Salesloft Forecast Launched

Salesloft’s new Forecast module ingests deal data from multiple platforms, allowing sales professionals to review deals and take actions necessary to stay on track.

Salesloft continues to extend its value proposition beyond sales engagement and conversational intelligence into deal forecasting and revenue intelligence.  Its new Forecast capability, bundled with the Enterprise edition, is available as part of Salesloft’s Spring ’22 Release.  Other spring enhancements include Multi-language Support for Conversations, Out-of-Office Detection, and mobile updates.

Salesloft noted that forecasting remains a “disjointed and manual process” often conducted with spreadsheets.  Sales professionals must collect information from disconnected systems and often deliver inaccurate numbers that waste “valuable selling time.”  What’s more, manual processes provide few insights for improving sales results and aren’t actionable.  Thus, significant resources are expended coming to a forecast number, but by the time the CSO or CRO rolls it up to the CEO, the forecast is a black box number based on quickly aging data with few actionable insights.

The disjointed forecasting process (Source: Salesloft)

“Forecasting is a critical process for every revenue organization,” said Salesloft CPO Ellie Fields.  “But when sellers use spreadsheets, there’s a high risk of user error and acting on old data.  Spreadsheets aren’t scalable, are incredibly manual, ungoverned, and only serve as a snapshot in time.  There’s no context to help sellers look ahead.”

In a presentation to GZ Consulting, SVP of Product Management Frank Dale emphasized that Salesloft is looking to stay in the “revenue lane” focusing on “what happens between the buyer and the seller.”  Forecasting falls within the revenue lane as it “leverages the data generated from interactions between buyers and sellers.”  Furthermore, forecasting should not be separate from revenue generation.  It isn’t simply calling a number but “taking action to make that number.”

The revenue lane “covers all core selling jobs” and tasks, including driving demand, generating pipeline, managing deals, and engaging customers.

“Revenue teams don’t want a forecast.  They want a real-time, adaptive week-by-week action plan to beat their number.  That’s not what forecasting is today.  Forecasting, as it is done today, sucks.  For most revenue teams, it is something they have to do, not something they want to do.  That’s because the tools they have available make just getting to a forecast number difficult and time-consuming.  What’s worse is that they don’t often trust the number they arrive at.  That’s a big problem.  It’s hard to know where to spend your time when you’re not sure if what you’re looking at is accurate.”

Salesloft SVP of Product Management Frank Dale

The Salesloft Modern Revenue Workspace is built on three pillars: Connecting with buyers, improving interactions with customers and prospects based on the data that is generated from interactions, and aligning the team around best practices.  Forecasting falls into the alignment pillar but is designed to support connection and feedback.

“There is a huge gap.  The gap is not necessarily about calling the number, but it is more about the action plan on that number,” explained Senior Director of Product Management Anshu Chowdhery to GZ Consulting.  Salesloft set two goals for its Forecast launch: A shared workflow for gathering deal intelligence and turning it into a forecast; and the ability to achieve that number. 

Salesloft Forecast capabilities include

  • Forecasts are rolled up across the organization. 
  • Users can drill down to opportunities and track changes in the pipeline.  They can also take action from within Forecast.
  • An AI-driven forecast model employs “sales engagement data and historical performance to dial in on what’s likely to land, and what you can influence.”
  • Forecasts are based on AI models and engagement data gathered by Salesloft. 

“What we’re building is an integrated, whole system,” remarked Dale.  “We’re integrating all of the activity capture from Cadence, all of the conversation data and capture from our conversation intelligence product, the CRM data from our deals product, and then the ability to turn around and take action again through our cadence product once you’ve made the call.”

“This forecasting product is built on top of [our] Deals product,” expanded Chowdhery.  “Deals bi-directionally syncs with Salesforce.  So, everything that lives on Salesforce is in Deals, and that’s the significant advantage of [our] forecasting solution.  We are able to sync everything and pull all information, not only from Salesforce but across our platform – every engagement that’s happening on the cadence side or conversation side.  The sales leader has the ability to view that timeline and identify…[whether] no conversations happened in the last thirty days; this deal is at risk; what should I do in order to win that deal?”

A Weekly Opportunity Changes view lists all of the changes to amounts, close dates, and stages over the past week and how those changes impact the forecast, providing a dynamic view of weekly activity.

Dale stated that Forecast provides value across the revenue team.  Frontline sales management has greater visibility into the pipeline, and Forecast provides sales reps “a true read on what they need to do to land and hit their number.”  In addition, both reps and managers benefit from reduced busy work in managing pipeline updates. 

Dale contends that daily administrative work for reps is reduced by an hour by streamlining the forecasting and updating process.

While Forecast focuses on new business forecasting, future enhancements will support renewal forecasting and run-rate forecasting (i.e., intra-period deals).  Also, Salesloft will continue to build out its analytics and plans to release Vulnerable Opportunities Notifications for flagging at-risk opportunities.

Forecast provides a common workflow that rolls up deal intelligence across the organization.  Users can drill down into specific deals and take actions, greatly improving insights and actionability.  “This is a seamless workflow for the reps and honestly, across the entire revenue organization to submit their forecasts and submit their number,” said Chowdhery.

Salesloft’s Forecasting workflow.

A modern forecasting system must be part of your sales execution system,” blogged Fields.  “The information about your deals in flight – who’s contacting the customer, what meetings were had and what was said, how the customer responds — is the foundational information that your forecast rests on.  If you’re using a sales engagement platform, all of that activity is already being tracked automatically, without your sellers needing to spend time logging their activities.  Meetings and calls are recorded and searchable so you can review that pivotal moment with the buyer.”

“Forecasting under-delivers when the end result is just a number,” continued Fields.  “The end result should be a set of actions you can take to deliver better results.  To do that, you need to not only see a number, but you need to see areas of softness and strength, important deal gaps, and opportunities.  You need to recognize that the East team will need your support this quarter, but that the West will probably overachieve.  You need to know where to spend your team’s time most productively to get over the line.”

Dale emphasized the importance of cross-product workflows aligned with “things people actually want to do.”  Unfortunately, vendors often build technology that “chases a problem” or is designed to answer checklist questions about functionality.  Salesloft “starts with problems people have and then builds solutions to match that.  So anytime you see us build something like forecasting, we’re building it based on what people are actually trying to do.”  Forecasting was built because it was a regular customer request.

Submitted forecasts show progress towards goal and a comparison vs. the prior week.

Forecasting builds on Salesloft’s pipeline management and deals product, including its AI-powered Deal Engagement Scores released last June and Deal Progression Indicators released last November.

Salesloft claims that its new Forecast module transforms forecasting “from a burdensome task into a strategic action plan to close more revenue.”  Revenue estimates and deal close dates are derived from real-time data and employ “multiple forecasting techniques to make it easy to see where the team’s performance is trending.”  AI helps identify missed opportunities and deals at risk, letting reps mitigate deal risk and factor it into pipeline estimates.  As Forecast is native to Salesloft’s Modern Revenue Workspace, managers can assign follow-ups or add deal notes within the Salesloft workflow.

“With Forecast, customers have the visibility, intelligence, and workflow to close deals more consistently and act upon unrealized opportunities,” stated the firm.

“Forecast by Salesloft is an intelligent solution with strong data governance, so there’s less room for errors,” stated Fields.  “Sellers can forecast and take action on those deals from the same platform.  When sales managers have real-time visibility and the ability to drill down, coaching sellers and taking action happens naturally, leading to better deal outcomes.”

Gong Previews 2022 Services

Conversational Intelligence vendor Gong previewed a set of product and ecosystem integrations that “solidify its status as the platform for revenue teams.”  New products include Gong Assist for automated task management and Reality-Based Forecasting for improved pipeline projections.  The new Gong Collective supports its expanded universe of partner integrations.

“These moves come as the Gong Reality Platform – which captures and analyzes customer interactions and makes recommendations based on those interactions – continues to improve the performance of customer-facing teams,” stated the firm.

Gong Assist automates sales overhead.

Gong Assist goes beyond task reminders to automate burdensome tasks that steal time away from the primary goals of sales reps: fostering long-term relationships and growing revenue.  For example, instead of simply reminding a rep to set up a meeting or send an email, Gong will draft the email or meeting invite for the rep.  Gong can also tee up congratulatory notes to contacts that have assumed new roles.

Gong Reality-Based Forecasting streamlines pipeline updates.

Gong will also be launching a new Reality-Based Forecasting product that provides “streamlined, bottoms-up forecasting and a fuller look at revenue trends.”  Reps and sales management can view and maintain forecast data directly within Gong instead of toggling to other apps.  In addition, reality-Based Forecasting will automatically remind reps to update forecasts “based on customer interactions that have been captured and analyzed by Gong.”

The Gong Collective is a branding of their partner ecosystem, which supports more than one hundred integrations.  Gong provided details on a few of its partnerships:

  • DocuSign will present contracts within Gong.  It will also alert teams when deals have progressed, but no sales contract has been drafted.
  • Slack Connect, Salesforce’s private channels for customers and partners, are ingested by Gong and treated as an additional engagement signal.

    “Gong and Slack create that digital sales floor where revenue leaders can confidently manage sales teams — motivating and mentoring sales reps remotely, forecasting more accurately, engaging with customers effectively, and closing business more efficiently in a hybrid sales environment,” said Brad Armstrong, SVP of Business Development at Slack.
  • HighSpot and Seismic suggest which content should be shared and Gong gathers visiting analytics “to help customer-facing teams engage effectively and keep deals moving forward.”

“Gong has created raving fans by optimizing the performance of customer-facing teams,” said Gong CEO Amit Bendov. “Our new products only add to this value, making the Gong Reality Platform an even more valuable, centralized destination for teams to be successful.”

Outreach Deal Intelligence

The Outreach Deal Summary provides an opportunity overview, recent activity, and access to Kaia, Commit, and Success Plans.

Sales Engagement Platform vendor Outreach will be rolling out AI-Guided Deal Intelligence in 2022.  The new Deal Insights functionality provides a consolidated opportunity view that includes a deal overview, deal health, risks, and next best action recommendations from a single pane of glass.

“Deal Intelligence doesn’t just warn you a deal is off track but will actually guide you to help understand what you can do now, in the moment, to change the outcome,” explained Senior Communications Manager Amanda Woolley to GZ Consulting.  “Deal Intelligence is going to reach across the Outreach platform and gather signals from all facets of the platform and throughout the customer journey and move from risk identification into action.”

Many of the components of Deal Intelligence such as Sentiment Analysis, Success Plans, Kaia, Commit, and engagement monitoring already exist in the Outreach platform, with the new Deal Intelligence tying together data and insights from the various modules and summarizing them with deal health and next best action recommendations.

“Built on the foundation of our deep machine learning tools like Kaia, Intent, title classification, and more, Deal Intelligence will help remove some of the “best guesses” we revenue leaders have been doing,” explained Outreach CRO Anna Baird.  “Deal Intelligence will be gathering signals and let us know – not only when we have a risk – but what we can do to change the outcome!  It’s not just a warning light, but a full explanation of how to correct the issue.  Deal Intelligence will bring true transparency to opportunity management and help us get to that predictable revenue goal we all want.”

Deal intelligence is gathered across the deal lifecycle and ongoing customer interactions, including sequences, email sentiment, calendaring, Outreach Kaia (conversational intelligence and real-time recommendations), Success Plans (digital salesrooms), and Outreach Commit (pipeline health and forecasting).

“The current ML model looks at the multiple factors and compares them across benchmarks we have collected to derive the [Health Insights] score,” explained Woolley.  “Some of the key top-level factors included Decision-maker engagement, activity across email and calls, meeting analysis as well as interaction within Success Plan.  For every deal, the ML model determines which factors are positive (‘green flag’) or negative polarity (‘red flag’).”

Both red and green flags are displayed in Deal Intelligence.  The Deal Intelligence service summarizes relevant signals, but “given the number of signals captured, it is very hard for a sales rep to drill through every deal.”  Outreach’s goal is to “surface all the relevant information for the sales rep in a unified view with the ability to drill deeper as well as take action from within Outreach.”

“Sales reps only succeed when they take the right actions to close deals, yet for far too long they have lacked true visibility into the health of their deals and are forced to turn to intuition and guesswork to select the next best actions to take. Sales leaders and reps have to contend with disparate, dated sales technologies as they strive for an accurate understanding of their deals, pipeline, and forecast.  CRM solutions provide a way to store data but rely on extensive tedious manual data entry from sales reps, often resulting in a “garbage-in garbage-out” situation that does not help reps or managers make confident decisions.  Point solutions like conversation intelligence offer a way to record conversations and glean insights hours or days later, but at best, they can tell what the reps’ next actions in other systems should be. All are failing to deliver deal observability. And none of them give real-time deal intelligence to sales reps and seamlessly automate the next actions all in one continuous experience.  Until now, that is.”

Outreach CMO Melton Littlepage

Part II continues tomorrow with a discussion of Outreach deal health analytics across the deal lifecycle.

Market Flash: Outreach Acquires Canopy and Launches Outreach Commit (Part II)

Continuing from yesterday’s post that discussed revenue innovation and the Sales Execution Gap. Today I am discussing their new Outreach Commit and Outreach Success Plans.


Outreach Commit, based on their Canopy acquisition, offers sales analytics and forecasting capabilities that augment Outreach’s AI-based buyer sentiment and Success Plans, providing Outreach customers with “true visibility across the entire revenue cycle.”

“The use of deep learning and big data has the potential to transform B2B forecasting in the same way it has transformed B2C forecasting. Such changes are shifting the emphasis on forecasting from predicting the number to beating the number…Reliable activity data allows sales leaders, for example, to drive more rigorous pipeline reviews and estimate forecasts with greater confidence.  It allows companies to discover and capture data about prospects and customers that previously lived in the realm of the ‘shadow pipeline’ — that murky world of secret selling that organizations have traditionally been blind to.”

Forrester Research Principal Analyst Anthony McPartlin, “Enabling B2B Interaction Visibility In A Converging Sales Tech Landscape” (June 2021)

Commit provides a flexible forecasting model with multi-level views, allowing managers to view a probabilistic model of outcomes for multiple periods and teams based upon prior win-loss histories, current pipeline, and adjustable assumptions.  Revenue forecasts are broken into Booked, Weighted Pipeline, and Intra-period high-velocity deals (i.e., projected new opportunities that are not in the pipeline but will close before the end of the period).  In addition, models can be adjusted to account for events external to the model (e.g., new product launches, tradeshow held earlier or late in the quarter, economic shocks).  The underlying KPIs that drive the models are selectable when setting them up, with the model updating every fifteen minutes.

Outreach Commit supports dynamic forecasting with bear, bull, and most likely outcomes.

Commit provides individualized rep scorecards based on company KPIs.  Managers can set targets, coach to outcomes, and level up their team.  Managerial note-taking helps them track 1:1’s, assign tasks, and track completion.

Commit supports active deal monitoring that flags deal risks and delivers insights.  “Signals notify leaders of the things they need to know today.  From opportunity risk identification to shifts in top of funnel metrics, Signals act as your eyes and ears–ensuring your frontline leaders are focused on what matters most to your business.”  Deal risk is significantly reduced when issues are flagged early to reps, and managers can provide on-demand coaching to address nascent problems.

Commit also supports Custom Signals.  Revenue Operations sets custom thresholds and unique parameters.

At a recent analyst briefing, Outreach management emphasized that they offer a tripartite value proposition: Engage (Sales Engagement), Guide (Kaia Conversation Intelligence), and Commit (Outreach Commit).

“To achieve predictable, efficient growth, every organization needs to engage with their buyers, guide their sellers through strong sales cycles, and then commit the number with confidence.”

Canopy deal terms were not disclosed.  All nine employees have joined Outreach. The startup, founded in 2019, had raised $2.1 million.

Outreach also provided updates on Outreach Kaia and Success Plans at its Unleash event.  Kaia, its Conversation Intelligence platform that was developed in-house, is adding real-time talk analytics, Comprehensive Search, Saved Search, and Outreach Voice Import.  The new capabilities will be available by the end of the month.

Call analytics provide real-time talk-time visibility, letting reps self-correct if they are speaking too much.

Comprehensive Search provides managers with access to notes, content cards, action items, and transcripts across the sales organization.  Additionally, both meeting platform intelligence and Outreach Voice cold calls are included.  Thus, “leaders can identify trends and risks across teams and at various stages of the sales cycle.”

Saved Search Alerts provide scheduled intelligence on key topics, allowing managers to track competitors, pricing, functional requests, etc.

Outreach Voice Import supports post-call analysis of Outreach Voice and Microsoft Teams.  Fully integrated support for Teams is scheduled for 2022.

Outreach warns RevOps not to trust the algorithm blindly. Instead, revenue teams should understand “the math behind every forecast to see what’s actually driving the number.”  Accordingly, Outreach maintains the fidelity of data signals such as engagement and sentiment through transparency that displays “every opportunity and signals where sellers should take action.”

“Canopy’s Augmented Revenue Analysis engine combines advanced statistical modeling with machine learning and artificial intelligence,” states the Canopy website.  “Simply put, we show our math.  Instead of black box predictions, we show you every trend and variable driving our predictions, ensuring you have access to every data point necessary to confidently call your business.”

Users can also review “where you started and where you finished,” providing a post-mortem period review that “pinpoints slippage, forecasting variance, and conversion rates across any data point from any time window.”  They can also generate “what if” scenarios with multiple assumptions.

Outreach Success Plans provide a shared portal for buyers and sellers to exchange timelines, success criteria, resources, and people.

Outreach Success Plans, which were announced back in May, will be generally available on October 27.  Success Plans align buyers and sellers to improve action and predictability in a shared deal room.  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.  Only invited individuals can participate in the Success Plans.

Success Plans provide an additional set of engagement intelligence for tracking deal risks and momentum.  The Opportunity View includes Success Plan views, comments, resource downloads, and shares, providing engagement insights specific to deal planning and document sharing.

Outreach Success Plans deliver “unparalleled visibility into pipeline opportunities and risks,” blogged VP of Product Marketing Victoria Grady.

Outreach claims that two-thirds of buyers have “stopped working with a company mid-deal, simply because the competitor provided a better buying experience.”  Thus, streamlining the document sharing process, framing the timeline, and agreeing on success criteria not only facilitates the process and improves deal visibility but improves the likelihood of winning each deal. Outreach supports 5,000 customers, including 19 of the 25 fastest-growing public companies and more than 60% of the Cloud 100.

Market Flash: Outreach Acquires Canopy and Launches Outreach Commit

Outreach Commit supports forecasting, scenario planning, and deal risk analysis.

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.

Outreach sees a bifurcation between traditional sales organizations and revenue innovators that have adopted digital communications and AI for outreach, prioritization, coaching, forecasting, and analytics.

“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 and the Modern Revenue Workspace (Part II)

Continued from Part I


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.”

Gartner Analysts Craig Rosenberg and Dan Gottlieb, “Sales Tech Mayhem: 39 Observations From a Scorching Hot Tech Market,” Garter Blog (July 28, 2021)

“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.

The Salesloft Platform supports Deals, Conversations, Cadences, a partner ecosystem, administration, and governance

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.

The Salesloft Opportunity Dashboard supports custom coloring for Deal Gaps to highlight deals most at risk.

Revenue Grid Series A

Revenue Grid Pipeline Analytics displayed within Salesforce

Revenue Grid which rebranded last year from Invisible.io following its pivot into revenue intelligence, closed on a $20 million Series A to expand its AI-based revenue insights and guided selling recommendations.  The round was led by W3 Capital, with participation from ICU Ventures and existing investors.

Funds will be dedicated to scaling company growth with investments in sales, marketing, and R&D.  The firm plans to continue innovating around guided selling, revenue intelligence, and best practices research.

“Revenue Grid is ahead of the market in intelligent, guided selling, and sales automation,” said Steve Wadsworth, Partner at W3 Capital. “What has impressed us the most about Revenue Grid is their level of technology and product advancement and their innate understanding of the Sales and Revenue functions within organizations. Revenue Grid has already developed the solutions that the market is just now starting to look for.”

Revenue Grid offers a set of revenue opportunity, engagement, and risk signals that spur sales reps to take action.  It also automates sales routines, supports playbooks, fosters best practices, recommends modifications to the sales process, and measures the impact of recommended changes.

Core Revenue Grid capabilities include CRM data auto-capture, pipeline inspection, health checks, deal guidance, and revenue signals.

Revenue Grid ingested over one billion “communications items” to train its AI, including emails, meetings, and calls.  Communications are indexed by industry and sales process types and correlated against success rates.  Other features include sentiment analysis, sales opportunity summarization, and detecting demand unit members that have not been associated with an opportunity or added to the CRM.

“Revenue Grid can track objections and suggest the right mitigation on different levels of the sales funnel — from lead outreach to late opportunity stages. [It can] understand a communication type like ’email ping pong,’ ‘on hold,’ ‘no authority or power,’ and commitments tracking like whether email needs replying or whether a specific date for follow up or commitment was mentioned.”

CEO Vlad Voskresensky

“It is our mission to give companies an unbeatable competitive advantage by completely digitizing their sales processes, and right now we are in the perfect position to expand globally and help companies transform their sales process,” said Voskresensky.  “We are bringing smarter AI to sales, but it goes beyond just that.  It is quite literally shifting the sales tech stack from the ‘view mode’ to the ‘do mode.’”

While the round is a Series A, Revenue Grid is well established with 1,200 customers, including Hilton, Western Union, Moody’s, Trip Advisor, Red Cross, and Robert Half.  Over 800,000 sales professionals rely on Revenue Grid.  Through OEM deals, it supports an additional 20,000 companies.

The firm claims that its platform generates 21% faster revenue per account for its clients and offers a 250% ROI.

Revenue Grid is growing “seventy to eighty percent year-to-year,” said Voskresensky.  The firm has a 96% retention rate and net retention over 100%.

Revenue Grid has a team of 150 and plans to add another 50 headcount by 2022.

“[This] whole round is an equity investment. It’s actually our first round, prior to which we were bootstrapped and profitable,” Voskresensky said.  “Honestly, when the pandemic hit, we didn’t know what it would mean to our business, but it was actually a period of growth.  Our products became invaluable for sales reps as they all moved to working remotely, and it helped them stay focused, organized, and efficient.”

Revenue Grid also announced that highly regarded industry veteran Bob Stutz joined their board.  Stutz is the President of Customer Experience at SAP and previously served as CEO of Marketing Cloud, Chief Analytics Officer at Salesforce, and Corporate Vice President for Microsoft’s Dynamics CRM.   Stutz will assist with the product roadmap, revenue growth, and market expansion.

“Revenue Grid is a very interesting company as they look at optimizing sales processes in a very innovative way, and I am very excited to join their board to support them in growing their business on a global scale,” commented Stutz.

Revenue Grid did not announce its current valuation.

Revenue Grid Guided Selling Recommendations displayed in Salesforce.

Clari Series E

Revenue Intelligence vendor Clari closed on a $150 million Series E that valued the firm at $1.6 billion.  The round more than triples its 2019 Series D valuation. The financing was led by Silver Lake with B Capital Group and existing investors Sequoia Capital, Bain Capital Ventures, Sapphire Ventures, Madrona Ventures, Thomvest, and Tenaya Capital also participating.   To date, Clari has raised $285 million.

Clari will deploy the funds to accelerate product development, expand ecosystem partnerships, and drive global expansion.  It is planning on doubling its headcount to 600 by the end of this year.  San Francisco-based Clari is “hiring across all departments.”

The firm’s ability to predict revenue was crucial over the past year as firms scrambled to understand their pipeline and opportunities during the pandemic.  Platform usage doubled last year and executive time increased 50%.  The firm also saw deal updates increase 80% last year while pipeline and forecast revenue doubled.

Seventy percent of Clari’s new customers inked multi-year deals, and 60% of existing customers increased their seat counts or invested in additional product capabilities last year.

The round comes at a time when Gartner is bullish on the RevOpps segment.

“By 2025, Gartner predicts 75 percent of high-growth tech companies will use RevOps for end-to-end revenue production enabling hyperautomated sales and omnichannel customer engagement. RevOps is a holistic organizational model that aligns the company around three elements of centralized ops and processes, a communal shared-data layer, and a continuous customer engagement capability, all measured around revenue production.”

Alastair Woolcock, Senior Director Analyst at Gartner.

“Today’s news is more than just the next phase in Clari’s evolution,” said CEO Andy Byrne. “It’s validation for the entire revenue operations movement.  It’s a call to every company and every leader working to manage revenue generation as a predictable process, one that can be controlled, automated, and optimized, like any other business process.”

Byrne did not disclose 2020 revenue but noted that it beat the original plan by 110%.

“That’s why we’ve had such great investor interest…[VCs] were hearing in the investment community about how transformative Clari has been…Giving companies what we call revenue confidence, being able to go and understand where you’re going to be and to accurately predict the impact the pandemic is going to have on your trajectory, good or bad,” Byrne explained.

With strong revenue momentum and a healthy valuation, an IPO may be in Clari’s future.

“I would say the answer is unequivocally yes, and we’re building toward this,” said Byrne. “We don’t have a time frame upon which we know where we’re going to go public, but the next goal is to get to the IPO starting line.”


Part II, which discusses Clari’s recent enhancements, posts tomorrow.

Terminus Enhancements

ABM Platform Terminus rolled out a set of platform enhancements for “optimizing ABM strategies.”  New features include global targeting, chat playbooks, and Live View.  Global targeting expands Terminus’ coverage beyond the US, letting marketers create and manage international campaigns.  The functionality is generally available as of February 24.

International Targeting is country-based, with campaign-based budgets and timelines.  Users can also target ABM accounts or focus on an enterprise account in specific countries.

Terminus Chat now supports playbooks that “intelligently collect visitor data, trigger sales automation with prospects and customers, and qualify inbound traffic in real-time,” blogged Terminus Product Marketing Senior Director Audra Felten.  The new functionality simplifies chat set-up with a “powerful new chatbot builder and logic builder.”

The new Live View feature lets reps proactively engage website visitors.  Users can view live information about accounts visiting the company website, along with page views, before reaching out on the chat channel.

In March, a new Advertising Insights report will be available in the Measurements Studio.  The report tracks brand awareness, lead and opportunity creation, pipeline acceleration, and closed-won deals.  Advertising Insights measures advertising effectiveness and ties its impact to account-based execution.  Digital Marketers can assess site visits and leads driven through Terminus advertising.  Likewise, Demand Gen Marketers can evaluate visits, conversions, and pipeline directly associated with Terminus Campaigns and adjust the marketing mix accordingly.

“With our February release, we’re going all in on building the ABM platform of the future, which means bringing ABM and sales engagement together even more seamlessly,” said Terminus Chief Product Officer Bryan Wade. “At the end of the day, it’s all about revenue. Customer-facing teams have to be focused on the best-fit accounts and engage at exactly the right time to drive results, but that can only happen when efforts are coordinated. These new capabilities make it easier than ever for sales and marketing to operate as one team.


Terminus just announced a $90 million Series C that valued the firm at $400K. I will cover the round on Monday.

Revenue Grid Guided Selling (Part II)

Continuing from Part I, a discussion of Revenue Grid and its approach to Guided Selling.


Revenue Grid looks to take the CRM system of record and supplement it with insights and actions that move deals forward.  Insights are both positive and negative.  Risk flags include “The decision-maker is not invited to the demo,” “Close data has been changed for the Nth time,” and “Pricing was discussed at the meeting, but no quote has been sent.” By delivering insights to sales reps and their managers, loose ends, which could result in deal losses or delays, are flagged.  Sales reps and managers can then act upon these insights.  Revenue Grid can also make suggestions based upon internal playbooks and best practices.

In short, AI, historical data, and real-time data are employed to build a set of insights and recommended actions.

Revenue Grid goes beyond engagement metrics at accounts. It delivers a broad set of insights that include competitor mentions, lack of recent decision-makers responses, meetings without agendas, quarterly and monthly trends, and team performance.  In January, sentiment analysis will be added to their insights.

An Opportunities view provides real-time pipeline visibility across all accounts.  Reps can quickly update any opportunity information with the updates synced with the CRM.  Sales reps and managers then have a single-pane of glass displaying current opportunities.  Managers are notified of deal size changes, close dates, and scores and can track activity flow.

The Opportunities view includes signals, next steps, last touch, and overview data, providing a quick synopsis of where each deal stands.

Conversational Intelligence records and transcribes voice and video calls, then indexes and analyzes meetings for insights.  Corporate email communications are also analyzed for insights.  Revenue teams and managers can review call transcripts and listen or view significant moments during the call, with summary topics and insights called out.  Conversational Intelligence is also available for coaching and onboarding sales reps.

Conversational Intelligence recordings and transcripts are saved to accounts and opportunities.

A meeting scheduler fronts Conversational Intelligence.  Reps can insert multiple time slots with clickable times in their emails or offer a calendaring link.  Events are automatically synced between Salesforce and Outlook or Gmail.  Other features include calendar delegation (i.e., setting up an admin or CSR to schedule meetings), recurring event scheduling, and group calendaring across the organization.

Salesforce email synching captures emails, scheduled meetings, contacts, tasks, and attachments.  Accounts, Contacts, Opportunities, and Custom Objects are available for syncing, and multiple records may be updated.  Salesforce admins can set up activity auto-log rules, triggering Salesforce processes.

Sales Coaching offers a team performance view that displays revenue booked by reps alongside leads processed and time spent on external meetings, inbound external meetings, and outbound emails.

A Forecasting report evaluates the target, best case, and committed revenue for the team with plan, commit, and open pipeline values for each rep.  Managers can also compare past periods to find trends and set triggers to send notifications when thresholds are exceeded.

An Activity view displays inbound and outbound communications from sales and marketing over time with adjustable time windows.  Unfortunately, the activity graph does not rescale, making it difficult to view activity over an extended period.

Revenue Grid also supports Relationship Intelligence, showing an Account relationship map and flagging individuals in the organization with established relationships for introductions or briefings.

Revenue Grid’s sales engagement features include multi-channel sequences, email templates, and email tracking.  Channels include email, phone, SMS, and LinkedIn.  Sequences may be managed directly from within Salesforce, Outlook, or Gmail.  All Revenue Grid capabilities are available in the native Salesforce mobile app, including email analytics, notifications, and sequences.

Admins can perform A/B testing of sequences.

Revenue Grid detects replies from one or multiple recipients, out of office notices, opt-outs, and bounces.  It then pauses or halts sequences automatically.  It even halts sequences if the recipient is mentioned in an email or meeting invitation.

An email sidebar displays Salesforce data directly within inboxes and suggests relevant, actionable Signals.


Continue to Part III.