Market Flash: Outreach Acquires Canopy and Launches Outreach Commit (Part II)

Continuing from yesterday’s post that discussed revenue innovation and the Sales Execution Gap. Today I am discussing their new Outreach Commit and Outreach Success Plans.


Outreach Commit, based on their Canopy acquisition, offers sales analytics and forecasting capabilities that augment Outreach’s AI-based buyer sentiment and Success Plans, providing Outreach customers with “true visibility across the entire revenue cycle.”

“The use of deep learning and big data has the potential to transform B2B forecasting in the same way it has transformed B2C forecasting. Such changes are shifting the emphasis on forecasting from predicting the number to beating the number…Reliable activity data allows sales leaders, for example, to drive more rigorous pipeline reviews and estimate forecasts with greater confidence.  It allows companies to discover and capture data about prospects and customers that previously lived in the realm of the ‘shadow pipeline’ — that murky world of secret selling that organizations have traditionally been blind to.”

Forrester Research Principal Analyst Anthony McPartlin, “Enabling B2B Interaction Visibility In A Converging Sales Tech Landscape” (June 2021)

Commit provides a flexible forecasting model with multi-level views, allowing managers to view a probabilistic model of outcomes for multiple periods and teams based upon prior win-loss histories, current pipeline, and adjustable assumptions.  Revenue forecasts are broken into Booked, Weighted Pipeline, and Intra-period high-velocity deals (i.e., projected new opportunities that are not in the pipeline but will close before the end of the period).  In addition, models can be adjusted to account for events external to the model (e.g., new product launches, tradeshow held earlier or late in the quarter, economic shocks).  The underlying KPIs that drive the models are selectable when setting them up, with the model updating every fifteen minutes.

Outreach Commit supports dynamic forecasting with bear, bull, and most likely outcomes.

Commit provides individualized rep scorecards based on company KPIs.  Managers can set targets, coach to outcomes, and level up their team.  Managerial note-taking helps them track 1:1’s, assign tasks, and track completion.

Commit supports active deal monitoring that flags deal risks and delivers insights.  “Signals notify leaders of the things they need to know today.  From opportunity risk identification to shifts in top of funnel metrics, Signals act as your eyes and ears–ensuring your frontline leaders are focused on what matters most to your business.”  Deal risk is significantly reduced when issues are flagged early to reps, and managers can provide on-demand coaching to address nascent problems.

Commit also supports Custom Signals.  Revenue Operations sets custom thresholds and unique parameters.

At a recent analyst briefing, Outreach management emphasized that they offer a tripartite value proposition: Engage (Sales Engagement), Guide (Kaia Conversation Intelligence), and Commit (Outreach Commit).

“To achieve predictable, efficient growth, every organization needs to engage with their buyers, guide their sellers through strong sales cycles, and then commit the number with confidence.”

Canopy deal terms were not disclosed.  All nine employees have joined Outreach. The startup, founded in 2019, had raised $2.1 million.

Outreach also provided updates on Outreach Kaia and Success Plans at its Unleash event.  Kaia, its Conversation Intelligence platform that was developed in-house, is adding real-time talk analytics, Comprehensive Search, Saved Search, and Outreach Voice Import.  The new capabilities will be available by the end of the month.

Call analytics provide real-time talk-time visibility, letting reps self-correct if they are speaking too much.

Comprehensive Search provides managers with access to notes, content cards, action items, and transcripts across the sales organization.  Additionally, both meeting platform intelligence and Outreach Voice cold calls are included.  Thus, “leaders can identify trends and risks across teams and at various stages of the sales cycle.”

Saved Search Alerts provide scheduled intelligence on key topics, allowing managers to track competitors, pricing, functional requests, etc.

Outreach Voice Import supports post-call analysis of Outreach Voice and Microsoft Teams.  Fully integrated support for Teams is scheduled for 2022.

Outreach warns RevOps not to trust the algorithm blindly. Instead, revenue teams should understand “the math behind every forecast to see what’s actually driving the number.”  Accordingly, Outreach maintains the fidelity of data signals such as engagement and sentiment through transparency that displays “every opportunity and signals where sellers should take action.”

“Canopy’s Augmented Revenue Analysis engine combines advanced statistical modeling with machine learning and artificial intelligence,” states the Canopy website.  “Simply put, we show our math.  Instead of black box predictions, we show you every trend and variable driving our predictions, ensuring you have access to every data point necessary to confidently call your business.”

Users can also review “where you started and where you finished,” providing a post-mortem period review that “pinpoints slippage, forecasting variance, and conversion rates across any data point from any time window.”  They can also generate “what if” scenarios with multiple assumptions.

Outreach Success Plans provide a shared portal for buyers and sellers to exchange timelines, success criteria, resources, and people.

Outreach Success Plans, which were announced back in May, will be generally available on October 27.  Success Plans align buyers and sellers to improve action and predictability in a shared deal room.  They act as a buying hub that allows buyers and sellers to agree on shared success criteria, objectives, and timelines.  Success Plans also support shared access to project resources, allowing new demand unit members to quickly access project documents.  Only invited individuals can participate in the Success Plans.

Success Plans provide an additional set of engagement intelligence for tracking deal risks and momentum.  The Opportunity View includes Success Plan views, comments, resource downloads, and shares, providing engagement insights specific to deal planning and document sharing.

Outreach Success Plans deliver “unparalleled visibility into pipeline opportunities and risks,” blogged VP of Product Marketing Victoria Grady.

Outreach claims that two-thirds of buyers have “stopped working with a company mid-deal, simply because the competitor provided a better buying experience.”  Thus, streamlining the document sharing process, framing the timeline, and agreeing on success criteria not only facilitates the process and improves deal visibility but improves the likelihood of winning each deal. Outreach supports 5,000 customers, including 19 of the 25 fastest-growing public companies and more than 60% of the Cloud 100.

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.

Revenue Grid Series A

Revenue Grid Pipeline Analytics displayed within Salesforce

Revenue Grid which rebranded last year from Invisible.io following its pivot into revenue intelligence, closed on a $20 million Series A to expand its AI-based revenue insights and guided selling recommendations.  The round was led by W3 Capital, with participation from ICU Ventures and existing investors.

Funds will be dedicated to scaling company growth with investments in sales, marketing, and R&D.  The firm plans to continue innovating around guided selling, revenue intelligence, and best practices research.

“Revenue Grid is ahead of the market in intelligent, guided selling, and sales automation,” said Steve Wadsworth, Partner at W3 Capital. “What has impressed us the most about Revenue Grid is their level of technology and product advancement and their innate understanding of the Sales and Revenue functions within organizations. Revenue Grid has already developed the solutions that the market is just now starting to look for.”

Revenue Grid offers a set of revenue opportunity, engagement, and risk signals that spur sales reps to take action.  It also automates sales routines, supports playbooks, fosters best practices, recommends modifications to the sales process, and measures the impact of recommended changes.

Core Revenue Grid capabilities include CRM data auto-capture, pipeline inspection, health checks, deal guidance, and revenue signals.

Revenue Grid ingested over one billion “communications items” to train its AI, including emails, meetings, and calls.  Communications are indexed by industry and sales process types and correlated against success rates.  Other features include sentiment analysis, sales opportunity summarization, and detecting demand unit members that have not been associated with an opportunity or added to the CRM.

“Revenue Grid can track objections and suggest the right mitigation on different levels of the sales funnel — from lead outreach to late opportunity stages. [It can] understand a communication type like ’email ping pong,’ ‘on hold,’ ‘no authority or power,’ and commitments tracking like whether email needs replying or whether a specific date for follow up or commitment was mentioned.”

CEO Vlad Voskresensky

“It is our mission to give companies an unbeatable competitive advantage by completely digitizing their sales processes, and right now we are in the perfect position to expand globally and help companies transform their sales process,” said Voskresensky.  “We are bringing smarter AI to sales, but it goes beyond just that.  It is quite literally shifting the sales tech stack from the ‘view mode’ to the ‘do mode.’”

While the round is a Series A, Revenue Grid is well established with 1,200 customers, including Hilton, Western Union, Moody’s, Trip Advisor, Red Cross, and Robert Half.  Over 800,000 sales professionals rely on Revenue Grid.  Through OEM deals, it supports an additional 20,000 companies.

The firm claims that its platform generates 21% faster revenue per account for its clients and offers a 250% ROI.

Revenue Grid is growing “seventy to eighty percent year-to-year,” said Voskresensky.  The firm has a 96% retention rate and net retention over 100%.

Revenue Grid has a team of 150 and plans to add another 50 headcount by 2022.

“[This] whole round is an equity investment. It’s actually our first round, prior to which we were bootstrapped and profitable,” Voskresensky said.  “Honestly, when the pandemic hit, we didn’t know what it would mean to our business, but it was actually a period of growth.  Our products became invaluable for sales reps as they all moved to working remotely, and it helped them stay focused, organized, and efficient.”

Revenue Grid also announced that highly regarded industry veteran Bob Stutz joined their board.  Stutz is the President of Customer Experience at SAP and previously served as CEO of Marketing Cloud, Chief Analytics Officer at Salesforce, and Corporate Vice President for Microsoft’s Dynamics CRM.   Stutz will assist with the product roadmap, revenue growth, and market expansion.

“Revenue Grid is a very interesting company as they look at optimizing sales processes in a very innovative way, and I am very excited to join their board to support them in growing their business on a global scale,” commented Stutz.

Revenue Grid did not announce its current valuation.

Revenue Grid Guided Selling Recommendations displayed in Salesforce.

Gong Expands into Europe

Gong’s Five Operating Principles of Revenue Intelligence.

Revenue Intelligence vendor Gong announced plans to open its first European office in Dublin.  It already has over one hundred European clients, including Aircall, Hopin, GoCardless, and MOO.

“After many international companies reached out to us, looking for access to the insight uncovered by our revenue intelligence platform, we knew it was time to meet global demand in a strategic and thoughtful way,” said Gong CEO Amit Bendov.  “With a physical presence in Europe, we can continue to demonstrate our category leadership, support the massive growth we’ve seen in the past year, and deliver the product customers are asking for.”

The new office will be managed by Gong’s newly appointed VP of EMEA, Wendy Harris, who previously led European sales for CarGurus and Dropbox.  The firm is hiring for sales, marketing, customer success, and G&A positions.

“Gong’s revenue intelligence platform is transforming the way companies do business by empowering sales organizations to adopt data-driven strategies,” she said. “Joining a high-growth company and leading its global expansion in my hometown of Dublin is truly the opportunity of a lifetime.”

Gong supports 26 languages, including French, German, Italian, Dutch, and Portuguese, with additional languages planned.  The Revenue Intelligence platform captures and analyzes phone, email, and meeting conversations, providing insights into deals, people, and the market.

Gong has also been building out its partner network, including Bain & Company, Sandler, and SBR Consulting.

Gong’s June Series E valued the firm at $7.25 billion.  Over the past year, it grew its headcount by 89% to over 700 employees.  The Israeli firm was founded in 2015. The firm will see stiffer competition from Chorus, which was acquired by ZoomInfo two weeks ago. ZoomInfo provides it with deep pockets, global data enrichment, workflow tools, a chatbot, and a sales engagement platform.

Gong Employment Growth (Source: LinkedIn)

People.AI Acquires Hero and Releases Sales Solution for Salesforce

Revenue Operations and Sales Intelligence vendor People.AI acquired Hero Research, a Salesforce productivity app that simplifies CRM access.  The Hero service was immediately re-branded as PeopleGlass.  People.AI also announced a new Salesforce experience for sales reps and managers.

PeopleGlass is designed as an “interaction layer” to reduce the overhead and complexity of maintaining Salesforce content.  Glass refers to the “single pane of glass” metaphor often used for CRM cross-record reporting, a core feature of PeopleGlass.  People.AI argues that CRMs have become complex, full-stack solutions covering many use cases but are cumbersome due to their functional breadth.

“We believe that current CRM solutions are inadequate. Modern businesses are complex and full-stack solutions (platforms that offer many services) reflect the complexity of the many use cases that they need to cover as a one-size-fits-all solution.

Many CRMs today offer the whole gamut, addressing needs from pre-sales, post-sales, support, marketing, etc.,” argues People.AI.  “Furthermore, these companies are focused on selling large deals into small groups of decision makers who rarely interact with the products they purchase. It’s no wonder why many users feel they’ve been ignored by the people building the products they spend huge portions of their lives in.

In the meantime, most people have experience with iPhones, Gmail, and other great products. This only increases the frustration with legacy CRM tools.

PeopleGlass aims to solve this problem by focusing solely on the end user and leveraging learnings from the best modern consumer software.”

People.AI, “Why We Started People Glass

PeopleGlass supports custom sheets, forms, hotkeys, a command-line interface, and a “clean and versatile workspace to eliminate the pain points of using CRMs.”  PeopleGlass may be launched in the browser or added as a Chrome extension.

Custom Sheets provide a spreadsheet view across Salesforce records that supports filters, bulk record updates, searching, and inline updates.  Thus, reps can quickly update opportunity records before pipeline review meetings and then review the spreadsheet with managers.  Records are immediately updated in Salesforce.

PeopleGlass Opportunity viewing and updates

Users can create personal views or modify any of the included templates.  Adding columns, resizing columns, and moving columns are straightforward actions.  Users can also quickly view any record as a form or view the record in Salesforce.

PeopleGlass Forms provide custom layouts for creating and updating account, contact, leads, opportunities, notes or tasks.  Admins can set default fields for records.

A set of hotkeys expedite data entry, allowing users to quickly create records, log calls, and search records. PeopleGlass provides a customizable home page for displaying metrics, sharing and copying sheets or forms with colleagues.


Part II, which discusses the Hero Research acquisition and their Salesforce solution, continues here.

Groove Revenue Intelligence

Sales Engagement Platform Groove expanded its analytics with new revenue intelligence capabilities that support real-time opportunity and pipeline management and expanded ROI reporting.  The new capabilities support pipeline reviews with a single pane of glass workspace populated with real-time Salesforce data.

In its 2020 State of Sales Report, Salesforce stated that “High-performing sales teams are 1.5 times more likely to base forecasts on data-driven insights.” Ensuring that data is accurate, timely, and complete has long been an issue with CRMs, requiring sales reps to spend hours each week recording their activities and updating account, contact, lead, and opportunity data.

Sales Intelligence platforms have picked up the slack around CRM data, offering DaaS prospecting and enrichment services.  Likewise, SEPs capture most sales rep activity data, reducing activity tracking overhead; however, updating opportunity data and evaluating opportunity risk remain a significant automation gap.  

Maintaining Opportunity data, which is critical for pipeline reviews and forecasting, is made more difficult by the data structure of CRMs.  One common complaint about Salesforce is the difficulty of viewing and updating opportunity data, which is fragmented across accounts.  Revenue Intelligence tools from Clari, Revenue Grid, SalesLoft, and Groove simplify the data update and review process by providing a centralized interface for updating the pipeline and reviewing it with managers.  Updates are immediately written back to Salesforce, simplifying the pipeline management process and ensuring that current opportunity data is instantly synced in Salesforce.

While Clari and Revenue Grid focus on Revenue Intelligence, Groove and SalesLoft attack the issue from a Sales Engagement perspective.  This functional overlap between categories has been evident since SalesLoft acquired Costello in 2019 and integrated Costello’s revenue intelligence capabilities.  While Sales Engagement Platforms began as multi-channel messaging services for SDRs, they have significantly broadened their scope to include Analytics, Guided Selling, Engagement Metrics, Meeting Management, and Revenue Intelligence.

Anthony McPartin, Forrester Principal Analyst in Sales Operations, described the widening scope of these categories.  “This notion of the sales engagement platform as a cockpit for sellers is likely to continue to drive further integrations between other sales tech categories and these platforms as the advantages of bringing everything to the seller where they sell (the original vision for CRM technology) become more widely recognized.”

Revenue Intelligence Platforms have also expanded their scope, assisting with opportunity risk assessment, deal forecasting, conversational intelligence, and buying team discovery.

Out of date and incomplete information is a significant issue for B2B decision-makers.  According to a July 2020 Forrester study, two-thirds of B2B decision-makers are hampered by stale, distorted, or limited CRM data.

“From incomplete sales activity data to out-of-date information stored in shadow CRMs, there are many challenges that prevent sales organizations from trusting their pipeline and conducting comprehensive reviews. Today’s release solves a critical usability challenge that Salesforce users have faced since the platform’s inception, in a way that establishes transparency and trust between the rep and the seller.”

Groove CEO Chris Rothstein

“We had major issues with getting our sales teams to document what they were doing in Gmail, and this is where Groove really shines,” said Bart Johnson, Director of User Engagement & Training at Aquent. “Groove isn’t just a huge timer saver for our reps, it also gives them ‘cross-vision’ into the different orgs and groups selling into [each] account.”

Clari Series E

Revenue Intelligence vendor Clari closed on a $150 million Series E that valued the firm at $1.6 billion.  The round more than triples its 2019 Series D valuation. The financing was led by Silver Lake with B Capital Group and existing investors Sequoia Capital, Bain Capital Ventures, Sapphire Ventures, Madrona Ventures, Thomvest, and Tenaya Capital also participating.   To date, Clari has raised $285 million.

Clari will deploy the funds to accelerate product development, expand ecosystem partnerships, and drive global expansion.  It is planning on doubling its headcount to 600 by the end of this year.  San Francisco-based Clari is “hiring across all departments.”

The firm’s ability to predict revenue was crucial over the past year as firms scrambled to understand their pipeline and opportunities during the pandemic.  Platform usage doubled last year and executive time increased 50%.  The firm also saw deal updates increase 80% last year while pipeline and forecast revenue doubled.

Seventy percent of Clari’s new customers inked multi-year deals, and 60% of existing customers increased their seat counts or invested in additional product capabilities last year.

The round comes at a time when Gartner is bullish on the RevOpps segment.

“By 2025, Gartner predicts 75 percent of high-growth tech companies will use RevOps for end-to-end revenue production enabling hyperautomated sales and omnichannel customer engagement. RevOps is a holistic organizational model that aligns the company around three elements of centralized ops and processes, a communal shared-data layer, and a continuous customer engagement capability, all measured around revenue production.”

Alastair Woolcock, Senior Director Analyst at Gartner.

“Today’s news is more than just the next phase in Clari’s evolution,” said CEO Andy Byrne. “It’s validation for the entire revenue operations movement.  It’s a call to every company and every leader working to manage revenue generation as a predictable process, one that can be controlled, automated, and optimized, like any other business process.”

Byrne did not disclose 2020 revenue but noted that it beat the original plan by 110%.

“That’s why we’ve had such great investor interest…[VCs] were hearing in the investment community about how transformative Clari has been…Giving companies what we call revenue confidence, being able to go and understand where you’re going to be and to accurately predict the impact the pandemic is going to have on your trajectory, good or bad,” Byrne explained.

With strong revenue momentum and a healthy valuation, an IPO may be in Clari’s future.

“I would say the answer is unequivocally yes, and we’re building toward this,” said Byrne. “We don’t have a time frame upon which we know where we’re going to go public, but the next goal is to get to the IPO starting line.”


Part II, which discusses Clari’s recent enhancements, posts tomorrow.

Revenue Grid Guided Selling (Part II)

Continuing from Part I, a discussion of Revenue Grid and its approach to Guided Selling.


Revenue Grid looks to take the CRM system of record and supplement it with insights and actions that move deals forward.  Insights are both positive and negative.  Risk flags include “The decision-maker is not invited to the demo,” “Close data has been changed for the Nth time,” and “Pricing was discussed at the meeting, but no quote has been sent.” By delivering insights to sales reps and their managers, loose ends, which could result in deal losses or delays, are flagged.  Sales reps and managers can then act upon these insights.  Revenue Grid can also make suggestions based upon internal playbooks and best practices.

In short, AI, historical data, and real-time data are employed to build a set of insights and recommended actions.

Revenue Grid goes beyond engagement metrics at accounts. It delivers a broad set of insights that include competitor mentions, lack of recent decision-makers responses, meetings without agendas, quarterly and monthly trends, and team performance.  In January, sentiment analysis will be added to their insights.

An Opportunities view provides real-time pipeline visibility across all accounts.  Reps can quickly update any opportunity information with the updates synced with the CRM.  Sales reps and managers then have a single-pane of glass displaying current opportunities.  Managers are notified of deal size changes, close dates, and scores and can track activity flow.

The Opportunities view includes signals, next steps, last touch, and overview data, providing a quick synopsis of where each deal stands.

Conversational Intelligence records and transcribes voice and video calls, then indexes and analyzes meetings for insights.  Corporate email communications are also analyzed for insights.  Revenue teams and managers can review call transcripts and listen or view significant moments during the call, with summary topics and insights called out.  Conversational Intelligence is also available for coaching and onboarding sales reps.

Conversational Intelligence recordings and transcripts are saved to accounts and opportunities.

A meeting scheduler fronts Conversational Intelligence.  Reps can insert multiple time slots with clickable times in their emails or offer a calendaring link.  Events are automatically synced between Salesforce and Outlook or Gmail.  Other features include calendar delegation (i.e., setting up an admin or CSR to schedule meetings), recurring event scheduling, and group calendaring across the organization.

Salesforce email synching captures emails, scheduled meetings, contacts, tasks, and attachments.  Accounts, Contacts, Opportunities, and Custom Objects are available for syncing, and multiple records may be updated.  Salesforce admins can set up activity auto-log rules, triggering Salesforce processes.

Sales Coaching offers a team performance view that displays revenue booked by reps alongside leads processed and time spent on external meetings, inbound external meetings, and outbound emails.

A Forecasting report evaluates the target, best case, and committed revenue for the team with plan, commit, and open pipeline values for each rep.  Managers can also compare past periods to find trends and set triggers to send notifications when thresholds are exceeded.

An Activity view displays inbound and outbound communications from sales and marketing over time with adjustable time windows.  Unfortunately, the activity graph does not rescale, making it difficult to view activity over an extended period.

Revenue Grid also supports Relationship Intelligence, showing an Account relationship map and flagging individuals in the organization with established relationships for introductions or briefings.

Revenue Grid’s sales engagement features include multi-channel sequences, email templates, and email tracking.  Channels include email, phone, SMS, and LinkedIn.  Sequences may be managed directly from within Salesforce, Outlook, or Gmail.  All Revenue Grid capabilities are available in the native Salesforce mobile app, including email analytics, notifications, and sequences.

Admins can perform A/B testing of sequences.

Revenue Grid detects replies from one or multiple recipients, out of office notices, opt-outs, and bounces.  It then pauses or halts sequences automatically.  It even halts sequences if the recipient is mentioned in an email or meeting invitation.

An email sidebar displays Salesforce data directly within inboxes and suggests relevant, actionable Signals.


Continue to Part III.

Revenue Grid Guided Selling

Revenue Grid which describes itself as a Guided Selling vendor, offers a hybrid platform with sales engagement, revenue intelligence, relationship intelligence, meeting management, and conversation intelligence.  Unlike many startups in these spaces, Revenue Grid comes to market with fifteen years of experience building native platform integrations behind the firewall and in the cloud.  It then layers on top reports, analytics, and an Outlook/Gmail/LinkedIn sidebar for identifying opportunities at risk, next steps and missed actions, engagement scores, and pipeline analytics.

“Algorithmic guided selling leverages emerging AI 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,” wrote Gartner.  Guided Selling is data and process-driven, with Next Best Action recommendations that make CRMs actionable.

Guided Selling intelligence is gathered from CRMs, emails, calendars, phone calls, and videos.  Engagement is measured across these channels and delivered as a set of insights and revenue signals that support Guided Selling.  Signals are Next Best Actions based upon AI recommendations and sales playbooks.  

Revenue Grid describes signals as “contextual, actionable notifications that tell your whole sales org what is going well or poorly throughout your whole sales process.”  Sales reps can act on recommendations by merely clicking on the signal.

These definitions can all get confusing, but the vision becomes clearer when skipping past the inputs and technology and merely considering which sales and management questions Revenue Grid looks to address.  Revenue Grid answers a host of sales rep questions, including

  • Which deals should I focus on today?
  • How likely am I to close the deal this month or quarter?
  • How can I improve my odds of winning this opportunity?
  • Which deals are at risk and why?  
  • Did I complete all of the post-deal activities discussed on the call?
  • Have I updated all my opportunities before tomorrow’s deal review?
  • How can I prepare for a meeting?
  • Does anybody at my firm have a relationship with key decision-makers?
  • How is engagement across the account?  Am I building relationships with the key stakeholders?

Likewise, managers can answer questions such as

  • Are sales reps focused on the right things?
  • Do sales reps know what to do next?
  • How can I guide reps in each deal?
  • Which deals are moving, stalled, or at risk?
  • Do my reps know what to say at meetings? Do our scripts work?
  • How do I know my coaching is effective?
  • Which committed deals are unlikely to close?
  • How do I improve our forecasts?

Part II discusses Revenue Grid’s feature set.

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.