Internal relationships transformed by data confidence
The persistent data quality issues in Nitro’s CRM didn’t just create practical issues through duplicate data. It also undermined the relationship between Revenue Operations and Sales, and severely limited the ability of the business to pursue a data-led strategy.
“It was impacting sales activity, sales’ trust in the data, on the efficacy of territory management policies and on the Revenue Operations team’s ability to enable the business,” says Nitro’s Senior Manager, Global Sales and Operations, Nick Flynn. “However, it also impacts our ability to credibly engage sales leadership as business partners or advisors, because you’re always chasing your tail and firefighting. That’s one of the principal ways that the data quality issue reared its head over the last decade.”
The real-time nature and quality data from LinkedIn Sales Insights immediately solved these problems, enabling Nick and the rest of the Revenue Operations team to align sales talent with accounts in a way that set them up for success.
“It’s allowed us to solve those long-standing challenges, and because our conversations with sales leaders are no longer dominated by data quality, we’re able to be more future-facing and talk about what a region will look like 12 or 18 months from now,” adds Nick. “It’s allowed us to move upstream and have those kinds of strategic conversations. That wasn’t something I had anticipated Sales Insights enabling us to do – but it’s turned out to be one of the important benefits.”
It’s not just the relationship with Sales that LinkedIn Sales Insights has transformed. As Nitro’s Senior Director Sales Operations, Shantanu Shekhar explains, it’s pushing Revenue Operations’ data-driven approach towards the heart of the business. “We’re only just scratching the surface at this point,” he says. “It’s helping our relationship with finance, helping us with financial planning and giving us data that will help us plan headcount further in advance.”