The WeWork acquisition of Unomy is an out of left field deal. WeWork has been using Unomy for the past year to assist with their sales process. The firm is looking to integrate Unomy into its workflows to improve both close rates and pipeline velocity for their co-working offices. WeWork views Unomy as a key dataset for expanding enterprise sales. While the firm provides office space for companies of all sizes, they would like to expand enterprise sales beyond 30% of their monthly revenue and 20% of their membership.
“Their B2B intelligence layer will be able to help us enrich our data sets when we’re driving sales in the enterprise market,” said WeWork SVP for Digital Product Ron Gura.
For WeWork, Unomy’s platform will become the backbone of our growing internal sales platform. The Unomy software will be integrated into WeWork’s current systems and the Unomy team – now part of our Sales & Marketing and Digital Products groups – will work with our enterprise sales team to help them go to market most effectively and improve their targeting capabilities, conversion rates, and productivity. More broadly, the Unomy team will also help streamline sales processes, build robust sales intelligence infrastructure, and close member prospects for our enterprise and regional sales teams around the world.
Ron Gura, WeWork SVP for Digital Product
WeWork will be retaining Unomy’s staff of twenty which will operate out of a Tel Aviv office.
WeWork did not indicate whether Unomy would be available to their tenants as a free or discounted service. WeWork offers a services store to its tenants with over forty sales and marketing partners. Amongst the firms with partnership discounts are Salesforce, CrunchBase, and RelPro. However, WeWork does not plan on continuing the commercial product and will phase out the Unomy service, helping to transfer clients to other sales intelligence solutions.
Unomy’s database covers 17 million global companies and over 100 million executives.
Both services are going after the sales and marketing intelligence space, but InsideView has been around a lot longer and is better funded. This means that the InsideView service provides a broader feature functionality set and has a higher revenue stream. Unomy is the scrappy upstart looking to redefine the market.
I attached the company profiles for Nuance (US public company) to provide a perspective on how the systems differ (note: the InsideView UI has a pending refresh). You will notice that InsideView is profile-centric while Unomy is list-centric and displays profile information in both tabular format for structured data and via a right sidebar for unstructured company intelligence:
Off the top of my head, here are the differences:
InsideView is an aggregator of company content while Unomy is a data miner. Aggregation provides deeper information on large public companies and major privates but often has little or no information on small companies.
InsideView covers nearly twice as many companies (12M vs. 7M) as Unomy but a lot fewer execs (16M vs. 95M). However, InsideView provides biographies and People Alerts (news mentions and Tweets).
InsideView is focused on traditional sales company lookups and prospecting while Unomy has a spreadsheet-like orientation designed for flexible list building and team sharing. Users can work through a list with the right sidebar providing greater detail. Thus, they can view the same information sets about different companies (e.g. finance or social views) or research a single company at a time.
InsideView offers a broad set of connectors for CRM and Marketing Automation platforms (SFDC, SAP, Oracle on Demand, NetSuite, Sugar, Marketo, Eloqua, etc.) while Unomy offers a Chrome connector. InsideView also has a strategic partnership with Microsoft to natively embed their content and functionality within MS Dynamics.
InsideView offers 18 sales triggers which are high precision email news alerts targeting specific topics at target companies. They also have an online Activity Stream that allows users to filter the recent sales triggers by topic and Company.
InsideView offers a relationship (six degrees tool) Tool.
InsideView offers a Buzz Feed which consolidates company blogs, tweets, and Facebook posts into a single searchable view. Unomy has a similar feature which includes more social statistics (e.g. Alexa and Comcast scores) but is not searchable.
Unomy supports light SFA tools including comments, tags, status, key contacts, and comments.
Both companies provide executives and firmographics. InsideView also includes access to SEC filings, competitors, family trees, recent news, income statements, Simply Hired Jobs, and industry overviews. Unomy includes website statistics, funding data, and Similar Companies. Similar Companies include competitors and firms frequently mentioned alongside the original company. This provides a broader set of peers than a competitors list and is available for more companies. Unomy has legal and news content in development.
Both companies provide list building. InsideView is stronger on traditional firmographic and biographic screening. They also leverage their sales triggers and Relationship Finder tools for screening. Unomy has an advantage on less traditional screening variables such as social media, funding data, and website metrics.
While both are freemium services, a single seat of InsideView costs $99 / month while a single seat of Unomy costs $199 / month.
In short, there are probably more differences than similarities. The data models differ in both collection and presentation method. Unomy is probably best suited for reps focused on smaller companies or VC/PE funded companies. They probably also would have an edge for Martech and social marketing firms due to social media and website metrics. InsideView is better suited for reps with named accounts or territories where they target established companies (e.g. Rev>$5M). InsideView would also have an advantage at firms looking to embed sales intelligence into their CRM and MAP workflows.