Customer Alignment & Journey Orchestration - An Interview With Raviv Turner of CaliberMind
We recently sat down with Raviv Turner, Co-Founder and CEO of CaliberMind, an AI powered B2B journey orchestration software-as-a-service that makes B2B buying easier by delivering the right message to the the right buyer at the right time.
Raviv has more than 10 years of experience leading product design and development for high-growth B2B SaaS companies. His prior roles include Director of UX at FullContact and VP Product at TapInfluence. Raviv is a mentor at the Techstars accelerator and holds a masters in interactive media from NYU.
We would like to thank Raviv for the time he took to speak with us and hope you enjoy his insights.
VisumCx: A lot of companies state one of their top objectives is customer experience, but still struggle to deliver. What are you seeing as some of the biggest challenges in customer experience?
Turner: I guess before technology, before process, before anything else it's people. Probably the number one challenge is organizational silos. You can't deliver an exceptional customer experience without marketing, sales and customer success being in alignment around the buyer's journey and this is changing fast. There is a lot of pressure on marketing to not just deliver leads but also revenue growth, also marketing and sales alignment is a prerequisite for ABM.
The second biggest challenge is getting a Single View of the Customer, which is a data problem. The MarTech & Sales Tech stacks grew so big in the last few years that the data is siloed between so many systems that don't talk to each other (CRM, MAS, Web Analytics, Chat, Video, Content, Call Analytics etc)
VisumCx: Over the last number of years there has been a lot of attention to understanding customers and buyers. However, most journey mapping and persona work that is done is static. What additional value would an organization gain if they could have personas and journey mapping be dynamic?
Turner: They would have a single view of the customer, also being able to segment based on needs not just firmagraphics. However, the biggest value is being able to do personalization at scale, which is the number one revenue growth driver today, and number three on the list of marketing expenditures for 2017.
Beyond just acquisition, being able to dynamically map the customer journey throughout the entire lifecycle opens up opportunities for retention, up-sell, cross-sell and of course brand loyalty.
VisumCx: As companies begin to get this real-time look into their customers and buyers, how will that impact what they do in terms of content marketing, demand generation and customer experience?
Turner: We call it journey orchestration here at CaliberMind, In other words it is the right message, to the right buyer at the right time! I think we are going to see demand generation evolve into demand orchestration, which will include a consistent customer experience across all channels. This will lead to an increase in customer satisfaction and Net Promoter Score, which is the number one revenue growth indicator.
VisumCx: The MarTech stack continues to grow seemingly by the day. Are marketers investing in the right technology? Where should they start?
Turner: Well there is more than one way to skin a cat and there is more than one framework to build a stack. My favorite one, however, is to align your stack to your customer journey and figure out what your customers need at each stage (i.e Awareness, Consideration, Selection, Growth) then find the technology to enable it.
There are too many point tools chasing a problem vs. the other way around. I also think that we are going to see best-of-breed stacks continue to grow over integrated suites (such as Salesforce Cloud) for companies that have the budgets and people (ops) to build them and as long as the technology to integrate and make the tools talk to each other continues to evolve. I'm seeing Customer Data Platforms & Journey Orchestration Engines becoming a big part of it.
VisumCx: As CaliberMind works with its customers, what are some of their biggest challenges in getting the most from their technology investment?
Turner: Data integration is a big challenge, so is the quality of data in most CRMs & MAPs, which you can always improve using data vendors.
The other challenge is most of your customer behavior data is unstructured (emails, chats, sales demos etc.) and sits outside your CRM. Salesforce and other CRM systems were never built to track buying signals, and marketing automation tools are starting to break from the explosion of touch points so how do you handle all this customer data? Getting it all in one place is only half the battle, the other half is insights and making good decisions from this data. This is why we are seeing the rise of AI powered decision systems that use machine learning and natural language processing (NLP) with the marketer-in-the-loop to make better decisions and even manage campaigns.
VisumCx: What is the one-thing marketers should stop doing?
Turner: Stop guessing and move to data-informed decisions. I know this can be intimidating for non-analytical people but there's lots of knowledge out there plus you can always hire marketing ops and marketing science people to own this and learn from them.
You have to know your customer better than anyone else in the organization and that means tracking, measuring and analyzing every interaction of your customer. If you can use data to create a better buying experience and to make buying easier for your buyers then revenue growth will follow, you'll make your CEO and the company very happy!