In this episode, we’re joined by Clare Dorrian, CMO at SugarCRM. Clare shares with us how Sugar is navigating the AI landscape, marrying insights and intent signals, and how they’re listening to their customers to serve up better data. Clare also discusses the importance of starting with data and supplementing with human beings to drive impact.
Guest Quote:
“So are there signals out there in the market, in these accounts that are going to allow us to get a jumpstart on engaging with an account. Selling is hard and we come before all of that, but it can take time to convince somebody that they even have a need to help them understand how you fit. And so what we did was we married the insight from our platform about where we knew we could be successful with intense signals. And we did that to validate these long lists of accounts that sales felt like we needed to go pursue. It probably won't surprise you that the list that we ended up with looked very different to the list that we started with. Why do I use that as a success story of how we've used data? One, because I think, it gave us the opportunity to work collaboratively with ourselves counterparts without whom we can't be successful anyway. And it also takes the bias out of who should be on that list in the first place and where, quite frankly, sales and marketing should be spending their precious dollars and their precious time.”
Episode Breakdown:
[04:53] Alchemy Unveiled
Serving up insights within your product: If you want to encourage your sales team to work harder, faster, stronger, is you need to provide data insights front and center in your customer’s CRM dashboard.
[13:59] From Nuggets to Campaign Gold
Marrying insights and intent signals: Making sure any predictive engine you use is constantly churning through new data coming into teh backend. Allowing a clearer vision for your ICPs and the extraction of desired data.
[27:18] Gold Rush!
Get with the data program: Start with data, supplement with human beings. This is the only way to truly understand the impact of your product or service and know what is working and what is not.
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