I had the recent pleasure of interviewing Emissary CEO David Hammer in Jinfo, an information industry trade publication. Topics included tacit knowledge, working with their Emissaries, and how they identify Emissaries. I profiled their offering back in November when they launched the service.
Emissary provides a concierge service for enterprise sales reps. Emissaries are former employees of companies, generally high-level execs that departed the firm in the past 18 months. Emissaries provide access to a great deal of tacit knowledge that isn’t available on the open web. This would include informal reporting structures, executive biases, language, culture, and purchasing processes. According to Hammer:
Tacit knowledge is what we all acquire in the day-to-day of living our lives. It’s what we know simply from interacting with the world. People don’t know what they know. I worked at Google for six years but it would take me a lifetime to document every useful thing I learned there, even assuming I wanted to. And that’s assuming I know what’s actually useful! There are plenty of things I wouldn’t even think of that would be transformatively powerful to someone else. I just don’t know what, and I don’t know who it’s useful to.
Tacit knowledge can be both big and small items that provide an edge when selling. Again, Hammer:
It can be an emissary pointing out that the pitch deck for an upcoming meeting uses the word “customers” when the internal culture always refers to customers as “guest”. It can be sharing a past mistake that cost the company $500,000 that your product would have prevented. It can be telling you the CEO has a pet project to address educating millennials and informing you exactly how to tie your product to that messaging, or that the decision-maker actually cares more about ease of implementation than the direct ROI.
Unfortunately, Jinfo is a subscription service and the article is behind their firewall. Hopefully, you have a subscription. If not, reach out to me and I’ll send you a copy from their platform.
I recently had the opportunity to interview Avention’s SVP of Product Lauren Bakewell concerning their new OneSource DataVision service. The full interview can be found in trade publication Jinfo (FKA FreePint). The new service provides a centralized data enrichment hub with visualization and segmentation tools to assist with business planning, territory planning, and account based marketing (ABM). DataVision also assists with TAM analysis and offers similar companies and contacts.
Like many other sales intelligence and Martech vendors, Avention is messaging around ABM programs which identify best customers and prospects for focused sales and marketing attention. DataVision “helps companies understand their current customer base in detail and identify the most relevant target companies and segments for growth,” said Bakewell. “OneSource DataVision benefits the marketing department by enabling customer segmentation and target identification, which in turn helps create targeted lists for campaigns, upsells and nurturing. Any marketer knows that a more targeted approach generates better leads for sales, meaning higher campaign ROI.”
According to Bakewell, Avention supports ABM and Account Based Sales Development (ABSD) processes in three ways:
Identifying target accounts
Delivering insights concerning accounts and contacts
Building lists of contacts at target accounts
Avention continues to build out its Global Content Live reference file built from over 100 data providers. Vendor content is fused to create a “golden record” which selects the most reliable vendor at the field level. International coverage has recently been tripled with a goal of covering 80% of GDP in their served markets by the end of 2016.
DataVision will soon be announcing connectors with the major marketing automation platforms. They are also “looking towards a more guided approach to help you get to the most meaningful segmentation, as well as areas to explore for growth. We want to move forward by providing more market analytics as part of the offering, helping you understand your data in an even more actionable way,” said Bakewell.