Microsoft has begun beta testing a set of enhancements to its Dynamics 365 Customer Insights CDP. The upgrades focus on extending CDP capabilities into deeper insights and AI capabilities. The new functionality will GA during the first half of 2021.
Engagement Insights, currently in preview, provides cross-channel analytics that assess customer behavior and intent across the web, mobile, connected devices, and other touchpoints. Engagement Insights combines behavioral analytics with transactional, demographic, survey, and other data sets “to create interactive and rich insights that help drive the next best actions and personalized experiences.”
Engagement Insights begins with standard analytics around web site visitors, pages viewed, and visit duration. A custom report builder lets marketers “curate the exact views to answer the business questions at hand.” Funnel reports track customer journeys, identify gaps and opportunities, and inform next best actions.
“Engagement Insights is about directly funneling web, mobile and connected product data back into Customer Insights to help continue to enrich that understanding of the customer in order to better serve them.
James Phillips, President of Microsoft Business Applications.
Insights are deployed across the customer lifecycle and assist with personalizing offers, including presenting new product or services that better match customer needs.
“As everything’s gone digital, the need to deeply understand your customer and to increase the efficacy of those engagements has really been heightened through this pandemic,” said Phillips.
AI enhancements focus on better customer predictions. The AI functionality employs Azure Synapse Analytics and includes a set of pre-built templates for predicting customer churn, automating product recommendations, and evaluating customer lifetime value. The templates help marketers gather customer insights without requiring data science or IT professional support.
A new integration with Dynamics 365 Customer Voice captures customer sentiment and feedback.
According to Phillips, Customer Insights is the “fastest-growing application in the Dynamics 365 portfolio.”
Revenue Operations vendor Clari announced Account Engagement, a set of AI insights focused on account relationships and activity “to help leaders strategically identify risk and opportunity and deploy resources against the accounts that matter most.”
Account Engagement takes real-time CRM, email, calendar, and partner engagement data to display a full view of touchpoints across each account. “Revenue leaders can understand how reps are engaging with accounts, what accounts are at risk, and what the whitespace potential is,” helping managers allocate resources, reduce churn, and expand new account penetration.
With Account Engagement, revenue leaders can analyze how their remote sales teams are performing via Account Heatmaps, Engagement KPIs, Territory Coverage, and Account Whitespace.
Engagement KPIs let managers assess meeting, email, and other engagement metrics across accounts. Account Managers and Customer Success Management touches are also tracked, helping ensure that all accounts are receiving proper attention. Managers can quickly filter the accounts to review only non-engaged accounts or drill down on any account to reveal next steps, notes, account priority, and opportunity size.
Being able to view accounts in aggregate and then drill into the details of individual accounts supports engagement-informed account review and strategy sessions.
Managers can also step back and view activity across a team with individual rep summaries over an extended time period. Managers can click on any rep’s name to view their engagement data graphed over the period. This view is particularly valuable for recently onboarded reps or reps that are on performance plans.
“The revenue process does not end with sales and marketing. Account managers and customer success teams also need to track customer and activity engagement data and insights. Without this knowledge, you can’t effectively manage your account relationships.
Visibility into account engagement ensures your team is focusing on key customer relationships to proactively mitigate churn risk. With this information, you can guarantee your account managers and customer success team are engaging with the right stakeholders and avoiding last-minute fire drills before renewals.”
Stephane Glass, Director of Product Marketing at Clari.
Territory Coverage analytics help track rep engagement across their accounts.
The Account Whitespace report identifies accounts that are lacking attention.
“Our mission is to give teams more control over their revenue from the point of initial engagement to closed business and expansion, especially at times when teams are switching to remote selling,” said Andy Byrne CEO of Clari. “With this launch we’re providing complete visibility into customer engagement to drive higher effectiveness of GTM strategies across all stages of the revenue process.”
Account Engagement gathers engagement data from Dialpad, Drift, Highspot, Marketo, Outreach, and RingCentral. “The ability to quickly track the success of GTM strategies is critical for any revenue organization and especially in the current market environment,” said Craig Rosenberg, chief analyst and co-founder of TOPO Research. “Visibility into engagement of target accounts and where teams are spending their time provides insights into how strategy changes are performing. Revenue teams need this insight not in 6 or 12 months but in real-time, so they can see what’s working and make the necessary adjustments to stay on track to achieve their goals.”
Gong, which closed on a $200 million Series D round earlier this month, is in one of the SalesTech segments that has benefited from remote working. Demand for conversational AI tools from vendors like Gong and Chorus that record, transcribe, and analyze meetings and calls accelerated with the pandemic.
“With global sales teams switching to remote work and field sales teams grounded for the foreseeable future, we are seeing substantial demand for Gong’s solution even in a challenging business environment,” said Gong CEO Amit Bendov.
“Gong’s Web site is like a direct view into the subconscious of those hyper-enthusiastic salespeople who make the rest of us nuts but get the job done. The actual product is AI technology that captures video, phone, email, and face-to-face interactions and extracts insights about people, deals, and market events. It must work: they just raised a $200 million Series D, bringing total funding to $334 million. Did I mention their chatbot is a bulldog?”
David Raab, CDP Institute
Carl Eschenbach, a partner at Sequoia Capital, argued that firms benefiting from COVID fall into two classes, those that are enjoying a temporary lift and those that will enjoy long-term benefits due to social and technological shifts.
“There will be less [SIC] field sales reps than ever before. Said Eschenbach. “People will be working remotely and selling over digital mechanisms like we’re using Zoom.”
While Gong did not disclose their revenue, they said it has trebled over the past year. Forbes lists their 2019 revenue at $30 million so 2020 revenue should clock in around $90 million.
Gong has over 1,300 customers, including Autodesk, HubSpot, LinkedIn, MuleSoft, Outreach, PayPal, Shopify, Slack, Twilio, Zillow, GE, and Zoominfo.
Over 64,000 sales and support professionals use the Gong platform, up from 45,000 in December.
They recently launched a Deal intelligence module which provides deal pipeline visibility and “deal at risk” alerts to sales reps (see the image at the top of this blog).
Gong Partners include
Conference: Microsoft Teams, Zoom, Skype, BlueJeans, WebEx, GoToMeeting, JoinMe
“We made a bold prediction in 2016 that Gong’s technology would become the most significant innovation for sales since the invention of CRM,” said Bendov. “The market has proven that prediction was correct. With global sales teams switching to remote work and field sales teams grounded for the foreseeable future, we are seeing substantial demand for Gong’s solution even in a challenging business environment. There is a new way to win in sales, and the best sales teams are turning to Gong’s Revenue Intelligence Platform to guide them down that path.”
Last month, Gong competitor Chorus closed on a $45 million Series C. The round was led by Georgian Partners, with participation from Emergence Capital, Redpoint Ventures, and Sozo Ventures. Five-year-old Chorus has raised $85.2 million to date. Georgian also led the $33 million Series B in December 2018.
The new funds will be deployed for product innovation and expanding its go-to-market team. CEO Jim Benton said that they would continue to develop their interaction signal capture capabilities, particularly those tied to relationships and driving deals to close.
“The insights provided by conversation intelligence can be a lifeline, identifying risks as well as what is working so that they can replicate best practices across the revenue team,” said Benton. “Sales floors in the office may be empty, but through the use of conversation intelligence, managers can still walk the floor virtually and offer coaching and a helping hand when needed.”
Chorus records, transcribes, and analyzes business calls. Transcripts include time-stamped notes and a call summary with risk factors and upsell opportunities. The Chorus platform helps reps capture and analyze interactions from calls, meetings, and emails. Chorus looks for keywords and topics such as pricing, competitors, and next steps.
“We want to make sure each person says, ‘I was just watching the call, and here is where we left off,’ or ‘I noticed this theme in your conversation, so let’s get started there.’ We are putting the ‘R’ in customer relationship management. There is a lot with the ‘customer’ and ‘management’ aspects, but in terms of ‘relationship,’ that does not always make it back into the CRM, and we think it should.”
Chorus.AI CEO Jim Benton
“We are continuing to make sure we are understanding these interactions for teams and leadership to see what works, so they bring their best,” continued Benton. “You want to make sure you represent the best of your team, give feedback, coaching, have the right messaging and which interactions drive the best close rates–all the science behind what success looks like.”
The firm doubled its headcount to 100 and trebled its revenue in 2019. Chorus has over 200 customers, including GitLab, Zoom, Adobe, MongoDB, and Qualtrics. It is headquartered in San Francisco with offices in Boston and Tel Aviv.
Correction: I originally transposed the digits on Chorus’ Total Funding. The correct value is $85.2 million.
Revenue Intelligence vendor Gong closed on a $200 million Series D, raising its valuation to $2.2 billion. The firm indicated that it didn’t need the funds as it is still operating with its Series B funds from February 2019 ($40 million). The $65 million Series C from December is also available, providing the firm with over $265 million in cash for growth and potential acquisitions. Total funding reached $334 million.
“We weren’t looking to raise another round, but a lot of funds were eager to invest in us,” said Gong CEO Amit Bendov, contending that it is better to raise funds when they are available than when they are needed.
“It gives us the ability to buy companies, make strategic investment, accelerate plans, and it also, especially since we cater to large enterprise customers, gives them confidence that this company is here to stay,” he said.
The additional funds will help the firm “fulfill strong market demand for its Revenue Intelligence Platform, reinforce its market leadership, and invest in its product, engineering, and go-to-market teams.”
While an IPO is in the plans, Bendov sees it two to three years out when revenue hits a few hundred million dollars.
Potential areas of acquisition include analytics, AI, communications, and other customer-facing technologies.
“Gong is building something that is bigger than CRM. Rather than rely on people to type in information, Gong automatically captures text, Zoom calls, etc., and improves sales forecasting, product, and market strategy, with zero effort. Ultimately, we are creating a big system. The product is successful today, but still, more is needed.”
Gong CEO Amit Bendov
In 2021, Gong plans to expand globally. It has 350 employees with plans to add “hundreds” more over the next year and at least 100 before the end of 2020. They are looking to expand across finance, human resources, sales, marketing, and IT. Most of their positions are in the Bay Area, with offices in Atlanta, New York, and Denver.
“A lot of our San Francisco employees wanted to move to Atlanta after we opened our hub there [in March], said Bendov. “It’s difficult to work from home in San Francisco, where you have five roommates, and you need to do a Zoom call.”
Coatue led the Series D round, with participation from Index Ventures, Thrive Capital, and Salesforce Ventures. Previous investors NextWorld Capital, Battery Ventures, Norwest Venture Partners, Sequoia Capital, and Wing Venture Capital also participated.
Part II of this blog delves further into Gong’s product offering and how they and competitor Chorus have navigated COVID.
Continuing on the Vidyard theme from yesterday, Personal Experience platform Alyce has integrated Vidyard into its e-gifting service. The Vidyard partnership lets customers record or insert personalized videos “within the Alyce gifting flow, helping sales reps create deeper, more personal bonds and connections with prospects and customers.”
Alyce customers with a Vidyard Enterprise account may insert videos from the Vidyard library or record a custom video that is displayed on the Alyce gift landing page. Recommended gifts are based on an AI analysis of the “#5to9” experiences of individuals, ensuring that the gift and messaging are better targeted than generic swag and marketing templates.
As Sales Engagement platforms have noted improved open and response rates associated with personalized video, it is likely that customers and prospects will well receive a recorded message. Alyce claims up to a 50% improvement in click-through rates when personal videos are included in email invitations and a nearly 80% lift in landing page conversion rates.
“Our integration with Alyce provides customers with the ultimate way to deliver end-to-end personal experiences to prospects and customers by pairing personal video and personal gifting in one platform,” said Vidyard VP of Marketing Tyler Lessard. “This partnership strengthens the movement around being personal in marketing and sales, which we and our customers embrace to build rapport and trust through the more engaging combined experience.”
Mutual customers can add a personalized video to Alyce’s email invitations. The thumbnail and associated video help “put a face to the name, and up your ability to be personal even more.” The video also appears o the gift landing page.
Marketing can deploy campaign-based videos. For example, a webinar follow-on Alyce message may be sent to webinar attendees or before events.
Alyce does not send a standard, generic item to customers and prospects. Instead, recipients can choose the recommended item, select an alternate item from the Alyce gift marketplace, or donate the value of the gift to a charity of their choice.
“The Personal Experience approach has a multitude of amazing use-cases to strengthen and enhance building personal bonds and professional relationships to help grow business. Integrating Vidyard personal video into Alyce platform itself to deliver face-to-face PX moments is a game-changer.”
Greg Segall, CEO of Alyce
Direct Marketing swag companies such as Alyce, PFL, and Sendoso seem to be trying out various names for their industry. Other frequent terms are one-to-one gifting, sending platform, and tactile marketing automation. Personal Experience seems too far afield as e-gifting usually involves swag, not services.
Alyce is based in Boston and has 170 employees in seven countries.
Sales Engagement vendor Outreach presented its 2020 product roadmap at its Unleash virtual conference. The most compelling announcement was Kaia, its voice-enabled sales assistant that works alongside sales reps during video calls to record, transcribe, and deliver real-time assistance. Other new capabilities include Sequence Intent Reporting, Outreach Voice Connectors, and Bombora Intent Scores.
“I’ve been waiting five years for Outreach Kaia. This is the most powerful tool to be introduced in the sales industry in a long time, and we are very excited to be bringing the next generation of sales technology to life,” crowed Outreach CEO Manny Medina, who demoed the digital assistant during his keynote. “Now more than ever, sales teams need Outreach Kaia — especially when so many of them are working remotely. Outreach Kaia’s ability to surface real-time information exactly when a sales rep needs it during a live conversation is powerful.”
“Imagine you’re on a sales call, and someone asks you a question about your product or your competitor’s pricing, and you don’t know the answer. Well, Outreach Kaia will automatically pull up the information you need – in real-time. This level of intelligent assistance will make sales teams productive immediately. Outreach already drives a nearly 5x return for our customers. Now, with Outreach Kaia, we expect that ROI to soar.”
Outreach CEO Manny Medina
Kaia (Knowledge AIAssistant) delivers guided engagement for sales reps. At the outset, reps are shown meeting and attendee information. Tabs provide additional details on the account and opportunity, providing a quick pre-meeting review opportunity. As the call gets underway, real-time transcription and analysis take place so that reps do not need to jot many notes during the call. At any point, the rep can set a bookmark or add a short note. As the note is stored in context, it might only require a word or two (e.g. Roadblock, Budget).
Kaia both records and analyzes the discussion, providing in-line prompts to the rep, such as a quick overview of a third-party mentioned during the call, short answers to technical and product questions, or objection handling tips. The answers and objection handling are customer-defined, ensuring that company-specific details are displayed on a just-in-time basis. Not only does each content card provide a technical and product backstop for new sales reps, but it allows experienced reps to speak with confidence on more technical details or dynamic topics from which they might shy away.
Content and people cards are trackable, “so managers can see which cards produce the best results and scale these insights across their teams,” wrote Product Storyteller Sunny Bjerk.
Kaia also notes action items during the call, again relieving reps of note-taking duties. After the call, a summary is emailed to the rep with a set of action items, bookmarks, notes, and attendees. The rep can then customize the document and share it with other stakeholders.
Kaia is displayed as a meeting participant, with attendees alerted at the beginning of the call that is it being recorded. Transcripts and recordings are “securely stored within Outreach, which has enterprise-grade security measures already in place.” Transcripts are available for training or review after the call.
Outreach Kaia is available for Early Access Signup for the summer 2020 beta and will be generally available in late 2020. It is currently available for Zoom video conferencing with additional video partners in development.
Conversation Intelligence vendor Gong announced the availability of Deal Intelligence, their new AI-driven insights service that provides a “clear, up-to-date view” of deal status, recent interactions, and at-risk deals. Deal Intelligence also helps sales managers provide targeted coaching and assess pipeline activity.
Intelligence allows us to do quicker pipeline inspections and validate with a
third party that we really are where we say we are in the process,” said Armen
Zildjian, VP of Sales at Drift. “It is not to micromanage but to continue
to coach and give reps the next best step with the customer, so we really can
rely on that business.”
Deal Board: Quickly understand which deals are healthy and which require immediate attention.
Deal Warnings: Spot warning signs such as a lack of recent activity and close date in the past. Planned warnings include no future calls scheduled and no decision-maker involved.
Account Page: Centralizes deal-related interactions across email, web conference, and phone to proactively identify risks and review conversations
Engagement Map: Ensures that a deal is multi-threaded and that reps are engaged with the right people in the right way.
“Consider what can be done when you have every phone call, email, and customer interaction automatically captured and the ability to analyze those interactions. It will allow organizations to get a sharper picture of prospect intent and where an account is in the sales process.”
TOPO Sales Analyst Dan Gottlieb
Pipeline Analytics and deal risk are an emerging category of sales analytics. Firms such as Gong, Costello (recently acquired by SalesLoft), and Clari provide a single-pane view for identifying deal risk, assessing multi-threaded engagement, and conducting pipeline reviews.
Intelligence is available to all current customers as part of their core
offering. Admins must turn on email sync from popular clients such as G
Suite and Microsoft 365. Sales Engagement partners include SalesLoft,
Outreach, Groove, and Xant.
Intelligence is view-only and does not support Opportunity record updating.
CRM sync is a planned feature.
supports a broad set of conferencing and dialing tools, including Zoom,
UberConference, BlueJeans, WebEx, GoToMeeting, Join.Me, RingCentral, Dialpad,
Amazon Connect, Google Meet, and Skype.
does not publish any pricing and simply states that pricing is based upon “how
many recorded reps you have,” not the number of listeners.
Content intelligence vendor PathFactory announced a partnership with ABM Orchestration vendor 6Sense to “give marketers complete visibility into the quality of account engagement, as well as what content and topics are accelerating them through their customer journey.”
partnership taps 6Sense’s account identification capabilities and combines it with
PathFactory’s content consumption data, providing richer account engagement
intelligence. “They can even watch a buying committee’s activities
populate and track their journey in near real-time,” said PathFactory.
Account intelligence is synced with the CRM and displayed to sales reps,
helping them understand which content and topics resonated at target accounts.
offers a set of content tracks, either defined by marketing or PathFactory’s
AI. Content tracks are a sequence of relevant content associated with
specific calls to action. Content tracks “keep people engaged longer and
helps them self-educate” while encouraging them to “binge on your content.”
By assessing which individuals and accounts are binging on account tracks,
PathFactory can determine when accounts are “getting serious.” Highly
engaged accounts are more likely to turn into deals.
insights suggest the next best content and next best action, with PathFactory
personalizing content tracks in real-time. PathFactory tracks engagement
at both the individual and account level while assessing content attributes
such as type, topic, and reading length.
“While B2B marketing organizations have invested heavily in ABM over the past several years, many marketers still struggle to successfully execute campaigns, scale programs, and report on results. We are confident this integration will give marketers the unprecedented ability to optimize the customer journey and generate revenue from their ABM efforts.”
Dev Ganesan, CEO of PathFactory
PathFactory clients do not require a
separate 6Sense license.
“PathFactory and 6sense are marrying
two of the most critical data sets necessary for successful ABM execution,”
said Jason Zintak, CEO of 6sense. “With 6sense’s industry-leading account
identification capabilities and PathFactory’s content consumption data, sales
and marketing teams can get deep insight into anonymous buying behavior of
individuals and accounts, and deliver hyper-personalized content journeys.”
PathFactory placed 186th on Deloitte’s Fast 500 list, and Gartner named them a Cool Vendor in their 2019 Technology Marketing category.
Account Based Orchestration platform 6Sense closed a $40 million Series C round with growth equity firm Insight Partners, raising its total funding to $105 million. Previous investors include Salesforce Ventures, Venrock, Battery Ventures, and Bain Capital Ventures. The market cap was not disclosed.
doubled its revenue in both 2018 and 2019. Last year, it added Box,
Cisco, Dell, Zendesk, Sumo Logic, NetApp, Domo, Motorola, Cumulus, Symantec,
and Tableau to its list of named customers.
startup, a company can sell via personal relationships and word of mouth.
In the scaleup growth phase, the equivalent is Account-Based Marketing
and Sales,” said Jeff Lieberman, Managing Director at Insight Partners.
“After an exhaustive review process, we were blown away by the data-focused
sophistication of 6sense’s technology and firmly believe it is the best
solution for B2B companies who need to scale their go-to-market efficiency and
grow revenue. The company’s account-based solution should be a core part
of every scaleup company’s growth strategy. We’re excited to invest in
6sense as the market-leading solution.”
investment is a sign that we’ve done something over the past 2 ½ years,” said
6Sense CEO Jason Zintak. “Investing is confidence, and it’s just so
incredibly humbling that we as a team, as a company, have gotten to the point
where people want to trust us and hand over money.”
attributed the firm’s success to the belief that AI and Big Data are at the
core of the MarTech stack:
Our strategy has always been to lead in those areas, specifically 6sense’s ability to
– Process large amounts of data and deliver actionable insights – Segment micro-audiences based on these data insights – Uncover anonymous buyer intent and identify accounts – Predict which accounts are an Ideal Customer fit, and when they are “in market,” allowing organizations to focus engagement on accounts most likely to buy
6sense has evolved from delivering predictive scores to providing customers with a robust Account-Based platform for the entire revenue operations team.
6Sense CEO Jason Zintak
investment will be dedicated to accelerating its product roadmap, “both
organically and inorganically.” Zintak listed three roadmap objectives:
Improved orchestration, which moves from rules-based engagement to “true AI-based orchestration of tactics.”
Expanding intent and predictive data use cases beyond email to include website personalization, content experiences, advertising, conversational marketing, etc.
Delivering insights to all revenue operations functions, including marketing and customer success.
lists 37 open positions across customer success, engineering, data science,
administrative, marketing, sales, and product. 6Sense has shown steady
employment growth over the past two years. Roughly half of the employees
are in revenue generation roles (Sales, Support, Marketing, and Business
is to tackle the biggest challenges facing B2B sellers and marketers by helping
brands reach the right accounts for their business at the right time, through
the right channels, and with truly engaging experiences,” said Zintak.
“Our company growth has been fueled by the success of our customers, and
our Series C funding will enable 6sense to further invest in AI-driven
orchestration capabilities to help companies of all sizes build and scale account-based
programs, uncover new opportunities, and efficiently create pipeline and
Sales enablement vendor Brainshark and AI-based sales pipeline management vendor TopOPPS announced a strategic partnership that “will empower sales organizations to deliver ‘in-the-moment’ guidance that improves reps’ skills at key points throughout the sales cycle.” The combined solution is tailored to the individual learning needs and styles of each rep across the buyer journey. TopOPPS delivers sales pipeline insights and forecast metrics that help management “understand pipeline activity and identify deficiencies before they impact yield.” The combined solution identifies skills gaps and then suggests Brainshark learning content.
organizations try to do pipeline analysis through their customer relationship
management (CRM) systems – but these systems are simply data repositories that
provide no actionable insights for sales leaders,” said TopOPPS CEO Jim
Eberlin. “TopOPPS brings that data to life – providing activity analysis
at the individual rep level, which enables a much more accurate assessment of
pipeline health and productivity. This enables sales leaders to then use
Brainshark to act on this data by delivering targeted coaching that directly
Brainshark training metrics are displayed in a combined Coaching view (see the
figure on the right). The view helps managers “track training processes
and knowledge retention to understand the readiness of each sales rep and sales
team’s ability to sell at the highest level.” The view also includes over
twenty trended sales measures, training insights, and pipeline metrics.
lot of times, will just coach reps generally or are guessing on what they need
coaching on. Our AI (artificial intelligence) will actually pinpoint and
make it more precise on exactly what a rep needs coaching on,” said TopOPPS CEO
firms have a joint go-to-market strategy and revenue sharing agreement.
partnership, along with Brainshark’s recent acquisition of sales scorecard
vendor Rekener, is part of Brainshark’s mission to deliver “a true data-driven
sales readiness platform.”
“Through our acquisition of Rekener last month, and now our partnership with TopOPPS, Brainshark is transforming sales-readiness from art to science,” said Brainshark CEO Greg Flynn. “With our data-driven platform and associated technologies, sales leaders will always have easy access to the information they need to orchestrate and execute effective sales-readiness strategies that deliver quantifiable growth in corporate revenue.”