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Reltio, a leader in data unification and management, previously faced the all-too-common industry challenge—having to do more with less.
Knowing that chasing lukewarm opportunities isn’t the most effective use of most business development representatives’ (BDRs) time, Reltio turned to 6sense’s AI email assistant, Conversational Email (CE), for support.
This case study dives deep into Reltio’s CE strategy that saved 1,098 hours of BDR time, and helped them earn the ‘Efficiency Experts’ award at Breakthrough 2024.
The Challenge
Reltio faced several interconnected challenges in their sales and marketing processes, each contributing to inefficiencies:
- Limited BDR Capacity: The need to increase productivity without expanding the team.
- Inefficient Follow-ups: BDRs were spending time chasing unresponsive accounts.
- Sales Readiness Assessment: Difficulty in properly assessing prospect readiness within a 60-day timeframe.
- Funnel Optimization: The need to improve conversion rates and increase velocity through the sales funnel.
- Resource Allocation: Balancing “speed-to-lead” initiatives with buyer-intent signal-based prospecting.
With over 6,000 accounts to manage and ambitious business targets, Reltio needed a strategy that could deliver higher quality opportunities through a re-architected funnel.
The Solution
Reltio implemented 6sense’s comprehensive AI email assistant, CE, which automates and personalizes email outreach using artificial intelligence. CE operates 24/7, provides fast follow-up, and routes accounts to BDRs at appropriate stages.
Importantly, BDRs collaborate with CE, contributing their own knowledge and context to ensure targeted approaches. This collaboration allows BDRs to handle about 20% of the work, while the AI manages the rest, striking an effective balance between human expertise and AI efficiency.
Reltio’s sophisticated ABX media program shifted the team’s focus from individual marketing qualified leads to buying groups within a 60-day timeframe. Using 6sense, they:
- Created account segments for key industries and different funnel stages
- Matched these segments with Salesforce data
- Dynamically updated the segments based on intent signals
- Pushed the segments into display campaigns on LinkedIn and 6sense ad platforms
Campaigns were created to harness these segments and deliver specific messaging based on persona, geography, industry, intent, and stage in the sales funnel.
Ultimately, for Reltio, the key to operationalizing CE at scale lies in how it integrates CE with its go to market systems, reinforces its ABX principles, and aligns behaviors with incentives.
“We are doing more with less. As we review the data and refine our processes, we become more intelligent about our use-cases for the AI email writer.”
Michael Brown
Head of Global Business Development, Reltio
The Results
Reltio effectively doubled their BDR capacity without adding headcount. They created a well-structured, efficient, and scalable ABX model and paid media strategy that positioned them for continued growth.
Using 6sense AI email assistants, Reltio conducted over 7,200 conversations, saving approximately 1,098 hours (equivalent to seven months) of BDR time. This efficiency generated between $1.5M and $2M in new sales pipeline, a 20% increase in actionable sales pipeline, and a 20% increase in pipeline per BDR year-over-year.
Other significant results include:
- 24% increase in pipeline velocity
- 50% reduction in closed-lost opportunities
- 10% increase in pipeline quality
Marianna Peyzner, director of demand marketing at Reltio, summarized the impact: “We are driving innovation with the AI email writer, and with a more automated and streamlined workflow for our follow-up process. Our team is collaborating to drive increased scale, and as a result, deliver greater business outcomes.”
