Rev: The Fastest Road to Revenue

Rev

Jonathan Spier, CEO, Rev Jonathan Spier, CEO
Rev is the AI-powered Sales Development Platform that helps B2B companies know who their best prospects are, which ones to contact next, and why. Rev also dramatically reduces the time revenue teams spend identifying target accounts and enables them to spend more time with prospects that are ready to engage.

In an interview with CIO Applications magazine, Jonathan Spier, CEO of Rev, offers an in-depth view of how Rev uncovers insights about a company’s best customers and uses that data to build a prioritized list of accounts that share those same traits, giving revenue teams the most efficient path to revenue growth.

How Rev benefits RevOps and Sales

It’s critical for sales teams to spend their time engaging with the right prospects—prospects that are most likely to engage and buy—especially given how long the B2B sales process takes. Chief revenue officers (CROs) and other sales leaders cannot afford to have their teams focus on accounts that will never become customers, especially in today’s increasingly tough economy.

Sales and RevOps teams pull out all the stops when it comes to the last mile of sales. They’ll throw every resource available at getting a deal to close. But the real obstacle to booking a closed-won usually isn’t the last mile. It’s the first. The biggest missing piece of the sales process is determining, which accounts your team should have targeted in the first place.

Rev addresses this. Rev’s Sales Development Platform (SDP) is the only prospecting solution on the market that leverages artificial intelligence to understand the hidden characteristics of a company’s best customers and identify other accounts that share those same traits. Thanks to Rev’s SDP, companies like Oracle, Splunk, Zendesk and Salesforce see faster deal cycles, larger deals, and higher retention.

How Rev’s AI works

Sales teams often rely on firmographic data, things like industry and company size, to describe their ideal customer profile (ICP) and to spot companies that match it. The problem is that these markers are often superficial and distract you from companies that embody the traits that really matter most to your business. For example, Caterpillar and John Deere are industrial machinery companies in the Fortune 100 and have the same company size.

They’re firmographic twins, and it’s difficult to know which one would be a good prospect for your product or service.

Rev’s AI goes deeper. It uncovers a new data set called exegraphics that gives insight into how a company executes its mission. On the exegraphic level, Caterpillar and John Deere aren’t twins. Caterpillar is a relatively faster adopter of new technology than Deere is. Caterpillar is more B2B focused, while Deere has a mixed B2B and B2C focus. Sales teams may be aware of these attributes for a handful of accounts but harvesting and understanding them at a large scale is where AI becomes a powerful tool for your team.

Our AI aggregates and analyzes the data of more than 10 million organizations and serves it to your team on a silver platter. It takes the guesswork out of prospecting and frees sales teams to focus on the prospects that show the most promise.

How Rev optimizes the sales funnel

Most companies don’t know what makes their best customers their best or what exegraphic attributes they should be looking for in their prospects. So, we start there. Our customer service team partners with our customers to create a unique AI powered, dynamic ideal customer profile- something we call an aiCP.

The aiCP then becomes our customer’s blueprint. With the pattern-matching capability of AI, our Sales Development Platform uses the aiCP to find other organization that share those same traits and ranks them. That’s how we help Sales and RevOps teams know the best accounts to focus on first and which ones to reach out to next. But we don’t stop there. Our AI analyzes these organizations and produces an aiCP that details the exegraphics they have in common.

When RevOps and sales teams see the behavioral and structural data Rev can reveal, they often want to create their own exegraphic lens—unique to the attributes they care about most. With Rev’s Sales Development Platform, we can create custom lenses that identify accounts that have specific attributes or behaviors that signal a prospect should be a high priority target. For example, a client of ours may sell software to hotels, but only to those with more than 2,000 beds. We can build that exclusive exegraphic for them.

Expanding into new markets and growing your bottom line

A customer of ours, a growth-stage technology company in the cybersecurity space, faced the challenge of deciding which market to sell into.They could have sold into any market, and they could have pulled an industry list from a database to get started, but they wanted to be more strategic and data-driven.

The customer used Rev to create aiCPs for 12 target market segments. They assigned the aiCPs to teams consisting of three Sales Development Representatives, and put them to work for three months to determine which ones would have the fastest traction. They picked the top six segments, promoted them into the business’s main line, and were off and running, producing millions in the pipeline. The entire test went much faster because each target provided a clear signal on whether they were a good customer set or not. Our Sales Development Platform let our client know which accounts to go after in that target market, saving them more than 300 hours of research in just a few weeks.

Another customer, Intelligent Demand, had this to say about Rev’s ability to help fuel their clients’ revenue streams.

We are applying AI to figure out the right accounts that the sales teams should target from the get-go

“As a revenue growth agency, we’re already leveraging Rev’s exegraphics to help clients reveal the ‘hidden personality’ of their best current customers and to find other similar accounts to target. We are able to further focus our clients’ GTM investments on accounts that are showing current triggers and behaviors, instead of waiting for lagging intent signals. For our clients, exegraphics are all about getting ahead of the competition instead of playing catch-up,” said Aaron Owens, RevOps Strategy Director at Intelligent Demand.

Companies see massive lift when their salespeople invest their time engaging with high-fit prospects—not when they’re researching which accounts to talk to.

Rev’s approach to understanding client demands

AI is terrific at pattern matching, and that’s why we’ve applied it to solving the first mile of sales: identifying accounts to sell into. Too many companies take a “set and forget” approach with their ICP, missing the deeper and evolving signals that grow and preserve revenue. But the companies that are embracing AI at the top of their sales process—to uncover the characteristics that matter most, create a dynamic ideal customer profile, and identify accounts that match those traits—they’re the ones focused on the right prospects. They’re the ones closing deals faster and winning market share. Rev’s capabilities provides those insights, serving as the wizard behind the curtain.

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