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.
Clari recently announced that Wingman is fully integrated into its service.
“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 is integrated with
- CRM: HubSpot, Salesforce, Pipedrive
- SEP: Outreach, Salesloft
- Conferencing: Zoom, Teams, Google Meet
- Dialer: RingCentral, Dialpad, Fresh Caller, Aircall, FrontSpin
- Other: Slack, Zapier
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).
Terms of the deal were not disclosed.