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.

ZoomInfo Adds Chorus to Its Product Line

ZoomInfo has not been shy about acquiring companies in its bid to become a leading revenue acceleration company.  This morning, they announced the acquisition of Chorus.AI, a leading Conversation Intelligence company.  While most of its deals have been small, Chorus has the opportunity to leverage ZoomInfo’s company and contact intelligence with rich engagement data and analytics, placing the firm at the center of the rapidly growing Conversation Intelligence market.

Chorus employs machine learning and AI to “capture and analyze” calls, meetings, and emails, digitizing customer interactions, and capturing insights for revenue teams and sales management. As a result, sales reps can be more present during calls as they no longer need to capture action items and take notes while leading sales meetings.  Automating insight capture allows them to be better engaged during the call, avoiding those awkward pauses for note-taking.

While not discussed in the press release, combining Chorus’ NLP with Insent should raise bot performance and become another leg of conversation intelligence at the top of the funnel. 

The expanded ZoomInfo will support and assess a broad set of digital touchpoints for intent and engagement:

  • Chorus: Email, Phone, Meetings
  • ZoomInfo: Visitor Intelligence, Webforms, Chatbots (Insent), Intent (Clickagy)

Chorus also assists with buying committee discovery.  While ZoomInfo has long supported contact discovery at the account level, monitoring engagement to determine who is involved in deals and who is being referenced in conversations is the next major step in buying committee discovery, moving it from educated guesswork to a scientific approach.  Once committee members are identified, Chorus monitors conversations for sentiments, motivations, and concerns, helping gauge deal health.  ZoomInfo will supply Chorus with rich company and contact information fed to customer CRMs and continuously maintained by ZoomInfo’s APIs and connectors.

Chorus Momentum Insights

Chorus’ Momentum Insights, released in December, helps revenue teams understand customer relationships, improve their forecasting, identify which interactions propel deals forward, and flag deal risks.

“Momentum Insights will unlock learnings never before available from the CRM to harness the most valuable dataset available—conversations with customers,” said Chorus CEO Jim Benton at the time. “This will empower revenue teams to solve complex problems which require strong relationships, and relationships ultimately drive revenue.  Reps get exactly what they need to engage and personalize their efforts, while leadership is able to trust the unbiased data aggregated from each opportunity to inform critical business decisions.”

“By integrating keyword trackers from Chorus into ZoomInfo, revenue teams will also be able to create audiences based on insights from conversations, flag deals and renewals that could be in jeopardy, and trigger alerts to address concerns in real-time,” stated ZoomInfo.

The deal added $18 billion to the company’s TAM, raising it to $70 billion.  The acquisition is “expected to be accretive to growth immediately, generate adjusted operating profits within 12 months, and be accretive to cash flow in the second half of FY 2022.”

“ZoomInfo is the only company that can marry a best-in-class data layer with world-class go-to-market applications,” said CEO Henry Schuck. “The acquisition of Chorus will accelerate our vision to deliver a modern go-to-market platform that brings together best-in-class intelligence with comprehensive data management, workflow, and engagement software, empowering companies to effectively execute their revenue-generating strategies. With the largest Conversation Intelligence patent portfolio in the industry, Chorus will advance each aspect of our vision by surfacing a new category of insights, illuminating new workflows, and enabling more targeted engagement at scale.”

CEO Henry Shuck has been open to both large and small deals, so long as the combination of ZoomInfo and the acquired company drives significant growth in revenue at the acquisition.  A few decades ago, the term was synergy, but that phrase was used so often to describe failed deals that it is now verboten when describing acquisitions.  However, ZoomInfo with Chorus has the opportunity to grow significantly faster than as a standalone organization.

As with the recently acquired Insent.AI and Clickagy, Chorus will benefit from access to the breadth, depth, and quality of ZoomInfo’s B2B dataset and access to ZoomInfo’s Go To Market strategy and efficient sales processes.  With an LTV / CAC ratio greater than ten, ZoomInfo should be able to efficiently cross-sell and upsell Chorus’ analytics across its 20,000 customers.

Chorus also sets up ZoomInfo’s new Engage platform to challenge market leaders SalesLoft and Outreach.  Chorus is one of the leading Conversation Intelligence firms.

“We are thrilled about the opportunity to join forces with ZoomInfo and bring Conversation Intelligence to every revenue team,” said Jim Benton, Chorus.ai CEO, who will join ZoomInfo as SVP, Emerging Products. “ZoomInfo has a bold vision of delivering a world-class go-to-market platform that empowers companies to drive better execution and more revenue. Chorus will play a vital role in helping deliver on that promise with deep, A.I.-driven insights based on real interactions with prospects and customers, a previously untapped source of crucial data about their relationships.”

Frost & Sullivan named Chorus a 2021 Customer Value Leader in Conversation Intelligence.  “Frost & Sullivan finds Chorus’ value proposition is multi-faceted as it offers vital benefits for various personnel, including sales, customer success, sales development, and frontline managers, as well as long-term solutions designed to promote employee skill growth,” wrote Samantha Fisher, Best Practices Research Analyst.

The deal was priced about $575 million in cash.  The purchase price includes a cash tax benefit related to the asset purchase of more than $100 million, ZoomInfo said. The transaction will be funded with cash on hand and $500 million in additional financing.

Seismic Aura AI Enhancements and SmartPlays

Seismic announced enhancements to its recently launched Aura AI platform.  Aura provides sales reps with “intelligent recommendations on how to effectively engage with buyers, advance deals, and uncover new opportunities.”

Aura AI is a personal assistant for sales reps delivered via a Chrome extension.  It suggests “personalized, relevant content recommendations” using data from similar customers and prospects.  This content can then be forwarded to customers and prospects or posted on social sites as a LiveSend Link that supports full tracking and analytics.

Seismic LiveSend Links support tracking and analytics

Aura also displays customer engagement history and engagement between the customer and colleagues.

“Artificial intelligence isn’t just about making sellers more productive, which is important.  It’s also about helping buyers solve their problems by connecting them with the right content,” blogged Seismic Senior Content Strategist Tony Smith.

Seismic also released CRM SmartPlays within Salesforce.  The new feature “removes the burden of identifying the best sales plays” and suggests higher-performing content and context. “The modern salesperson is constantly pulled in multiple directions, leading to information overload and decision fatigue on what to do next. Aura’s content recommendations act as the seller’s sidekick, helping them eliminate the noise and avoid missing the next important engagement moment,” said Seismic CEO Doug Winter.  “Our approach to AI combines the best of human and artificial intelligence to give sellers a competitive edge and more time back in their day to engage with buyers. I can’t wait for more Seismic customers to see what Aura will do for them.”

Seismic Spring Enhancements

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

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

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

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

Other Spring 2021 release features include

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

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


Continue to Groove – Seismic Integration.

SalesLoft Deal Engagement Scores

Sales Engagement vendor SalesLoft announced Deal Engagement scores, a “machine-learning capability [that] gives frontline managers an unbiased way to prioritize deals based on the calculation of over 30 data elements captured across Cadence, Conversations, and Deals.”

Instead of a black-boxed score, SalesLoft provides recommendations and an explanation of the score, helping sales managers identify opportunity issues and risks and take actions to improve close rates.  Thus, Deal Engagement Scores serve as early warning signs that deals may be going south, allowing them to take proactive actions that improve close rates.

Deal Engagement Scores are shown over time and include a set of stage progression indicators such as days since the last meeting, days until the next meeting, and close date pushes.  A seven-day summary details recent engagement activity and deal progression.

“It’s not enough to have just a Cadence product,” said Frank Dale, SalesLoft’s SVP of Product Development. “With Cadence, Conversations, and Deals on one platform, we collect data across the full buying cycle, from the first email, every call, meeting, and communication, through to deal closure and renewal.  Only SalesLoft can analyze all of this data to predict revenue outcomes.  No other Sales Engagement provider can offer this.”

SalesLoft published the 35 metrics that feed into their Deal Engagement Scores.

35 data elements are fed into their machine-learning model to prioritize and identify opportunity issues and risks. Engagement is measured across emails, phone calls, and meetings, with interactions measured by level.  Over 120 million customer interactions were fed into the machine-learning model. As a machine-learning capability, the model continues to improve and adapt. 

“Having this capability allows front-line sales managers an instant gut check on specific health for deals in flight,” posted CEO Kyle Porter on LinkedIn.

Deal Engagement Scores are available to early access customers with Deals functionality in the Enterprise and Sell plans.  It will GA by June.

Exceed.AI Seed Round for AI Lead Conversions

AI Lead Conversion start-up Exceed.AI closed on a $4 million seed round led by Glilot Capital and West Fountain Global Fund.  Also participating were Alex Pinchev, former President of Red Hat, and Gur Shomron, the chairman of Israel’s WalkMe.  Funds will be deployed to expand into new markets and onboard additional marketing clients.

Exceed.AI pulls lead information from Marketo, Eloqua, HubSpot, Pardot, Salesforce, and SugarCRM to assist with conversations.  Features include an AI chatbot, SMS chatbot, email response bot, CRM synchronization, and an automated meeting scheduler.  Exceed also offers rules-based lead qualification and the ability to respond to questions.  Exception handling features include out-of-office follow up and no-show follow up.

“Some of our clients have seen up to a 39.5% increase in qualified leads for the same marketing efforts they already undertake without additional headcount,” said CEO Ilan Kasan. “Our strength lies in our multi-channel approach.  We reach audiences where crucial conversations occur when marketing teams are qualifying their leads.”

Exceed research found that out of office follow up results in a fifty percent lift in lead qualification.  They recommend a “short, cheery” welcome back email two days after the lead returns to the office before resuming the previous drip campaign.

“In a perfect world, every lead gets engaged by a human, but human follow-up isn’t scalable, and sales reps give up on leads too quickly,” said the firm. “So the majority of your leads are left untouched and sales opportunities are missed.”

Exceed noted that 44% of reps give up after one or two touches, leaving many leads to go fallow.  Bots will continue the touches, waiting for engagement.

“Robots are very good at speed, working at scale, they never get tired, they never complain, they’re persistent and they can process huge amounts of information,” Kasan explained to Entrepreneur. “Humans are good at relationships, feeling empathy. They’re very good at understanding nuance in complex situations.  Everything the robots are good at, humans hate doing and actually are not that good at doing.  And everything that humans know to do, robots don’t know to do.  This in essence is a partnership whereby the robot will automate all the manual repetitive tasks so the humans can focus on doing what they know to do best, which is closing deals, having conversations and having relationships.”

Sales reps should focus on tasks that require “critical thinking and evaluation,” blogged Head of Marketing, Billy Attar.  Conversely, “all tasks that can be handled by automation should be automated.”

“As a Sales Manager, you need to maximize the time your reps spend on tasks that require real human insight – the insight only they are qualified to give, ultimately representing the value they bring to the company.  Those human insights include researching prospects and evaluating each leads’ needs, interests and objections, answering their asked and unstated questions… all the things that Sales Reps and SDRs are supposed to do.”

Exceed.AI Head of Marketing Billy Attar

Exceed.AI lists Demandbase, SugarCRM, Hearst, The YMCA, and Universal Robots as clients.  Exceed.AI is located in Israel and Sunnyvale, CA.

Monthly pricing starts at $1,500 for 20,000 leads and unlimited use cases (campaigns).

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.

RingDNA Releases Guided Selling

Sales Enablement vendor RingDNA released Guided Selling, a set of Next Best Actions (NBA) for sales reps.  Guided Selling advises sales reps on what to do, when to do it, whom to contact, and what messaging to employ.  Sales managers can create and deploy preferred playbooks to their salesforce, even without face-to-face training.  Both inbound and outbound selling plays are supported, helping “implement proven playbooks at scale.”

“When you know what winning deals look and sound like, you know exactly where to focus to improve outcomes,” said RingDNA CEO Howard Brown.  “Guided selling uses artificial intelligence to provide revenue teams with tools, insights, and next best actions necessary to win deals, grow accounts, maximize revenue.”

“It’s a fool’s errand to expect a 22-year-old sales development rep (SDR) fresh out of university to develop a consistent, scalable, repeatable prioritization, execution, and qualification process.  Be prescriptive in your expectations and methodical in the tools you arm your teams with…for the overwhelming majority of your team—who have never held full-time, quota-carrying roles and aren’t able to think strategically yet—you must be prescriptive.  You need to show them how to think strategically and tactically as they approach their daily work.”

TOPO analyst Phoebe Conybeare

Guided Selling is embedded into the Salesforce Sales Cloud and delivers prioritized actions for opportunities, contacts, and leads, helping reduce sales rep planning time.  The AI-powered task list recommends the tasks that will put sales reps on “the shortest path to revenue.”  The task list is dynamic, updating based upon prospect behavior.  Thus, priorities are reassessed based on prospect interaction with e-mails, web forms, multi-media, and social media.

Guided Selling includes a set of best-practices templates based upon billions of sales interactions monitored by RingDNA since its 2012 launch. Salesforce Dashboards help managers optimize cadences and messaging, allowing them to test and refine rep workflows.  Cadence activities across e-mail, phone, text, and social are synchronized with Salesforce.

Gartner stated that 51% of sales organizations have deployed or plan to deploy algorithmic-guided selling over the next five years.

“Intended to augment more traditional sales tools, such as sales playbooks, algorithmic-guided selling uses sales data to boost the seller’s ability to engage with prospects…Algorithmic-guided selling leverages artificial intelligence technology and existing sales data to guide sellers through deals, automating manual sales actions while reducing the need for individual seller judgment in the sales process.”

Tad Travis, Gartner VP of Research, “Algorithmic-Guided Selling to Have Significant Impact on Sales Productivity”

“In this new remote paradigm, companies are having to do more with less,” said Brown.  “Guided Selling is a total game-changer for sales teams, as it uses AI to focus reps on next best actions while empowering them to build stronger relationships and better solve customer problems.”

Guided Selling is Generally Available.

ZoomInfo Acquires EverString

ZoomInfo continues building up its data assets with the acquisition of EverString, expanding Zoominfo’s coverage of companies and contacts.  EverString employs machine learning, deep learning, artificial intelligence, and natural language processing to build profiles on 100 million companies, 120 million locations, and 70 million business professionals. Data are ingested from both online and offline content.  The expanded company universe is five-times larger than ZoomInfo’s current company universe, with roughly 30 million international profiles.

EverString also provides ZoomInfo with over one million linkages.  “This additional data gives sellers and marketers across all verticals better access and visibility to their total addressable markets, more complete enrichment results, and additional points of contact at their target accounts.”

ZoomInfo CEO Henry Schuck described the combined EverString and ZoomInfo data cloud as the “first-ever business identity graph of its size with a level of accuracy and completeness purpose-built to help go-to-market teams identify actual buying centers rather than legal entities with no purchasing power.”

Along with corporate hierarchies, EverString expands ZoomInfo’s intelligence concerning website redirects, legal entities, and aliases.  Firmographics include sizing data, URLs, social links, contact information, year founded, DBAs, FKAs, and long-tail industry keywords.

“The acquisition of EverString gives ZoomInfo a comprehensive business data graph, providing the foundation needed for enterprises to identify their total universe of customers and prospects, define their ideal profiles, leverage granular keywords and attributes to predict success, and focus their go-to-market motions.”

Director of Communications Steve Vittorioso.

Headquartered in San Mateo, EverString was founded in 2012 and has 50 employees.  It made the 2020 Inc. 5000 list with three-year revenue growth of 112%. Customers include Snowflake, FedEx, Nokia, Seagate, and Staples. 

EverString’s DaaS platform delivers firmographics, technographics, contacts, machine learning insights, and intent signals.  

EverString also offers predictive analytics which will be incorporated into the ZoomInfo platform.  Other functionality includes similar companies, ICP modeling, and TAM modeling.


Continue to Part II.