Revenue intelligence is about to get smarter
Announcing our investment in RevSure AI
By: Harpinder Singh and Aravind “Avi” Bharadwaj
Go-to-market B2B operations have gotten increasingly complex over the past decade. Sales motions have evolved into convoluted loops with multiple touch points across the lead and customer journey. Across marketing, sales, customer success, and product, there are tens of touch points to move a lead further along, to track usage and nudge an upsell, or identify early signs of churn. To adapt to this quickly-evolving landscape departments have adopted workflow and intelligence tools to drive better efficiency. Consequently, there has been an explosion of tools across departments, and different tools have won the race to be the systems of record in each department.
Understandably, these tools tend to cater to department-specific requirements first before trying to solve cross-department challenges because that’s what the user persona demands. However, given that the data of the customer journey spans across all of these systems at different points in time, data silos and disparate structures create a massive challenge when trying to gain a 360-degree view of the customer. For instance, revenue pipeline data spans across marketing (at the top of the funnel), sales (in the middle and bottom of the funnel), and customer success (in the middle and bottom of the funnel) systems, resulting in tunnel-visioned projection, leakage in conversion, and finger-pointing across departments.
To combat these issues, companies have begun instituting a new function — revenue operations (RevOps) — that is mandated with streamlining the processes across the revenue funnel and deriving strategic insights from departmental systems of record. In fact, RevOps may be one of the fastest-growing functions in B2B companies; according to a Forrester estimate, growth in RevOps roles has far outstripped the growth in other GTM roles. And according to Boston Consulting Group, companies that adopt RevOps are reporting substantial benefits, including (i) 10% to 20% increases in sales productivity; (ii) 15% to 20% increases in customer satisfaction; and (iii) 30% reduction in GTM expenses.
RevOps has achieved early wins in companies where it has been instituted, yet the workflow for RevOps professionals is riddled with challenges. We spoke to countless RevOps experts, GTM leaders, and vendors in the space, and identified several challenges that still persist. Some of the most troubling challenges are with managing disparate data sets across systems used by different departments and deriving actionable insights from them. The most common approach that RevOps professionals use is to build in-house duct tape solutions to connect systems and derive key insights. This is not only inefficient but also results in stale data, spaghetti systems, and unscalable approaches. Another option is to adopt a departmental system as the source of truth for all data and move data into it from other sources. This approach typically lacks sophistication and results in single points of failure and limited customizability.
Deepinder Singh Dhingra faced a lot of these challenges in the past 20 years working in B2B Enterprise software and SaaS companies — including at his previous startup, Samya.ai. He realized that these common RevOps pitfalls could only be effectively solved by a platform that is purpose-built for revenue intelligence, where the data model, transformations, and analytics are focused on RevOps use cases as opposed to department-specific use cases. He founded RevSure to tackle these problems head-on.
RevSure has built a semantic data model from the ground up so subject areas can be mapped and standardized in order to harmonize the wild west of terminologies and approaches we see today. Further, RevSure provides pre-built flows and AI-powered dashboards for use cases at the intersection of the marketing, sales, and SDR motions.
In its initial release, RevSure is focused on sales pipeline readiness, a critical challenge faced by many companies. With RevSure’s current product release, teams can (i) leverage AI-based predictive pipeline visibility for their targets; (ii) analyze active open funnel and cohort funnels to spot trends and bottlenecks that hurt pipeline generation; (iii) get insights into stage-by-stage conversion trends based on historical context and behavior; and (iv) get recommendations on which leads to prioritize at different stages of the funnel, and diagnose what needs to be done to move leads forward in the revenue funnel.
We found Deepinder’s customer centricity, clarity of thought, and depth of knowledge incredibly impressive and decided to back RevSure in December 2021. In just a few months from incorporation, RevSure has grown to a team of 15 people and has built and deployed its platform for its initial customers. If you’re a GTM leader in a B2B software company who is often blindsided by complexity in the revenue funnel, we highly recommend you take a look at RevSure. We’re excited to partner with the team at RevSure and look forward to how they transform this space.
