Rev: Going Above the Sales Funnel

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Jonathan Spier, CEO, RevJonathan Spier, CEO
"You can practice shooting eight hours a day, but if your technique is wrong, then all you become is very good at shooting the wrong way. Get the fundamentals down and the level of everything you do will rise."— Michael Jordan

Jordan's timeless wisdom emphasizes the importance of getting the technique or strategy right, be it a basketball game or a business operation. In the enterprise world, the sales development reps (SDRs) and, in many cases, demand gen and marketing teams own the "first mile" of the sales funnel. It's their responsibility to recruit prospects and send them into the sales funnel. They spend most of their time hunting, but often unsuccessfully. In fact, 60 percent of the time, SDRs don't make quota. They send prospects into the funnel they think are great, but their similarity to ideal customers is often superficial. Instead of these prospects converting to leads and— ultimately—buyers, they simply clog the sales funnel.

Companies need leads like they need air to breathe, but most SDRs, demand gen, and marketing teams struggle. The reason? Companies don't equip them with the right tools—mainly because, until now, those tools haven't existed. For sales and marketing teams, identifying great prospects is time-consuming and plagued by guesswork. They put effort into outreach and campaigns and only later realize they pursued the wrong prospects. Just as Jordan explains, these teams "shoot the wrong way"—and waste time, money, and resources in the process.

Accelerating the Sales Pipeline with AI

Rev understands that sales problems begin above the funnel. Their solution is an AI-based sales development platform (SDP). At the core of the SDP is Rev's ability to create customized AI Customer Profiles (aiCPs) for each client. This aiCP is a mathematical model representing the characteristics that a company's ideal customers have in common. Companies start by providing a list of their ideal customers, and the SDP builds an aiCP model of these customers. Clients also have the option of creating multiple aiCP’s to capture various customer segments of their business. "As a living model, an aiCP 'learns' over time which allows Rev’s SDP to automatically deliver and prioritize fresh prospects, enabling SDRs to know whom to target next," explains Jonathan Spier, CEO of Rev. Using the SDP B2B companies spend less time searching for prospects and more time engaging and closing leads.

With the power to predict the next ideal prospect, sales development teams can better prioritize their efforts and spend time engaging with the right prospects. Rev's AI evolves prospecting beyond simple firmographics to identify prospects and missed opportunities—automatically. The solution helps companies find more relevant targets in less time, improve lead quality throughout the pipeline, and drive consistent revenue growth. "We supercharge the sales development process to make it more efficient, rewarding, and profitable—revving up the whole enterprise," adds Spier.

Rev's sales development platform assists companies with three major prospecting functions: scoring, discovery, and routing. The prospect scoring function enables clients to identify which prospects look most like a company's ideal customers, indicating a high likeliness of conversion. "We've seen technologies for lead scoring to elevate lead scores and boost conversion, but scoring prospects even before they enter the funnel is an industry first," remarks Spier.

In addition to their existing lists of prospects, Rev delivers new and better targets that match the company's ideal customer profile (ICP). Finally, based on their score, the SDP routes company prospects to the appropriate channel for follow-up.
Exegraphics: A Breakthrough in Targeting Prospects

An essential component of Rev's sales development platform is the ability to provide "exegraphic" insights on ideal prospects: data that describes how a company executes its mission and operates its business. Spier explains that typically SDRs only have access to leads or contact databases built on firmographic data. Firmographics include things like industry, number of employees, or revenue. Firmographic data is helpful but not conclusive. For instance, John Deere and Caterpillar are both large Fortune 100 machinery and equipment companies that employ nearly 100K individuals. With many similarities, these companies look like firmographic twins.

We supercharge the sales development process to make it more efficient, rewarding, and profitable— revving up the whole enterprise


Rev's exegraphics, however, spot the differences between the two companies. The information Rev gathers can clarify that Deere and Caterpillar operate very differently. Deere is a mid-late technology adopter and low cloud adopter with a B2C focus. On the other hand, Caterpillar sells mainly B2B, is an early adopter of new technology, and has high cloud adoption. By including exegraphic data in the aiCP, sales and marketing teams have a more granular and reliable tool for prospecting. "We provide a way to distinguish which organization is the right one based on the client's ICP through exegraphics," says Spier.

Rev has built an impeccable AI-based technology and an impressive client list, including B2B sales and marketing leaders such as Splunk and Zendesk. Recently, a major technology firm using account-based marketing (ABM) for targeting approached Rev. The client was impressed with the aiCP, specifically the revelation that much of the client's marketing efforts had focused on prospects that did not match their ICP. In the past, the only factor the client had considered was a prospect's annual revenue; they treated "every $10M company" the same. However, with Rev's exegraphics, the client received a prioritized list of thousands of new prospects that fit their aiCP. As a result, the client can now attribute 50 percent of their pipeline from prospects Rev helped them discover.

In another instance, a marketing agency moved from ABM-based advertising to a scored list of prospects that matched its ideal customers. Rev's AI resulted in a significant jump in prospect conversion, from 20 to 45 percent. "We enabled the client to make a relevant list by omitting people who do not look like their ideal customers, thereby increasing the number of prospects that matched their aiCP," adds Spier. "We bring the future of sales and marketing: above-the-funnel, AI-enhanced, and at your fingertips," he adds.
  • We bring the future of sales and marketing: above-the-funnel, AI-enhanced, and at your fingertips


The New Era in Marketing

For years, B2C companies have been able to develop troves of data about their consumers’ habits, likes and dislikes. Yet until now, B2B sales and marketing teams relied only on firmographics and technographics to help them find their next best customer. Exegraphics open up a new opportunity for companies to truly understand their customers beyond categories. Spier explains, "Our customers know exegraphics are the new way of looking at company information. We'll continue to roll out new exegraphics almost monthly to support this demand.”

The accessibility of AI (to non-technologists) is another major shift happening in B2B marketing. Rev's CEO, Spier, has worked relentlessly to make AI and the SDP accessible to customers. "Historically, AI has always been at the back end. We are preparing the technology for direct use by our clients. Our incredible technology leverages the huge potential of AI in revolutionizing marketing," he adds.

After working in engineering, marketing and sales and leading both B2B and B2C companies, Spier has a deep understanding of the pain points that most go-to-market teams face. It’s why he and the Rev team are out to change it. Their goal is to not only evolve sales development from a manual, time-consuming, and random process but actually make sales development a company's most powerful sales weapon.
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Top 10 MarTech Startups - 2021

Company
Rev

Headquarters
San Diego, CA

Management
Jonathan Spier, CEO

Description
Rev understands that sales problems begin above the funnel. Their solution is an AI-based sales development platform (SDP). At the core of the SDP is Rev's ability to create customized AI Customer Profiles (aiCPs) for each client. This aiCP is a mathematical model representing the characteristics that a company's ideal customers have in common. Companies start by providing a list of their ideal customers, and the SDP builds an aiCP model of these customers. Clients also have the option of creating multiple aiCP’s to capture various customer segments of their business.