation KPIs and talk tracks are also generated.
Another feature is the generation of customer lists with recent activity, sentiment graphs, and engagement within Excel.
“The future of selling isn’t a new system. It’s bringing the information sellers need at the right time, the right context, into the tools they know, so their work experience can be streamlined,” said Althoff. “Empowering sellers to spend more time with their customers has been our goal — and we’ve done that by reimagining the selling experience with Viva Sales.”
One of the core issues at the heart of CRM implementations is the reliance on manual data entry, argued Paul Greenberg, Managing Principal at The 56 Group. What is necessary is ongoing automation to remove this busy work.
“Sellers rely on digital collaboration and productivity tools to connect with customers and close deals, but a lot of the insights they uncover with these tools don’t make it into the CRM,” Greenberg. “Microsoft is taking on this challenge by offering a solution that complements the CRM. Viva Sales automates the busy work, captures critical information about the customer, and helps sellers get the job done.”
Outreach announced the general availability of Outreach Guide, its new revenue intelligence and deal management solution. Guide provides real-time conversation intelligence, best practice action plans, and “deal health at a glance.” Outreach also announced administrative enhancements to its Engage product and a “deep integration” with ABX Platform 6sense.
Outreach Guide, Engage, and Commit act as the “foundation” of Outreach’s sales execution platform, supporting revenue organizations across the full customer sales cycle “from prospecting for new business opportunities to deal management to sales forecasting.”
Outreach aims to create a “single system of execution” that helps revenue organizations meet their full potential and address issues with prospecting, deal management, and forecasting.
To help address this “sales execution gap,” Machine learning models “learn from the actions taken in our platform and generate data-driven, predictive, real-time insights that recommend actions for users to take to improve their sales execution,” said CEO Manny Medina.
Outreach Guide supports three core capabilities:
Deal Health Scores: The Deal Health Score employs machine learning to predict deal health. It also provides deal insights, recommended actions, and where to focus. In addition, deal Health displays positive and negative indicators (e.g., stuck in current stage, no recent inbound emails, recent executive engagement).
Deal Health signals deals at risk to both the sales rep and sales management, providing an opportunity to address problems and adjust forecasts.
Deal Health scores can be viewed in the aggregate as well, providing a neutral perspective on how each deal is proceeding versus comparable opportunities.
Deal Health scores are currently in beta.
Kaia Real-time assistance and conversation intelligence:Kaia offers real-time call transcription, content cards, and context-based rep enablement during Zoom and Microsoft teams meetings. After meetings, Kaia streamlines meeting summaries with AI-captured action items and follow-ups. As a result, Outreach claims rep productivity increases by nearly 30%, and the likelihood of scheduling a follow-up meeting jumps by 36%.
Kaia is linguistically customized for each client, capturing product names and competitors as keywords. During a call, content cards display real-time sales aides, such as product summaries or technical notes. Content cards provide quick cheat sheets on product value, pricing, or integrations (see the example on the right).
By removing notetaking and displaying content cards, Kaia allows sales reps to be more present during calls and pitch with greater confidence; instead of pausing a meeting to jot down notes, sales reps can quickly add a bookmark or short meeting note.
Automated and collaborative purchasing through Success Plans:Success Plans foster collaboration between buyers and sellers with detailed online purchase action plans that include a timeline, success criteria, resources, and team views. Collaborative action plans align stakeholders, build buyer trust, ensure timely stakeholder engagement, and provide internal stakeholders with prospect engagement and deal progress. Outreach claims that reps who closely monitor Success Plans enjoy a 13% bump in close rates.
“The buying team has all the information related to the deal in a central place, and all teams are aligned to clearly understand each other’s goals, interactions, and requirements essential for driving long-term success, delivering an unparalleled buying experience throughout the entire selling process,” stated Director of Product Marketing Elizabeth Dailing.
Furthermore, Success Plans are available to Customer Success teams when onboarding new customers, helping streamline handoffs.
The Team view helps track who is involved from the buying team and how engaged they are, how recently they were engaged, and what content they viewed.
Trigger Enhancements – A streamlined trigger builder improves the creation, management, and discovery of triggers. The refreshed trigger builder is aligned with traditional CRM language and supports multiple values per condition, drag-and-drop action reordering, and simplified condition group creation.
New Outlook-Add In – A native integration lets reps ‘Send’ emails from Outlook and send and sync “relevant emails to Outreach, as well as insert their available times or add a link to their calendar.” Outreach will also flag opted-out communications in Outlook and prevent them from being sent or added to a sequence.
Microsoft Graph Integration
Data Retention in Outreach Voice Recordings – Admins can configure data retention policies such as deleting data as a one-time event or setting up regular data deletions for Outreach Voice Recordings.
Additionally, Outreach announced an Irish Datacenter for Outreach Engage, meeting EU data residency requirements for GDPR compliance. “The EU Datacenter for Outreach Engage allows an organization’s data to be stored in a specific geographic location,” blogged Caroline Shin, Senior Product Marketing Manager at Outreach. “This means customer-owned data associated with those Outreach instances including prospects, accounts, organizations, and workflow data such as sequences and meetings will be stored and contained within the EU infrastructure.”
“Zoom IQ for Sales analyzes customer interactions to surface key insights, actions, and content from sales meetings. Sales leaders can also use this data to help make better-informed management decisions regarding their sales teams,” blogged UCaaS Product Marketing Manager Theresa Larkin. “With actionable insights based on proven sales strategies and a wealth of data, organizations can streamline the new sales rep onboarding process, create a modern sales methodology, and further develop their sales teams.”
Zoom describes Zoom IQ for Sales as its “First Step in Conversational Intelligence.” The service is “tightly integrated” with Salesforce, Google Calendar, Office 365, and Exchange. Insights include
Engaging Questions – Analyzes questions posed to determine the frequency with which customers respond to queries.
Longest Spiel – Identifies the longest monologue to help reps hone their pitches and avoid monologues.
Next Steps – Assesses whether clear next steps are outlined during the meeting.
Patience – Determines whether reps wait for a response after asking a question.
Talk-Listen Ratios – Analyzes whether there is a balance between lead speaker talk time and time granted to others.
Competitor and Feature Mentions – Tags competitors and product features so reps, competitive analysts, and product teams can drill into prospect concerns, competitive statements, and potential gaps in the product.
Post-deal analytics include which topics arose most frequently, time spent in each stage, and which negotiators made the final purchasing decision. General Deal analytics include the number of conversations per deal and the duration of conversations per deal.
Zoom IQ supports a video snippets library of best practices exemplars. Snippets can be used for initial training or for reviewing how to handle specific objections, present the value of various products, or position across target verticals.
“Zoom has made strategic investments in homegrown speech recognition technologies and recruited a world-class team to produce high-fidelity transcription services that are a backbone for products like Zoom IQ…We’re developing domain-specific NLU (natural language understanding) using few-shot models to build features that will be more reliable and valuable to our users,” said Josh Dulberger, Zoom’s head of product, data, and AI. “Sales teams…want to focus on the customer, and managing the engagement rather than taking notes, but also so they can review their calls to pick up nuances, easily identify next steps, or solicit some guidance from a colleague. Managers and sales leaders can’t sit in on every call but want to understand the selling climate, when to coach, and which reps are finding the right message.”
TechCrunch Senior Report Kyle Wiggers cautioned buyers about Zoom’s AI capabilities: “The jury’s out on the accuracy of Zoom’s algorithms, particularly given the company’s history of deploying flawed AI. Sentiment analysis algorithms are especially prone to gender and race bias, and not every salesperson will necessarily agree with how Zoom measures engagement.”
“Zoom is almost certainly feeling the pressure from investors to establish new lines of revenue,” continued Wiggers. “While the company’s earnings soared during the pandemic, guidance is down as customers begin to shift to hybrid and in-office work arrangements less reliant on videoconferencing.”
Zoom IQ for Sales is priced at $79 per month per seat.
“Half a million businesses choose Zoom and rely on it for internal and external conversations,” said Dulberger. “The Zoom platform already has a strong foundation in this area with features such as transcription, recordings, and highlights. This also gives us an opportunity to expand this type of functionality across the Zoom platform such as Zoom Contact Center and within our meetings and events solutions to help presenters pace their speech, take notes, capture action items or employ specific tactics.”
Zoom Events, Zoom’s platform for virtual and hybrid shows, is adding a backstage feature that lets panelists, speakers, and production crews meet before, during, and after events. During the session, support staff can view the webinar feed, chat with each other, answer attendees’ questions, and practice their presentations. Zoom Events Backstage should be available by the end of April.
Other new Events features include branded wallpaper that displays behind tiles and webinar reactions.
Last month, Drift rolled out its Conversation Cloud, which combines the capabilities of its Conversational Marketing, Conversational Sales, and newly launched Conversational Service offerings. Drift’s Conversational AI guides visitors along any stage of the customer journey, helping them “voice their intent with open text questions, find answers to their own questions, get personalized recommendations, or book a sales meeting.”
“Everything starts with a conversation, and in-person communication and experiences are taking a back seat to the conversations we have online, especially in our business relationships. Businesses are relying more and more on digital experience platforms – or in our case, conversational experience platforms – to bridge these connections and manage key customer interactions, touchpoints, and engagement. Our guiding philosophy at Drift is to put the buyer at the center of everything we do, and we are excited to bring the Drift Conversation Cloud to market to help our customers deliver a better experience to buyers at each stage of their journey, all while improving their sales teams’ efficiencies and accelerating revenue.”
Drift Conversational Sales manages customer conversations across chat, video, email, and phone. Drift routes high value leads to sales reps, notifying them when qualified leads are engaging with the chatbot or the website. Sales reps can “craft personalized outreach based on what web pages buyers visited, which sales touchpoints they engaged with, and how often they interacted with your brand.” Prospect activity is automatically logged to Salesforce.
Reps can also deliver personalized video messages based on site activity intelligence. Videos may be shared via LinkedIn, Drift, Outreach, or Salesloft. Drift claims a more than 3X improvement in response rates for asynchronous video.
Drift not only schedules meetings but also offers a new Deal Room module for capturing interactions between buyers and sellers, including meeting transcriptions and document sharing. Deal Room also provides real-time alerts when prospects engage with the Deal Room and manages Mutual Action Plans.
“Drift Deal Room enables seamless collaboration between your internal team and entire buyer committees in one central location,” blogged Drift Senior Product Marketing Manager Holly Xiao. “Everyone involved will be able to have conversations, share files, manage action items, schedule meetings, and more — directly in Deal Room.”
Continued Xiao, “Drift Deal Room lets you see who, what, and how buyers interact with your business throughout their entire journey. So, when it’s time for your next deal review, you’ll come to the table with a clear picture of deal activities and trajectory. And if you notice opportunities with lower engagement, you can rely on Drift Video, Drift Chat, Drift Email, and more to help you nurture deals in the right channel at the right time and keep them moving in the right direction.”
Conversational Service answers simple support questions, allowing the service team to focus on difficult support problems and high-priority customers. The Drift Chatbot supports Salesforce and Zendesk knowledge base articles. Conversational Service lets customers create their own support tickets or hand high-priority requests over to live service reps.
“Translating click-based engagement into buyer-led enablement across interactions requires conversation design that senses and responds to spoken and unspoken buyer needs across complex and connected buying journeys, wrote Forrester Principal Analyst Jessie Johnson last November. “Conversational interactions help B2B organizations meet buyers where they are in their journey, enable their buyers and customers in the moment, and inform the next interaction. The impact of poor execution, however, can have a lasting negative impact on the buying journey, customer experience, and even the brand itself.”
Sales Engagement Platform Outreach expanded its value proposition with the acquisition of Revenue Intelligence service Canopy. Outreach immediately began integrating the service into its platform, with GA expected in H1 2022. The new Outreach Commit service “significantly expands” Outreach’s revenue intelligence capabilities, “giving revenue leaders the sales analytics and forecasting capabilities they need in today’s sales environment.”
“In the past 18 unpredictable and transformative months, we have seen the rise of a new cohort of leaders we are calling Revenue Innovators who have thrived by embracing the digital disruption of sales,” said Outreach CEO Manny Medina. “These are leaders who had to adapt and evolve their mindset to embrace automation and machine learning as the keys to driving predictable, efficient growth – consistently and despite the uncertainty in the market. They need tools that combine engagement with intelligence and marry together the art and the science of sales. The evolution of the Outreach platform does exactly that.”
Outreach provides revenue innovators with “predictable, efficient growth” based upon AI guidance for more effective engagement, improved forecasting, and next best actions. The objective is to reduce the “Sales Execution Gap” between revenue potential and actual performance based on instinct and limited data; instead, data and AI will narrow the gap.
“The Sales Execution Gap manifests itself in several ways across the business — decisions based on gut instincts, slow rep ramp times, competing priorities, random achievement, missed opportunities with little understanding as to why,” explained Medina. “And yes, lost revenue, but also a growing disconnect between what high-performing reps want and what employers can deliver.”
“Once a seller has experienced the power of an Engagement and Intelligence platform, they won’t want to go back to inefficient, broken workflows — and they’re making career decisions because of it.”
Outreach CEO Manny Medina
Unfortunately, CRMs were “not designed for sellers.” They are systems of record that store information but lack engagement and insights. Firms that want reps to “live in the CRM” will drive away their best sales reps and candidates who “demand AI-driven insights and workflow automation to guide their actions in real-time.” As more sellers become “digital natives,” this performance gap will widen.
Top-performing reps and managers that have enjoyed modern SalesTech tools will be reluctant to work without digital tools. They expect their sales toolbox to include AI-generated intelligence, including email sentiment, live meeting guidance, real-time call analysis, and automated deal review and scoring. They are also looking for sales engagement with templated sequences (cadences), multi-channel outreach, task prioritization, and recommended actions. Finally, they are looking for improved forecasting, risk alerts, engagement data, and deal facilitation.
With Commit, Outreach has added forecasting and expanded risk analytics to its toolkit.
“Revenue innovators are embracing automation and AI in real-time to provide guidance to reps mid-cycle, guide more effective engagement with customers, and entirely rethink how they forecast because they have the signals that can proactively identify risk in their pipeline and deals,” stated the firm.
Continue to Part II which discusses Outreach Commit and product enhancements announced at the Outreach Unleash virtual meeting.
Salesloft CEO Kyle Porter suggested that the answer to overwhelmed sales reps is not more technology and data but better-designed tools and workflows that address the “Revenue Performance Gap.” Salesloft’s Modern Revenue Workspace offers
“Proper insights at the right time
The ability to take action
The ability to communicate
The coachable moment”
Instead of a series of tools, Salesloft is positioning itself as one of Gartner’s “alpha platforms” that broadly ties together sales workflows and channels. Gartner noted a set of attributes of these platforms:
– “Alpha Platforms are hyper-aggressive vendors who are broadening capabilities at a breakneck speed.
– It’s not just M&A, some companies will evolve into alpha platforms by building capabilities. This is totally doable, they just have to be able to work fast.
– Alpha platforms aren’t necessarily buying competitors in the same category – they are buying into adjacent categories.”
“It’s a time to tell a new story about sales and provide you with a complete, digital go-to-market solutions your sellers and sales teams need,” said Porter.
According to Salesloft Chief Product Officer Ellie Fields, this advanced sales platform is “built for sellers.” It reduces workflow friction, allowing reps to “take faster action” and prioritize their time. The platform also serves as a centralized engagement hub with the “most critical tools for digital selling,” including email, phone, SMS, meetings, social, etc.
The Modern Revenue Workspace deploys data and AI within the workflow, delivering insights such as the most engaged prospects, deals at risk, and “trends that improve outcomes.”
The Salesloft platform acts as a hub for digital selling, driving alignment across the revenue team. Along with Deals, Conversations, and Cadences, the platform synchronizes data with a system of record (Salesforce, MS Dynamics, or HubSpot) and supports sales intelligence and workflows with over 115 ecosystem partners.
The new release is based on a set of advanced objectives:
Take Action Anywhere – Communications channels are available throughout the platform. For example, reps can call, email, book a meeting, or send an SMS message within the Deals view. Digital communications are then captured and analyzed, helping identify “the most engaged prospects, stalled but winnable deals, and trends that help revenue teams adjust course to improve performance.”
Know What Changed in Your Deal – Reports identify which opportunities were updated, how long the deal is in the current stage, and whether the close date or amount changed. For example, progression indicators are now displayed in Pipeline Review and Deals reports.
Enterprise Ready Conversations – Salesloft continues to enhance its communications channels with support for Microsoft Teams, native Zoom and WebEx support, improved transcription, and governance enhancements. The native Zoom support is more reliable than the previous bot tool. Salesloft also added Consent to Record for MS Teams and will be adding it for other platforms and its dialer. They also added English language recording announcements with additional language announcements in development.
The enhanced Conversations transcription engine offers “improved accuracy, searchability, and filtering” that helps managers and sellers “easily identify buyer and market trends and coaching opportunities to set more meetings, build more pipeline, speed deal cycles, and improve the chances of winning more deals.”
A new Conversations Summary is delivered to inboxes.
Unify Communications across Channels – Conversations in Activity Feed provide updates on important meetings.
Understand Outcomes across the Platform – Outcomes in Step Analytics identify which steps are working, helping improve Cadences.
Insights Anywhere – A Meetings panel on the home page summarizes pending meetings to assist with call prep.
Automate No-Show Workflows – New cadence workflows help reps reschedule missed meetings. A “partial show” workflow also provides the call hyperlink and summary to those who missed a meeting.
At a high level, the goal is to remove friction in the sales process by reducing the need to jump from app to app. Instead, reps can engage with shareholders and obtain insights from anywhere in Salesloft.
Future items include SHAKEN/STIRRED registration, native Google Meeting support, and Salesforce Event field logging.
ZoomInfo has not been shy about acquiring companies in its bid to become a leading revenue acceleration company. This morning, they announced the acquisition of Chorus.AI, a leading Conversation Intelligence company. While most of its deals have been small, Chorus has the opportunity to leverage ZoomInfo’s company and contact intelligence with rich engagement data and analytics, placing the firm at the center of the rapidly growing Conversation Intelligence market.
Chorus employs machine learning and AI to “capture and analyze” calls, meetings, and emails, digitizing customer interactions, and capturing insights for revenue teams and sales management. As a result, sales reps can be more present during calls as they no longer need to capture action items and take notes while leading sales meetings. Automating insight capture allows them to be better engaged during the call, avoiding those awkward pauses for note-taking.
While not discussed in the press release, combining Chorus’ NLP with Insent should raise bot performance and become another leg of conversation intelligence at the top of the funnel.
The expanded ZoomInfo will support and assess a broad set of digital touchpoints for intent and engagement:
Chorus also assists with buying committee discovery. While ZoomInfo has long supported contact discovery at the account level, monitoring engagement to determine who is involved in deals and who is being referenced in conversations is the next major step in buying committee discovery, moving it from educated guesswork to a scientific approach. Once committee members are identified, Chorus monitors conversations for sentiments, motivations, and concerns, helping gauge deal health. ZoomInfo will supply Chorus with rich company and contact information fed to customer CRMs and continuously maintained by ZoomInfo’s APIs and connectors.
Chorus’ Momentum Insights, released in December, helps revenue teams understand customer relationships, improve their forecasting, identify which interactions propel deals forward, and flag deal risks.
“Momentum Insights will unlock learnings never before available from the CRM to harness the most valuable dataset available—conversations with customers,” said Chorus CEO Jim Benton at the time. “This will empower revenue teams to solve complex problems which require strong relationships, and relationships ultimately drive revenue. Reps get exactly what they need to engage and personalize their efforts, while leadership is able to trust the unbiased data aggregated from each opportunity to inform critical business decisions.”
“By integrating keyword trackers from Chorus into ZoomInfo, revenue teams will also be able to create audiences based on insights from conversations, flag deals and renewals that could be in jeopardy, and trigger alerts to address concerns in real-time,” stated ZoomInfo.
The deal added $18 billion to the company’s TAM, raising it to $70 billion. The acquisition is “expected to be accretive to growth immediately, generate adjusted operating profits within 12 months, and be accretive to cash flow in the second half of FY 2022.”
“ZoomInfo is the only company that can marry a best-in-class data layer with world-class go-to-market applications,” said CEO Henry Schuck. “The acquisition of Chorus will accelerate our vision to deliver a modern go-to-market platform that brings together best-in-class intelligence with comprehensive data management, workflow, and engagement software, empowering companies to effectively execute their revenue-generating strategies. With the largest Conversation Intelligence patent portfolio in the industry, Chorus will advance each aspect of our vision by surfacing a new category of insights, illuminating new workflows, and enabling more targeted engagement at scale.”
CEO Henry Shuck has been open to both large and small deals, so long as the combination of ZoomInfo and the acquired company drives significant growth in revenue at the acquisition. A few decades ago, the term was synergy, but that phrase was used so often to describe failed deals that it is now verboten when describing acquisitions. However, ZoomInfo with Chorus has the opportunity to grow significantly faster than as a standalone organization.
As with the recently acquired Insent.AI and Clickagy, Chorus will benefit from access to the breadth, depth, and quality of ZoomInfo’s B2B dataset and access to ZoomInfo’s Go To Market strategy and efficient sales processes. With an LTV / CAC ratio greater than ten, ZoomInfo should be able to efficiently cross-sell and upsell Chorus’ analytics across its 20,000 customers.
Chorus also sets up ZoomInfo’s new Engage platform to challenge market leaders SalesLoft and Outreach. Chorus is one of the leading Conversation Intelligence firms.
“We are thrilled about the opportunity to join forces with ZoomInfo and bring Conversation Intelligence to every revenue team,” said Jim Benton, Chorus.ai CEO, who will join ZoomInfo as SVP, Emerging Products. “ZoomInfo has a bold vision of delivering a world-class go-to-market platform that empowers companies to drive better execution and more revenue. Chorus will play a vital role in helping deliver on that promise with deep, A.I.-driven insights based on real interactions with prospects and customers, a previously untapped source of crucial data about their relationships.”
Frost & Sullivan named Chorus a 2021 Customer Value Leader in Conversation Intelligence. “Frost & Sullivan finds Chorus’ value proposition is multi-faceted as it offers vital benefits for various personnel, including sales, customer success, sales development, and frontline managers, as well as long-term solutions designed to promote employee skill growth,” wrote Samantha Fisher, Best Practices Research Analyst.
The deal was priced about $575 million in cash. The purchase price includes a cash tax benefit related to the asset purchase of more than $100 million, ZoomInfo said. The transaction will be funded with cash on hand and $500 million in additional financing.
Seismic announced enhancements to its recently launched Aura AI platform. Aura provides sales reps with “intelligent recommendations on how to effectively engage with buyers, advance deals, and uncover new opportunities.”
Aura AI is a personal assistant for sales reps delivered via a Chrome extension. It suggests “personalized, relevant content recommendations” using data from similar customers and prospects. This content can then be forwarded to customers and prospects or posted on social sites as a LiveSend Link that supports full tracking and analytics.
Aura also displays customer engagement history and engagement between the customer and colleagues.
“Artificial intelligence isn’t just about making sellers more productive, which is important. It’s also about helping buyers solve their problems by connecting them with the right content,” blogged Seismic Senior Content Strategist Tony Smith.
Seismic also released CRM SmartPlays within Salesforce. The new feature “removes the burden of identifying the best sales plays” and suggests higher-performing content and context. “The modern salesperson is constantly pulled in multiple directions, leading to information overload and decision fatigue on what to do next. Aura’s content recommendations act as the seller’s sidekick, helping them eliminate the noise and avoid missing the next important engagement moment,” said Seismic CEO Doug Winter. “Our approach to AI combines the best of human and artificial intelligence to give sellers a competitive edge and more time back in their day to engage with buyers. I can’t wait for more Seismic customers to see what Aura will do for them.”