Which Signals to Pull Into Deal Activity in Clari
Overview
It's important to tailor the activity signals that you're pulling into Clari to best support your revenue team. In this article, we'll walk you through our general best practices regarding how to decide exactly which activity signals you want to pull into Clari from our various integration options, including:
- Prerequisite: Setting Up Our Partners' Salesforce Integrations
- Considering Your Objectives
- Avoiding Duplication/Overlap
- Managing Noise
Prerequisite: Setting Up Our Partners' Salesforce Integrations
Currently, all of our signal integrations leverage the fact that our partners have their own integrations that push data into Salesforce tasks. So you'll need to have their integration with Salesforce set up in order to set up their integration with Clari! At Clari, we offer a near endless list of integrations—but you can find links to to some of our most popular ones—which will include additional links to information about their Salesforce integrations—below:
Considering Your Objectives
What outcomes are you hoping to achieve by pulling additional activity signals into Clari? It's important to understand the answer to this question in order to guide you in terms of exactly which activities you want to see in the Insights Panel.
Examples:
- "We want Sales to be able to drive more effective conversations based on the Marketing content that prospects have engaged with."
- "We want Sales Leaders be able to coach more effectively by having visibility into the phone call/voicemail outreach that sales reps are performing."
Avoiding Duplication/Overlap
You don't want to pull in multiple signals that are really representing the same single activity; this can inflate the activity surrounding your deal and create unnecessary clutter.
There are 2 ways to think about which signals to pull in from the various tools with which Clari integrates in order to avoid "duplicate" or overlapping signals.
1. Is there any overlap in terms of whose activity we’re looking at?
If you are pulling in activity from an additional source (i.e. Outreach), then think about which of your teams/roles are using that tool, and which of those teams/roles are also using Clari.
You might only have SDRs using Outreach while AEs are using Clari, for example, in which case the SDRs' activities from Outreach would not create any "duplication" of signals in the Insights Panel.
If your AEs are using both Outreach and Clari, however, then you will need to consider the activities that are being performed by your AEs comprehensively. Think about which of their activities are being captured in Clari, and which of their activities are being captured via your integration between Salesforce and Outreach, and identify where there's overlap.
You may not want to pull in meeting activity from Outreach, for example — since those activity signals are already being captured in Clari via either your Gmail or Exchange integration, these activities in Outreach would represent duplications of your existing email and meeting activities in the Insights Panel.
2. Is there any overlap in terms of what activities are being tracked?
If you are pulling activity from an additional source (i.e. Highspot), then you should review the activities that are being captured via the integration between Salesforce and your tool, and compare them to the activities that are already being captured in Clari.
For example, if your sales reps are sending pitches to prospects via the integration between your email (i.e. Gmail or Exchange) and Highspot, then the metadata from those emails is already being captured in Clari (via our integration with Gmail or Exchange). In this case, you may or may not want to pull email activities from your integration between Highspot and Salesforce into Clari.
If the pitches sent via Highspot just seem like duplicate activity signals to you, then you could leave these activities out. However, if you would prefer to see the total emails sent by your rep from Highspot separately and the total emails sent by your rep overall, then you could choose to pull these activity signals into Clari.
Managing Noise
It's important to remember that pulling in every possible activity signal for the sake of visibility is not necessarily the best approach. Too many activity signals can be overwhelming, and the wrong activity signals can create clutter than prevents your users (i.e. sales reps and sales leaders) from being able to examine the right ones! Remember to consider your objectives, and think about which activity signals will be useful to the sales reps and leaders who are leveraging the Insights Panel to understand how their deals are progressing.
If you decide to pull in activity signals from Marketo, for example, then we strongly recommend that you carefully consider which marketing activities you want to pull into Clari. It's probably helpful for sales reps and sales leaders to be able to see all of the emails that their prospects have read, but you'll likely create unnecessary clutter if you pull in all of the emails that Marketing is sending to prospects.
Best Practices for Clari's Various Integrations
Here are some examples of the activities you likely want to pull into Clari from our different types of partner integrations. These are intended to get you started; remember to think through the topics above when you review the tasks that you're pulling into Salesforce, and deciding which signals to pull into Clari.
| Integration Type | Activities Collected | Persona(s) Generating Activity |
|
Sales Acceleration Integrations
(Outreach, SalesLoft, Yesware)
|
- Outbound call
- Message opened
|
|
|
Marketing Automation Integrations
[Marketo, Oracle Marketing Cloud (Eloqua), Hubspot]
|
- Opened email
- Clicked link in email
- Filled out form
|
|
|
Telephony/VOIP Integrations
(RingCentral, Dialpad)
|
|
|
|
Conversation Intelligence Integrations
(Chorus)
|
- Call (who attended, competitors mentioned, topics discussed)
|
|
|
Conversational Marketing & Sales Tools Integrations
(Drift, Intercom)
|
|
|
|
Sales Enablement Integrations
(Highspot, Seismic, Showpad)
|
|
|
|
Direct Marketing Integrations
(Sendoso, PFL)
|
- Gift sent
- Gift received
- Opened an eGift
|
|
