The Marketing Efficiency & Attribution Playbook: What Today’s CMOs Are Tracking RevOps 10 min Marketing attribution and efficiency metrics are becoming more critical than ever. CEOs want to know how to allocate budgets effectively across marketing, sales, and product. Investors seek clear insights into ROI. And marketers themselves need to track performance by channel and initiative to optimize their efforts. Yet, in B2B marketing, where deal cycles are long and touchpoints span multiple teams, tracking and proving marketing’s true impact is easier said than done. A recent Marketing Budget Benchmark Study by Ray Rike, Jon Miller, and Bill Macitis reveals key insights. sheds light on how top B2B marketers are approaching efficiency and attribution. Let’s explore key takeaways and how you can apply them to your own marketing strategy. What are CMOs Tracking? The Top 3 Metrics When asked about their top three performance metrics, CMOs consistently focused on: Pipeline Generation – Ensuring a steady flow of qualified leads for sales teams. Annual Recurring Revenue (ARR) – Measuring the long-term revenue impact of marketing efforts. Marketing Qualified Leads (MQLs) – Tracking lead volume and initial qualification. Notably absent from the top three were cost-related efficiency metrics, such as cost per opportunity or customer acquisition cost (CAC). This suggests that many marketing leaders are still primarily focused on volume rather than efficiency—raising the question of whether marketing investment is being optimized for maximum impact. Why Efficiency Metrics Matter While pipeline and ARR are crucial, failing to measure marketing’s efficiency can lead to wasteful spending and missed opportunities. The study revealed that larger companies tend to measure: Cost per Dollar of Pipeline – Connecting marketing spend to potential revenue. Marketing Cost per New Customer (New Logo Revenue) – Assessing acquisition efficiency. Cost of Expansion Revenue – Tracking marketing’s role in upsells and renewals. Interestingly, cost per expansion revenue remains under-tracked in many organizations, despite its importance in retention and growth strategies. In many cases, marketing’s contribution to expansion revenue is undervalued compared to account management teams.   Attribution Models: What’s Working and What’s Not Accurately attributing revenue to marketing efforts remains one of the biggest challenges in B2B. The benchmarking data highlighted five primary attribution models: First-Touch Attribution – Identifies the first interaction a prospect had with the brand. While useful for understanding top-of-funnel performance, it overlooks the full buyer journey. Last-Touch Attribution – Credits the final touchpoint before conversion. This model can be misleading, often over-attributing conversions to channels like paid search or SDR outreach. Multi-Touch Attribution – Allocates credit across all touchpoints in the buyer journey. While comprehensive, it often struggles to account for offline influences and brand awareness efforts. Marketing Mix Modeling (MMM) – Uses statistical analysis to measure the impact of different marketing activities. This approach requires significant data and investment, making it more common among large enterprises. A/B Testing – While not a full attribution model, controlled experiments can help validate the impact of specific marketing strategies. How Attribution Matures with Company Growth As companies scale, their approach to attribution evolves: Early-Stage Startups (<$5M revenue) – Often track deals manually, analyzing each conversion on a case-by-case basis. Pre-Scale Companies – Rely heavily on inbound metrics, focusing on organic sources like referrals and word-of-mouth. Scaling Companies – Experiment with first- and last-touch models but face growing pains in attribution accuracy. Mature Companies – Use multi-touch attribution combined with first- and last-touch insights to inform strategy and budgeting. Despite its potential, Marketing Mix Modeling remains underutilized in B2B tech, with adoption still below 10%. However, as organizations gather more data and refine their analytics capabilities, this approach may gain traction. The Future of Marketing Measurement To build a more efficient marketing function, leaders should move beyond simple volume metrics and embrace a more holistic approach: Adopt Blended Cost and Revenue Metrics – Instead of just tracking cost per pipeline, measure cost per revenue to better justify budget allocation. Use Multiple Attribution Models – No single model provides the full picture. A combination of first-touch, last-touch, and multi-touch insights offers better visibility. Prioritize Expansion Revenue Tracking – Marketing plays a key role in customer retention and upselling. Failing to measure its impact means missing a major component of revenue growth. By focusing on both pipeline growth and efficiency, marketing teams can drive stronger results and make a more compelling case for continued investment. Bhaswati Director of Content Marketing at Nektar.ai, an AI-led contact and activity capture solution for revenue teams. With 11+ years of experience, I specialize in crafting engaging content across blogs, podcasts, social media, and premium resources. I also host The Revenue Lounge podcast, sharing insights from revenue leaders. In this blog

Intelligent Sales Automation: How AI is Transforming Sales Processes RevOps 10 min Imagine this. You’re a sales rep juggling emails, follow-ups, and endless data entry. Your coffee is cold, your CRM is a mess, and before you know it, half your day is gone, with barely any actual selling done! Sounds familiar? You’re not alone. Sales studies reveal that professionals only sell 22% of the time. The rest goes to manual tasks. The result? Missed opportunities, slow sales cycles, and lost revenue. What if you had a super-powered assistant? It could handle the dull tasks, study customer behaviour, and forecast future sales trends. Intelligent Sales Automation does just that, using the magic of AI sales tools. By leveraging automation, businesses can streamline operations, boost efficiency, and maximize sales performance. This guide looks at the benefits of smart sales automation. We’ll share real-world examples and show how AI is changing sales strategies for success. What is Intelligent Sales Automation? Intelligent sales automation uses AI, machine learning (ML), and data analytics to automate repetitive sales activities. To optimize decision-making, these technologies analyze customer interactions, CRM systems, and market trends. Integrating AI sales tools lets businesses generate more leads, personalise interactions, and raise conversion rates—all without manual effort. How AI Enhances Sales Automation Artificial Intelligence (AI) has revolutionised the sales landscape. Here’s how AI-driven sales tools are making an impact: Customer Data Analysis: AI analyses sales conversations to identify trends and buying patterns. Predictive Sales Forecasting: Machine learning models provide accurate revenue predictions. Automated Email Sequences: AI personalizes follow-up emails based on customer behavior. Lead Scoring & Prioritization: AI ranks leads based on conversion potential. Chatbots for Instant Support: AI chatbots engage prospects and answer queries in real time. AI in sales is growing at an exponential rate, with adoption expected to surge by 139% between 2020 and 2023. Companies using AI-driven automation are finding a competitive edge. They boost efficiency and make sales cycles faster. 7 Powerful Use Cases of Intelligent Sales Automation 1. CRM Data & Contact Automation The Problem: Sales representatives spend a significant amount of time manually entering and updating customer data in CRM systems. In fact, 71% of sales reps cite manual CRM entry as a major time drain, leading to inefficiencies and lost selling opportunities. The AI Solution: AI-powered CRM automation streamlines data entry by capturing key customer details automatically. These intelligent tools extract information from emails, meeting notes, and other customer interactions to populate CRM fields accurately. This not only reduces manual errors but also ensures that sales reps have the most up-to-date customer insights at their fingertips. As a result, teams can spend more time engaging with prospects and closing deals rather than on administrative tasks. 2. AI-Driven Lead Management The Challenge: Generating leads is only the first step—effectively managing them determines conversion success. Companies that implement high levels of sales automation see a 16% increase in lead generation. However, manual lead qualification and follow-up can result in inefficiencies and lost opportunities. The AI Solution: AI-powered lead management takes the guesswork out of lead prioritization. Advanced algorithms assess lead behavior, engagement patterns, and historical data to score leads based on their likelihood to convert. Automated nurturing sequences then ensure timely and personalized follow-ups, keeping prospects engaged throughout the sales funnel. With AI handling lead segmentation and prioritization, sales teams can focus on high-value opportunities, boosting conversion rates. 3. Intelligent Sales Forecasting Why It Matters: Accurate sales forecasting is critical for business planning, resource allocation, and revenue growth. Yet, many sales teams struggle with imprecise forecasts due to reliance on outdated methods or incomplete data. The AI Solution: AI-driven forecasting analyzes historical sales data, market trends, and customer behaviors to generate highly accurate sales predictions. These insights allow sales leaders to make informed decisions regarding inventory, staffing, and revenue goals. AI also continuously refines its predictions by learning from new data, ensuring forecasts remain relevant and reliable over time. 4. AI Chatbots for Customer Support The Trend: AI-powered chatbots have experienced a 92% growth since 2019, highlighting their increasing role in customer interactions. The AI Solution: AI chatbots provide 24/7 support, instantly answering queries, assisting with product recommendations, and resolving customer concerns. These bots use natural language processing (NLP) to understand customer intent and deliver personalized responses. By handling routine inquiries, chatbots free up human sales agents to focus on complex, high-value conversations, ultimately improving customer satisfaction and efficiency. 5. Personalized Email Campaigns The Challenge: Generic email campaigns often fail to capture customer interest, leading to low engagement and poor conversion rates. The AI Solution: AI-driven email automation creates hyper-personalized content based on customer preferences, purchase history, and behavioral data. These intelligent systems craft subject lines, body text, and call-to-actions tailored to each recipient, significantly increasing open rates and conversions. By optimizing send times and content relevance, AI ensures that prospects receive the right message at the right time. 6. AI-Powered Sales Analytics The Insight: Understanding customer behavior and sales performance is key to refining strategies and boosting revenue. The AI Solution: AI sales analytics tools track sales trends, customer interactions, and conversion rates in real-time. These insights enable sales teams to identify successful tactics, pinpoint weaknesses, and adjust their strategies accordingly. AI also provides predictive analytics, helping businesses anticipate customer needs and proactively address market changes. 7. Sales Gamification for Performance Boost The Stat: A whopping 90% of employees say gamification improves their productivity, making it a valuable tool for sales motivation. The AI Solution: AI-powered gamification systems track sales performance, rewarding top performers with incentives, leaderboards, and performance-based challenges. These systems create a competitive yet engaging environment that motivates sales teams to achieve their targets. By integrating AI insights, gamification strategies can be customized to match individual and team goals, fostering a culture of continuous improvement. How Intelligent Sales Automation Benefits Businesses Let’s look at how sales automation actually benefits businesses:   1. Automates Repetitive Tasks The Impact: Businesses can automate over 30% of sales activities, significantly freeing up time for strategic selling. The

Top 7 Data Cleansing Tools Blog Ensure your business decisions are based on accurate data. Discover what data cleansing is, its importance, and how it can transform your messy data into a valuable asset. Learn about top data cleansing software to keep your CRM clean and efficient. Dive into our comprehensive guide to make your data work for you, not against you. 10 min What is data cleansing?   Data. It’s the lifeblood of modern business, fuelling insights, driving decisions, and ultimately, shaping success in the larger picture. But raw data is often messy, riddled with inconsistencies, errors, and duplicates. This “dirty data” can lead to inaccurate analysis, flawed decision-making, and eventually wasted resources. The amount of data around us has increased and so is the need of validating its quality. As this data surge has made room for inevitable errors, companies are dabbling with the subsequent data quality checks. Did you know only 3% of data meets basic quality standards? As per Gartner, Poor data is responsible for an average of $15 million per year in losses. This is why the need for Data Cleansing is at all time high! Data cleansing, also known as data scrubbing, is the process of identifying and correcting or removing corrupt, inaccurate, or irrelevant data from your datasets. It’s essential for maintaining data integrity and ensuring your company can make accurate, informed decisions. Why Does Your Company need it? Just picture your best salesperson enthusiastically pursuing a lead only to get stuck. The phone number is wrong and the email has bounced back. Yes, it’s frustrating. This “dirty data” is battled against by reps every now and then. Inaccurate, missing or duplicated information that are in your CRM system can constitute unnecessary barriers for your reps. It’s like being lost and taking the wrong turns while traversing through a town; you may eventually arrive at your destination but after several hours of wasted efforts. Therefore, dirty data is a silent killer waiting to feast on potential opportunities in your CRM with a possible domino impact such as: Wasted Time & Resources: Data-detective mode takes over for your reps who spend hours following up cold leads, fixing mistakes or verifying details. This means that they lose significant selling time that could have been used to close deals. Missed Opportunities: Inaccurate data can be likened to a blind spot. You cannot reach existing customers via targeted advertising nor find new ones using it more effectively. What if you miss out on a big client simply because their mail account was returning an error message? Poor Decision Making: Dirty data also takes the crown when it comes to generating skewed reports and metrics. This can lead to distorted representation of things, poor business decisions and finally missed opportunities. Strained Customer Relationships: There is hardly any doubt that sending irrelevant emails or reaching out wrong individuals will yield a negative experience for customers. Your company name can be tarnished by bad data while at the same time clients can be left annoyed and made feel like digits. Doing proper data cleansing will make sense out of your chaotic data transforming it into one clean reliable source of truth. Top 7 Data Cleansing Softwares Luckily, you can tame the dirty data with several data cleansing software in the market today. A good data cleansing software can transform your messy CRM into a well-organized filing system, ready to empower your sales team. We have curated a list of top 7 data cleansing softwares for your company to choose their perfect fit. Nektar.ai Salesforce data could end up being a mess of information that can hinder the reliability of your reports. This is where Nektar.ai can help you navigate out of the clutter by putting your data hygiene on auto pilot using AI. Here’s how Nektar.ai solves the problems with data cleansing: Unmatched Sync Accuracy: Nektar.ai does not only import data at basic level, it also analyzes your records using AI algorithms for establishing links between accounts and opportunities and provides confidence scores for correct synchronization. This helps in cutting out redundant entries more importantly by enabling you to view all needed details.Time Travel for Data Retrieval: What if I told you that you can unearth the actuals of an old conversation that happened with a particular client? Nektar helps in identifying interactions like contacts, emails and meetings linked to a given domain which are then added into newly created opportunities. Its “time travel” functionality facilitates knowledge transfer among sales people and adds context to live conversations during ongoing engagement.Easy Report Creation: High-quality reporting is dependent on clean data. Nektar.ai makes it simpler to generate reports by automatically syncing contacts, emails, and meetings directly into standard Salesforce objects.Self-Healing Energy: Nektar.ai is ever learning and adjusting. It updates CRM records in response to new information by appending manual changes made by users into the system automatically.Smart Contact Automation: Nektar.ai can automatically create a contact point as well as eliminate some repetitive tasks. They are created with matching domains such that they connect with previous accounts as appropriate.Contrary to traditional data cleansing that may necessitate manual work or third party tools, Nektar.ai is an AI-powered solution that integrates well with Salesforce and does many tasks automatically. It is self-learning and ensures data always remains clean and accurate. With Nektar.ai, you can liberate your sales team from the grind of data entry and enable them to concentrate on their core function; closing deals.   Openrefine Google Refine, which is now known as OpenRefine, is already a well-known open source tool. It’s an open-source software like python script that can be freely used and modified by anyone. It also helps to maintain your data in a consistent format and sorts it according to your company requirements. Apart from this, you can import data from the web sources and apply its clustering algorithms for solving complex data cleaning jobs. Where all does OpenRefine stands out? Free and Open Source: Cheap to install and allows

9 Sales Commission Software for 2025 RevOps 10 min What is Data Enrichment? The sales landscape in 2025 is defined by hybrid workforces, AI-driven decision-making, and hyper-personalized incentive structures. As companies navigate global expansion and complex compensation models, legacy tools like spreadsheets are being replaced by intelligent platforms that automate calculations, predict outcomes, and align incentives with business goals. Modern sales commission software now integrates seamlessly with CRMs, ERPs, and collaboration tools, offering real-time visibility, compliance assurance, and actionable insights. In this guide, we explore the top 9 platforms reshaping commission management in 2025, highlighting their unique strengths, pricing, and use cases to help you choose the perfect fit for your team. Top 9 Sales Commission Software for 2025 Spiff ElevateHQ Everstage Anaplan QuotaPath Xactly Performio SalesCookie OpenComp What is Sales Commission Software? Sales Commission Software is a type of tool that helps businesses manage their sales commission calculations and payments to their sales representatives. Basically, it helps companies keep track of how well their sales are doing, figure out how much commission their salespeople should be earning based on different factors like sales targets, and even automate the whole commission payment process. Think of it as your reliable companion in the sales world. It takes the guesswork out of the equation and provides a streamlined process for businesses to accurately determine the commissions owed to their sales team. 1. Spiff Spiff dominates the market with its AI-powered “Commission Cortex,” which predicts quota attainment and recommends incentive adjustments. Trusted by high-growth SaaS and fintech companies, it’s ideal for scaling teams needing dynamic, data-driven plans. Key Features: Predictive Analytics: Forecast earnings using historical data and market trends. Dynamic Quota Management: Auto-adjust quotas based on rep performance. Integrations: Salesforce, HubSpot, Slack, Microsoft Teams, Netsuite. Rep Experience: Mobile-first dashboards with gamified progress tracking. 2. ElevateHQ ElevateHQ excels in global compliance, offering automated tax calculations and audit trails for enterprises. New in 2025: Blockchain-powered commission ledgers for tamper-proof records. Key Features: Multi-Currency Payouts: Supports 50+ currencies with real-time FX rates. Compliance Hub: GDPR, CCPA, and SOC2 compliance tools. Approval Workflows: Streamline disputes with in-app resolution channels. ERP Integrations: SAP, Oracle, Workday. 3. Everstage Everstage’s no-code platform now includes AI-driven “Incentive Co-Pilot,” which designs comp plans tailored to rep behavior. Popular among mid-market agencies and consultancies. Key Features: Drag-and-Drop Rules: Build SPIFFs, bonuses, and clawbacks without IT help. Rep Retention Analytics: Identify at-risk reps using engagement metrics. Collaboration Tools: Comment threads and @mentions for plan feedback. Integrations: ZoomInfo, LinkedIn Sales Navigator, Stripe. 4. Anaplan Anaplan’s enterprise-grade platform now offers a “Compensation Workbench” for modeling M&A scenarios and harmonizing plans post-acquisition. Key Features: Territory Optimization: Balance workloads using AI-driven territory mapping. Scenario Modeling: Simulate comp plan changes on revenue and margins. Security: FedRAMP-certified for government contracts. Integrations: Snowflake, Tableau, Salesforce CPQ. 5. QuotaPath QuotaPath remains a top choice for small to medium-sized businesses (SMBs) and remote sales teams in 2025, thanks to its intuitive design, affordability, and focus on transparency. Designed to simplify commission management, it empowers reps to track earnings in real time while giving managers tools to align incentives with business goals. Below is a comprehensive breakdown of its 2025 features, pricing, and use cases: Key Features  AI-Powered CoachBot ChatGPT-4 Integration: Reps receive real-time coaching via an in-app chatbot. For example, asking, “How can I hit 120% quota this quarter?” triggers personalized tips based on historical performance and team benchmarks. Skill Gap Analysis: The AI identifies weak spots (e.g., low conversion rates) and recommends training modules or playbooks. Gamification & Motivation Tools Live Leaderboards: Reps compete for badges like “Closer of the Month” or “SPIFF King.” Milestone Celebrations: Auto-generated shoutouts in Slack/Teams when reps hit targets. Free Tier for Startups Unlimited Plans: Manage up to 10 users at no cost, with access to core features like commission tracking, basic reporting, and QuickBooks/Xero sync. Ideal for Bootstrapped Teams: Perfect for early-stage startups testing comp structures. Self-Service Rep Portals Earnings Simulator: Reps model “what-if” scenarios (e.g., closing 5 more deals) to forecast commissions. Mobile App: iOS/Android app with push notifications for quota progress and payout approvals. Enhanced Integrations (2025) CRM: Salesforce, HubSpot, Pipedrive. Payroll: Direct sync with Gusto, Rippling, and ADP. Collaboration: Slack, Microsoft Teams, Zoom. Advanced Analytics for Managers Quota Attainment Trends: Spot seasonal patterns or team-wide bottlenecks. Payout Accuracy Reports: Flag discrepancies between forecasts and actuals. 6. Xactly Xactly solidifies its position as a powerhouse for enterprise-grade incentive compensation management (ICM) in 2025, combining generative AI, deep compliance tools, and ESG-aligned incentives. Trusted by Fortune 500 companies and global enterprises, Xactly streamlines complex comp plans while ensuring transparency and scalability. Below is a deep dive into its 2025 capabilities: Key Features –  Generative AI for Comp Design Auto-Generated Plan Docs: Describe goals in plain language (e.g., “Create a plan with accelerators after 100% quota attainment”) and let Xactly’s AI draft policies, saving 10+ hours/month. Smart Clause Library: AI suggests compliance-approved clauses for territories, clawbacks, and SPIFs. ESG-Linked Incentives Sustainability Metrics: Tie commissions to ESG goals (e.g., bonuses for reps who onboard eco-friendly suppliers or reduce carbon footprints). DEI Analytics: Track pay equity across gender, ethnicity, and role to ensure fairness. Global Compliance Hub Tax Automation: Auto-calculate VAT, GST, and income tax for 100+ countries. Regulatory Updates: Real-time alerts for changes in labor laws (e.g., EU AI Act, California SB 749). Predictive Territory Planning AI Territory Mapping: Balance workloads by analyzing deal size, rep capacity, and market potential. Scenario Modeling: Simulate mergers, territory splits, or product launches to forecast revenue impacts. Advanced Security & Governance SOC2 Type II & ISO 27001 Certified: Meet strict data security standards for healthcare, finance, and government sectors. Audit Trails: Track every comp plan change with user-level timestamps. Integrations (2025 Expansion) CRM: Salesforce, Microsoft Dynamics, HubSpot. HRIS: Workday, SAP SuccessFactors, BambooHR. Analytics: Tableau, Power BI, Snowflake. Sustainability Platforms: Salesforce Net Zero Cloud, Watershed. 7. Performio Performio emerges in 2025 as a data-first sales commission platform, tailored for enterprises needing real-time analytics, IoT integration, and seamless payroll processing. Designed for

How Nektar Automates Buying Committee Engagement RevOps 10 min In today’s complex B2B sales environment, understanding and engaging with buying groups is crucial for driving revenue. Modern B2B buying decisions are made by groups, not individuals so traditional methods, like tracking Marketing Qualified Leads (MQLs), are no longer sufficient. This shift necessitates a new approach to tracking engagement, one that leverages advanced technology to automate and streamline the process. Nektar offers a powerful solution for sales teams looking to stay ahead. By automating the tracking of Buying Group Engagement, Nektar’s features ensure that every interaction is captured and analyzed, providing deep insights into the buying process. Features such as Automated Opportunity Contact Role Creation, Conditional OCR, Intelligent Meeting Tagging, and Contact Participation (Meeting Intelligence) work together to create a comprehensive and automated engagement tracking system. In this blog, we will explore how Nektar’s advanced capabilities can transform your sales process, making it more efficient and effective by automating the tracking of Buying Group Engagement. We’ll delve into each feature, highlighting its benefits and real-world applications, to show you how Nektar can help your team achieve greater success in today’s competitive market. Understanding Buying Group Engagement Buying Group Engagement refers to the interactions and activities involving multiple stakeholders within an organization who collectively make purchasing decisions. Unlike the traditional focus on individual leads, Buying Group Engagement acknowledges the collaborative nature of B2B purchases, where various roles such as decision-makers, influencers, and end-users all contribute to the final decision. In modern B2B sales, it’s essential to track and manage these engagements effectively. Understanding who is involved in the buying process, their roles, and their level of participation helps sales teams tailor their strategies and communication. This approach not only enhances the relevance of sales efforts but also increases the likelihood of closing deals by addressing the needs and concerns of all key stakeholders. By automating the tracking of these engagements, sales teams can gain comprehensive insights into the buying dynamics, enabling them to engage more effectively and drive better outcomes. How Nektar Automates Buying Group Engagement Choosing From 5 Types of Sales Territory Mapping Nektar’s innovative approach to automating Buying Group Engagement leverages several key features that streamline and enhance the process of managing interactions with multiple stakeholders. Here’s a detailed look at how each feature contributes to a more efficient and effective sales strategy: 1. Automated Opportunity Contact Role Creation Nektar’s Automated Opportunity Contact Role Creation feature automatically identifies and assigns contact roles to opportunities within your CRM. This automation ensures that all relevant stakeholders are accurately documented and associated with each opportunity, reducing the manual effort typically required. Benefits: Time-Saving: Eliminates the need for sales reps to manually input and update contact roles, freeing up their time to focus on selling activities.Accuracy: Ensures that all contact roles are correctly and consistently assigned, reducing errors and improving data integrity.Visibility: Provides a clear view of all individuals involved in the buying process, helping sales teams better understand and manage their interactions. 2. Conditional OCR (Opportunity Contact Role) Conditional OCR allows for the creation of contact roles based on specific, predefined conditions. This feature enables sales teams to customize how and when contact roles are created, based on criteria that are most relevant to their sales processes. Benefits: Customization: Tailors the contact role creation process to fit the unique needs of different sales teams or business units.Efficiency: Automatically applies the right conditions for contact role creation, ensuring that only the most relevant contacts are included.Scalability: Supports the management of complex sales environments with numerous stakeholders and varying engagement scenarios. 3. Intelligent Meeting Tagging Nektar’s Intelligent Meeting Tagging feature automatically tags meetings with relevant information, making it easier to track and analyze interactions with buying group members. This feature leverages AI to identify key details from meetings and associates them with the appropriate contacts and opportunities. Benefits: Enhanced Insights: Provides detailed insights into the content and outcomes of meetings, helping sales teams understand engagement levels and follow up effectively.Consistency: Ensures that all relevant meeting information is captured and tagged correctly, enhancing the quality of data in the CRM.Productivity: Reduces the manual effort required to document meetings, allowing sales reps to focus more on strategic activities. 4. Contact Participation (Meeting Intelligence) The Contact Participation feature tracks and analyzes the participation of contacts in meetings. By monitoring who attends and actively participates in meetings, sales teams can gain valuable insights into the engagement levels of different stakeholders within the buying group. Benefits: Engagement Tracking: Identifies key influencers and decision-makers based on their participation and engagement in meetings. Actionable Insights: Helps sales teams tailor their follow-up strategies based on the involvement and interest levels of different contacts. Data-Driven Decisions: Provides a data-driven approach to understanding and managing buying group dynamics, leading to more informed sales strategies. How GuideCX got Visibility into $1.7Mn Inactive Pipe Every company wants to squeeze out every drop of revenue from its active pipeline. Missing out on achievable quotas and letting potential revenue slip away due to inactivity and poor engagement have become the biggest sins in Sales. But what if there was a way to bring these dormant deals back into the spotlight for the sales teams? This is the scenario we explore—a practical challenge met with a pragmatic question, setting the stage for the journey ahead. This is the story of GuideCX and how they transformed deal prioritization using process automation, powered by customized rules that considered the engagement data that Nektar captured in their CRM. This helped GuideCX gain instant visibility into $1.7M worth of inactive deals, which otherwise would have been lost forever.   Ready to revolutionize your sales process with automated Buying Group Engagement? Discover how Nektar’s advanced features can help your team capture every interaction, gain deep insights, and drive better outcomes. In this blog

Configure Contact Roles on Salesforce to Unlock Immediate Efficiency Gains Discover how defining OCRs can enhance visibility into your buying committee, improve sales execution, and boost win rates. RevOps 10 min Let’s begin by simply defining what is an opportunity contact role (OCR). An OCR is a standard object on Salesforce within the Opportunity object that links Contacts to Opportunities, specifying the Contact’s role in that Opportunity. Having great OCR hygiene means sales leadership teams gain better visibility into the buying committee for each opportunity. Better visibility helps monitor if reps have at least identified the necessary people needed to win the deal. If the necessary people are involved, then sales leaders can guide their teams on the right engagement playbook to navigate the deal toward success. While sales teams know the importance of identifying and engaging the entire buying committee, not many follow this through to execution. This becomes worse when we consider the OCR data available in a CRM. Open any CRM today, and you will notice that a majority would have an average of 3 contact roles. Of those 3, one is usually a required field made mandatory by the revenue/sales operations or CRM admin. In companies that practice MEDDIC (and its variations), the ‘Economic Buyer’ and ‘Champion’ are identified and added to the CRM, but the remaining buyer roles are either identified but not added to the CRM or not identified at all. So why should OCRs matter? The answer to this question lies in whether or not you’re working on improving sales execution, rep efficiency, win rates, and forecasting. You’d be surprised if we told you how often we hear prospects say “We have no idea who our sellers are talking to” or “We don’t know how often we’re engaging buyers in open deals”. ‘Who’ you are talking to and ‘how often’ are you talking to buyers are the fundamental units of generating revenue. The ‘process’ of generating revenue can only be improved by tracking and measuring such fundamental units. You may be doing a great job with creating contact lists from third-party data tools like Zoominfo or Lusha or by auto-creating contacts in accounts with tools like Clari or Gong, but if such contacts are not being linked to opportunities, you are losing out on critical data. Technically, in CRM terms, opportunities are won, not accounts. And so having contact data is not good enough. You must aim to have granular and comprehensive contact role data. Introducing Configurable OCRs Using AI, automation, and graph inference, Nektar automatically creates contacts in the relevant accounts present in Salesforce. Until recently, Nektar would automatically associate these contacts as OCRs within the relevant open opportunities. There was no configuration needed. However, through customer feedback and research, Nektar is excited to announce ‘Configurable OCR’. An OCR record is only useful if it is: associated because it is actually involved in the deal a buying role was identified and assigned to it With configurable OCR, you can define rules using buyer-seller engagement data that Nektar has already added to the (open) opportunity and account. For example, a rule can be: “If engagement with contacts in an account is more than 5 times in the last 10 days, and if there is an open opportunity in those accounts, then associate such contacts as opportunity contact roles.” This example considers the recency and frequency of buyer engagement. So, only those contacts that are frequently engaged by the seller will get added to opportunities as OCRs. As a result, sales leaders gain instant visibility into who is actually involved in deals. This is just a simple, straightforward example of a rule. You can define your own rules. Additionally, you can customize the rule for the different segments you may have. For example, have a rule specifically for strategic accounts, expansion accounts, new business accounts, vertical-specific accounts, or any other segmentation you may have. Next, you can configure the second component – the buying role. If you’ve used Nektar, you would know that it extracts job titles from email signatures. A default capability we’ve always offered is to map out job titles to the respective buying roles. With this one-time configuration, as and when Nektar links OCRs, it also assigns a buying role to the OCR based on the corresponding job title. Now, using genAI automation you can define rules to assign an appropriate buying role. You can consider a combination of job titles and engagement trends, job titles and seniority, job titles and engagement and segment – whichever factors address your requirements. After all, the process of generating revenue is unique to a company. The best part is that all this is done using the standard Salesforce records, so they are easily reportable on Salesforce. This can also be achieved for your historical opportunities by backfilling them. Benefits of configurable OCRs Nektar customers use this OCR data for deal inspections, win-loss analyses, playbook optimization, and enhancing their multithreading strategy. Every opportunity has only those contact roles that are involved in the deal while the remaining stakeholders such as legal remain in the account as contacts. So sales leaders are able to monitor which job titles and buying roles are being engaged. Since historical data is also plugged in, you can study buying committee engagement for won and lost deals to analyze what worked and did not work. Some of our customers identified new personas in their closed deals, and have now started prospecting this persona actively to generate new pipeline. By studying won deals, you can also track the engagement pattern and work towards improving your multithreading strategy. Lastly, playbooks can be transformed. For example, one of our customers now has made it mandatory to have a specific number of contact roles if the deal is in stage 3 of the sales process. Similarly, answers to who, how often, and when should different people of the buying committee be engaged can be detailed out. Outside of the sales team, a clean and

Top 5 Trends That Will Impact Sales Operations in 2025 RevOps 10 min Sales operations has become one of the fastest growing functions over the last few years. According to LinkedIn’s State of Sales Operations 2021 Report, the number of sales operations professionals increased by 38% around the world between 2018 and 2020. What’s the reason behind this growth? Bradley Gray, Director of Business Development at Enterprise Holdings attributes two reasons for the growth in this role. There has been a significant increase in the amount of data that gets generated within organizations. The proliferation of data is creating a need for sales operations to generate contextualised insights for sales teams to succeed.   RELATED RESOURCE : SALES OPERATIONS TRENDS FOR 2025   A well run sales operations function enables businesses to operate efficiently with data-driven decisions, and also identify gaps that exist in the sales process, and help fill them up through analytical insights.  In short, a great sales operations function can help an organization unlock massive productivity gains.  To make the most out of your sales operations function, it is important to be aware of the trends that will shape in 2025 (and beyond). Let’s take a look. 1. Multithreading Will Be a Key Sales Tactic The world is in the midst of a great reshuffle for talent. The turnover among corporate director-level-and above, that constitutes the majority of B2B buyers, increased by 31% in 2021. With key people in the B2B buying committee quitting jobs so often, many deals fall apart because reps fail to develop strong relationships with more than one buyer. And with an average of 6.8 decision makers in every B2B purchase, not having strong relationships with all of the key players within the buying committee can be a big risk. When a key stakeholder leaves the organization, reps are forced to start from scratch, causing 80% of them to lose deals. Having just one primary contact for an account, or single-threading, thus increases the chances of missing out on deals. This is where adopting multithreading as a sales practice becomes extremely crucial. Multithreading is when reps form relationships with multiple stakeholders on the buying committee of an account.  This way, even if the primary stakeholder quits the organization, reps can capitalize on the relationships they have with the rest of the stakeholders within that account. Multithreading increases the chances of closing a deal by 16%. Successful sales teams in 2025 will master multithreading by gathering champions, influencers and decision-makers, and engaging with them on a regular basis. 2. An Increase in Regulations Will Impact Tech Stack Decisions There has been an increase in the number of regulations across the globe around protection of consumer information and data privacy.  Non-compliance of these regulations can be a huge cost. Organizations lose an average of $4 million in revenue due to a single non-compliance event.  To prevent such events from taking place, sales and revenue leaders must narrow down on their tech investments from a compliance-first lens. With the world increasingly moving towards a cookie-less world, highly compliant first-party data will become key in helping sales teams make data-driven decisions. First-party data is the information that is handed off with consent from a user to a company. This can be from sources like email, calendar, Zoom or other tools that buyers use.  For example, organizations can use their own first-party data to drive contextual insights that can help them make their sales operations function more efficient, while staying compliant with GDPR regulations.  Forward thinking leaders will realize this and take control of their first-party data in 2025, and use it to make powerful data-driven decisions.  Technologies like artificial intelligence can help enrich CRM with first-party buyer and seller interaction data. Nektar has built an advanced data capture solution that intelligently connects first-party data to the CRM and enriches it for sales teams. 3. AI Based Guided Selling Will Help Sellers Win More Deals B2B sales is getting increasingly complex, with buyers getting bombarded with information across channels, and sellers tackling multiple tasks and responsibilities while chasing their quota. AI based guided selling is helping sellers navigate this complex selling environment by helping them improve their sales execution through a data-driven approach.  Along with increasing productivity, AI based guided selling helps identify patterns that lead to more intelligent business decision making, ultimately helping in revenue generation. The pandemic exposed cracks in many organization’s sales processes. Knowing that sales process discipline must be improved to increase the chances of closing new deals, sales leaders are investigating new data-driven, AI-based guided selling functions for improving sales execution. Tad Travis, VP, Gartner AI-based guided selling offers prescriptive as well as predictive insights to sellers to close more deals.  From a prescriptive lens, it recommends the next best actions for sales reps and managers to undertake within the sales process. As an example, organizations can use AI to improve their playbook compliance within teams for consistent selling.  From a predictive lens, it offers insights that help identify lead indicators to make the sales process more efficient.  For example, by having insights on the activity data of sales reps, sales managers can define which deals are real and which need to be eliminated from the pipeline. With such functionalities, sales teams can decide on what to do next to move a relationship, deal or quote forward on the basis of analytics (rather than relying on instinct to make decisions). 2025 will see organizations add AI based guided selling solutions to their tech stack. 4. Training in Consultative Sales Will Take Priority Today’s B2B buyers prefer to conduct their own research before they speak with sales reps.  According to research, most buyers engage with more than 13 pieces of content before connecting with a seller.  Forrester’s research found that buyers went to all forums for information in 2021 – from webinars and online events to learn about the category and competitors, to speaking with peers and industry experts to have their questions answered. These changes in buyer preferences have raised the bar for sales. Understanding the buyer’s intent and offering them personalized solutions

Revenue Leader Caroline Holt on Putting Together the Best Sales Tech Stack RevOps Sales Techstack 10 min Extracting value from a sales tech stack continues to be a frustrating challenge for revenue leaders. Budget freezes across the board have forced revenue leaders to be more mindful of the tools they add to their tech stack. But it can be a daunting project to undertake with the market being so crowded with tools across multiple categories.How can revenue leaders select the best tools for their tech stack? How can they derive value from this steep investment? And how can they make their sales teams more productive? We sat down with Caroline Holt, VP Revenue Training & Enablement at Bonterra, to unpack some of these nuances around creating the best sales tech stack. Caroline shares some brilliant insights on how revenue leaders can create the best sales tech stack. And make the process more efficient and effective. If you’re short on time, here is a quick summary of the conversation.   If you enjoy our discussion, check out more episodes of our podcast. You can follow on iTunes, Spotify, YouTube or grab the RSS feed in your player of choice. What follows is a lightly edited transcript of the episode. The Sales Tech Landscape Has Exploded & Disrupted Sales   Abhijeet: Caroline, thanks for coming on the show. Caroline: Thank you so much for having me. Abhijeet: You’ve been in the sales tech industry for quite some time. How have you seen it change over the last few years? Caroline: Well, it has not only transformed. But it has exploded, right? Technology has disrupted sales. I think the buying process in some cases has not changed over the last 20 years, but the way we sell and the way that the buyer wants to purchase has changed. So when I think about my role as a BDR early on, I was calling, I was faxing, I was emailing. But I could get to someone typically. And I think in some cases the proliferation of things like cadence tools that allow people to drop somebody into a constant flow of information has actually hindered our ability to get to people that we want, who might actually need what we need to do. So to the overarching question of how technology has changed, I think in some ways it’s changed in a really incredible way. Because I am an efficiency geek. I like removing friction from the sales process. But I think that sometimes we actually get in our own way because of how we purchase technology. I think of the tech stack in terms of where your business is and what you need to be successful. And I think that’s actually the biggest challenge right now. The first thing that I would say is that when you think about technology, it’s a great solution if you have a really good process to start with. And people to manage the automation, ongoing configuration, updates, maintenance, and so on. CarolineHolt VP, Revenue Training and Enablement Technology is going to be great at a foundational level. So the first thing you need is a way to engage with people, whether that is your regular old telephone and email, or whether that is some sort of a dialer tool where you’re capturing that information. And then you need some place for that information to live. So you need some sort of CRM to be able to capture that information, figure out who you’ve been talking to, what that’s been like, if you’re opening opportunities, what that opportunity looks like. Then you need to figure out what’s actually happening in those calls.  And then that you can analyze a lot of that data over time in terms of what people are saying in aggregate. So our whole roadmap should be focused on it. It  provides just a really powerful level of insight. But I think for a lot of organizations, they don’t ever optimize those parts of the tech stack, and then they start adding new stuff. They either haven’t gotten it right the first time, or they think that that’s table stakes.  That foundational piece, particularly the architecture around the CRM, if that stuff isn’t right, none of the other tech is really that helpful because you wind up buying stuff and building stuff that doesn’t really help that whole flow from who are we talking to, what are we talking to them about, what’s happening with those deals to closing those deals. Caroline Holt VP, Revenue Training and Enablement So that’s a really simplistic way of thinking about sales technology. But I would say that most organizations need to start with those fundamental pieces and then start thinking about, okay, once we know, now we need to figure out who those prospects are. So what sort of technology is gonna help us identify who those folks are. So how you build that stuff over time becomes really powerful. And then what you do with that data and analytics becomes really powerful over time. But sometimes people invest really quickly in a lot of technologies, but they never really optimize them for performance. So the other part is just thinking about having what you can actually bite off in terms of tech investments in any given year to be able to do the right thing for your business.  Where is Sales Tech Heading Towards?   Abhijeet: If you don the hat of a sales leader who’s going to spend a hundred dollars this year across the technology stack, how should they go about their investment approach? Where should those a hundred dollars be allocated?  Caroline: So I would say that like everything in enablement or any of the back office operations, it’s where are your problems? So if the business should be investing based on what technology is going to actually help them be more effective, where they’re less effective than they could be today. So

10 Best Revenue Operations Software for 2025 RevOps 10 min Achieving revenue goals is challenging, irrespective of the size of your sales operations. Your sales team can face numerous challenges, including managing complex sales processes, streamlining data, and aligning sales, marketing, and customer success efforts. Fortunately, revenue operations software simplifies how businesses optimize their sales performance. Revenue operations software empowers sales teams to bridge the gap between strategy and execution. Leveraging automation and advanced analytics allows these tools to provide a streamlined approach to manage sales operations and drive revenue growth. Tune in to our exclusive podcast – The Revenue Lounge, specially curated for Revenue Operations Professionals. Here’s a latest episode: Ep #1: Hubspot Customer Retention With RevOps ft. Sid Kumar This article looks at the top 10 revenue operations software solutions leading in 2025. Let’s uncover the best solutions and understand how they can position your sales team for success. 10 Best Revenue Operations Software Here are the ten best revenue operations software to consider for your business in 2025: 1. Nektar 2. Gong 3. Groove 4. HubSpot Operation Hub 5. Aviso 6. Kluster 7. Fullcast 8. Breadcrumbs 9. InsightSquared Analytics 10. Chorus What is Revenue Operations? Revenue operations or RevOps is an end-to-end operating model that helps organizations run their business in an interconnected way across GTM functions like sales, marketing and customer success. A tight alignment of the GTM model enables organizations to drive predictable revenue.  The role of RevOps is to drive visibility, accountability and transparency across the entire revenue funnel, improve efficiency across a unified revenue process, and unlock potential for revenue growth. RevOps connects teams, processes and people that have been otherwise functioning in silos. It also aligns them to work towards common revenue goals. Overview of 10 Best Revenue Operations Software   1. Nektar Nektar is an AI for revenue operations that drives funnel efficiency by plugging your CRM data holes/gaps and discovers hidden revenue from your customer interaction data. The software provides a unified contact and activity capture solution that ensures CRM data integrity and hygiene, resulting in a clear picture of revenue intelligence. Nektar offers a robust data capture and intelligence layer purpose-built for revenue operations. It enables sales teams to capture and consolidate critical data from various sources. Sales teams can get a comprehensive and holistic understanding of the pipeline. With Nektar, there are no more scattered information and data silos. You get a centralized platform that empowers your team to make data-driven decisions. Key features: Actionable pipeline visibility in real-time Accurate and comprehensive CRM data and reporting Enriched contact data for account-based selling Enhanced ROI for your sales tech stack 2. Gong Gong’s revenue operations software allows RevOps leaders to capture activity data from every touchpoint and unlock superhuman forecasting abilities. Gong’s RevOps platform leverages artificial intelligence (AI) to analyze customer interactions across sales and customer success. It provides invaluable insights into deals, pipelines, and team performance. Gong is your partner in breaking down barriers and aligning your sales, marketing, and customer success operations. Harnessing the power of Gong’s RevOps software will help your team seamlessly collaborate and work in tandem. It will drive revenue growth and customer satisfaction. Key features: Clean activity data Pipeline visibility Deal risk warnings Closed-lost analysis 3. Groove Groove is a revenue intelligence and operations software that offers complete transparency. It provides advanced activity capture capabilities for reps, managers, and operations teams. With Groove, organizations can rely on real-time Salesforce reporting and collaborate on account lists. Furthermore, the platform offers insights into the entire buying committee and allows to conduct interactive pipeline reviews. Groove enables organizations to capture and track critical sales interactions in real time through its advanced activity capture technology. It allows reps, managers, and ops teams to stay up-to-date on the progress of deals. Sales teams can also quickly generate comprehensive reports within Salesforce to get insights into sales performance. Key features: Advanced activity capture Auto contact capture Opportunity and pipeline management 4. HubSpot Operations Hub HubSpot Operations Hub allows your entire team to stay aligned with a clean and connected source of truth for customer data. It enables your business to adapt seamlessly to the ever-changing needs of your customers. With Operations Hub, organizations can sync data across various systems, ensuring customer information is up-to-date and accessible in one centralized location.  Operations Hub helps maintain data integrity and eliminates inconsistencies by cleaning and curating customer data. The platform offers other tools, including programmable automation, data sync, and data quality tools.  Key features: Data sync Data quality automation Data quality command center (BETA) 5. Aviso Aviso is a conversational intelligence software that provides revenue leaders with a clear path to plan and key deal actions to accelerate success. It enables sales operations and planning teams to track progress and course correct. With Aviso’s AI-powered capabilities, revenue leaders gain valuable insights that help them confidently navigate their portfolios. Leveraging advanced algorithms, Aviso provides a predictive view of revenue. It allows leaders to anticipate potential outcomes and make informed decisions.  Key features: Advanced view of sales metrics filtered by product/team Advanced briefing for forecast calls Human and AI combination to close deals faster 6. Kluster Kluster is a revenue operations software that enables businesses to build repeatable processes. They can also scale their sales funnel and deliver reports on time, every time. With Kluster, organizations can optimize their revenue operations for consistent and predictable success. Leveraging Kluster’s intuitive tools and workflows allows organizations to establish standardized and efficient sales processes. It ensures every deal follows a consistent path. There are maximized chances of success and minimized errors or missed opportunities. Organizations can also track and analyze key metrics throughout the sales funnel, from lead generation to closing deals.  Key features: Build repeatable process Scale your funnel Deliver reports on time every time 7. Fullcast Fullcast is a revenue operations software that enables businesses to improve RevOps efficiency. Organizations can create territory, quota, and capacity plans without relying on complex spreadsheets. Operations teams can painlessly align their activities with the strategy and eliminate hours of manual effort. With Fullcast’s intuitive interface and

Top 5 Trends That Will Impact Sales Operations in 2025 RevOps 10 min The sales operations function went through dynamic changes this past year. Economic uncertainties in 2023 killed the “growth at all costs” model.  In 2025, budgets will be tighter, talent scarce and selling more challenging. All these challenges make one thing clear –  Delighting customers at every turn is what matters.  If we walk backwards from this larger goal, it requires a maniacal focus on the customer. What do customers really need? How can they be assisted? How can they be helped with making confident purchase decisions without seeming pushy? To achieve this, sales teams have to meet customers where they are, at the right time. And act as their trusted advisors.  Having complete visibility into the customer journey from lead to cash (to renewal and expansion) is critical to survive what lies ahead. The new mantra for sales operations in 2025 will be to “build a seamless customer journey.” This article will cover the top sales operations trends that 2025 can expect. It’s vastly different from the trends we saw last year. Which is a testament to the fact how fast things are changing in the B2B sales world. What is Sales Operations or SalesOps? Sales Operations refers to the function, role, activities or processes within a sales organization that help sales reps sell faster and better. This department is responsible for reducing frictions within the sales process. It enables reps to achieve higher win rates in a predictable and repeatable manner. The sales operations function strategizes on ways that can help sales reps focus on tasks that contribute to revenue. This includes implementing sales training, investing in tools and technology that eliminate roadblocks in selling, or creating processes that optimize the sales process for all reps. The ultimate goal of a sales operations function is to create a sales engine that runs smoothly. The sales operations function has a direct impact on business revenue. This department continues to be a strategic component of an organization’s structure. Top Trends To Expect in Sales Operations in 2025 B2B sales has been evolving at a rapidly fast pace, making traditional processes of operations obsolete. Some of the biggest challenges facing sales operations today include: 72% of B2B buyers demand a rep-free experience. 47% sellers say their sales tech stack does not boost their productivity or improves results. Close to half of operations professionals say that processes within their companies are only moderately data-driven or not data-driven at all.  The confidence of operations professionals dipped over the last two years. As companies hold back on investments because of the downturn, sales leaders will have to devise new ways to survive and sustain in 2024. This puts sales operations in a unique position to help organizations navigate these new challenges.  By embracing innovation and pivoting at the right time, sales operations leaders can provide some much needed relief in the tough months that await. They can do this by staying on top of these trends that demand attention: 1. Reduce Technology Overwhelm Among Sellers 2023 was the year of AI. The space of sales technology was already an exhausted field, and artificial intelligence tools just got added to the mix in 2023.  But too many tools also cause overwhelm among salespeople.  As high as 49% of sellers feel overwhelmed by the tech they are required to use for their jobs. This reduces the likelihood to attain quota by 43%. More tools in the tech stack add the burden of deployment, management and adoption. The goal for sales leaders is to evaluate what they have, consolidate wherever they can and optimize their tech stacks to improve productivity and execution across every role. Bloated tech stacks can also create many problems in disguise and add to a lot of hidden costs such as cost of integrating, tool fatigue, cost of siloed data and much more.  Which is why 2025 will be the year of tech stack consolidation.  Tech stack consolidation is the process of reducing the number of tools in a company’s tech stack by merging functionalities into lesser and more exhaustive platforms. The goal of consolidation is not to knock down all of the investments in point solutions that already exist. It demands a structured approach in analyzing which tools offer real value for sales teams. And eliminate tools that don’t add any merit to their day to day workflows. Sales leaders will have to do a cross-functional exercise to identify what their top use cases are for sales operations. And lay down a complete technology roadmap against these use cases.  Teams that use tech stack that enable the full sales motion, from creating pipeline to closing deals are more likely to meet their revenue goals. A lean and fully capable sales tech stack is a reality as companies look to consolidate vendors while retaining the features and capability of their previous array of point solutions.  If you are also looking to consolidate your sales tech stack in 2025, here’s an evaluation framework to get started on. 2. Strategic Multithreading Will Become a Competitive Differentiator B2B buying has changed drastically over the last few years. Relying on decade old strategies to close deals do not appeal to the modern buyer. Especially when buying is no longer a linear process or a one person event. From an average of 6.8 decision makers in every B2B purchase, the number has now gone up to 14. And most of these contacts never make it to the CRM. As they can be from other departments within the company calling the shots in the background. This is where strategic multithreading comes into the picture. Knowing exactly how many people are involved in a deal and having complete visibility into their needs, aspirations and expectations are vital for sales people to know.  This kind of relationship intelligence enables reps to form relationships with multiple stakeholders on the buying committee of an account. And they have to do it in a strategic manner. Having access to the list of contacts that might be influencing a deal will be a saviour for sales