Allen leads the marketing team at Openprise, where he’s helping RevOps teams solve the problems with data and business processes that he’s faced throughout his 20 years in Marketing. Prior to Openprise, he led marketing at both large companies and startups, including Selectica, CipherCloud, and Softchain. His experience also includes marketing roles at Jasper, Oracle, and IRI Software. Allen started “The Data-Driven Marketer,” a podcast dedicated to helping today’s RevOps professionals learn from each other's experiences to become more successful.
Hi, I’m Allen Pogorzelski from Openprise, and this is our Tech Talk.
The Openprise RevOps Performance platform is a data orchestration platform that orchestrates data, processes, and interactions to improve the performance of every go-to-market initiative.
I’m the vice president of marketing here at Openprise where I’m responsible for all facets of our marketing strategy. I’ve been with Openprise over four years now, and I manage a team that includes demand gen, product marketing, corporate marketing and account development.
Introduce the market problem that your company/technology solves
In the last few years, companies have spent an extraordinary amount of money on sales and marketing technologies and made huge investments in data—$45 billion in the last five years.
The conventional wisdom has been that:
More tech + more data equaled more and more revenue.
But these days, many companies’ results are falling far short of expectations, and companies are now seeing diminishing returns on all these RevTech and data investments.
This is what we call “The RevTech Performance Gap.”
RevOps teams are seeing diminishing returns from their technology investments:
• Their data is siloed with fragmented tools.
• There’s an explosion of processes needed that require coding.
• And teams can’t keep up with business needs and all the fire drills they see every day.
Showcase some data or explain what data reaffirms this market problem
The unfortunate truth is that diminishing performance is the new normal.
A recent Gartner report showed that:
• Almost half of RevOps teams aren’t satisfied with their attribution.
• More than half aren’t confident in the accuracy of their lead routing.
• And with all this money spent on RevTech, over 40% of the capabilities in a typical RevTech stack aren’t even being used.
More tech + more data isn’t producing more and more revenue anymore.
What is your technology name, how have you positioned the company to solve the market problem?
Our solution, the Openprise RevOps Performance Platform was designed to address the RevTech Performance Gap and elevate RevOps, as an organization, into a performance multiplier—one that can accomplish more without those huge budgets.
Openprise is a single, no-code platform that can orchestrate data, processes, and interactions to improve the performance of every go-to-market initiative.
What is the background of the company, how old, how many employees, journey, number of customers, valuation, type of ownership public/private?
Openprise was founded by RevTech professionals that believed that great processes and great data were the keys to success with anything you’d like to do in marketing and sales.
We got our start automating data cleansing and standardization processes, and we then quickly rolled out higher-level processes like leading routing, scoring, and attribution.
We coined the term “data orchestration” back in 2017 to describe this ability to automate so many processes, all from a single platform.
Up until this year, we continued to grow at triple-digit rates every, single, year. Today we have over 50 enterprise customers and a team of over 60 people. We’re a private company that’s chosen to grow in a capital-efficient manner, so we’ve only needed to raise $17 million, despite our rapid growth.
In 2019 we were named an Inc Magazine Best workplace, and we won that award in 2020 as well. And yes, we are hiring, even in this environment!
In 2019 we were also first listed in G2, and we’re named #1 in Customer Satisfaction in our category, and we’ve been #1 six quarters in a row!
Who is best suited to use your tech, examples of current clients
Companies across a wide range of industries rely on The Openprise RevOps Performance Platform. Technology companies like Slack, Nutanix, UI Path, Automation Anywhere, Okta, and Zendesk love our solution. So do business services companies like Moss Adams and Armanino.
Often, we see marketing operations, sales operations, demand gen, and business IT leading these initiatives.
Our customers tend to be fast-growing, mid-market and large companies that want to drive better performance from their RevTech stack. They typically have a CRM solution like Salesforce or Microsoft Dynamics and a marketing automation platform like Marketo, Eloqua, or Pardot.
How specifically do you solve the market problem?
Openprise closes the RevTech Performance Gap by orchestrating data, processes, and interactions across your company.
Openprise aggregates data from core systems like your CRM and marketing automation solution, as well as data from third-party data providers, and even open data.
We then run data orchestration processes like data cleansing, normalization, deduplication, lead-to-account matching, and many more. This helps make that data ready for your go-to-market initiatives. Your sales automation and marketing automation systems will deliver better performance immediately.
Once Openprise builds a solid foundation of go-to-market-ready data, then you can take advantage of Openprise process automation capabilities to achieve more scalable operations. Processes like lead routing, attribution, scoring, and list loading can all be automated in Openprise.
Finally, you can take advantage of Openprise interaction orchestration capabilities to make your data easier to use by a wider group of users. You can create custom apps tailored to each group of users, all without writing any code. You can even create your own custom APIs based on Openprise processes with a click of a button.
What is different from your tech to others (specifically), is it algorithm, CX, what gives you the edge over competitors?
The Openprise RevOps Performance Platform is fundamentally different in three big ways:
1. We provide go-to-market-ready data to fuel each of your initiatives. Every initiative, whether it’s ABM, scoring, lead routing, or attribution requires the right data to be successful.
2. Openprise is a 100% no-code platform, which lets you move faster and with greater agility to take on whatever the next initiative requires. That also lets you conserve scarce IT resources and save money.
3. Openprise allows you to automate business processes at scale, so you can define a process once and just let it run. Openprise can also take a lot of calculation-intensive processes off your marketing automation platform so that it can operate at peak performance.
So, those three things: go-to-market-ready data, no-code platform, and automation at scale separate Openprise from the rest of the pack to help you deliver better performance from your RevTech Stack.
Example of a process or overview of the platform as though you were a customer.
Along with delivering the go-to-market-ready data your core systems need to deliver better performance, Openprise’ interaction orchestration capabilities make data more accessible to wider groups of end users.
With Openprise App Factory capabilities, anyone can create custom applications for each group of users without writing any code.
Here are a few examples of custom apps the team has built:
• Customer Contacts: This one was designed to help our customer success team, who doesn’t have seats in Salesforce, pull information they need that’s stored there—things like the key contacts in an account.
• Buyer’s Journey: This one was designed to provide visibility into the activity of all of the leads and contacts at a company, even when the sales rep didn’t associate them with an account or with an opportunity.
• ABM: And this one was designed to help our AE’s pick the very best accounts for them to target, based on account score and contact score, for the next phase of an ABM program.
With App Factory, more of your team has easy access to the information they need to do their jobs better and deliver better performance.
What are the key areas that a customer would use?
Openprise lets you create bots to automate 100s of different business processes. Here are a few examples:
• Marketo People Cleansing: A bot can run this job to let you clean up people in MKTO so that you can segment and score much better.
• List Load: A bot can run this job to automate list loading in Salesforce. Now my demand gen team can just drop a lead spreadsheet into a Google Drive, Box, or Dropbox directory and Openprise does the rest.
• SFDC Lead Routing: Here’s an example of how I can route a lead in Salesforce using Openprise.
Bots follow this process set by step. Now, you can route leads based on account, industry, and geography so my sales team can follow up faster.
With Openprise, you can automate hundreds of processes with a single platform and simply your RevTech stack.
Any examples of before and after, what was the challenge, what were the results?
As you just saw, companies can orchestrate hundreds of business processes using Openprise.
One of our customers, Nutanix, had lots of manual processes and lots of point solutions before implementing our solution. Today they’ve automated over 80 different business processes using our platform. As a result, they were able to simplify their RevTech stack and remove four other solutions. They’ve also estimated that they were able to redeploy 15 full-time employees that were doing manual data work to work on more strategic tasks instead.
Another Openprise customer, Generate Life Sciences, sells cord blood services to expectant mothers. Before Openprise, they were buying leads in volume from different websites, and they often bought the same lead from multiple providers. After deploying Openprise to orchestrate the process of qualification and rejection of vendor leads in real time, they’ve estimated that they’ve been able to reject 20% of the leads submitted by different vendors and save over $800,000 a year.
For a normal customer, what impact would they see if they signed up straight away?
When a company first signs up for Openprise, our solution’s data orchestration capabilities deliver go-to-market-ready data for all their core systems. Your marketing automation solution delivers better performance immediately when it gets the right data it needs. You’ll be able to segment better and deliver more targeted offers that yield higher conversion rates to build your pipeline.
When you take advantage of Openprise process automation capabilities like lead routing, scoring, and list loading, your sales team will be able to follow up faster, with the right prospects, and close more revenue.
And, when you take advantage of our no-code platform, your RevOps team can become more agile in responding to changing markets and changing priorities. You’ll also have a more stable, simplified, martech stack that will help you scalable your operations.
Are there any integration limitations, areas where you do not specialize, etc.?
Now, no one can be everything to everyone.
That’s why we decided not to be a data enrichment provider. Because we know that there’s no one right data provider that’s right for everyone. In fact, through a survey we ran with over 200 B2B marketers, we found that the companies that were happiest with their data providers used three or more simultaneously.
That’s why rather than private labeling our own data, we instead offer data from over a dozen of the leading data providers through the Openprise Data Marketplace. We can then automate the process of working with multiple providers simultaneously to create a custom blend and then standardize the field values to a company’s unique requirements.
Your marketing automation, sales automation, and data warehouse solutions all need
Go-to-market-ready data to deliver the performance you expect, and this is where Openprise can help.
Where does your tech sit in the MarTech stack?
Openprise plays a critical role at the center of your RevTech stack.
The core systems of record at most companies are the CRM system, their marketing automation system, and their enterprise data warehouse.
Companies often buy a bunch of tools to give them the go-to-market-ready data they need, and that often means managing lots of point solutions that don’t work well together. That’s part of the RevTech Performance Gap I mentioned earlier.
Openprise closes the RevTech Performance Gap by sitting in the center of all of these systems and continuously automating processes in each of them to ensure they have the pristine, got-market-ready data they need to operate at peak performance.
What is your pricing model, how long does it take to onboard, key stakeholders involved?
Often Openprise stakeholders are on the marketing operations, sales operations, and demand gen teams. You’ll want to be sure to include the admins for your CRM and marketing automation solutions, and possibly the admins for your CDP and data warehouse, if you have one.
Openprise pricing is based on record count in core systems like Salesforce, Microsoft Dynamics, Marketo, Eloqua, and Pardot. Systems start at $48,000 for up to a half-million records.
Once you’ve chosen Openprise, you can be live and improving the performance of your RevTech stack in as little as 30 days.
If you’d like to learn more about how the Openprise RevOps Performance Platform can help you orchestrate the data, processes, and interactions you need to improve the performance of every go-to-market initiative, send an email to [email protected] or visit the website www.openprisetech.com. Thanks for joining me today.