Globality built their tech stack with AI-driven insights from LinkedIn Sales Navigator

Mapping buying committees in seconds rather than days

Chief Revenue Officer Seth Catalli and Director, Revenue Operations and GTM, Elaine Li used to work with Globality’s sales teams to manually construct maps of the buyers and influencers at target accounts. 

“Previously, we would typically take screenshots from LinkedIn and embed them in PowerPoint slides to create our own relationship maps,” explains Catalli. “The Relationship Map functionality from LinkedIn that we can embed within Salesforce changes everything. Now, on our forecast calls for the team, we can just show our Relationship Maps embedded within Salesforce. You can imagine the efficiency in terms of the preparation time for meetings, but also from the fact that we can have dynamic conversations and real-time updates right there.”

Relationship Map pinpoints buyers, influencers and their likely roles in purchase decisions. Elaine Li, Director of Revenue Operations and GTM, describes, “We use relationship maps during the business review on a regular basis. So, we'll pull up Salesforce. And we have LinkedIn integrated with Salesforce already.”

Leveraging AI capabilities

Account IQ delivers up-to-the-moment account context to inform meeting preparation and sales planning. Elaine Li explains: “With Sales Navigator and Account IQ, our reps are able to come prepared prior to meetings and understand buyers and how to penetrate accounts.”
Tracking content posted by key executives helps sellers find a way to connect with potential buyers within each account.

As Li explains, having revenue leaders showcasing the use of Sales Navigator on weekly calls has a huge impact on adoption of the technology. “Everyone is pulling up their Salesforce screens with Account IQ and Relationship Map right there, and the team naturally starts discussing and analyzing that together,” she says. “We have a relatively small go-to-market team, but they’ve been really outstanding at adopting these types of technologies and making data-driven decisions together.”

Focusing on the change agents within accounts

One particularly valuable aspect of the data-driven approach is insight into the likely relationships between buyers and influencers at accounts – and the people most likely to act as change agents. “A relationship map is more than just an org chart,” says Catalli. “It helps us to understand likely relationships by looking at tenure, at whether people have worked together before, how accustomed they are to making decisions as a group, and whether there’s a new leader in place who could be empowered to act. They might not have the most senior title, but the clue could be in the content they post on LinkedIn, which positions them as a transformational thinker.”

This insight into the decision makers is supplemented by other signals, such as alerts when likely champions move into new roles. “Our reps definitely take advantage of Job Change Alerts,” says Li “When a CFO or CPO moves to a new company, we know that there’s a six-month window where they are likely to be interested in making a change. There have been other examples when a CPO has posted about increasing productivity or making cost savings, and we know the time is right for our top executives to approach them and make connections.”