Demandbase buys InsideView and DemandMatrix, strengthening data services for B2B sales and marketing

InsideView – firmographic data on sales leads and accounts to augment CRM or marketing solutions. Their services can augment data in areas like financials, employee counts, market segments, news, and corporate hierarchy.

Demandmatrix – technographic data services, which provide data on hardware and software used by an account, as well as technology skill set trends and IT spend.

ZoomInfo CEO Schuck: Mining CRM’s ‘wasteland of information’ for insights

CEO Schuck believes the company can correct the mess that resulted from a decade of investment in CRM systems.

Following better-than-expected Q1 revenue and profit, and a raised outlook, ZoomInfo CEO and founder Henry Schuck spoke with ZDNet. 

“When we talk to customers, they invested a lot in CRM a decade ago, and they opened the door to peoople putting information in, with no governnance, and it became this wasteland of information,” said Schuck.  “Sellers didn’t want to engage with CRM because there was nothing interesting coming out of it.” ZoomInfo plugs into CRM and “you can really turn CRM into a system of insight and away from a system of record.”

The effort is as much about fixing what’s broken with CRM and other so-called systems of record of Salesforce and other vendors.

Forrester Debuts Next-Generation B2B Revenue Waterfall To Help Firms Accelerate Revenue Growth

Forrester’s B2B Revenue Waterfall adds renewal, cross-sell, and upsell opportunities as new opportunity types in the target opportunities stage. By evaluating conversion rates and costs for each opportunity type, B2B marketing and sales leaders can identify the optimal mix of opportunities, allocate resources, and plan and measure their performance accordingly.

This year’s Forrester B2B Buying Study shows that more than 80% of purchases now involve complex buying scenarios.

95% of current purchases involve three or more people across two or more departments, and committee scenarios where strategic purchases include multiple people and departments across the organization and require executive oversight.

Additionally, before COVID-19, fewer than a third of B2B marketers prioritized customer retention as a measure of marketing success. However, customer retention and expansion are perceived as more important to achieving business growth in tough economic times.

Follow up from previous story – Why We Have A New Waterfall For 2021 (And Why You Should Care)

Kerry Cunningham, VP, Principal Analyst – At Forrester, we are frequently asked to provide benchmark conversion rates for leads. The most common conversion-rate questions we hear are, “What should our conversion rate from visitor to form fill be?” “What should our form fill to marketing qualified lead be?”

When the question comes with no further qualifications, the only reasonable answer is, “It depends.”

Two factors defining the “waterfall” – 

#1 Buying Groups – 

Prior to 2017, all of our waterfalls and virtually every waterfall or funnel model in B2B were organized to track leads at the top and opportunities at the bottom. The problem with this arrangement is that when B2B organizations go to market, the buyer they are trying to attract is not a single person for each selling opportunity.

Consider this example: Company A is in market for your widget solution. Three members of the buying group for that solution in Company A come to your website and become leads in your system. Per the standard (but wrong and unfortunate) process in B2B, only one of those leads becomes attached to the ultimate sales opportunity that closes.

Is the lead conversion rate in that situation 100% or 33%? For most organizations today, it would look like 33%.

The Demand Unit Waterfall™ was built to account for that and we’ve been beating that drum for four years. When you have multiple ‘leads’ from the same organization and for the same solution, bundle them and treat them as what they are: one selling opportunity.

#2 The opportunity mix – 

There’s another factor our waterfalls have not yet accounted for, and it may be just as important in determining the overall performance of your organization’s revenue engine. It’s what we call the opportunity mix. For all but the youngest of startups, your revenue goals  rely on converting a mix of net new logo acquisition opportunities, existing customer cross-sell and upsell opportunities and, perhaps most importantly, retaining existing customer deals.

f you are an organization that gets 70% of its revenue from renewing existing customers, your revenue engine will perform very differently from one where 70% of the revenue is expected to come from new logo deals.

All-in-One CRM Software Market including top key players Salesforce, Oracle, Aplicor, SAP, Microsoft, NetSuite, SugarCRM

A new Research Report published under the title Global All-in-One CRM Software Market  can grow into the world’s most important market which has played an important role in making progressive impacts on the global economy. The Global All-in-One CRM Software Market Report presents a dynamic vision for concluding and researching market size, market hope and competitive environment. 

The main company in this Research is Salesforce, Oracle, Aplicor, SAP, Microsoft, NetSuite, SugarCRM, AppShore, Commence, aprimo, Highrise, Sage CRM, Infusionsoft, Apprenda, IBM, Zoho, Software AG, 800APPs, Xtools

Some Key Research Questions & answers:

What Is impact of COVID 19 on Global All-in-One CRM Software Market?

Who are the Top Key Players in the Global All-in-One CRM Software Market and what are their priorities, strategies & developments?

What are the Types & Applications of the Global All-in-One CRM Software Market?

Who Will Win the Battle of Man vs. Machine in Distribution Sales?

Used a panel of “experts” to debate who will win the battle for sales – Man or machine. They debated the questions – 

  • Round 1: Who Owns the Sales Experience?
  • Round 2: Can Machines Manage Complexity?
  • Round 3: Which Route Produces the Smoothest Sales Cycle?

Trump’s personal “twitter”?

But Mr Miller tweeted on Tuesday that the new website was not the social media platform he had previously hyped.

“We’ll have additional information coming on that front in the very near future,” he said.

Twitter, where Mr Trump had 88 million followers, has banned him permanently.

Facebook’s Oversight Board will announce its decision on whether Mr Trump is to be permanently banned from the platform on 09:00 EST (14:00 BST).

If he is allowed back on to the site, Facebook will have seven days to reactivate his account.

Daniel Goleman on Focus: The Secret to High Performance and Fulfilment

“Information consumes Attention.  Hence a wealth of information creates a poverty of attention.”  Herbert Simon, Nobel Prize winner

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