Clari Revenue Insights

Revenue Operations vendor Clari announced Relationship Insights, its new Revenue Intelligence service.  Relationship Insights adds “visibility into all the buyers and sellers actively involved in sales pursuits.”  The new service helps revenue professionals assess the “true health of account relationships, more effectively manage their territories, and lead their teams in the new remote selling era.”

Relationship Insights ends the manual auditing of accounts by sales managers and interrogations of sales reps about customer and prospect relationships.  Relationship Insights lets them understand

  • Who are we talking to?
  • Are we single or multi-threaded at the account?
  • When was the last time we interacted with the executive buyer?
  • Have we engaged with the CFO?
  • Do we have the right internal SMEs working on this account?

“Our data shows that deals over $250k require an average of 19 external stakeholders to close successfully,” said Clari CEO Andy Byrne.  “With Relationship Insights, we’re providing total visibility to revenue teams so they can drive exceptional execution in their deals, accounts, and territories across their entire revenue process.”

Buying Groups: The New Norm for B2B Sales,” Clari, December 3, 2020.  Based on Closed-Won Deals.

Smaller deals require significant relationship building as well.  A Clari analysis of closed-won deals found that opportunities up to $50,000 required relationships with an average of seven external stakeholders.  Successful deals between $50,000 and $250,000 averaged ten relationships between the company and demand unit members at the closed opportunity.

“Buying groups are not only getting larger, [but] they’re also diverging in personal and organizational priorities. Sellers need to navigate this big group of influencers and decision-makers, including business line managers, IT practitioners, executives, and finance leaders.”

Hila Segal, Clari VP Product Marketing

Relationship Insights provides sales reps and sales management with a deeper understanding of the demand unit, letting them see all sales activities, including emails, meetings, and file exchanges.  This monitoring helps ensure that “all selling motions are multi-threaded.”

“An in-depth understanding of your customer relationship landscape is critical for building full buying consensus, reducing cycle time by uncovering potential blockers earlier, and increasing win-rate by getting multi-threaded (building relationships with multiple stakeholders) when your competition may have only relied on one or two contacts.”

Clari VP of Product Marketing Hila Segal

Clari Activity risk tracking identifies the risk of disengagement, providing reps the opportunity to re-engage before the deal goes south.  

“It’s not enough to see who is engaged. You need to understand the strength of the relationship over time—how many meetings did you have with a key individual, when was the last time you met with them, when is the next time you’re scheduled to connect, have they been responding to emails,” argued Segal.

Account auditing ensures that the primary personas and team members are engaged so that reps can run plays to broaden support.

Relationship intelligence also leverages the company’s varied skills and knowledge, so tracking who has been engaged on the selling side is critical.  Segal noted that successful enterprise sales “takes a village,” with many team members, including technical SMEs, product specialists, implementation consultants, and executive sponsors, helping close the biggest deals. “A clear understanding of key players in every account drives stronger account relationships resulting in more qualified pipeline, better win rates, faster cycles and more predictable revenue,” said Craig Rosenberg, Chief Analyst at TOPO.

Clearbit for Clari

B2B Marketing Data vendor Clearbit partnered with Revenue Operations Platform Clari to deliver enriched contacts into CRMs.  Clari identifies external contacts from emails and meeting activity, helping fill out the buying committee.  According to Clari, only 30% of sales-engaged contacts are entered into the CRM.  By automating the contact identification process, sales reps have a clearer view of the full demand unit, allowing them to target messaging by function and recognize potential gaps in their knowledge of the buying committee.

By expanding knowledge of the demand unit, Clari can identify the broader set of decision-makers and reduce deal risk through multi-threaded relationship building.  Relying on one or two contacts has multiple risks:

  • The sales rep may not be messaging to the full demand unit
  • Their point of contact may be sidelined or leave the firm
  • Multiple points of contact may be set up dealing with different vendors, each providing a siloed perspective on the deal.
  • Post-sale, if users and administrators weren’t involved in the decision, adoption rates might be low, leading to higher churn rates.
  • The project champion may depart before renewal, forcing the rep to scramble to re-establish relationships at renewal time.

The expanded knowledge also helps marketing teams identify the key personas involved in deals and customize content and messaging.

“Now all the contacts that showed up for a sales meeting, even the ones that were added to the invite by the prospect, are automatically associated with the opportunity without your rep needing to lift a finger.”

Clari Marketing Programs Manager Maggie Kullman

Clearbit enriches the contacts with title, job function, and level. Firmographic and technographic details are also appended.

“As budgets get tighter and operating plans are reworked, having your prospects’ finance team involved early on is critical to accelerating the deal toward close,” wrote Clari Marketing Programs Manager Maggie Kullman.  “With the combination of Clari, Clearbit, and a little bit of automation, you can trigger an update to an opportunity field any time a CFO gets added to a meeting with the sales rep.  Now you can easily track which of your deals are missing a critical decision-maker and take actions to drive that relationship.”

Demand Units are a term coined by SiriusDecisions a few years ago when they updated their Demand Waterfall model for B2B sales and marketing. Each opportunity is associated with a set of decision-makers (e.g. technical, financial, functional directors) and influencers (e.g. users, admins). Demand Unit discovery is still in the early stages of development, but looking at email headers, out of office messages, and meeting attendees is a promising approach for organically identifying buying committee members.

Clari Partners with SalesLoft

Clari is the latest vendor to join the SalesLoft app directory of over fifty partners.  Clari’s Connected Revenue Operations Platform “automatically tracks sales activity data and engagement for your entire revenue operations team so you can measure the health of your pipeline and forecast more accurately,” announced SalesLoft.  “Increased signal intelligence helps reps and managers understand which opportunities are trending in the right direction, and which can use more engagement to drive them forward.”

Clari’s AI engine analyzes SalesLoft engagement activity including email opens, calls made, and LinkedIn messaging to help “reps focus on the right deals and managers make more accurate forecasts.”

Clari's "single pane of glass" aggregates activity intelligence across teams and sales reps by Opportunity
Clari’s “single pane of glass” aggregates activity intelligence across teams and sales reps by Opportunity.

SalesLoft noted that the buyer’s journey is complex with enterprise deals touching eight buyers and influencers at enterprise prospects.  Thus, “it can be tough to know what activities have occurred with which personas and even tougher to know which activities to attempt next to move the needle.”

The joint solution provides a single pane of glass for assessing sales rep activities, determining which activities move deals forward, and planning for next steps.

“Too often, go-to-market teams operate in disconnected silos.  We’re fixing this by using AI and automation to connect real-time business activity with back-office systems and processes so teams spend less time entering data, and sales, marketing, and customer success are always on the same page.  Bridging these silos makes every campaign, QBR [Quarterly Business Review], and forecast call more data-driven and actionable.”

Clari CEO Andy Byrne

Besides SalesLoft, Clari application partners include Outreach, Yesware, LinkedIn Sales Navigator, DiscoverOrg, Salesforce, Marketo, Slack, Gmail, and Outlook.