How WandB Surfaces Purchase Signals for its Sales Leaders with Cargo
Frederic PinchonCargo allows us to grease the wheels across the revenue organization, surfacing signals to AEs, customer success, and leadership at just the right moment.Frederic Pinchon
The problem#
Need to surface purchase signals on top of the data layer
WandB's sales approach leverages data to identify potential enterprise clients among free account users, focusing on certain usage patterns (i.e. purchase signals) as indicators for sales opportunities.
Applying human intervention for the right opportunities has proven to be very fruitful. The sales teams at WandB are always full of great ‘what if we try this’ kind of ideas for new signals, some of which have proven to be great hits in driving new sales.
“The pace at which our teams generate ideas, challenging us with 'What if we try this?' moments, demands equally fast delivery of supporting data or processes. If we fail to act quickly, these ideas slip away pushing our executives to seek alternative solutions, such as creating dormant dashboards in Tableau.”
However, the revenue operations teams struggled to deliver quick turnaround in executing these ideas. Typically, an idea could involve merging data from the CRM, an email marketing tool, and perhaps product analytics to generate the required signal.
Although WandB has a comprehensive data infrastructure that centralizes sales and analytics data, it lacks a simple, no-code solution to facilitate seamless interaction between various sales tools.
The pace of ideation required prototypes to be shipped within a couple of days of the ideation. However, in the absence of an appropriate orchestration tool, the revenue team would resort to requesting the engineering team to develop bespoke scripts - which could take several weeks of engineering time.
“My priority was to maintain agility and control over the entire solution process, from design to implementation. The challenge was finding a way to achieve quick results without extensive coding, given our tight timelines and the lack of additional manpower to delegate tasks. We needed a straightforward, swiftly adaptable solution.”
The lengthy process led to many creative ideas being dropped without evaluation. Frederic and his team considered buying a ready-made go-to-market (GTM) tool, but these solutions come with predefined use cases that impose restrictions on what is possible. To accommodate the wide range of ideas, they would need to purchase and manage workflows across a large number of tools, which was impractical.
The solution#
Use case 1: Recontacting prospects who engage with content
WandB uses a Cargo data model to integrate their data warehouse (product data), Salesforce (sales data), and other tools like Stripe, forming a unified data layer. This setup enablsd them to calculate thresholds that warranted dedicated sales rep action on specific accounts.
As these metrics are updated, Cargo's change-based workflow triggers initiated actions across Salesforce, Slack, and other sales tools.
WandB tracks how multiple users from the same account engage with content across various marketing campaigns. Once a relevant account is identified by the data model, an allocate node is used to identify the AE responsible for the account relationship.
The AE is then sent a customized message providing the necessary information to initiate a timely conversation with the prospect. This simple workflow ensures the sales team focuses on the right marketing-qualified leads.
“Cargo gives a rapid turnaround of just a couple of days, bypassing the need to involve infrastructure teams or navigate complex operations. Now, I can independently drive projects from ideation to execution, delivering tangible results within days.”
Use case 2: Notifying account executives of free usage limits
Recognizing that attaining the limit of free product usage signals a potential upsell opportunity, Frederic and his team use Cargo to identify leads approaching various usage thresholds.
As product data often includes a large volume of data data points, it’s helpful to synthesize this information into digestible chunks that sales reps can quickly understand to better frame their conversations with users.
Frederic utilizes the system prompt and output formatting features built into Cargo’s OpenAI integration to generate consistently analyze digests of information, synthesizing key insights that are ready for sales representatives to use in their discussions.
Use case 3: Lead-Account matching with product usage scores
Prior to Cargo, WandB suspected that they were leaving too many leads on the table who couldn’t be sufficiently enriched and converted to an account for further prospection. Particularly, where users display high engagement with the product, the revenue operations team needed a way to match leads to accounts to ensure they're not missing out on potential sales opportunities.
To ensure maximum coverage, WandB uses Cargo’s branching logic to build a waterfall-like system of enrichment, leveraging multiple data sources to gather sufficient information for each lead. In particular, where other data sources are sparse or missing, Cargo’s native LinkedIn integration proves useful for sourcing details like company size, industry, and location, which were needed at minimum to match leads to accounts.
The outcome#
“Before Cargo, taking an idea from concept to execution could easily consume a month, considering the briefing, development, and integration phases. Now, we're looking at a turnaround of just two days. This has changed our operational tempo.”
The reduction in time to identify sales triggers, from weeks to an average of two days, significantly improved the sales process. As successful ideas lead to fruitful sales discussions, the sales team grew more confident and consistently contributed new ideas, knowing they would be quickly implemented.
2 days to surface new signals
The reduction in time to identify sales triggers, from weeks to an average of two days, has significantly improved the sales process. As successful ideas lead to fruitful sales discussions, the sales team has grown more confident and consistently contributes new ideas, knowing they will be quickly implemented - fostering a cycle of experimentation and new idea generation.
“I'm excited about Marketing ops’ involvement because it signifies a broader interest from our operations team in exploring new possibilities with Cargo. However, I'm eager for our head of customer success and head of strategy to start bringing their use cases and ideas.”
The teams is now adding uses cases from marketing and customer success, where there's potential to enhance the monitoring of platform usage and customer health indicators. This democratization will further reinforce the virtuous ideation-execution cycle across the revenue organization.
2/3rd reduction in lead preparation time
Leveraging AI synthesis has significantly reduced the lead preparation time for sales reps, allowing them to promptly engage in conversations while focusing on closing deals.
100s of leads matched to accounts per day
Cargo's unified data model uncovers hundreds of previously overlooked leads through better lead-account matching.
Weights & Biases (WandB) is a developer-first MLOps platform that simplifies the machine learning workflow by enabling engineers to track experiments, manage dataset versions, evaluate model performance, and reproduce models with ease.
Engineer your growth now
Set the new standard in revenue orchestration.
Start creating playbooks to fast-track your revenue growth.