Automated Sales Activity Capture for AI-Driven Success
Oct 4, 2024
The potential of artificial intelligence (AI) in transforming sales is immense, yet its effectiveness is fundamentally tied to the quality of data available. Despite technological advancements, many organizations face challenges in maintaining data that is accurate and comprehensive, often resulting in customer attrition and reduced investment returns. This highlights an urgent need for excellent data health.
Customer Relationship Management (CRM), the backbone of sales data management, typically aren't designed with the end-user—salespeople—in mind. Instead of aiding sales efforts, they often complicate them with cumbersome data entry requirements.
“Sales teams spend two-thirds of their time inputting data manually.”
This reliance on self-reported activities—calls, meetings, and emails—means that many CRMs are only as good as the diligence of the person entering the data. As a result, data in most CRMs is incomplete and unreliable because reps don’t want the distraction from selling to make manual updates.
This gap in data quality means sales teams often operate on guesswork when deciding which deals to focus on, while leaders lack the necessary insights to identify leaks in the sales funnel or accurately forecast growth. In a market that increasingly values personalized customer interactions, the limitations of traditional, siloed CRM systems are far from ideal.
The solution lies in automating the capture and recording of all sales-related activities across contacts, accounts, and opportunities. By streamlining data entry processes, companies not only enable their sales force to dedicate more time to customer engagement but also significantly improve the volume and quality of the data collected. This enriched data, when paired with sophisticated analytics, becomes a key asset that sets leading teams apart.
To truly leverage the power of AI and achieve sales success, organizations must rethink their CRM strategies. Implementing tools that automatically extract and convert CRM data into actionable insights is crucial. Such a strategic overhaul can transform how teams interact with data and, ultimately, how they perform in the competitive marketplace.
Why CRM Fails at Relationship & Engagement Tracking
Remember the good old days when CRM systems promised to revolutionize the way sales teams track and manage relationships with potential clients? They were supposed to be the holy grail of sales data, giving businesses unparalleled insights into customer engagement. However, in reality, CRM systems are plagued with some significant hurdles when it comes to tracking relationships and engagement effectively.
Here are a few reasons why:
Forecast Execution Gap:
One of the most pronounced issues is the forecast execution gap.
An astounding 70% of CFOs note a disconnect between forecasting and deal execution.
In the absence of a single unified source of truth, forecasts don't match up with what’s happening on the ground, creating confusion and inefficiency. This gap can leave sales teams not knowing what to prioritize or how to adjust their strategies.
Single-Threaded Deals:
Approximately 30% of forecasted pipelines are single-threaded. This means interactions are carried out with one main contact at a client company, leaving the deal vulnerable if that contact is unavailable or leaves the company.
Effectively identifying and engaging with all key stakeholders involved in the purchasing decision is crucial. This approach not only enhances buyer-seller relationships but also establishes a safety net for your deals, ultimately driving the achievement of key sales objectives.
“Multi-threaded conversations increase Win Rate by 42% and decrease the sales cycle by 25%.”
Limited or Bad Data:
A staggering 74% of targeted contacts or activities aren’t even recorded in CRM systems.
This results in missing crucial data, hampering the organization’s ability to make informed decisions. For instance, companies might lack insight into account engagement, struggle to identify key personas driving deals or fail to assess whether territories are managed effectively.
Furthermore, this lack of reliable data can result in misguided marketing efforts, lost business opportunities, and reduced overall efficiency.
Aviso Beating CRM Limitations With Automated Sales Activity Capture
Unlike typical systems confined by the data structuring of platforms like SFDC(Salesforce), Aviso is platform-agnostic. It can automatically capture data from disparate data sources—be it ERP, ticketing, email, or calendars— using a sophisticated mapping algorithm.
Aviso's key advantage is its robust mapping and transformation capabilities, which organize data by both the primary dimension of an opportunity (like sales pipeline stage) and any other custom dimensions relevant to the business. This allows for extensive customization to match unique business processes and enables Aviso to provide deep, nuanced insights essential for detailed analysis and informed decision-making.
Aviso's CRM writeback capability is designed to improve CRM data hygiene by updating deal details from Aviso, auto-logging rep activities, and enriching CRM contact information. The platform enriches contact data by utilizing its expansive universal database, which contains nearly 100 million contacts. By doing so, Aviso eliminates reps' administrative data entry work and enables them to focus more on building relationships and selling.
Akin to Aviso's Real-Time Streaming Architecture, which enables data sync between sales and customer systems, Aviso provides bidirectional sync with CRM for more accurate and reliable data to drive effective opportunity management.
Our robust Enterprise Machine Learning Core then processes and analyzes every piece of data it receives to provide AI-powered actionable insights to GTM teams. This empowers Go-To-Market (GTM) teams with the intelligence they need to make informed, strategic decisions swiftly and efficiently.
Here’s how Aviso captures the “real pulse” of every deal:
Automated Activity Logging: Aviso automatically captures and logs contact and activity data from emails and calendars across platforms into a unified system, simplifying data entry with a rules engine that handles messy SFDC data.
Data Enrichment: Automatically enrich CRM contact data using Aviso's database of nearly 100M contacts.
Auto-update: Aviso populates CRM with updated and enriched data, tracking and recording activities and stakeholder additions seamlessly.
Data Twins: Engagement insights, activities and next steps in Aviso automatically reflect in SFDC- and vice versa.
Opportunity-Level Tracking: Tracks activities by opportunity to optimize time and efforts based on stage, size, and score.
Contact Movement Tracking: Tracks key contact movement before, during and after a deal and notifies sales reps of important status changes in key contacts for timely follow-up actions.
Activity Mapping: Aviso identifies and maps key relationships within accounts by extracting semantic and context, for a complete view of client interactions.
Engagement Scoring: Various engagement factors such as single-threaded vs multi threaded, inbound vs outbound emails, number of meetings, executive leadership involvement, deal size, stage, and email body extractions are used to compute Engagement Grade, based on the correlation of historical data and win rates.
Smart Filtering: Filters out spam and irrelevant content, focusing on meaningful and actionable insights.
How Aviso’s Automated Activity Capture Enhance GTM Efficiency
Aviso's automated system enhances GTM efficiency by streamlining CRM entries and providing actionable insights, enabling sales reps to focus on selling with data-driven guidance. It also equips leaders with deep analytics on team performance and customer interactions, while aiding marketers in targeting campaigns effectively based on updated CRM data and persona analysis.
Empowering Sales Representatives
Automated Sales Activity Capture: Aviso automates the recording of sales activities, including calls and customer interactions, directly into the CRM. This reduces manual data entry and allows sales reps to focus more on selling rather than administrative tasks.
Data-Driven Next Best Actions: By leveraging historical data and predictive analytics, Aviso provides sales reps with timely, intelligent nudges. These suggestions inform reps about the most effective next steps to take, guiding them towards more successful engagements.
Enhanced Customer Insights: The system analyzes interactions to identify which customer departments or personas are most likely to close deals, and at what deal sizes, enabling reps to target their efforts more strategically.
Elevating Sales Leadership
Visibility and Benchmarking: The system analyzes the team’s activities, sentiments, and emotions from communications, providing sales leaders with insights that can improve team performance and customer interactions. This data helps identify effective sales behaviors, establish benchmarks, and provide targeted coaching to elevate team performance.
Opportunity and Account Management: Enhanced data analytics assist in managing and enriching the details of opportunities and accounts, ensuring that sales leaders can oversee and optimize every aspect of the sales pipeline more effectively.
Sentiment and Keyword Analysis: Aviso’s conversational intelligence analyzes communication to catch significant keywords, mentions of competitors, and the sentiment behind interactions, providing strategic insights that can refine sales approaches and customer interactions.
Amplifying Marketing Impact
Expanded Reach: By keeping the CRM up-to-date automatically, Aviso ensures that marketing teams have access to a broader array of prospects and strategic customers. This enables more targeted and widespread marketing campaigns.
Persona Optimization: Through analysis of win rates across different customer personas, Aviso helps marketing teams refine their understanding of which personas are most responsive. This information is crucial for tailoring marketing strategies and content to resonate better with target audiences.
Enhancing Data Security with Robust Framework
Sales interactions inherently involve sensitive data. Names, contact information, transaction details, strategic discussions—each piece of data captured is a potential goldmine for cyber adversaries. This necessitates the implementation of robust measures to ensure data integrity and confidentiality.
Aviso takes stringent measures to address these concerns while pushing the envelope with its activity and relationship intelligence. We are SOC 2 Type 2 certified and adhere strictly to GDPR and CCPA, setting a robust compliance framework that is prepared for future privacy legislation.
Key Security Measures Include:
Transparent Tracking: Individuals are notified of tracking, aligning with transparency mandates.
Selective Data Capture: Aviso only tracks emails associated with accounts in SFDC, excluding private and internal company communications. Emails from generic domains like Gmail or Yahoo are automatically filtered out, ensuring personal emails remain private.
Controlled Access: Only super admins can access sensitive email information, which is securely stored and then deleted from central repositories after processing.
Data Isolation and Encryption: Extracted data is stored securely in Amazon’s Virtual Private Cloud (VPC), encrypted at rest, and kept isolated per customer to prevent data mingling between competitors.
Redefining CRM With Aviso’s Action-Driven AI Platform
Aviso revolutionizes traditional CRM systems by transforming them from static data repositories into dynamic tools that elevate every facet of sales and marketing. By automating the capture of sales activities and incorporating AI-driven processes, Aviso ensures that teams have access to comprehensive, accurate, and up-to-the-minute data. This significant shift not only reduces the administrative load on sales teams but also provides businesses with actionable insights drawn from a complete overview of customer interactions and sales trends. Organizations leveraging Aviso can make more informed decisions, enhance customer relationships, and secure a competitive edge in increasingly complex markets.
The time for an agile, AI-driven sales strategy is now. Equip your teams with Aviso’s AI-powered platform and watch as productivity soars, decision-making sharpens, and customer satisfaction skyrockets. Book a demo with Aviso today!