Mike Rizzo: Hello everybody. We are back for another No BS Demo. Thank you, Jonathan for joining us. It is our favorite thing to do. It is the No Bullsh*t Demo, and I’m excited to have you and the RevSure team sharing a bit about what it is your product does for the marketing operations community.

But before we jump in, I would love for you to just quickly introduce yourself and then let’s dive straight into the product and what it does and why it exists. But yeah, why don’t you

Jonathan Hill: Yeah, thanks for having me, Mike. Excited to be here. I’m a no bullshit kind of guy, so this is gonna work out really well today. I’m the head, I’m the head of sales at RevSure.Ai, and on that note, I’m gonna go ahead and dive into our platform. Just share my screen. Can you see my screen, Mike?

Mike Rizzo: Sure can.

Jonathan Hill: Awesome. Okay, so this is RevSure. we’re gonna do this a little bit backwards. I’m gonna go more into the plumbing and integrations first, so makes sense. so what you’re looking at right now is this is an instance of RevSure. these are the active integrations. That this instance has, if you want to add a new data source, you go here and you can just seamlessly add a data source.

Typically it’s your map plus your crm, plus ancillary systems. So as you can see here, like if you want to add your Google Ads, it’s connection name, connection id, your login, and then you’re hitting. Connect. in terms of the most frequent integrations that we see, it’s typically LinkedIn ads, Google Ads.

It’s some form of sales engagement platform. like Outreach for example. we see a lot of Salesforce and Marketo. We see a lot of HubSpot and Marketo. So those are the common integrations that we see from a map perspective. so we’ll just jump back here. and part of RevSure’s secret sauce is our data model.

So we’re ingesting data from all the different ancillary campaign sources, plus ear source systems, and we’re harmonizing that data right here with this RevSure data model, and that allows us to map attributes from your source system to RevSure. So as you can see here, if you move over to mapping, You can see the source systems and you can see the attributes.

These are all register specific. For example, if we want to go look at like lead status, right? You can see, the lead details, timestamps, updated timestamps, bullying information, et cetera. So that’s a little bit about the plumbing. RevSure was created to help marketers. feel comfortable with where they’re gonna land from a pipeline generation perspective.

Jonathan Hill: So ultimately, we helped you predict your pipeline if you’re gonna fall short from the pipeline perspective. There’s levers in RevSure to help you accelerate pipeline generation. and then there’s also a huge component of, as you make these big investments in marketing channels, and specific campaigns.

Are you making the right investments and are you getting an ROI on your marketing dollars? And we’re not just looking at an investment to pipeline. We’re actually looking at the investment all the way through to closed one. And it’s not just what’s been closed one or what’s been generated in pipe.

We’re predicting how much pipeline you’re gonna generate and how much revenue you’re gonna book before a campaign is done, being run. So right here, this is our pipeline’s projection module, and you’re seeing right now, this is a data set where we’re almost at the end of the quarter, which is about a week and a half left.

We’ve generated $43.2 million in pipe. So that’s pipe that’s already been created, and then there’s leads that are sitting at the top of your funnel that are gonna move into pipelines. We’re using AI. To basically predict what leads are gonna move into pipes. So you can see here, out of the 43.8 million 795, we’re calling are gonna move into pipe.

The MQL stage, it’s 673 out of the 63.7 million. And then there’s this unseen component, since we’re at the end of the quarter. There’s very little unseen left, but if you look at this towards the beginning of the quarter, the unseen is actually quite high. and based on all your campaign efforts and, BDR and SDR efforts and everything that’s going on from a demand generation perspective based on, what pipeline you’ve generated historically, cuz typically we’re ingesting anywhere from 18 months to five years of data.

we’re predicting pipeline that doesn’t even exist today. at the top of your funnel. So that’s a bit about our pipeline projections. as you can see here, you have your snapshot capabilities. You can see the pipeline that was generated last year, last quarter, and then ultimately how you’re trending.

so if your goal is, it’s a little bit late at this point, but if your goal’s, 55 million, in terms of pipeline generation, you have to figure out, how you’re gonna bridge that gap. To get to your goal. So RevSure is providing you with that visibility. so you can course correct in real time if you wanna apply filters.

you can filter based on all the different dimensions in your source systems. So if you want to just look at, let’s say like United States, for example, you would apply that filter here and we’d just pull up pipeline projections related to the US region. So we’ll clear that filter and move on. so one of the levers, right when you’re behind in terms of that pipeline generation goal is leveraging our demand generation effectiveness module. And what you can do here is you can filter this by first touch, last touch, any touch, first touch and last touch is just gonna be a standard first touch and last touch attribution methodology. any touch is gonna be tied to an opportunity in all the different contacts that are associated with that opportunity.

so that’s how any touch words, so in the example that I provided, you’re behind on your pipe gen goals. So you can leverage our insights right here. You can say, show me the top five, let’s say funnel lead sources with the highest projected, let’s say projected pipeline value. So this is gonna show you the five lead sources that have the highest propensity to generate a pipeline.

So we’re crunching a lot of data here. so as you can see, these are the five different lead sources, If you scroll across here, you have a generated pipeline value of 15.1 million, right? But you can see the projected pipeline value is 21.4 million. So this tells you basically where to double down.

to bridge that gap, right? this one, 3.69 million is what’s been generated, but it’s projecting that you’re gonna generate 5.31 million, right? So once again, giving you that guidance. and the same holds true, right? If you’re looking at, funnel lead source with the lowest projected pipeline value, perhaps you want to cut that, you can do that by channel.

Or you can do that by campaign. And then the other lever that we’re pulling on is we provide AI-based lead recommendations. and this is all based on historical conversions. So if you’re short on pipeline, you can go here to RevSure. And as you can see, a, typical MQL converts at a 0.05% rate.

We’re saying there’s 50 MQs that have a 1% conversion rate. So what you’d want to do is you’re in marketing, right? You’d take these 50 MQs, you’d push them to outreach, or you’d push them to Salesforce, and have your BD team work these leads to help bridge that, that pipeline gap. in terms of you being short of your goal.

So we’ll look at all these different, dimensions, if the information is in your source system, country, industry, title, company size, lead source, creative date, duration, age, number of touch points, first touch, last touch list goes on and on. velocity. And then we are projecting that this lead has a 12%.

Conversion probability in Q1, right? Which the standard conversion probability is 0.05% for mql, right? So quite high. This one’s 8%, this one’s 4%, right? These are the really high propensity leads based on historical conversions that you’d want to push to your BD team to work to bridge that pipeline gap. pivoting a bit to why MarketingOps folks love RevSure. a lot of it is about the rich analytics and the reporting, so you have the ability to save views and RevSure. so we’re back to the pipeline projections module. so I saved a view right here, so we could just go to this view, and this is gonna show us pipeline projections by just North America.

It’s right there. You just see, north America. So if I wanted to create my own report, right? I could flip this back and say, let’s say update current view and then we could update this one. Sure. Then I could say, show me, pipeline that’s between a com, a company size between

10,000, 50,000 could hit apply and then we would just save that view. So that’s how you can, use RevSure, to save use and enrich reporting capabilities. the other piece is if you go back to demand generation effectiveness, we can also show you pro, propensity based on projected booking value, so like all the way through to revenue, and pull up what channels are gonna be best or what camps, campaigns are gonna be best.

And then you have the ability to drill down into these campaigns, in these channels. And I’ve seen, MarketingOps teams. Struggle with this before in the past, many instances it’s manual. they’re doing ad hoc reporting to pull together this data, but you can actually see how the lead moves to the op and all the way through to closed one.

You can see your stage by stage conversions. You can see the philosophy. if you’re pulling in activities, you can see what’s driving these conversions. You can see the open volume and you can see the open value. It’s your funnel, right? These are the high level metrics up here. Once again, that you can review, but you can drill down into the details.

You can say, show me all the pipeline that’s just open at this point, and we’ll pull that up here. And then you have the ability to drill down. in this instance, this OP ID or this account ID would take you back to Salesforce. And then you have all the metrics about this campaign, right? In terms of, what’s worked from a company, bucket size, industry, country, any dimensions that you want to pull in from your source system, you can slice and dice them by campaign in realtime access to data.

It’s always challenging. in many instances, a MarketingOps team is going back to Sales op and asking for the specific opportunities that are tied to a campaign. to basically show like marketing’s contribution to revenue or pipeline. So we digitize all that here, within RevSure. And then, MarketingOps folks are typically, being pulled in a million different directions and they want to know what’s working and what’s broken.

this is a view of your end-to-end funnel from lead to closed one based on your sales stages. your marketing funnel, et cetera. So when we look at this data set here, I see a few different things. So I see a sizable amount of leakage at the s a l stage, and then I see a slowdown, at the NQL stage.

So you can see here, right? MQLS are sitting there for an average. 201 days. It’s pretty high considering, the absolute top of the funnel is at about 210 days. You can drill down right in terms of what’s not working. And you could look at the details, you could look at the composition of all these MQLS to figure out, what dimensions of this MQL are converting well and which ones aren’t.

you can see the movements, right? So where you started. What’s new? What moved? What dropped. Dropped his leakage. you can see where you have data quality issues, which is, typically a big problem, right? Or a system that’s not syncing. And then what rolled out and then where you ended. so if we wanna just drill down into the SAL stage here, there is a substantial amount of leakage.

So we can go into movement and we could see that. 17 leads dropped, right? Which is pretty substantial. So we can scroll down here and look at what dropped and why it dropped. Right by channel, by industry, by company, bucket size by count, country count type, lead strength, lead stage, lead attribute, et cetera. Mike, on that note, what do you think? Cool, so far.

Mike Rizzo: Yeah. Like really cool. I think, the first time that I interacted with your team, We talked a lot about, what’s the story you want to tell? depending on, the audience you’re interacting with, whether you’re a CMO, a marketing operations professional or demand gen professional, or a sales rep, VP of sales, et cetera. it’s, you can craft a story around your data that makes sense for your business, right? And I think what became abundantly clear through the demo there is that if you have really specific questions about what’s going on with your pipeline or even what’s going on with your throughput, which is a top KPI for marketing operations professionals to measure themselves by, then you can do all that right there in RevSure.

So that’s pretty powerful.

Jonathan Hill: so spot on. And it’s also giving everyone a single pane of glass to work off of,

typically you might see some contention around the data and what the data really is, and everyone’s got their own point of view about the data. But once you have everything in RevSure, it’s that single source of truth. Not just around your pipeline, around your end-to-end funnel, which is super powerful.

Mike Rizzo: Yeah. Yeah. really powerful stuff. so tell me a little bit about the internal teams that are needed to get fully implemented. Who are you usually interacting with on,the MarketingOps side RevSure?

Jonathan Hill: Yeah, I mean it really depends based on the company. sometimes it’s MarketingOps plus RevOps. Sometimes it’s just MarketingOps. really the two most important pieces are, whoever you’re working with needs to have access to the map plus the CRM. And if they only have access to one, they need to go pull in a peer that has access to another.

So we’ve had implementations where primarily it was driven by MOPs, right? But like the RevOps resource poke their head in twice, right? Because we needed access to Salesforce, right? Or we needed some details about. What transpired in Salesforce and their sales stages and those types of details. so I think that’s just to get that initial unified funnel stood up.

from there, it’s really important to pull in key business stakeholders. you’ll see the cmo, you’ll see the head of biz dev, you’ll see demand gen teams, you’ll see field marketing teams. they all come to the table, right? And they all wanna see different things. And that’s where all like the nuances tied to your four systems and the RevSure data model comes into play, right?

So we add those in a configuration fashion. So this is no code with really powerful a iml, that’s fueling our projections. So there’s different nuances and different teams and different resources wanna see different things. So in real time, we’re adding those custom dimensions, those filters, right?

So you can really understand the data at a more granular level.

Mike Rizzo: Awesome. Awesome. Okay, good to know. for the MO Pros out there, you’re probably gonna have to, it touches a lot of systems, so you might have to integrate with, or sorry, work with your other, RevOps IT sometimes,a few other maybe demand gen CMO type level, folks and help them understand the value of this as you go to get implemented.

so good to know, buying committee is important.

Jonathan Hill: Spot on. The IT folks definitely wanna pop their head in and make sure single sign-ons activated, all that good stuff, so

Mike Rizzo: yeah, for sure. Cool. Okay, and then let’s talk about the time to complete an implement implementation. what are you typically seeing for your customers?

Jonathan Hill: very fast time to value. I think that’s one of the things that sets RevSure apart. so that unified funnel that you saw with those metrics is typically stood up. once we have a API access to the map and the crm, that Unified funnels stood up in 24 hours. From there, we, we can re, we can move really fast.

Jonathan: It’s all really about bandwidth. On the other side, I’ll just net this out in terms of averages. by the time we get everyone, pulled into the fold, and get all the different dimensions via filters, et cetera, that they want added, it’s typically right around three weeks. And then at that point, we’re doing enablement and training and then turning over the keys,

Mike Rizzo: Nice. Okay.

Jonathan Hill: we can’t, we can move a lot faster.

We’ve done implementations much quicker. that’s just on average where we land.

Yeah. Yeah. I wonder if, if you have a tool that can tell you the averages of that. Just kidding. All right,we could, we have to decide where we wanna focus our efforts. So Mike,

Mike Rizzo: yeah, of course. so let’s talk a little bit about, technology in this space. Sometimes consultants are needed or external agencies. In this case, do we need to ever consider pulling in external consultants or agencies in order to have success in RevSure?

Jonathan Hill: No, not at all. we do everything in the house. It’s white glove. So you work with our team. You complete, a relatively simple onboarding document ahead of time. and then our team drives it from there. And then let’s say at the three week mark, you’re up and running, you’re happy. we do some training, right?

And then at that point, we would transition all the access and permissions over to you folks and let you run with it. And then we’re there to support and help along the way. we do leverage Slack a fair amount. Just to keep things moving during the implementation process. So an end user wants something and they’ll slack us, we’ll add it, right?

So we don’t have to meet, every day, right? We’re gonna meet once a week for an hour, maybe twice a week for 45 minutes. so an implementation shouldn’t take, 20 hours of. Internal resources time, it should take more like three to four hours of internal res resource time total. so it’s a pretty efficient process.

Mike Rizzo: Awesome. Okay, good to know. And then I understand, sounds for the last of our questions you might have some slides to be able to share, some visual aid here. So I would love for you to pull those up. Thank you for doing the work ahead of time. It always helps us. but yeah, we’d love to know a little bit more about your pricing model and if there’s any setup costs.

and then let’s like work through the rest of those. Those questions too around support options and those kinds of things.

Jonathan Hill: Cool. Yeah, let me, lemme blow this up. So this is our pricing model, here at RevSure. And essentially what we’re doing is we are absolutely double counting your map plus your crm. Cuz we found in many instances that the number of contacts in the map don’t match the crm, et cetera. So that’s built into our pricing model.

so essentially we’re doing tiers here and associated with each tier is a new price point, right? Once you cross on like the threshold, you move to the new price point, and then there’s a certain number of users associated with the dataset size. If you need additional users, they’re a thousand dollars per year.

we can do a lot of extremely customized reports, that we send out and we automate via Slack email, et cetera. so we’ll do that for a thousand dollars a month in terms of what’s included in our pricing. This is not only your licensing, this is the implementation. And this is all the support, right?

So we have, one support tier, and that includes access to a dedicated CSM, a whole, technical success team. So there’s a lot of resources that we throw at you, to make you wildly successful. It’s all included in the pricing model.

Mike Rizzo: Awesome. love it. Tiered pricing. Lots more access as you go up. I like that you already considered the fact that the databases are often, Mismatching in terms of maps versus, crm. So that’s helpful. your audience, you know your tech, which is good. let’s talk about the support options.

what support options do you all have and, are there any other, like additional charges or anything like that?

Jonathan Hill: Oh, it’s all inclusive. So just your licensing, price and support. you’ll have, once again a CS team. You’ll have technical customer success resource. you’ll most likely get my cell phone number as well. You’ll see everyone from our company jump in. cause everyone’s very interested in making sure that, our customers are wildly successful and we’re very passionate about what we do.

Jonathan Hill: So we don’t feel like, you should be nickel and dimed for better support. That’s just included with RevSure. So it’s white glove.

Mike Rizzo: Awesome. I love it. and then let’s talk the last two questions here. why don’t you tell us a little bit about the average size of your customer, who you’re looking to work with, who you think you’re, gonna make the most impact on? And then, let’s just talk about, just a little bit deeper dive on the time for success.

you’re saying, Hey, implementation can be done in three weeks, when do we usually see roi, after that? So wherever you wanna start.

Jonathan Hill: Yeah, so we’re primarily working with B2B SaaS companies at this point. our customers range in revenue between about 10 million and a r r. And 300 million arr. in terms of success, like time to value is amazing. and our customers really love that In terms of an roi or let’s say a goal achieved, right?

We make recommendations, deliver insights. If you’re not acting on those insights, obviously your ROI is not gonna be as great as if you’re taking advantage of, all the rich insights that you know our platform is delivering around. Lead prioritization. really working.

Jonathan Hill: The high propensity leads hard, based on historical conversions. We feel like historical conversions are king when you’re looking at that lead op journey. we do have customers that take our historical, lead recommendations and they combine them with their, intent base. lead scoring, lead grading, and they built their own models.

So we’ve seen it, both ways. as long as we’re delivering value and making the customer happy, we’re cool with how it goes down.

Mike Rizzo: Yeah, for sure.

Jonathan Hill: if you’re down on pipe gen and you’re not rationalizing your marketing spin based on channels and campaigns, that are working and cutting the ones that aren’t, and it’s not just Hey, here’s an attribution model.

So we’re gonna divvy up credit, like we’re showing you what’s gonna happen in the future for looking. But if you’re not taking the action to go rework your spend allocation, cross those channels and campaigns, right? Your ROI is not gonna be as great. It’s gonna be diminished. So it’s like any other piece of technology, and I wish I could tell you like. It’s a home run. RevSure’s gonna make everything better, but if it’s not set up properly right, and you’re not leveraging the tool and using the insights and going to make them actionable,your value is gonna be diminished just like any other piece of technology, just being candid.

Mike Rizzo: Yeah, totally. we talk a lot about that even in the other, demos that we’ve done. I’ve, we’ve had candid conversations with some of the vendors too. It’s if you’re a chat tool for example, and you just don’t have the person to really own making that chat tool, do everything that it could possibly do, then you know you’re not gonna get the value out of it.

It’s the same thing across the board.

Jonathan Hill: We’re guilty as charged right I know we have a chat tool and we don’t have someone working it, but we will We’ll Yeah.

Mike Rizzo: Hey, growing pains.

Jonathan Hill: Growing pains,

Mike Rizzo: cool.

Jonathan Hill: we’re having fun.

Mike Rizzo: yeah, exactly.

Jonathan Hill: making That’s the important part.

Mike Rizzo: that’s right. Jonathan, I appreciate you doing the No Bullsh*t Demo with us. this has been really insightful and thank you for coming on. I’m sure all of yours were appreciated. And then they’ll probably reach out and say, Hey, I don’t really need a demo now.

I just wanna talk about something else.

Jonathan Hill: We just scratched the surface though. There’s a lot cover. Re reach out and get a proper demo. Thanks for having me. I appreciate it. This is a great community and we are really excited to be here today and, look forward to staying in touch. Mike.

Mike Rizzo: Awesome. Thank you. Thank you.