Turning buying group chaos into revenue clarity
With Buying Group Automation in Salesforce, Sanity mapped the right stakeholders to every opportunity—and finally tied marketing influence to closed-won revenue.
Overview
- Faster stakeholder engagement for reps
- Complete buying groups automatically
- Marketing influence tied to revenue
Platforms
No Revops professional wants to spend their time nagging reps to add contact roles to opps. Automated buying groups provides the attribution data we need to maximize ROI on marketing spend and coach our reps to multi thread, build champions and close deals faster.
Carson Adams, Director, Revenue Operations, Sanity.io
Challenges + RevOps Solution
Challenges
Solution
Consistently engage the right stakeholders on every Opportunity
Reps weren’t consistently identifying and connecting with the right stakeholders
Buying Group Automation surfaced relevant stakeholders using engagement and account activity signals
Build complete buying group coverage across decision makers and influencers
Buying groups were incomplete, leaving key decision makers and influencers out of the process
Stakeholder roles were auto-mapped across the buying group and updated as contacts changed
Tie marketing effort to pipeline and revenue to prove ROI
Campaign impact on Opportunities and closed-won revenue wasn’t clearly attributable
Campaign activity was tied to Opportunities and closed-won outcomes for attribution and ROI reporting
Align Sales and Marketing on a shared account and stakeholder view
Sales and Marketing had different views of accounts, slowing coordination and deal progress
Shared buying group visibility in Salesforce kept teams aligned and improved coordination
Accelerate deal cycles and reduce missed revenue moments
Misalignment and missing stakeholder visibility contributed to slower cycles and revenue leakage
Centralized buying group visibility reduced gaps, improved handoffs, and accelerated deal cycles
Sanity accelerated deals and improved revenue attribution with buying group automation.
Growth in Won Opportunities: Automation helped identify and engage critical stakeholders early, accelerating deal progression and improving win rates.
Improved Sales Team Efficiency: Sales reps saved countless hours by leveraging automation to identify potential stakeholders, track recently engaged individuals, and seamlessly capture relevant contact-to-opportunity information.
Accurate Tracking of Marketing ROI: Enhanced tracking of influenced Opportunities in Salesforce enabled marketing to demonstrate its contribution to closed-won deals. This improved collaboration between sales and marketing ensured that all efforts aligned with revenue goals.
Meet our team that helped Sanity accelerate deals and prove marketing’s revenue impact with Buying Group Automation in Salesforce.
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