How MoEngage used Nektar to increase Opportunity multithreading by 131%
increase in multithreading score across in-flight opportunities
relevant leads identified and added (QoQ), which were missing in CRM
added to qualified pipeline
MoEngage did not have enough data in their Salesforce to track pipeline performance and see if the reps are talking to right contacts. A lot of this data was siloed in Emails and Calendar of sales reps.
With no confidence behind Salesforce data and process adherence across a growing number of reps, MoEngage struggled with tracking strength & depth of buyer-seller relationship and correlating activities with outcome.
By partnering with Nektar, MoEngage was able to add 3.6K missing opportunity contacts and 46K activities into the salesforce that their reps forgot to add.
Using this data, Nektar AI was able to uncover fresh leads (additional revenue opportunity), surface execution gaps and risks across in-flight opportunities, and establish leading indicator benchmarks (Multithreading score, hustle score) based on top performer analysis.
AEs engage with a lot of prospects, but sometimes they end up adding just one contact to an opportunity or a lead. They do not have the time or bandwidth to add every contact they’re speaking to. These were key contacts we were missing out on and Nektar helped us to automate this data capture, which enabled us to target our prospects with campaigns and tailored messaging.
Hypergrowth and siloed data challenge:
As the company was scaling very fast, measuring, tracking and improving sales performance was important to drive rep productivity and accelerate sales. Their approach relied heavily on correlating data from spreadsheets, Salesforce (which was mostly incomplete), and reps verbal reports.
Before switching to Nektar, MoEngage used a plugin-based solution that missed capturing ~75% of their data into Salesforce and also did not attach contacts or activities to an opportunity (only to the account), making it difficult for the team to actually see on which opportunity reps are spending their time, if they are single-threaded, and what is quality and frequency of their interactions.
MoEngage partnered with Nektar to solve for three immediate priorities: adding missing contacts in Salesforce, identifying execution gaps, and generating a deeper understanding of leading indicators of success.
Unlocking critical sales contacts
With over 50+ reps, MoEngage had significant number of contacts hidden in sales reps inboxes. Nektar mined their inboxes for missing buyers, decision-makers, and key influencers. By leveraging data from Nektar, including 3.6K opportunity contact roles, MoEngage was able to test their hypothesis on buyer engagement, persona coverage, and multithreading. Some insights from the analysis include:
- High performing reps have 3.8X more multithreading score compared to others
- High performing reps engage with decision makers in early stages of the sales cycle
Nektar also surfaced leads (318 leads QoQ) who reps were already in contact with who were much more likely to engage with their marketing & sales efforts than cold leads from a third-party database. This resulted in an additional qualified pipeline of $932K QoQ.
Data insights to accelerate sales
Automated data capture laid the foundation for tracking pipeline and identifying execution gaps.
“There’s a lot of opportunities, but we only have certain amount of time in the day… Nektar helped in breaking it down to 2 or 3 areas we can coach a rep on, and which deals matter… Nektar flags for me what I should spend my time on.” – Manohar Nandigam, Director Sales Enablement, MoEngage
Rather than more spreadsheets, MoEngage used Nektar data and insights to get a comprehensive view of Account and Opportunity-level engagement, including where reps were spending their time, the people involved, and the why behind stalled deals.
Sales performance leading indicators
Tracking buyer-seller activities using Nektar, Managers were able to focus more on where reps need coaching vs. taking verbal updates on deal status and still have no data to count on.
“The best part of Nektar leaderboards is that it gives quantitative data on how the reps are pushing across deals, what’s their follow-up cadence, sales process adherence.” – Hastu Kshitij, Regional Vice President, MoEngage