In this series, we ask tech executives to describe the why and how of their solution. We call it Sales Tech Simplified.

This week I interview Vicki Godfrey, CMO of Avention.

Nancy: Why does the industry need your solution?

Vicki: OneSource Solutions by Avention have been critical for customers’ data-driven B2B sales and marketing campaigns for more than 30 years. With access to actionable business data, organizations can empower sales and marketing by informing them with insights. We’re constantly working with customers to secure access to new data that helps grow their businesses.

Nancy: Why should it be prioritized above other options?

Vicki: Data insights help sales teams and marketers make the most of every opportunity – and the quality of those insights is paramount to the success of sales and marketing initiatives. Without accurate and up-to-date company and contact data, it’s impossible to make the best decisions for your organization, no matter what your role. In marketing, you need to have an accurate view of your current customers and prospects so you can create the most targeted campaigns. In sales, you need the best company and contact information so you can reach out to prospects with the most relevant and timely message possible. Data is the building block for any program you are going to run, so without it you are essentially building your programs on shifting sand.

Nancy: What are the symptoms that indicate an organization would benefit from your solution?

Vicki: If your organization is struggling to keep customer & prospect data up-to-date, if you are missing key data, or if your sales and marketing teams are working off of disparate data sets, you should be looking into a solution like ours. In addition, if you are embarking on any account-based marketing (ABM) or sales programs, you must start with a solid data foundation and the OneSource ABM Solution can provide that.

“We understood that accurate and updated data was the key to a successful ABM program, and we found the right technology partner to provide that data with Avention. In addition to providing us the best possible data, Avention also offers us integrations with Salesforce and other vendors that are part of our ABM technology stack. It’s the new capabilities Avention is bringing forward, like global contacts and building out this database, that are highly valued for our team globally. It’s key to our growth strategy,” said Kevin Cancilla, Vindica’s Sr. Director of Marketing.

Nancy: Where does your solution fit in the Hierarchy of Revenue Needs™?

Vicki: Avention provides data that can be used throughout the hierarchy of revenue. Depending on where you are in the hierarchy, a different solution may be appropriate.

For managing, forecasting and analyzing, OneSource DataVision would be a good solution. It allows you to visualize your current customer data in an intuitive way so that you can accurately asses your current market penetration.

For knowing who to sell to, understanding the buyer challenges, and closing deals, the OneSource platform is ideal. With a combination of business signals that provide information on company tendencies and trigger alerts that tell you when a possible change has occurred that would indicate buying behavior, the OneSource platform is a gold mine of information on companies and contacts. What’s more, with the real-time information it provides, it becomes your eyes and ears to alert you to relevant happenings any time they occur.

For up-sell and cross-selling capabilities, a combination of OneSource DataVision and the OneSource platform provides the perfect solution.

Nancy: How mature is a typical organization’s sales stack before adding your technology?

Vicki: While OneSource Solutions can add value at any point in your stack’s maturity level, it is most effective if you implement a data solution at the very beginning of the process so you are building your stack on a solid data foundation.

However, it’s never too late to add a data solution to your stack. It’s also never too early. Just because you can’t afford to build out an entire stack doesn’t mean you can’t at least start with some clean, accurate data.

Nancy: In what ways is your solution complementary to others that might be in someone’s sales stack now or in the future?

Vicki: Avention’s ecosystem connectivity ensures that the platform works in concert with CRM, MAP and other solutions in order to give your organization one view your information. This deep level of connectivity ensures that customer and prospect information remains updated, workflows are automated, and sales and marketing teams are working toward the same goals.

Nancy: What are some of the challenges your solution solves for marketing/sales?

Vicki: Organizations need to improve data accuracy to better align their sales and marketing teams and to make more effective decisions in order to accelerate the sales process.  We help companies:

  • Increase revenue and business growth by getting sales and marketing teams on the same page with the same information;
  • Consolidate and cleanse data to drive market and segment insights for target account identification;
  • Support effective prospecting, cross-sell, and up-sell; and
  • Help organizations conquer the No. 1 ABM roadblock: restricted access to the right data, and the lack of ability to leverage it.

Nancy: What are some good resources if someone wanted to learn what questions to ask, what others are doing, or purchase considerations?

Vicki: Our product page is a good place to start. An overview of applications in Avention’s OneSource Solutions suite shows how real-time insights and data intelligence, pulled from diverse sources, can increase productivity and support business success. In addition, we have a lot of resources to better educate companies on the need for a solution like ours.