As CEO of InsightSquared, I am extremely excited to share that Mediafly, the leader in sales enablement, is acquiring InsightSquared, creating a world-class revenue intelligence and enablement experience for B2B teams. Having spent three decades in sales and marketing leadership roles and been fortunate to witness several significant disruptions driven by technology, I am convinced of three things: We are on the cusp of advancements that will change the game within the revenue functions of B2B companies. Activity and engagement analytics are the keys to assessing the health of a deal and the strength of the overall pipeline. There will…
Every sales organization is experiencing a new level of sales uncertainty in this current climate. While we can all hope for a silver-bullet solution to arrive, the best remedy right now is actually within our grasps right now. I’m talking about pipeline visibility.
Every deal means more now — that’s a simple reality. While you may have felt comfortable with the status of each deal, the health of everyone is no longer black and white. To truly gauge the health of a deal, you must assess the level of customer engagement. Without pipeline visibility, you’re fighting a losing battle.
Pipeline Visibility Reveals All
With new remote work environments for reps and new business priorities for many customers, there are several new variables that can impact a deal’s health. Now is not the time to make assumptions, but rather to understand the exact level of customer engagement in every deal and make strategic adjustments from there. Easier said than done.
Improving pipeline visibility has long been an issue, primarily because of inconsistent activity capture measures. As long as reps are manually logging their activity data, you will never see the entire picture of a deal. You will be piecing together a puzzle with only a fraction of the pieces.
Start Automating
Automating activity capture is the only way you can truly gain visibility into your pipeline. Not only does automation share activity faster, but it provides assurance that data doesn’t slip through the cracks. This enables you to evaluate deals in real-time and become more proactive in your feedback.
Utilize AI and Machine Learning
Manual data entry can create blindspots in your pipeline due to human bias and limited visibility. Oftentimes, reps simply cannot keep track of the full customer journey, causing them to miss out on critical information that can impact a deal’s health. The top RevOps teams use Activity Capture tools to utilize machine learning and collect data from full customer lifecycle, then map out patterns and correlate with outcomes to prompt for any missing data. Activity Capture works like a proactive lane warning system, one that captures activity not just to store in a CRM like Salesforce, but more importantly to map activities to their unique sales process, consistently tracking what reps are doing and what steps were missed and where changes should be made.
Streamline Processes and Tech Stack
In this decade of more, we are looking at a tech stack explosion: more tools, more processes, more leads, more dashboards. When each team has a separate tech stack, pipeline visibility stops at the point of hands-off, resulting in disrupted customer experience.
A tangled tech stack and broken visibility slow down your team and reduce efficiency. By reducing the number of independent tech and integrating a platform that supports the full customer lifecycle, you remove siloed data and ensure a smooth customer experience from leads to upsell.
Tech stack consolidation lowers license costs and brings better visibility into your pipeline. For RevOps teams fighting uncertainty, it’s the only way to truly understand customer engagement and prepare for best execution.
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