Screen Shot 2018-05-16 at 11.25.39 AM

Genesys Deploys Predictive Analytics to Maximize Rep Productivity

Authored by Paul Weber on July 18, 2017

Consider the case of Interactive Intelligence, a global leader of cloud services for customer engagement, communications and collaboration.


Prior to 2015, explains Paul Weber, Chief Business Officer and SVP North America Sales, “we were quite successful in driving CRM adoption and seeing that data that populated our sales forecast, but sensed we weren’t optimizing the information in terms of managing the pipeline and coaching our reps.” Weber’s team of 75 sellers had long been condition to mandatory CRM data entry, enforced in part by the fact that weekly 1:1 meetings with their managers took place entirely inside the platform. Weber half-jokes, “so if there was nothing entered into the CRM, the meeting had no agenda and content” -- not an enjoyable outcome for either party.

Creating a Win-Win for Interactive Intelligence

Still, the company recognized that its high CRM adoption rate was benefitting sales managers in terms of visibility into reps’ activities, but the native forecasting tool in the platform didn’t provide interpretive or prescriptive guidance. It could also easily come across as a chore from the perspective of individual contributors -- something they had to do to please their bosses, rather than spend valuable time actually selling. “What we needed,” Weber explains, “was a way to more efficiently collect and interpret incoming data related to live opportunities in our sales pipeline.”

Weber deployed a solution that layered machine learning technology and analytics over the company’s CRM, and that also offered the promise of data cleansing and enhanced sales rep productivity. He admits, “I’m not a huge gadget guy and don’t fall in love with technologies easily,” but was immediately struck by improvements in how it assisted both management and individual contributor personnel. “Our benchmark goal for deployment was to create a measurable way to move the right deals through our pipeline faster,” he explains. Deploying the solution in phases over most of 2015, the company leveraged a number of relevant technology trends baked into the product:

→ Sales mobility, which empowers reps and managers to accomplish any selling task, anywhere, anytime, on any device

 Speech analytics, which Weber says, “literally allows our reps to open a mobile app, log in via thumbprint, and dictate their meeting notes while leaving their buyer’s facility”

→ Predictive sales forecasting, which analyzes past CRM-based deals in order to anticipate which current opportunities are more or less likely to close

Before long, the company’s sales and executive leadership “were receiving more and better data we could use to guide our sellers than we were pulling out of the CRM system itself,” says Weber. “The valuable win-win emerging from the technology deployment created better opportunities for reps to maximize their workday productivity, and for us managers to more effectively coach them around the most promising opportunities.” To the latter point, Weber explains that at any given time he as a sales leader is exposed to perhaps 50 live deals that are in play. The solution provides highly accurate scoring around whichones are in danger of slipping out of the cycle or destined for low margin results, as well as which ones reveal opportunities for acceleration and up-selling -- all based on past results as analyzed by the machine learning engine.

“Being a great seller means not being slowed down by administrative tasks, even when management truly needs them,” Weber says. Interactive Intelligence has discovered a way to eliminate the tension inherent in enterprise CRM data collection, and is seeing both reps and managers accelerate the best deals through their pipeline as a result.

Weber adds that Millennial-aged sellers naturally take to the mobile app and speech recognition format very easily, which helps the company appeal to candidates more effectively as they hire new reps.

Screen Shot 2017-07-18 at 2.12.17 PM.png                      Screen Shot 2017-07-18 at 2.13.15 PM.png

Has the investment paid off? Weber explains that the roll-out is too new to formally measure results, but “we’re already convinced that the forecasting module is increasing our ability to more effectively manage our forecast accuracy and sales pipeline.” Moving into 2016, when the company plans to roll out higher-volume, mid-market solutions, he says that the guidance provided by such automation promises to benefit the firm even more measurably.

Subscribe to our newsletter!

Leverage these best practices with automation and AI driven by TopOPPS

Learn how our customers are winning with artificial intelligence in their CRM:

  • Predictive Sales Forecasting
  • Automated Pipeline Management
  • Significantly More Updates from Reps

Watch Videos

More Recent Posts:

August 6, 2019

TopOPPS + Outreach Galaxy: AI Enhanced Guided Selling to Increase Win Rates

                  Ever had the situation where: an important sales opportunity is in danger because of inactivity and it goes unnoticed; the opportunity is sold but they don’t have the budget till next quarter so the sales rep needs to “stay close”; or the opportunity wants to buy but “isn’t there yet” and needs further ongoing education?   ...

Pipeline Optimization, Artificial Intelligence, Sales Pipeline Management, Guided Selling, guide winning behaviors

July 22, 2019

AI for Sales - Calculating the Sales Forecast

                  I mentioned in my first blog on AI for Sales, when you hear the phrase “AI for sales forecasting” it feels like the solution is an algorithm to predict “the sales number”.  This is only partially correct.  While the ultimate goal is an accurate sales forecast, AI for sales forecasting requires artificial intelligence to be infused throughout the entire sales process.   The last 6 blogs have walked through different AI use cases for each of the different areas supporting the sales process to build a foundation for applying AI to create a more accurate sales forecast.  With that background we are ready to review AI use cases for calculating different versions of the sales forecast. ...

Pipeline Optimization, Artificial Intelligence, Sales Pipeline Management, AI for Sales

June 5, 2019

AI for Sales - Sales Pipeline Management and Sales Rep Coaching

                  This is the second of two blogs reviewing artificial intelligence use cases to support sales pipeline accuracy.    The first blog focused on artificial intelligence for guided selling. Guided selling is key to maintaining a realistic sales pipeline by ensuring that sales team rigor, discipline and process are consistent across all opportunities. This blog focuses on sales pipeline management and sales rep coaching.  It includes tools to help: ...

Pipeline Optimization, Artificial Intelligence, Sales Pipeline Management, AI for Sales

April 16, 2019

AI for Sales - Guided Selling

              The next two blogs cover AI for the sales pipeline.  This blog focuses on AI for guided selling.  Guided selling is the process of prescribing optimal sales execution steps to the sales reps to enforce an efficient sales process.  The tasks and process are based on sales patterns of past close-won, and close-lost opportunities.  Guided selling is key to maintaining a realistic sales pipeline. ...

Artificial Intelligence, Sales Pipeline Management, AI for Sales, Sales Enablement

February 27, 2019

AI for Sales - Enhanced Data Collection

                  An accurate sales forecast requires a crystal clean sales pipeline.  A crystal clean sales pipeline requires a deep history on most buyer/seller interactions for each opportunity.  By having a deep history of these interactions you can apply AI to identify buyer patterns and better guide the sales process.   Unfortunately most sales organizations do not have enough information about each opportunity to apply AI to assist in the sales process. ...

Sales Automation, Sales Tools, AI, Artificial Intelligence, AI for Sales

January 25, 2019

AI for Sales - In the Marketing Funnel

                  The topic of artificial intelligence [AI] for Marketing covers many different areas including content delivery, content generation, social media, personalizing emails, attribution, and optimizing lead gen, just to name a few.  This blog focuses on applying AI in the marketing funnel for optimizing lead gen and marketing attribution[MTA].  ...

Sales Tools, AI, Artificial Intelligence, Marketing Funnel, AI for Sales

January 9, 2019

AI for Sales - AI/Machine Learning Primer for Sales

                I had planned my blog “AI for Sales - In the Marketing Funnel” to be posted  before now.  It was a challenge writing it because I had to include terminology and background in Artificial Intelligence (AI), Machine Learning (ML), and Advanced Analytics, to set the right perspective. This blog takes on the task of trying to level set around terms and characteristics of Artificial Intelligence(AI) and Machine Learning(ML).  My next blog, [in two weeks] will discuss the AI for the marketing funnel. ...

Sales Tools, AI, Artificial Intelligence, AI for Sales

December 5, 2018

Independent Research Validates TopOPPS Benefits for Sales Enablement

ST. LOUIS, Dec. 5, 2018 /PRNewswire/ -- Independent Research conducted by Washington University in St. Louis CELectteam found customers using TopOPPS AI for Sales Forecasting and Pipeline Management were able to: ...

Sales Forecasts, TopOPPS Users, Artificial Intelligence, Sales Pipeline Management