SalesLoft Acquires Professional Services Partner InStereo

Sales Engagement vendor SalesLoft announced that it acquired professional services partner InStereo.  InStereo, founded in 2018 by Bill Galfano and Adam Post, was an early ecosystem partner that has grown alongside SalesLoft.  Last year, SalesLoft named them their “Partner of the Year.”

“We were impressed by their focus on what the customer is trying to achieve,” SalesLoft President and Chief Strategy Officer Rob Forman told GZ Consulting.

As a partner, InStereo helped “B2B Sales and Marketing teams better engage with buyers to create more demand, authentically engage prospects, and convert prospects into delighted customers.”

“Bringing InStereo directly into the SalesLoft family is a key way we are investing in our customers’ success.  Our customers will benefit from InStereo’s deep understanding of buyer journeys and engagement strategies.  Their experience and proven enterprise methodologies will help customers operationalize the SalesLoft platform and accelerate the value of Sales Engagement across their entire revenue organization.”

SalesLoft CEO Kyle Porter

InStereo focuses on go-to-market and implementation strategy for SalesLoft, HubSpot, and Salesforce delivered through a pair of consulting services:

  • Buyer Experience Strategy focuses on the buyer’s journey, ICP, demand unit persona, and the “buyer engagement blueprint.”

    “We believe customer journey maps are more than just wall art,” states InStereo.  “We create buyer journeys you can activate.  By understanding how buyers approach the purchase process, sales and marketing teams can better align people, process, and content to deliver just what buyers need, when they need it.”
  • Buyer Engagement Services pairs clients with a Strategist and Revenue Consultant to assist with enterprise software implementations.  For SalesLoft, they focus on “1:1, personalized engagement via cadences” and process automation.  For marketing automation, InStereo assists with nurture campaigns and optimization, and for CRM, they focus on leveraging CRM capabilities and improving data quality.  Other services include SalesLoft Admin as a Service and sales development services.

“At SalesLoft, our goal isn’t to just sell software; it’s to help our customers exceed their revenue goals,” said SalesLoft CRO Steve Goldberg.  “Too many times software companies focus on features and technology, not the success of their customers.  InStereo shares our passion for helping our customers get the outcomes they’re looking for.”

InStereo’s customers skew towards enterprise implementations.  SalesLoft “plans to take their methodologies into new areas of our business,” expanding InStereo beyond the technology vertical into financial services, SalesLoft’s second-largest vertical.

InStereo has completed over 150 customer engagements.  Joint customers include Cargill, Pegasystems, and 3M.

“This past year we tripled our investment into our alliance organization and programs because empowering our partners leads to success for our customers,” said Forman.   “InStereo leveraged the power of our partnership and consistently drove incredible outcomes for our mutual customers.”

All twenty InStereo employees will be joining SalesLoft, including their two founders and Carrie McGrew, InStereo’s VP of Strategy.  In addition, Galfano will be joining the CRO Leadership Team as the SVP of Consulting Services.

SalesLoft did not provide any pricing deals on the acquisition.

RollWorks Journey Stages

ABM Platform RollWorks announced Journey Stages.  The new feature “gives B2B marketing and sales teams deeper insight into the impact of go-to-market activities on account progression.”

Journey Stages determines the stage of the buying journey and activates stage-specific, multi-channel campaigns based upon this intelligence.  Journey Stages helps revenue teams “uncover insights about account journeys, measure account progression and regression, and understand key drivers and trends for any velocity changes between stages.”

Journey Stages lets sales and marketing professionals target and orchestrate multi-channel account-based campaigns based upon the journey phase.  Journey Stages tracks account progression based upon custom definitions across the full customer lifecycle.

RollWorks Journey Stages Account Progression.

“For example, if a bulk of your accounts are ‘unaware,’ you may prioritize brand programs over lower funnel plays,” blogged RollWorks Lead Product Manager Mark Miller.  ”If you see that a bulk of your accounts are ‘aware,’ you’ll likely focus on pulling them down the funnel with different offers. Essentially, you’ll have the information you need to toggle certain programs and budgets on and off at the ready.”

“We’re eager to bring this robust set of identification and measurement features to market,” said Justin Cooperman, VP of Product at RollWorks. “With Journey Stages and additional journey functionality shortly to come, RollWorks gives marketers a new layer of end-to-end insights to help them better understand the impact of their Account-Based campaigns, enabling finer tuning of their ABM programs for pipeline progression and revenue growth.”

Journey Stages is currently in beta, with GA scheduled for Summer 2021.