Ada got RevOps superpowers with Momentum’s custom data tooling
Summary
Problem
Ada struggled with the data they used to find and rank accounts.
Reps spent a full day each week finding great accounts and doing manual research for outbound.
Ada’s territories needed rebalancing as they were full of accounts that would never buy.
Solution
Momentum gives Ada tools to deploy the data that outbound reps previously found manually on websites, in news articles and in job descriptions.
Ada then uses this data to find new accounts outside their CRM, rank accounts and enable reps to personalize outbound more effectively.
Impact
2.5× increase in conversion rate from meeting booked to qualified pipeline.
90%+ of outbound pipeline comes from accounts surfaced by Momentum’s data.
“Momentum beat all other data providers on accuracy.”
Josephine
Director of Sales Development, Ada
Problem
Ada focuses on building pipeline more efficiently on their path to profitability. As part of this, Ada shifted from mass outbound to highly personalized outbound.
However, the data in Ada's CRM used for finding accounts, ranking accounts and personalizing outbound was inconsistent. Reps had to double-check it all - or find it manually online.
As a result, reps would spend up to a day per week doing account research to find the best accounts and create highly personalized messaging. They would research across LinkedIn, news articles, careers pages, support centres, support chatbots, etc.
Finding the right partner
Ada centers its go-to-market strategy around a few core ICP data points related to technographics, precise vertical classification and team composition.
When looking for the right partner, Ada prioritized trust in the data above all else. Josephine, Director of Sales Development, collected data samples from a handful of vendors who claimed they could deliver the data.
Momentum was the clear winner. Alongside the data, Momentum provided links to the sources for each signal. This helped build rep trust.
Solution
Momentum gives Ada's RevOps team the tools to deploy custom data directly in Salesforce. Ada uses the data to find new accounts, rank accounts, and personalize outbound.
For example, Ada had a list of custom verticals they wanted to categorise all accounts by; Ada used Momentum to build a classifier to do that much more precisely than off-the-shelf data providers.
Momentum enabled Ada to use the custom data to create an easy-to-edit account score in collaboration with reps., The score shows all the data points that contributed to the specific score for each account. This account score has become the foundation for finding new accounts, ranking accounts and personalizing outbound.
With Momentum, Ada carved new territories by splitting up accounts so that each rep would get the same number of great accounts. The Momentum account score showed that previous years’ top-performing reps had also been working the most promising account territories; the quality of their accounts drove performance. Previously, Ada had no visibility over quality that everyone trusted. Now, Ada could easily balance territories by account volume and quality, freeing up RevOps capacity for more strategic projects.
As part of the territory carving exercise, Momentum added 100,000 brand-new accounts to Ada’s CRM. They then used the Momentum data to narrow down the entire account universe via Ada-specific signals to the 15,000 best accounts and then divided those accounts among reps.
The Momentum score meant that reps knew exactly which accounts to target on the first day of the new quarter, saving reps 1-2 weeks of getting familiar with their account territory.
Outcomes
- 2× increase in conversion rate on outbound at the prospect level.
- 2.5× increase in conversion rate from meeting booked to qualified pipeline.
- 90%+ of outbound pipeline comes from accounts surfaced by Momentum’s data.
- RevOps is freeing them up for strategic thinking now that ICP adjustments, territory carving and capacity planning is easy to execute.