7 Reasons not to buy Champify (yet)

Todd Busler
April 5, 2023
7 Reasons not to buy Champify (yet)

As a B2B SaaS company, we’re well aware there’s no shortage of technology you could buy for your sales team to help make them more efficient or close more business. In fact, you’re probably using 10 different pieces of software today to close deals. 

Our customers, like Heap, Clari, Sourcegraph, Thoughtspot and more, see a significant impact from Champify right out of the gate.

For example, within 1 month of launch at Heap, one rep received a notification that a former buyer had joined a prospect account. After a personalized outreach mentioning the new job and referencing the past relationship with Heap, they were able to close a 6-figure TCV deal in 3 weeks.

That said, we know Champify isn’t for everyone, so we’re listing out the most common objections we hear from potential customers and our responses, so you can see if Champify is a good fit for you today.

#1: Sales tech always gets low adoption from our reps

As former sellers ourselves, we strongly believe that not all sales technology is created equal.

Sales teams do not need a new tool to log into - they need better data in the tools that they already use. If they had better data in their CRM and Sales Engagement Platform, not only would adoption of those tools increase, but so would the value realized from those tools.

That’s why we integrate directly into seller workflows (Slack, Gmail, Salesforce, and Sales Engagement Platforms) and don’t have an additional UI that sellers need to interface with. The only required enablement is a short training on (1) how to interpret and act on all the seller's new leads new leads and (2) how to enable managers to drive the right behaviors. In fact, it might be your sellers’ favorite enablement session - it’s not uncommon to book meetings during this sync.

That said, the best way to drive adoption is by proving that something works! So, we limit false positive leads and allow sales leaders and RevOps to directly track SLAs by rep, and pipeline created and revenue sourced through Champify so that the information can be shared back out to the sales team.

#2: We think we already do a good job enabling our reps to track former buyers and maintain relationships accordingly

We’ve run data tests for nearly 100 companies. In these tests, we run CRM data through our system to identify how many leads they would receive when they first onboard Champify and on a monthly basis post-launch. 

Even our savviest customers are only getting 4-7% coverage of the Champify channel on their own, meaning they are only aware of 4-7% of these changes. With Champify, you’d be aware of 100% of the changes. If you'd like to run a data test to see how your current coverage looks, schedule here. To make it worth your time, we'll provide you 50 real leads that you're currently missing.

Let’s say you prefer that your team tracks buyers themselves. How much time would it take? How many people would slip through the cracks because of miscommunication, turnover, and human error? How do you know your team is doing this well? Is it working?

#3: We have so much IB / qualified PLG leads that we don’t need to focus on outbound yet

Usually, we find this is correlated with being an early stage company. Naturally, earlier stage companies get less value from Champify because there has been less time for people to engage with the company, use the product, and change jobs. 

If, however, you’re a later stage company that’s mostly or exclusively inbound, we recommend looking at the data to see how much of this inbound is in your ICP and how much time you spend qualifying them. For outbound, it's a matter of when, not if. Most companies see bigger deals from OB and it allows them to control their destiny.

The beauty of Champify leads is that you know they’re in your ICP and are likely to turn into conversations. It’s worth weighing this against your current inbound / PLG to determine if it’s a value add to turn on the Champify channel.

#4: We already have Linkedin Sales Nav, Zoominfo, or LeadIQ

Almost every B2B company uses these tools or something similar. Linkedin may seem to be the most logical channel to do this yourself, but almost every one of our customers consistently runs into a few issues no matter what tool they use:

  • Disconnected from CRM - When a product isn’t natively connected to your CRM, you are typically required to manually update large lists, do extensive boolean searches, and log into new platforms to receive alerts. Also, it’s important to know exactly who the right audience is. Let’s say your past customer is Proctor & Gamble; you need to target the person at P&G who is actually familiar with your company. Without this, you are simply guessing who might fall into the relevant audience, and there is a high risk of false positives. Additionally, when those job changes are detected, you’d be notified within LinkedIn, Zoominfo, or other platform, which wouldn’t automatically update your CRM with new leads (or flag outdated ones).
  • Not purpose built for tracking familiarity - Over time, we’ve honed our rules, logic, and scoring to account for all the nuances that come with familiarity and job change data. When we run data tests for potential customers, we’ve found that LinkedIn misses 40% of matches because of things like detecting a new part time job as a job change or not seeing an exact match from website domains or company names.
  • Lacks proper context and routing - the data needs to be delivered with full context (e.g. why this is a good lead, where they worked before, and who they’ve worked with), sync into your CRM, and be sent to the right rep. If another tool just provides a list of people, you would still need to implement multiple steps to add context and get the information to the right person to take action.
  • Doesn’t prevent churn risk - We’ve seen high adoption of Champify to flag key executive departures at current customer accounts to prevent churn risk or understand expansion opportunities. As mentioned above, few other products are purpose-built to capture this information, surface it to the right person, and ensure it’s acted upon, whereas Champify does this.

In summary, to turn job changes into pipeline, you need employment tracking fully integrated into your CRM and workflow to enable top notch data hygiene, and ensure leads are routed to the right people with the right context to appropriately take action.

#5: Our contact data is really messy and we don’t track activity history well

You’re not alone! Many of our customers said something similar when we first spoke to them. Behind the scenes, Champify has built in rules to account for data quality issues in the source system (CRM).

For activity history, we’ve learned that the volume of contact data is directly related to the value our customers get, so we’re working on building capabilities to help you pull contact data from sources like your calendar into your CRM to increase the amount of data you can run through Champify to generate more leads.

#6: We don’t have a big enough customer list yet where it makes sense to prioritize the Champify channel 

We recommend looking at product users + contacts tied to closed-won opportunities + CSM contacts. If this number is <5,000, then it probably doesn’t make sense to prioritize this channel right now.

Focus on building your brand, making customers happy, and improving other channels before focusing on Champify.

#7: We are in the middle of implementing 6sense right now and need to focus on this

We see 6sense and Champify as very complementary. When you think of what makes for high quality pipeline, it can be boiled down to fit, familiarity, and intent. 6sense is capturing intent, Champify layers “familiarity” in, and “fit" is mostly you defining your ICP. 

With 6sense, you’ll get which accounts to prioritize because of intent. With Champify, you will get warm contacts (both within the 6QAs - super hot accounts) and outside of them (run a slightly different play, but still warm accounts).

We find that there’s no set order in which to implement these. Some start with 6sense (though it’s a larger scale implementation) and some start with Champify.

If you're a company that has enough customers, more than 5,000 relevant contacts in your CRM, and is focusing on outbound pipeline generation, we think it's worth at least a conversation. Even if you're not quite ready for Champify, we can share best practices to optimize your existing tooling to capture as much pipeline as possible. You can schedule some time here to chat with our team!