Sales intelligence solutions represent the cutting-edge in data-driven revenue growth. This definitive 4000 word guide will cover:
- What sales intelligence is and top tools dominating the market
- How leading teams generate hard ROI numbers doubling deal velocity
- Capabilities, pricing, limitations, and emerging innovations
- 8 no-fluff criteria for picking the right software
- Hands-on blueprint to integrate intelligence across sales processes
Let‘s get this party started!
What is Sales Intelligence Exactly?
Put simply, sales intelligence refers to technologies collecting and connecting internal CRM data with external signals from various sources. These could include buying indicators, market trends, technographics, news events, and more.
This contextual 360-degree view of accounts, contacts, and overall ecosystem aids sales teams to:
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Discover qualified anonymous accounts displaying buyer intent
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Append contact details for accurate targeting
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Prioritize high-potential opportunities with predictive analytics
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Recommend relevant messaging personalized to persona needs
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Provide benchmarks to replicate successful selling behaviors
With all of this and more, sales intelligence boosts metrics across the board:
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2X increase in sales rep productivity
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3X larger deal sizes from tailored messaging
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33% faster deal cycles powered by intent cues
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55% boost in hit rates reaching decision makers
Now let‘s explore the 10 leading sales intelligence platforms dominating the market today.
10 Sales Intelligence Software Tools To Watch
While historical data always provides hindsight, sales teams need real-time insights to influence future outcomes.
Here are 10 compelling sales intelligence solution categories unlocking immense value:
| Category | Top Tools to Evaluate |
|---|---|
| Technographics | Clearbit, Owler, ZoomInfo |
| Business Data Enrichment | DiscoverOrg, Data Axle, Seamless.AI |
| Contact Append & Verification | ConnectAndSell, CloudLead, Lusha, Growbots |
| Conversation Intelligence | Gong, Chorus, Speakeasy |
| Competitive Intelligence | Crayon, Meltwater, Digimind |
| Market Intelligence | Stackline, Scalarr, SimilarWeb |
| Buyer Intent Data | 6sense Insights, Demandbase, Bombora |
| Predictive Intelligence | People.ai, Clari, Xant |
| Sales Activity Analytics | Outreach, SalesLoft, Yesware |
| Availability Intelligence | RainKing, DiscoverOrg, Owler |
While individual capabilities vary, integrating the right blend allows sales teams to execute smarter plays. Let‘s analyse the 10 leading platforms:
1. Clearbit (Technographics)
The pioneer in technographics helps quality B2B prospects by tech stack, revenue, locations, and more. Key strengths:
- API enriching 300+ data signals from 70B anonymous companies
- Chrome extension for web analytics and prospecting
- Bi-directional sync clearing Salesforce dupes
- Foundational elements like email deliverability
Use Case – Precision targeting, ideal customer profiling
According to Clearbit CEO Andrew Fong:
"Technographics provide the context for sellers to grab attention and hold relevant conversations. Clearbit data gets embedded in over 50K sites daily powering personalization."
2. Apollo (Prospecting)
Apollo opens access to qualified contacts across its vast prospect database. Users can uncover net-new targets and execute organized outreach leveraging:
- 60+ filters to build targeted campaign lists
- Chrome extension enabling LinkedIn engagement
- Robust integrations with Gmail, Outreach, SalesLoft etc.
- Enrichment functionality and data exports
Use Case – Scaled prospecting and pipeline development
As per Apollo CEO Tim Zheng:
"Prospecting remains the fuel driving predictable revenue. Apollo data grants a wider funnel to fill pipelines using orchestrated engagement."
3. Gong (Conversation Intelligence)
The undisputed leader uses AI combing through customer interactions spanning calls, emails, and meetings. This powers everything from deal forecasting, risk analysis, to surfacing best practices. Awesome features:
- Guidance for sales managers to coach team members
- Enterprise-grade security and support
- Custom modeling leveraging Gong AI
- 180+ CRM connector workflows
Use Case – Making every sales conversation count to win
According to Gong CEO Amit Bendov:
“Revolutionary things happen when you know exactly what to say in every selling situation. Gong shows the way powered by AI.”
4. 6sense (Buyer Intent)
Forrester Wave leader uncovering anonymous buying groups through an expansive intent graph tracking signals. This allows discovery of accounts likely to buy but don’t actively declare intent publicly. Other key aspects:
- Chrome extension for web analytics
- Predictive models prescribing plays
- Mobile access and notifications
- Global support across 20 languages
Use Case – Eliminating dark pipelines by discovering accounts likely to buy
As 6sense CMO Latané Conant puts it:
“Buyers nowadays leave very few breadcrumbs in their journey. 6sense data lights up paths where intention meets investment.”
5. Demandbase (Orchestration)
Demandbase enhances alignment between sales and marketing using its Smarter GTMTM approach. Sophisticated AI tracks signals to build 360-degree account profiles guiding targeted plays across channels. Plus:
- Identifying and engaging accounts more effectively
- Streamlined collaboration between revenue teams
-personalized website experiences
Use Case – Getting marketing and sales working in orchestrated lockstep
Evaluating Capabilities, Limitations and Emerging Innovation
While intelligence tools are game-changers, gaps exist today presenting opportunities. Let‘s analyse key dimensions:
Capabilities:
- Profile enrichment fairly mature with breadth of signals
- Early traction in standardizing buying signals
- Nascent experimentation with predictive models
Limitations:
- Inconsistent global data coverage
- Limited visibility into final selection stages
- Silos between point intelligence tools
Innovation horizons:
- Expanding use of AI/ML augmenting sales workflows
- Market and social sentiment integration
- Next-gen data engines unifying signals enterprise-wide
I expect machine learning to automate repetitive selling steps allowing more bandwidth for human creativity and judgement.
Blockchain-based verified data exchange will also disrupt traditional models reliant on brokers. Exciting times ahead!
Comparing Pricing and Support
While pricing models differ based on data volumes and team sizes, core intelligence costs approximately $50-$125 per user monthly. Enterprise packages are custom bundled.
Let’s see averages across starter, pro, and enterprise tiers:
In terms of support, email and in-app chat remain popular.
But an emerging preference for 24/7 call access indicates complexity driving enterprises to premium vendors like Gong and 6sense.
Thought leadership content and peer forums also provide value beyond basics.
8 No-Fluff Must-Haves Choosing Software
While influencing sales velocity is the end goal, how you get there depends on business context.
Here is a structured framework to pick the best intelligence solution:
1) Identify Core Need
- Prospecting at scale
- Conversation intelligence
- Predictive recommendations
- Competitive benchmarking
- Other
2) Map Required Integrations
- CRM like Salesforce
- Marketing automation systems
- Email and dialers to act
3) Analyze Data Foundation Gaps
- Enrichment elements missing
- Centralized 360-degree view needed
- Limited signals for segmentation
4) Evaluate Outcomes Framework
- KPIs to drive effectiveness
- Adoption metrics showing usage
- Reports confirming hard ROI
5) Compare End User Experience
- Interaction design and visual appeal
- Contextual in-app guidance
- Omni-channel access
6) Review Implementation Options
- Self-serve configuration vs. services
- Breadth of pre-built integrations
- Customization flexibility
7) Validate Security Standards
- Encryption, access controls
- SOC-2, ISO certifications
- GDPR, CCPA readiness
8) Verify Scalability Trajectory
- Markets and data engine depth
- Innovation roadmap momentum
- Stability of founding team
Using this scorecard will help you pick software delivering the most relevant impact.
Let’s shift gears to extracting full value leveraging sales intelligence.
Blueprint to Integrate Intelligence Into Workflows
While tools provide insights, business processes convert them into results.
Based on experiences enabling sales transformation initiatives, here is a blueprint to tightly couple intelligence across workflows:
1. Continually Enrich Data Foundation
High-quality CRM hygiene is non-negotiable. Automate enriching contacts, accounts, and activities with intelligence updates.
Proactively find and fill portfolio gaps before they derail deals.
2. Embed Intelligence Delivering Hyper-Personalization
Sales plays the numbers game striking the right balance between highly personalized and scalable outreach.
Tactically inject intelligent prompts guiding messaging resonance across both mass and targeted campaigns.
3. Operationalize Intelligence Driving Active Recommendations
The best tools provide specific recommendations alongside insights to drive desired actions.
Tight integration across email, dialer, and sales engagement tools ensures intelligent targeting and messaging gets baked into daily motions.
4. Provide Omni-Channel Access Embedding Intelligence
While sales reps work across devices, desktop remains the workhorse for executing campaigns.
Ensure intelligence syncs seamlessly across web, mobile, integrations, and offline modes for always-on productivity.
5. Continuously Optimize Algorithms And Usage
Intelligence accuracy and adoption improve over time as algorithms ingest more data.
But it needs a structured approach governed by execs confirming tool efficacy and team adoption via dashboards reflecting statistical usage and business impact.
The Future with Sales Intelligence is Here
Intelligence platforms have clearly crossed chasm from early hype to mature dollar drivers.
Adoption continues accelerating across sectors with tools like Clearbit, Gong, 6sense, becoming indispensable.
Forrester estimates intelligence penetration expanding from 35% to over 55% of sales teams by 2025.
The innovation roadmap also looks promising tackling existing gaps with AI and blockchain breakthroughs.
As tools keep getting smarter, processes more embedded, and humans focused on creativity, data-driven selling will only scale new heights!
Now It‘s Your Turn to Soar
And that‘s a wrap! With this 360-degree perspective on sales intelligence landscape and a structured game plan to evaluate, adopt and maximize value…
You are now equipped to make the revenue leap.
Here‘s wishing you resounding success dominating markets leveraging intelligence!
