Salelsoft has been calling itself an “AI-powered revenue platform” of late – an evolution of its positioning. The company has grown from a simple ‘sales cadence’ and ABM tool for nurturing and building insights around buying committees into a more insight-driven workflow platform that aims to enable more right place, right time engagement for sellers and prospects.
In this vein, the company recently announced its latest set of product releases. The new additions focus on extending the company’s ecosystem of integration partners, as well as opening up the API for users and other partners. The AI capabilities inside some newer feature sets have been improved, and the company has improved mobile access for users as well.
The moves signal a smart move away from cookie cutter sales cadences (which can amount to simply spamming your buying committee prospects) and towards intelligent, insight driven, right place, right time stakeholder engagement.
GTM Implications
Earlier this year, Salesloft debuted its Rhythm sales workflow platform. This tool set is designed to pull in buyer signals from across the tech stack directly into seller workflows so they can act on them. Salesloft’s recent product enhancements add to the platform to create an even richer data set for sales users to pull from.
Salesloft has opened up its API for its Rhythm workflow offering, allowing third-party software providers and customers to more easily integrate with it. Salesloft also has announced 11 new integrations for Rhythm to tools like LeanData, LeadIQ, Showpad, UserGems, Reachdesk, Equilar, Trumpet, Influ2, B2Brain, HippoVideo and GetAccept. We like that Salesloft is taking an open and wide-reaching approach to augmenting its product – acknowledging it must be an integral part of the go‑to‑market stack – with richer data sets so sellers can be both prompted in more intelligent ways and make more informed decisions on whether or not to take action on Salesloft insights.
In addition, the company has updated its Conversations product, its call recording and transcription offering. The company says its AI platform can now pull insights from sales interactions and populate the Rhythm workflow for sellers to take action. Conversations can now track keywords across voice interactions and visualize patterns over time so sales teams can identify hidden problems or areas of opportunity; for example, changes in competitor mentions that indicate a rising challenger or product complaints that point to unmet customer needs. If these tools work as promised, it makes an interesting case for some sales and marketing teams to be able to streamline some of their tech stack, potentially eliminating some standalone call recording tools in place.
Finally, Salesoft has made the mobile version of its offerings available for Android users, where it previously only offered an iOS mobile application. All mobile versions are now available in English, French, Spanish and German and increases user access to Salesloft insights. While this is not a huge addition, the parity between Android and iOS platforms is important, and the ability for sellers to take action from anywhere reinforces Salesoft’s commitment to realizing its “right time, right message” vision.
Landscape Implications
Salesloft is keeping pace with other major sales enablement and ABM players with its recent moves. 6ense has announced some new AI capabilities to better build outbound ABM campaigns. And the enhanced call recording and transcription capabilities make Salesloft more of a competitor to players like Gong than ever before.
The company is keeping solid pace, in terms of building out AI-powered sales engagement tools, with its more traditional competitors. These include vendors like Outreach, Revenue.io, Appolo.io, and Groove. Hwoever, something to consider, is that as AI becomes more and more consumable in terms of integrating with core workflows, we could see companies like Salesforce and Hubspot start adding more intelligent engagement tool sets to their sales force automation clouds, which could significantly press the company’s ability (and others in the space) to gain net new business if it is seamlessly available inside the core CRM user interface.
The Takeaway
Tools like Salesoft can be blessings or a curse for sales teams. As we noted in a past ANNUITAS blog post, which unfortunately remains highly relevant, if you have bad sales processes and data – you will simply amplify those bad practices with a tool like Salesoft. In short, you end up turning your salespeople into micro spam engines – sending outbound messages with little context or relevance, and probably at the wrong stage in the Demand Experience.
It appears Salesloft also saw this reality and has been making solid strides to make its product set more intelligent and drive more meaningful in driving right-place, right-time engagements. While nearly every vendor has some sort of AI story – we like that Salesloft is injecting AI into core workflows, and not simply bolting on Generative AI tools like many CRM and other providers have been doing.
Also, the integration additions and the opening of the API make sense, as Salesloft needs a richer data set to drive better intent and actionable insights to sellers, and these integrations are a solid start. The ability to pull more internal and external data to drive meaningful sales outreach aligns with ANNUITAS’ notion of building a Customer Data Value Chain.
