First came CRM, then came Salesforce – now comes Revenue Intelligence.
CRM is a system of record for all B2B sales organizations. Since the advent of SaaS (Software-as-a-Service), Salesforce has become the dominant CRM platform for B2B sales teams of all sizes. While there are other powerful CRM tools such as Dynamics, Netsuite, Hubspot, PipeDrive, and ZohoCRM, nothing can truly compete with the Salesforce behemoth and the ecosystem that they have created.
But as a result of its age and the size of the organization (and its customer base), the core promise of the Salesforce platform has diminished. True salesforce automation is only a dream these days as the complexities of B2B selling continue to increase due to eCommerce, social platforms, mobile growth, and artificial intelligence. These days, Salesforce has been relegated to being a system-of-record for sales teams; only a place to house the core sales data – not a platform of sales automation and innovation. Instead, Salesforce has created an ecosystem that enables this automation around it.
One of the most important and fastest-growing trends in SaaS software today is cloud computing and the ability to leverage Artificial Intelligence (AI) to process and analyze large data sets. Recently, this trend has forged an entire new category of software that uses CRM data from companies like Salesforce or Microsoft Dynamics and leverages artificial intelligence tools such as Machine Learning (ML) and Natural Language Processing (NLP) to drive automation, predictive insights, and actionable insights to transform sales organization.
This new category of software is called Revenue Intelligence Software and uses artificial intelligence with Salesforce integrations to power new departments within B2B sales organizations called revenue operations. Another phrase for these tools could also be revenue operations platforms.
Revenue Intelligence Software
Modern revenue intelligence platforms do more than just connect and integrate with Salesforce – they also integrate and connect with marketing automation platforms and sales rep communications platforms like email and calendaring (the most popular being Microsoft Exchange, Office 365 and Google GSuite). These revenue intelligence platforms integrate with all of these tools and apply artificial intelligence to extract patterns, trends and heuristics about the selling motion and mechanics of the sales organization. A good revenue operations team can then apply these findings and insights to make the sales teams more efficient, smarter and better.
Revenue Intelligence Platforms
At its core, revenue intelligence is only achieved through reliable and complete data. Many revenue intelligence platforms rely solely on the information that resides in the CRM. Unfortunately, this is often a flawed premise and results in a poor foundation to optimize revenue operations on top of. This poor foundation is often the result of sales rep behavior that leaves out information when they are manually entering data and logging information in Salesforce. The solution is the have an automated data entry integration with Salesforce that auto-logs sales rep activity data in the CRM. Ideally, this is done without any sales rep intervention or without any manual work by anyone. The best revenue intelligence platforms have ways to automate data entry into Salesforce with a very high degree of accuracy.
Once the sales rep data entry process is automated, Salesforce integrations take care of the heavy lifting and the sales rep gains valuable time that they can use to sell more, train or make more phone calls. Sales reps are best when they are spending their time on selling activities and customer facing activities instead of manually entering data into Salesforce.
With an automated data entry for Salesforce in place, the computers can take care of the rest. Revenue Intelligence platforms like SalesDirector.ai have powerful algorithms that crunch the data using machine learning and natural language processing to deliver actionable insights about opportunities, accounts, pipelines, and forecasts. Revenue operations teams love SalesDirector.ai because they can hone in on sales rep behaviors and understand why certain accounts or opportunities are not being touched (called, emailed, etc.). The reason why SalesDirector.ai is the best revenue intelligence software for B2B sales organizations is that it doesn’t interfere with the sales rep’s daily behavior. All of the work is done in the background without ever disturbing or changing the sales rep’s daily routines.
The true power of revenue intelligence software like SalesDirector.ai is unleashed when B2B sales teams begin to rely on the entire value of their revenue stack. Good revenue intelligence requires Salesforce integrations that are complete, accurate, and reliable. When the data is reliable and automatically entered into the CRM then the sales reps are freed up to sell more.
As the industry continues to mature, look for the best revenue intelligence software platforms like SalesDirector.ai to continue to lead B2B sales teams to success and successful revenue operations.