The Challenge

Detrie Zacharias, Director of Global Operations for Data Management, noticed this his data analysts were fielding a wide scope of ad-hoc requests including list-loading, list-building, data cleanup and more to support the growing needs of its internal clients. With the influx of requests, Zacharias explained that there never seemed to be enough time, talent or resources to meet the demands.

“We simply could not allocate enough time to the value-add tasks because we had too much data and not enough solutions,” he noted. “It would take us three days to just load one list.”

Growth and expansion from on-site and virtual events, increased marketing campaigns and demand generation projects and broader reach to new audiences meant Zacharias’s team needed a way to pivot from being perceived as reactive to a proactive, strategic “data facilitator” to the business.

The Solution

After searching the market for a solution that could help the team deliver extraordinary, they found and selected Openprise. Openprise’s RevOps data automation (RDA) cloud — and its out-of-the-box solutions — were adopted by the team to automate the manual and low-value, time-consuming tasks that took up their workdays.

Through the partnership with Openprise, Rimini Street built self-service automations for business users to load and build lists independently, further freeing up the data team for more strategic projects. Due to the data transformation, Rimini Street’s data management team has secured stronger support for broader data initiatives like the data governance committee, which oversees projects and serves as an advisory board. This success also enabled advanced projects, such as data attribution modeling and contact acquisition, with more in the pipeline.

Additionally, it empowered Rimini Street’s go-to-market team to continue to capitalize on the company’s rapid growth and expansion from on-site and virtual events, increased marketing campaigns and demand generation projects and broader reach to new audiences.

The Results

When Rimini Street initially leveraged Openprise’s built-in data quality recipes (out-of-the-box solutions), it cut days of manual work to a few keystrokes, and in just a few weeks of becoming an Openprise customer, list processing time went from three days to a single day or less. Since collaborating with Openprise a year ago, Rimini Street’s data management team has reduced review cycles and service desk tasks, saving 108 hours per week.

Specific results of Rimini’s Openprise integration include:

• Reducing the time to clean, normalize and load a list from three days to a single day — and in some cases, minutes;
• Reducing review cycles and service desk tasks, saving 108 hours per week; and
• Cutting days of manual work to a few keystrokes by leveraging Openprise’s built-in data quality recipes (out-of-the-box solutions).

“In just a few months, Openprise has allowed us to look at our data processes more strategically,” said Zacharias. “With the help of the Openprise RDA Cloud, our data team has focused on delivering accurate data, in near real-time, enabling the GTM team to make smart, data-based decisions to help achieve our aggressive growth goals.”

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Openprise, a provider of revenue operations (RevOps) data automation, closed a $25 million Series B equity raise led by investment funds managed by Morgan Stanley Expansion Capital.

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Openprise, a provider of RevOps data automation, released DataOps for RevOps, a set of new capabilities designed to bring a no-code approach to revenue, data quality, enrichment and orchestration across systems.

Specific features of DataOps for RevOps include:

• A buyer-centric enrichment experience that seeks to simplify data access, purchase and integration through a single contract with providers using an enrichment waterfall approach;
• New AI for Ops that integrates the functionalities of generative AI models to help clean free-text field values, summarize emails and activity descriptions, as well as harness structured or unstructured data and include all data into their workflow processes using AI and machine learning; and

• Unified RevOps Dashboards that help teams assess data quality, pinpoint issues and locate problems in workflows by integrating process statuses from various systems in a single view. 

These new capabilities are part of the Openprise RevOps Data Automation (RDA) Cloud, which the company claims is the first end-to-end data automation cloud for RevOps organizations that supports no-code data orchestration and workflow automation in a single cloud environment across the buyer journey. Previously, the company released a set of solutions for Microsoft Dynamics 365 along with an enhanced solution for attribution.

“The transformation of modern RevOps continues to gather pace, and Openprise is committed to continuing to lead the charge in delivering best-in-class RevOps data automation solutions to our customers,” said Ed King, Founder and CEO of Openprise, in a statement. “By integrating new DataOps for RevOps capabilities within the RDA Cloud, we’ve made it easy for RevOps teams to enrich, enhance and manage their data by leveraging today’s AI/machine-learning innovations without requiring IT assistance, and giving them the necessary tools to make data work for their revenue-generating strategies.” 

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First, you must attract an audience, which means having something to attract them with (marketing) and attract them to (website and product). If you have a great product, but no marketing, no one will know about it. If you have great marketing, but nothing to deliver, you won’t sell anything. But assuming you have all that, it means you’re collecting a lot of information from multiple sources in various formats.

At the top of the funnel, you’re generally working with a marketing automation platform and you’re also accumulating information from offline activity, such as conferences, phone calls and information from partners. The upshot is the need to take all that disparate data, synthesize it and ensure that it’s actually useful to you.

This is where demand generation happens: The beginning of everything.

Cleaning, segmenting, enriching and deduplicating your data are critical, foundational top-of-funnel processes. They set the standard for your data formats and provide the basis for everything else.

Without cleaning and segmentation, you have no way to assess the quality of new leads. Without enrichment, you aren’t getting as much information as you could. You need to ensure that you’re attracting the right people, not the most people. Ten good opportunities are better than 1,000 that go nowhere.

Duplicates are a disaster anywhere in the funnel, but especially at the top where they inflate lead generation numbers. This can result in disappointment when they don’t all pan out and doom 360-degree views of your prospects to failure because activities are fragmented across duplicates.

Even with this, you’re still not done with your top-of-funnel data and processes.

Marketo, for example, captures the UTM parameters from the first and most recent form fills. But if your prospects are filling out multiple forms, you’ll lose all the data in the middle without a UTM mapping process that collects every touch point, which future-proofs analysis and attribution down the line.

Scoring is notoriously fraught with conflicts about lead quality between marketing and sales teams. Scoring and grading projects (especially those using decay models) that enable insights by sales but don’t burden marketing with where to draw the line on handover between teams can accelerate pipeline by providing both teams with visibility into all the leads.

List loading can be another area of contention. While it seems simple enough — get the list from your event or partner and upload it to the database — it can introduce dirty data, create duplicates and otherwise wreak havoc on your database. By introducing different list loading apps and formats for different partners and teams, and providing visibility into reasons for lead rejections, you can determine which programs, partners and channels are driving the most business and where to put your budget.

There are six seemingly obscure data related projects you should prioritize to ensure a clean database:

• Make sure your data is clean, readable and functional for your business needs — double counting, inferring incorrect program impact and splitting activities for one person across multiple records means you can’t understand the prospect journey;
• Understand who’s driving business for you and whether or not you’re getting the right leads, and then determine the best segments to invest in;
• Fill in the gaps of incomplete or outdated data from vendor information;
• Collect all the UTM parameters throughout the funnel to future-proof your attribution models and your customer 360 data;
• Score and grade decay models and transparency across revenue-focused teams to create value throughout the funnel; and
• Create custom apps for different lead sources to alleviate manual work, eliminate duplicates and dirty data and provide you with insight into new leads.

That’s a list of things executives won’t get excited about, but here’s what they will be invested in:

• Accurate, on-demand information about quantity, quality and sources of new leads;
• Insight into the online assets used at different points in the marketing engagement process to determine what needs improvements or expansion;
• Knowledge about your best lead sources, which programs provide redundant leads and which partners, programs and channels deliver the most and highest quality leads; and
• Visibility into lead lifecycles that sales and marketing can agree on.

The top of the funnel drives the rest of the business and touches the largest number of people. Investing here can change all the outcomes downstream, leading to more business, better business and better forecasts.

Emily W. Salus is the VP Customer Success and Services at revenue operations platform Openprise. Salus has more than 20 years of experience in marketing and professional services roles.

The post So, You Have A Problem… With Top-Of-Funnel Data, Processes & Reporting appeared first on Demand Gen Report.

These solutions are powered by the Openprise RevOps Data Automation (RDA) Cloud, which the company claims is the first end-to-end data automation cloud for RevOps organizations that supports no-code data orchestration and workflow automation in a single cloud environment across the buyer journey.

The new attribution solution seeks to maximize the power of the RDA Cloud to perform cleansing, standardization, deduplication and mapping of all data to a lead, contact or account. The solution works to aggregate multichannel data, define custom attribution models and calculate the specific metrics organizations need to answer more complex attribution questions.

“Openprise is proud to make available RevOps data automation solutions for Microsoft Dynamics 365,” said Ed King, Founder and CEO of Openprise, in a statement. “Today, it’s clear RevOps is a business-critical requirement. Customer engagement occurs across multiple digital channels, making it challenging for revenue teams to access common data across multiple systems, such as campaign participation between Microsoft Dynamics and Marketo. With Openprise for Microsoft Dynamics 365, we can help sales, marketing and customer success teams become more effective in leveraging data to drive decision-making and improve and automate operations.”

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The findings were revealed in “The RevOps Reality Check” survey, which was conducted among 270 U.S.-based B2B professionals across sales, marketing and revenue teams by Openprise, a RevOps automation solution. The research revealed the top issues that RevOps teams face, such as increasing pressure to maintain high data quality, organizational dysfunction caused by departmental and data silos and the inability to measure attribution.

According to the survey, the majority of B2B teams still struggle to align their departments and create an efficient pipeline, as 58% are not at all or only somewhat confident in their organization’s ability to accurately deliver an inbound lead from a marketing program to the right salesperson. 

Additional findings include:

• 54% were not confident or only somewhat confident in their organization’s data cleansing processes;
• 56% aren’t confident that their organization can properly segment their prospective database;
• Only 34% are very confident in their organization’s data onboarding and list loading processes;
• and
• 51% said they were not confident or only somewhat confident in their organization’s ability to execute lead-to-account matching.

“It’s clear that the future of B2B lies in RevOps,” said Ed King, CEO of Openprise, in a statement. “Today’s sales and marketing teams can no longer work in silos. The results from our survey show that the organizations that invest in the right RevOps automation solutions will be primed to succeed.”

To access the full survey results, download “The RevOps Reality Check.”

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Openprise plans to use the funding to capitalize on the growth in the RevOps automation space — as 75% of the highest growth companies globally will deploy a RevOps model by 2025 — and accelerate development, as well as scale its team.

“When companies move to a RevOps model in order to better align marketing and sales, they soon identify huge gaps in their joint processes and data that aren’t addressed by traditional marketing and sales automation solutions like Marketo, Salesforce and Salesloft,” said Ed King, Founder and CEO of Openprise, in a statement. “Openprise is fueling the RevOps revolution by providing a single, no-code platform that can automate hundreds of RevOps processes and deliver go-to-market-ready data for the entire RevTech stack.”

For more insights into the “RevOps revolution,” check out Openprise’s webinar with Demand Gen Report. The seminar identified the gaps impacting the ability of Ops teams and provided actionable advice on how to fill them, backed by exclusive research.

The post Openprise Raises $16M In Series A Funding appeared first on Demand Gen Report.

Then you need a highly flexible platform that can aggregate and prepare this vast amount of disparate data and compute multiple attribution models to help answer questions from different stakeholders, including sales vs. marketing, lead gen vs. nurture, customer vs. prospect and digital vs. field marketing among others.

Given the advanced technical capabilities required to make attribution analysis work at scale, it remains one of the wish list projects for many companies. In the last 24 months, we’ve observed three key market trends driving urgent demand for attribution analysis.

1. The Emergence Of RevOps

About two years ago, the concept of revenue operations (RevOps) started to gain real momentum. RevOps blends the more traditional SalesOps with MarketingOps (MOPS) functions but put together in a way that’s truly one plus one equals three.

RevOps is greater than the sum of its parts because:

• It breaks down the traditional people and processes silos of marketing vs. sales;
• It rationalizes and creates an integrated revtech stack that removes inefficiencies, data silos and technical debt that tends to build up in separate martech and salestech stacks; and
• It’s the more agile and innovative version of IT and takes a more proactive role in adding value to the revenue operations.

MOPS has traditionally owned attribution analysis, which helps marketing understand which campaigns work best so they can adjust spending accordingly. In a more cynical view of the world, marketing also uses attribution analysis to justify pipeline generation and the nurturing of opportunities toward closing.

Today, the RevOps revolution is taking attribution analysis to the next level of maturity, helping to remove the negative parts while amplifying the positive.

In the RevOps version of attribution analysis:

• The input data set is more balanced, covering marketing, sales and product engagements and yielding more accurate attribution results; and
• The questions it seeks to answer are less marketing vs. sales and more about seeking the optimal combination of sales and marketing engagement (the buyer’s journey) that produces the best results.

As a result, the analysis is elevated from answering tactical questions for the demand gen team to answering strategic questions for the C-suite.

2. Continuing Innovation (Explosion) In RevTech

Revtech has exploded in the last five years, and there’s no sign of things slowing down. Scott Brinker’s ever-expanding martech supergraphic is a good example of how the market is growing. This level of continuous innovation is pushing the envelope for how RevOps can use data and technology to shift the craft of sales and marketing from more art to science.

For attribution analysis, this means there’s also a constant and increased stream of improved engagement data that can potentially improve the analysis. At the same time, the evolution of privacy mandates introduces fundamental shifts on what data is available and how it can be used. For example, retiring cookie-based tracking has changed the use of advertising data in attribution analysis and companies must adapt.

This relentless pace of innovation coupled with changes in the global regulatory landscape continue to make attribution analysis challenging. At Openprise, we’ve seen that RevOps teams equipped with the right technology can keep pace with these constant changes and achieve much higher ROI with their sales and marketing budget, resulting in a competitive advantage.

3. Covid-19 Has Changed Everything

Covid-19 threw a giant monkey wrench into sales and marketing, eliminating in-person and field events. Just when we thought live events might resume in the second half of 2021, the Delta variant said, “not so fast.” And when in-person events do resume, they may look slightly different than before.

Covid-19 forces all demand gen activities to be digital. Virtual events, a novelty prior to the pandemic, became all the rage in the last 18 months. While that generated hyper-growth for virtual event platforms, the effectiveness of these events and their ROI are not well understood. Additionally, “Zoom fatigue” has potentially eroded the novelty of virtual events. The amount of digital noise is at an all-time high, and it’s tougher than ever to break through and get prospects’ attention. To give themselves a competitive edge, marketers and sales teams are experimenting with different tactics, such as embedding videos in email or using tactile campaigns.

To understand what tactic works and whether the ROI is possibly eroding over time, attribution analysis plays an important role in closing the feedback loop. As remote work continues — and even when corporations eventually start to relax travel restrictions — RevOps teams must understand the ROI of a shifting demand channel landscape or risk losing their competitive edge and impacting their bottom line.

Ed King is the CEO and Founder of Openprise. Prior to founding Openprise, King was VP of Marketing and Product Management at companies including Axway, Vordel, Qualys, Agiliance and Oracle. He deployed Marketo three times before doing it again at Openprise. Each time he was handicapped by poor data quality, but no more.

The post Three Market Trends Driving Demand For Attribution Analysis appeared first on Demand Gen Report.

After identifying the need for full sales cycle analysis and optimal team collaboration, Netskope turned to Openprise, a RevOps process automation platform, to build systems that managed all buyer touchpoints throughout the sales cycle and ensured its marketing team was providing timely, accurate data for SDRs.

The Challenge

Netskope wanted to improve its ability to identify where buyers are in their journeys, using various touchpoints to enhance marketing and sales’ buyer data and build a data-driven database for use in current and future interactions.

“This is visibility not just for the SDRs, but for everyone,” explained Josh Ren, Director of Marketing Operations at Netskope, in an interview with Demand Gen Report. “If you think about how long a deal cycle is, there are lots of avenues the person on that deal is engaging with. With multiple campaigns and touchpoints, it’s not just a one-and-done kind of thing. We needed to make sure we’re tracking all the touchpoints that occur within the sales cycle and bring that visibility to the teams that need it.”

The organization realized that the overall health of its deals hinged on the SDRs ability to go to market effectively, and that accurate data was needed to engage prospects at various deal stages. They needed a system that would help marketing manage touchpoint analysis to provide the highest quality leads and insights to SDRs.

Netskope decided that the system would also need to improve the hand-off process between sales and marketing, with no data being lost in the process. SDRs needed full visibility of the marketing team’s touchpoints to ensure no data was inaccurate or lost.

The Solution

To enhance their existing GTM strategy, Ren turned to Openprise to help create a new data management system that analyzed all Netskope’s desired buyer journey touchpoints and foster alignment between marketing and sales.

By leveraging the Openprise process automation technology, the team was able to develop new attribution models that allowed them to identify, track and measure the various marketing touchpoints a buyer took throughout their journey. These new models organized Netskope’s data to help automatically keep their touchpoint data clean and easily transferrable to SDRs.

“People shouldn’t be thinking about data or attribution, they need to think about the process,” said Allen Pogorzelski, VP of Marketing at Openprise,in an interview with Demand Gen Report. “All of our customers’ data is continuously cleaned to make sure that their data stays pristine, which is important when you’re constantly making decisions about what campaigns to keep and which ones to jettison. Data orchestration platforms can automate these processes for marketing and sales success.”

In an effort to futher unify both marketing and SDRs under one GTM strategy, Netskope reworked its internal collaboration process to gain full visibility of deal cycles from marketing’s identification to final engagement from sales.

“We developed a better sense of how to write our requirements and how to structure our projects or plans to execute projects in a timely fashion,” said Ren. “They helped us shift the team’s focus away from the traditional attribution models to a ‘let’s approach our opportunities as one GTM team’ mindset.”

The Results

By working with Openprise, Netskope was able to achieve full buyer visibility across multiple touchpoints in campaigns for an organized and aligned GTM strategy.

The new attribution models automated Netskope’s data collection and analysis process, allowing its marketing team to input new data and glean new insights for SDRs to use. Its SDRs, in turn, were able to access a wide range of buyer insights from across deal cycles for more accurate GTM engagement.

“I was able to introduce Openprise at such a foundational level and in an early, critical stage of our company, and it has completely changed our data foundation,” said Ren. “The number of projects and additional things we want to do now has only grown. We haven’t even gotten to the next level of all the cool stuff that we want to do yet, but now we have a baseline set. To me, it’s not a ‘am I going to continue to work with Openprise?’ it’s more like, ‘what am I going to work on with them next?’”

The post Netskope Streamlines Data Processes With Improved Attribution Models, Internal Collaboration appeared first on Demand Gen Report.

Back-Of-The-Box Details

The API Factory is designed to allow businesses to assess data quality issues by automating manual data cleansing processes, avoiding potential man-made errors and eliminating the time and money spent on custom coding, integrations, etc.

The solution’s capabilities include the ability to:

• Segment contacts;
• Route and enrich leads;
• Create multi-vendor enrichment services;
• Create custom logging and archiving services; and
• Add security and governance to API apps.

Who It’s For

The solution is designed for B2B enterprise marketing operations teams and IT teams that manage a robust tech stack, run campaigns through multiple data sources and automate data-sensitive processes.

What Makes It Special

API Factory is designed to automate different business processes without any new code, allowing businesses to perform data quality, duplication removal, lead validation and data unification tasks before introducing new data into critical systems.

Contact

Openprise
1-888-810-7774

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