Next Quarter, an AI-based Account Planning solution, partnered with Bombora to deliver third-party intent data to its Fortune 500 Clients. Next Quarter licensed Bombora’s Company Surge data to power its White Space offering. Next Quarter recommends the next best product to sell, “along with a guided path to uncover new growth opportunities.”
Bombora’s intent file helps identify in-market customers, including upsell and cross-sell opportunities, inside of Salesforce. Churn risk is also assessed.
Engagement (activity) data is gathered from Salesforce, so Next Quarter offers recommendations based on Bombora intent and account conversations.
Features include Account Chatter, Whitespace Analysis, Relationship Maps, Competitor Assessment, Target Setting, Scenario Planning & Gap Mitigation.
Next Quarter emphasizes white space opportunities at current accounts for B2B and B2G sales. Target industries include technology, pharma, management consulting, manufacturing, and Aerospace & Defense.
“Sales reps can uncover potential white space opportunities and develop tailored solutions to meet their needs by building strong relationships with current customers and understanding their business goals,” blogged the firm. “Next Quarter gathers data from your historical sales trends for similar customers. Using AI algorithms, we provide a score (NQ Score) by combining historical sales data with intent data that identifies the top recommended products or services to sell.”
Users can perform scenario analyses that identify and present next best product recommendations based on similar customer groupings.
“Next Quarter is committed to helping customers increase revenue,” said Next Quarter CEO Rahul Shah. “By combining our account planning solution with Bombora’s Intent data, we can offer a unique competitive edge to help drive account growth through AI-based recommendations leveraging intent. Next Quarter’s Account Growth module is an AI-based account planning solution that identifies new opportunities, finds decision-makers and influencers, and suggests guided next steps for sales teams to grow existing accounts.”
Next Quarter, formerly ForecastEra, received $7.3 million in seed and equity funding in 2021. It supports over 5,000 users and expects to quintuple its base over the next year.
Named accounts include Boeing, BASF, Bloomberg BNA, Dell, and NTT Data.
Revenue Intelligence vendor Revenue Grid announced its Spring 2023 release, with a new Revenue Leaks Funnel headlining the announcement. Other features include Forecast Evolution Reports, Signals Builder enhancements, sequence management enhancements, and custom calendaring fields.
The Revenue Leaks Funnel is available as a Salesforce-native, out-of-the-box report that helps revenue teams “magically spot invisible revenue leaks, understand where they occur during the selected period, and measure the magnitude of the leaks happening across the pipeline.”
The Revenue Leaks Funnel displays how opportunities progress between stages with the average stage time. Slipped deals can be spotted and brought back on track. Leaks are called out by stage, helping management identify where deals are being lost and address stage-related issues. Revenue Ops and managers can view funnel dynamics for the previous week, month, quarter, or year.
A new Forecast Evolution Report compares different fiscal periods and tracks forecast changes. Changes over the past week are displayed, with viewing at the team or rep level. In addition, users can “see the patterns across the forecast categories over time and detect any trends in revenue leakage.”
The Signals Builder defines custom signals of specific types and assigns them to specific recipients. Revenue Grid provided the following examples:
Custom Recipient: Account Executive assigns webinar leads to BDR (custom recipient) who has to process them first and add leads to the specific post-event sequence.
Sales Leader: An opportunity was created with a value exceeding $50,000.
Sales Manager: An opportunity is less than 15 days away from the close date and is at the “Proposal Price Quote.”
Sales Representative: A Lead was created more than 30 days ago but has not been contacted yet.
A new sequence-related productivity report helps sales managers monitor sales rep action items (e.g., replies, to-do lists, notifications) and coordinate their performance. Managers can view and compare activity across their sales team.
Other sequence enhancements include searching and adding prospects to sequences from Salesforce, sequence pausing, and adding a prospect owner as a step owner in a sequence. Operations teams can add custom fields to booking confirmation forms, including text fields, labels, and checkboxes. Forms automatically fill in the email and name on Book Me confirmation pages for recurring events.
Offline Engagement Platform Postal announced the general availability of Postal ABM, its offline engagement feature for one-to-many programmatic ABM campaigns. The new capability helps marketers programmatically target and engage valued accounts and audiences in a one-to-many approach based on intent and CRM data to “personalize content at scale.” Marketers can also execute Strategic ABM campaigns that target high-priority ABM accounts.
Postal ABM is “designed to make it easy to programmatically target and engage key accounts and audiences with offline campaigns,” Postal VP of Marketing Lauren Alt-Kishpaugh explained to GZ Consulting. “It’s designed for marketers running enterprise playbooks who need to scale offline engagement across their go-to-market strategy.”
Postal ABM supports built-in engagement and ROI dashboards that help sales and marketing teams “make informed decisions during the campaign and throughout the lifecycle of target accounts,” blogged Postal Product Marketing Manager Amy Schwartz.
The new Postal Engage feature triggers items and experiences to a group of contacts based on ABM signals in Salesforce. Marketers can set budgets and timelines for campaigns and track campaign success (e.g., accounts engaged, revenue generated) in Postal and Salesforce. Postal syncs its Account Engagement data with Salesforce for “better target discovery and ROI tracking.”
Postal also supports integrating physical touchpoints for virtual events. Postal claims an 80% attendance rate by automating offline marketing activities after events. For example, gifts can be sent to virtual event attendees, tradeshow badge swipers, or free trial participants. Postal also proposed sending a congratulations gift when champions change jobs.
In other news, Postal also announced that it partnered with ZoomInfo to support GTM Plays. Use cases include turning an abandoned chat follow-up into a booked meeting, welcoming a prospect back from OOO, congratulating a champion or decision maker on a promotion, and strategic prospecting campaigns.
“In today’s digital economy, it can be easy to forget the importance of offline and physical sales strategies…think back to in-person experiences such as steak dinners and golf outings with prospects,” blogged Postal Content Marketing Manager Rich Pusateri. “That was the standard practice. Now, in the world of remote selling, using custom branded kits or personalized gifts with handwritten notes in tandem with digital engagement is a proven way to make a positive impact on your bottom line.”
ABX PlatformDemandbase, which also offers a data cloud and sales intelligence solution, rolled out its keyword intent dataset for third-party platforms. Demandbase Intent is available both inside the Demandbase One platform (embedded) and delivered to other platforms (standalone). Demandbase Intent joins Demandbase’s other Data Cloud assets, including firmographics, technographics, and contacts.
Standalone Intent, which supports 375,000 keywords and ingests 18 billion daily signals, provides buying signals for predictive models, data stores, and analytics. Data is delivered via API, cloud delivery, or CSV flat files.
New keywords are added weekly, with historical intent maintained for twelve months.
Demandbase Intent helps marketing teams target in-market accounts and refine their messaging. Furthermore, Demandbase Intent can trigger campaigns, avoid churn, and expand accounts.
“Our intent takes multiple sources into account, providing a much stronger and more accurate signals than others in the space,” said Demandbase VP of Product and Industry Marketing Jackie Palmer. “By using Demandbase Intent, data scientists, corporate strategists, and sales and marketing analytics professionals can build and improve their predictive models, helping them to better understand buyers’ goals and navigate the anonymous buying journey. As they identify patterns, trends, and opportunities, they can be more precise in prioritizing accounts and gaining deeper insight into their revenue potential.”
Demandbase claims that its keyword library provides superior targeting compared to taxonomically-based intent datasets, allowing vendors to target niche industries and segments, track competitor offerings, and dovetail on partners’ intent. Furthermore, customers can add new keywords “to fit their needs, whereas other intent providers limit customers to a finite, predefined list of topics.” They can then feed keyword intent to their data lakes, data warehouses, or business intelligence platforms, making the intent data available to data scientists for propensity-to-buy models.
Palmer told data scientists, “What you can do is build your…propensity-to-buy models, all the different things you need for predictive analytics around your account intent activities. You can stream that directly into your CRM systems, marketing automation systems, or any go-to-market systems that you need to.”
Demandbase Intent can be used alongside other intent datasets. Demandbase One also supports Bombora’s third-party intent, G2 second-party technology research intent, website visitor intelligence, and other datasets licensed by its Demandbase customers.
“Our mantra is the more intent data, the better,” Palmer explained to GZ Consulting. “So, that’s why within the platform, we always integrate with Bombora, G2, etc. But this is now for standalone people that may not want the Demandbase platform but also want to add additional concepts of intent into their data lakes [and] data warehouses.”
Furthermore, keyword intent is “totally complementary” to taxonomic intent data sources.
The Demandbase AI assesses keyword usage and the age of the article (older articles provide higher relevance), related articles the user has read, and “rare and hyper-qualifying keywords and themes to identify personas and buying committee roles.”
“We track the relevant articles,” explained Demandbase Data Cloud Product Marketer Imran Ahmed to GZ Consulting. “If you want to look at how the market does it, they do it through co-ops. They do it through metatags. We’re doing it through articles that help us identify not only the keywords but help us gather all the users looking at those keywords across the web. That brings up signal relevance and helps us get more granular and more exposure.”
Demandbase Intent does not look at Google search terms but looks a layer deeper at which articles are being viewed.
“Demandbase intent data is based on years of AI research and delivers more breadth and relevance than any you’ll find anywhere else. Why? Because we own the technology to identify anonymous accounts and pair that with our direct access to the bidstream — the source for the most intent signals. Then we beef up the relevance of those signals using a combination of AI and natural language processing.”
Standalone intent is priced per keyword.
Standalone intent has been generally available since December and already has several clients. However, due to the calendar, the firm held off on announcing the service until late January.
According to Atlanta Inno, ABX Platform Terminus has completed all but $1.5 million of a $24 million raise. The round was smaller than its $90 million March 2021 round. Twenty-eight investors participated.
The round follows a May restructuring. At the time, the staffing cuts were estimated at 15% of its workforce.
In total, the firm has raised $140 million. It also closed on a $50 million debt facility with CIBC in Q4 2021 around the time it acquired CDP Zylotech.
The funding round has not been press released, and Terminus did not provide any comments to Atlanta Inno or GZ Consulting on the round.
Gartner recently named Terminus a Leader in its Q4 2022 Magic Quadrant for Account-Based Marketing Platforms. Terminus offers a “full range of ABM capabilities, including “broad support for channels including display advertising, retargeting, social advertising, website personalization, website chat, and tracking for email with personalized dynamic signatures.”
Gartner called out Terminus’ “strong and broad native channel support that includes advertising (display, retargeting, video, connected TV, and audio), site personalization, chat, and email tracking.
Gartner also praised Terminus’ “industry-specific playbooks” that “help customers implement use cases such as brand awareness, pipeline building, and acceleration, retention, and expansion.”
Sales Intelligence vendor Databook unveiled a Salesforce connector that helps “sales teams translate financial data and business insights into sales strategy and execution.” The AppExchange solution provides access to “personalized, real-world insights and recommendations” concerning which accounts are in-market, whom to contact, and how to message their offerings.
Databook employs AI and NLP to generate account and solution-specific insights “with the same level of relevancy and value provided by professional consulting firms.” Custom content supports “account planning, executive preparation, value architecture, ABM, and customer presentations.”
Databook Score (propensity-to-buy scoring)
Recommended use cases
Financial case for change
Buying cycle history and trends
Account insights highlight customer priorities and pain points, helping reps hone messaging and identify risks and opportunities. Databook insights are displayed in account and opportunity tabs and include strategic insights, recommendations, and “downloadable executive decks and point-of-views that align to corporate priorities, market conditions, fiscal year timing, and financial case for change.” Databook also notifies reps about key account changes.
Opportunity recommendations include tips/steps such as “select an economic buyer for this opportunity,” “review management changes at <account>,” “read <account>’s latest earnings transcript.”
Sales reps can download a set of overviews and tools, including executive point-of-view decks, sales presentations, executive briefings, company profiles, and an account worksheet offering a step-by-step account strategy.
Sales reps can link from the CRM dashboard to Databook to identify deal expansion opportunities. Databook highlights use cases deployed at similar companies that may be relevant. Use cases are highlighted with “relevant proof of success and value-driven vision for the future to create the strongest possible pitch that resonates with executive buyers.”
Databook presents financial and business data sourced from over a dozen vendors.
During the beta period, early adopters increased company research by 157% when accessing Databook insights from both the web and Salesforce vs. simply conducting research via the browser. The firm claims that sales teams using Databook average 3X more pipeline, 2.5X larger deals, and 1.5X faster cycle times.
“Now, more than ever, sales reps need to hone strategic acumen to drive executive relationships and effective sales execution,” said Databook CEO Anand Shah. “Databook’s new CRM application combines essential external context about a company’s business objectives, financials, and budget cycles with the internal account and opportunity information within Sales Cloud to create a new level of intelligence and customer understanding. Now any rep can have an executive-level conversation aimed directly at the business problem they solve in order to repeatedly grow and close deals.”
Databook closed on a $50 million Series B in March led by Bessemer Venture Partners and joined by DFJ Growth, Threshold, Microsoft’s Venture Fund M12, Salesforce Ventures, and Haystack.
LinkedIn Sales Navigator unveiled its Q4 release this month with new account and relationship intelligence lists, improvements to buyer intent, refined searching, expanded revenue and technology data, and a more streamlined ability to upload a sales rep’s book of business.
The new My Current Accounts homepage prompt lets sales reps load their book of business as a CSV list matched against LinkedIn company profiles. In addition, LinkedIn offers a quick field mapper to ensure the CSV is properly ingested and matched to the correct LinkedIn company profiles.
Account Lists provide several benefits to sales reps. Sales Navigator users can
Review real-time alerts around sales triggers such as funding events, leadership changes, and headcount growth/decline
Streamline search and prospecting efforts by spotlighting specific saved searches based a user’s book of business
“Yes, it’s great on its own,” blogged LinkedIn Product Marketing Manager Austin Gray. “But it reaches a whole new level of capability when you can manage your entire book of business in Sales Navigator – insights surfaced via features like Buyer Intent are more actionable, searching becomes more powerful, and it’s that much easier to stay on top of what’s happening at your most important accounts.”
LinkedIn already aggregated Buyer Intent scores spanning 180 different intent signals, and it added four isolated visible Buyer Intent activities as part of an early beta in Q3. LinkedIn plans to release additional Buyer Intent activities in future releases. These specific activities are displayed with the associated account. Furthermore, when the intent activity is public-facing, the individual completing the activity is also presented to the sales rep.
The four isolated Buyer Intent activities are
Who’s followed a company
Who’s visited your profile
Who’s a new connection to yourself
Who’s filled out a lead gen form
LinkedIn contends that its intent insights differ from other intent data sets across multiple dimensions, beginning with its identity-based intelligence. Because LinkedIn users are opted-in, the intent data is tied to the individual conducting research on LinkedIn, not the broader account. Thus, users know “whether it’s the actual person, groups of people, or if they’re a decision maker.”
Sales Navigator said that it will offer a full-funnel view across the buyers’ journey “from the top of the funnel with ad engagement, to the middle with product page engagement, and to the bottom of the funnel with InMail Engagement.”
Finally, LinkedIn positions activity transparency as a differentiator that goes beyond a signal score to activity detail, which will expand in scope.
Current Account Lists and Buyer Intent are available in Advanced and Advanced Plus (CRM) editions of Sales Navigator.
LinkedIn did not expand the Buyer Intent categories in Q4 but added two new features: Filtering for Buyer Activities and new Buyer Intent account hover cards. On Account Pages, sales reps can filter for activities by time range and level of decision-making ability.
Reps can also hover over accounts on Alerts, Lists, and Lead Pages to better evaluate an opportunity and refine account messaging. The hover popup displays the level of buyer interest, recent news, and decision-makers changes “so sellers can easily double check any account’s level of intent as the work through Sales Navigator, without disrupting the current workflow.”
The New Executives at Saved Accounts List is an auto-generated list based on the saved accounts list. The list identifies VP and CxO executives hired by tracked accounts. While the executive view restricts the report to top-level executives, it doesn’t yet support filtering by function, a valuable report extension.
I’ve long extolled the value of identifying new executives at companies. Fortunately, sales intelligence solutions are doing a better job of leveraging executive change insights in their products:
D&B Hoovers supports exec change alerts and triggers by job function.
ZoomInfo offers executive tracking of champions to new companies along with backfill contact recommendations at their old employer.
LinkedIn identifies new execs at saved accounts.
“We’ve found a lot of success internally being able to see when a new executive comes in,” LinkedIn Sales Solutions Head of Product Marketing Neil Khare explained to GZ Consulting during a briefing. “They’re generally more willing to think about new vendors or have a mandate to change things up a little bit. It’s a great time to capitalize on it, and we find that we’ve had some success internally on it, so we wanted to bring this up externally as well.”
LinkedIn also released a Recently Accepted Connections and InMails List highlighting individuals who responded to connection requests or InMails over the past thirty days.
The lists are available online from the list tab or via a weekly email digest.
“These are people that you are going to want to follow up with,” stated Khare.
Users can access two updated filters when building lists: Technology Used and Revenue. Both filters have been improved with new data licensing agreements from undisclosed data partners.
Accounts may be filtered by preset revenue ranges (vs. discrete values determined by the end-user). All revenue data is in US Dollars.
To improve regional screening, users can paste a set of postal codes.
LinkedIn Sales Insights, LinkedIn’s DaaS enrichment service for sales ops, also benefited from expanded revenue data sourced from LinkedIn members, third-party vendors, and AI models. 95% of Fortune 500 and 75% of publicly traded companies display discrete revenue data. More broadly, 60% of companies have at least a modeled revenue range.
To improve the Sales Insights workflow, LSI added exclusion filters for companies and personas, helping Sales Operations “focus on industries and geographies that are relevant to your business.”
In June, Revenue Intelligence vendor Clari acquired Conversational Intelligence vendor Wingman, bringing together two complementary SalesTech vendors. Wingman provided Clari users with additional account intelligence derived from calls, meetings, and emails. The goal was to provide “visibility plus action all the way from the boardroom to the bullpen,” said Wingman CEO Shruti Kapoor.
“The acquisition of Wingman, a leader in conversation intelligence, gives Clari’s category-leading Revenue Platform the unprecedented ability to analyze customer and employee conversations, extract valuable AI-driven insights, and reliably predict all revenue outcomes,” announced Clari. “Wingman goes beyond the limits of similar conversation intelligence tools by helping revenue-critical teams act in the moment when it matters.”
“A major part of our strategic vision is conversation intelligence, which is why we’re thrilled to announce that Clari has acquired Wingman, a leader in CI. This gives Clari’s Revenue Platform the unprecedented ability to analyze customer and employee conversation data, extract valuable AI-driven insights, and reliably predict all revenue outcomes. The full value of conversation intelligence has never been fully realized, until now. Clari helps your team move beyond siloed, departmental systems and processes that cause endless breakdowns across your revenue process and brings all revenue-critical employees into a unified platform to run revenue.”
Clari CEO Andy Byrne
“As we think about scaling our impact, it’s clear to us that we want to free up these insights for everyone who’s revenue-critical, from the bullpen to the boardroom,” blogged Kapoor. “We want to give you the ability to switch between micro (every customer interaction) and macro (the entire revenue pipeline) as easily as toggling channels on television.”
Wingman records, transcribes, and tags calls, storing them in a searchable library by keyword, tag (e.g., Price, Customer Pain, Blockers), or competitor mentions. Topics may be customized to capture competitors, product names, technologies, etc. Reps can also set live bookmarks across all supported video platforms.
Wingman also offers real-time battle cards, a set of short suggestions displayed in context during a call. New sales reps will be confident that they are providing accurate information consistent with company positioning. Other real-time coaching tools include long monologue alerts, word rate notices, and time-based cue cards.
Call summaries include questions, next steps, pain points, blockers, and topics of interest. Post-call analytics include call duration, longest monologue, engaging questions that elicited a response from the prospect, and interactivity.
To assist with coaching, Wingman automatically identifies speakers and creates speech tracks, letting managers or reps focus on specific individuals. It also offers a “game tapes” library for new hire training. Game tapes provide a set of best-of-breed video samples for pricing, blockers, features, etc.
Wingman also offers Deal Central deal intelligence. Deal Central identifies deal health risks such as the lack of a decision-maker or pricing not being discussed. It is this engagement intelligence that will complement Clari’s revenue intelligence capabilities.
“We were looking at all of the signals that are important for…our customers to help them make better decisions in their revenue execution…We have had great success bringing in data from CRM systems, email systems, meeting information for calendars,” stated CTO Venkat Rangan. “One thing that we also recognized was bringing in conversational data – conversational intelligence analysis of call recordings – whether it’s voice calls or Zoom meeting calls…was going to fundamentally change the quality of the signals we bring in.”
Sales reps can also share meetings or snippets with colleagues, providing access to the customer’s voice. Reps can also share call URLs with prospects and know when prospects view them.
Wingman’s monthly pricing starts at $60 per rep. It has “no hidden setup costs, no minimum seat requirement, and no charges for sales managers & observers.”
In the summer of 2021, Wingman was named a Gartner “Cool Vendor” in the Conversational Intelligence category.
When acquired in June, Bengaluru-based Wingman had 57 employees (per LinkedIn) and had doubled its ARR over the previous six months. It was founded in 2018 and claims to have over 200 customers.
“Clari’s acquisition of Wingman will help customers turn recorded conversations into a strategic asset for spotting revenue leak and driving revenue precision. At a time when leaders are looking to unify their teams and their tech stacks, adding Wingman solidifies Clari’s position as the only enterprise platform for running the end-to-end revenue process,” boasted Byrne. “Wingman’s conversation intelligence technology leads the market in real-time guidance and coaching capabilities, providing actionable insights when sellers need them most to help close deals faster. Revenue leadership can scale teams, methodologies, and go-to-market strategies with confidence knowing that all team members will have the latest messaging and collateral at their fingertips, in every conversation.”
Rangan said that Wingman was a strong fit to Clari across multiple dimensions: technologies, market approach, and culture.
Kapoor noted that the combination allows for conversational analysis at all levels. Users can Zoom into a single conversation and deal health, while managers and executives can zoom out to pipeline analytics, revenue forecasting, and deals at risk.
Bringing the organizations together was the “best and fastest way to get there together,” argued Kapoor.
Initially, Rangan would like to focus Wingman enhancements on the emerging and commercial segments due to a strong alignment between Wingman and customer needs. The Wingman roadmap also lays out steps to make Wingman mid-market and enterprise ready. Longer-term, conversational intelligence signals will be fed from Wingman into Clari and “serve all of the revenue workflows” across the boardroom, senior management, front-line management, and sales reps. Conversational intelligence will feed the forecasting and pipeline inspection processes.
Seth Marrs, Principal Analyst at Forrester, was bullish on the transaction, noting that Clari has “stayed away from deeper revenue intelligence capabilities that focus on interaction execution, preferring to aggregate that information from other tools and present it in Clari.” However, he sees four reasons that the acquisition makes sense:
Adding CI eliminates a key dependency – While Clari had access to 28% of interactions via email and calendaring, it relied on third parties to capture 45% of interactions via phone and web conferencing.
It allows for new insight generation capabilities – Conversational Intelligence employs NLP for generating additional insights to drive pipeline and deal health analytics.
Valuations have come back to Earth – Six months ago, this deal may not have made financial sense, but “with funding drying up, this is the perfect time for late-stage market leaders with large war chests to acquire technology companies at a reasonable price.”
This new capability aligns with Clari’s stated strategy – Deal health analytics derived from unstructured conversations will augment Clari’s vision of “predictable revenue growth.” It will also capture and analyze internal deal review calls and potentially update deal progress and commit status automatically. While deal status CRM updates are not a current capability, Marrs has suggested a logical future capability.
Conversation Intelligence is one of several product categories that are being merged into SalesTech platform solutions. Converging technologies include Meeting Management, Sales Engagement, Conversational Intelligence, Revenue Intelligence, and Digital Salesrooms. Clari now offers three of these (it also supports digital sales rooms via its 2021 DealPoint acquisition).
Revenue Platform Clari made a trio of announcements related to a partnership with Sales Engagement Platform Groove, the full integration of conversational sales platform Wingman, and the pending release of its Optimize module for controlling revenue leaks. Optimize helps revenue teams diagnose and address revenue leaks, reducing revenue loss due to deal slippage, bad data, and error-prone manual processes.
“The Clari Revenue Platform gives revenue leaders the past, present, and future data they need to not just control revenue but help grow it,” said Clari CEO Andy Byrne. “Only Clari provides the full historical picture and adds real-time capabilities to act fast as well as the forward-looking projections to proactively strategize revenue precision.”
Optimize offers a “single, centralized view” of revenue metrics, including win rates, forecast accuracy, and deal cycle times. In addition, Optimize helps revenue leaders answer questions such as “How is my team trending this quarter? Are we going to meet, beat, or miss on revenue? How can I ensure my reps are doing the right things to produce predictably winning results?”
Clari argues that market leaders have been unable to answer these questions proactively, making it difficult to mitigate issues and risks. Clari combines historical and external data to assist with revenue benchmarking. Thus, Clari can reach beyond the CRM to gather account intelligence. For example, it can look at usage data to assess churn risk.
“Optimize is all about finding revenue leaks so customers can see not just where and why they’re missing revenue, but what they can do about it. No other solution on the market has the ability to harness past time series data to provide a historical view of revenue leak.”
Clari CEO Andy Byrne
Optimize, available soon, will provide a single view for the whole organization of revenue and insights, capturing CRM intelligence, activity data, and forecasts. With the integration of Wingman, its recently acquiredconversational intelligence subsidiary, the voice of the customer is fully embedded within Clari analytics and forecasts.
Furthermore, Wingman provides real-time coaching during sales calls, helping reps avoid mistakes and providing real-time intelligence (e.g., technical information, competitive battlecards) to sales reps. By improving sales objection handling, parrying competitive attacks, and preventing delays due to technical follow-ups, Wingman also reduces revenue leakage.
“It’s not just about coaching your teams to sell more, or about deal reviews,” said Holly Procter, senior vice president and global head of sales at Clari. “It’s more about running your revenue better—governing revenue-critical moments for success and collaboration across revenue-critical people, which includes buyers as well as sellers. Nobody else offers this collaborative, real-time approach.”
Clari and Groove announced a partnership at Dreamforce that helps “joint customers run revenue with more precision, greater collaboration, and faster execution.” Sales Engagement Platform Groove acts as a “system of action,” while Revenue Intelligence platform Clari acts as a “system of collaboration and governance.” Both platforms sync with Salesforce, which serves as the “system of record” for sales activity.
The partners argue that while revenue is at the heart of every business, CEOs struggle to get a handle on revenue and are uncertain about whether they will meet, beat, or miss revenue projections.
“Up to fifty percent of entire company employees are revenue critical. They are responsible in some form or fashion for delivering revenue.”
Clari SVP of Marketing Kyle Coleman explained to GZ Consulting
Revenue responsibility is broader than quota carriers and includes SDRs, CSMs, AMs, leadership, product managers, and engineers. Unfortunately, “consistent, predictable execution and collaboration” across these employees remain “very challenging” due to the lack of a unified platform shared across all these roles.
“It’s also very difficult, therefore, to govern any sort of revenue process or sub-process in a repeatable way,” continued Coleman. “What revenue leaders end up doing is every quarter, they’re trying to capture this lightning in a bottle to know whether they’re going to meet, beat or miss, but it’s sort of a scramble more often than not.”
With the Groove / Clari partnership, “we will be able to govern processes, we’ll be able to replicate the best practices, we’ll be able to do the right kind of real-time analysis that leads to action in a closed loop way so that we know that everything is happening as it should be when it should be,” argued Coleman.
A common issue for revenue teams is identifying revenue leaks and mitigating them. Revenue leaks exist across the full revenue lifecycle. For example, deal slippage is identified in real-time, allowing reps to take action via Groove to bring the deal back on track.
When Clari identifies a deal slipping for competitive reasons, it can suggest a play be executed in Groove. Likewise, Clari can identify sub-par win rates, overly generous discounting, and low conversion rates for early-stage opportunities.
“We can tie our campaigns through to revenue in Salesforce, and that is something that they (Groove’s competitors) cannot do,” argued Groove VP of Marketing Kristin Hersant. “Then all of that rich data, tying engagement through to revenue is able to be pulled into Clari and used in the analysis, and that is available today.”
Coleman explained that while you can’t win a deal at any moment, you can certainly break a deal. And once a deal is lost, “it’s very difficult to un-lose” it. Thus, “if you don’t do the right thing at the right time – handle the right objection, or pull the right person in or do the right kind of follow-up” – the deal could be jeopardized. Therefore, “handling revenue critical moments expertly and in a prescribed way” that is governed by best practices is critical in addressing revenue leaks.
“Having all of that insight into all these moments that exist and then having confidence that every one of your employees is going to be able to execute on this? Well, this is what’s so exciting to us,” said Coleman.
“Clari has always been about providing companies with the collaboration and governance required to run revenue with maximum precision, and Groove completes the equation by enabling our joint customers to turn the insights we provide into action,” said Byrne. “We’ve seen incredibly strong results from joint customers using our two platforms together, and this formal partnership will help us transform even more revenue organizations.”
Groove offers enterprise customers a Salesforce-native SEP that records all activity directly to Salesforce.
“Groove and Clari coming together is definitely a ‘1 + 1 = 3’ scenario for revenue leaders,” said Groove CEO Chris Rothstein. “Bringing together Clari’s revenue collaboration and governance capabilities with Groove’s strength in sales execution and productivity provides the ultimate value proposition: See the future with Clari and then create that future with Groove.”
Yesterday, I posted about Vainu’s new Global Database. The firm also announced its Vainu for HubSpot connector for matching and enriching company data against its global reference database.
“Most sales and marketing teams want to be data-driven. They want to run ABM campaigns, apply modern lead scoring models, and automate many parts of the sales process. SalesOps and Marketing Ops professionals are there to facilitate all that, but there’s one common challenge they’re facing: CRM data is messy and outdated,” observed Vainu co-founder Mikko Honkanen. “With that struggle in mind, we thought it would be a good time to launch a new HubSpot connector at the same time that we’re launching Vainu Global…so that it’s easy for companies using HubSpot to get their CRM data cleaned, updated, and enriched.”
As companies are being matched against Vainu’s new global database, not registered Nordic filings, the match field is URLs, not business IDs or VATs. With forms, contacts are matched against email domains. If a company is not already in HubSpot, new Accounts are created, and the Contacts are associated with the new record.
“This means it works very well with HubSpot CRM, because domain is often the company property that a business will have for almost all of the company records they have in their CRM, which means that it’ll be easier to match the companies in HubSpot to our database,” contended Honkanen.
During beta testing, match rates were as high as 99%. For non-matched records, the firm offers on-demand matching against missing domains. If they are valid domains, Vainu adds profiles to its company directory.
Along with standard firmographics, account enrichment includes Vainu’s Custom Industry segments, global web traffic ranking, and Vainu segments (e.g., website keywords or phrases). Profiles generally have four to eight industry labels, helping with targeting.
Other fields include technographics and domain redirect information. Redirects are often implemented after acquisitions or rebrands and are useful for assigning contacts.
Vainu offers a field mapper for assigning Vainu data to HubSpot and setting update rules. For example, admins can set field update logic to always update, update if null, or never update. Vainu custom fields that are not in HubSpot are automatically created. Along with companies, admins can map contacts, tasks, notes, and deals.
Thus, admins can build a campaign and upload it to HubSpot with task assignments. The inclusion of tasks and notes helps specify campaign details, such as recommended collateral and case studies, with the Vainu Custom Industry and Technology Intelligence assisting with messaging.
If companies do not exist in HubSpot, Account records are created. If they exist, then the existing records are enriched.
By default, HubSpot does not overwrite current account owners.
Updates can be performed on a scheduled basis or executed as a one-time batch operation.