How Demandbase Stays Close to Customers with AI-Powered Insights By Momentum

The Challenge of Scaling Revenue Operations

Demandbase, a leader in account-based marketing (ABM), helps B2B companies—from startups to global enterprises—optimize their go-to-market strategies. As VP of Revenue Operations, Mark Turner faced a daunting challenge: managing data from more than 1,000 customers and equipping teams with actionable insights without overwhelming sales reps or analysts.

Mark’s team was inundated with tasks that hindered efficiency. Sales reps were bogged down by manual data entry, managers had to manually identify account risks, and analysts spent hours combing through call data for insights. These inefficiencies created delays in flagging churn risks, identifying upsell opportunities, and responding to customer needs.

The breaking point came when Demandbase realized their current tools weren’t proactive enough. Their systems required too much manual intervention, making it hard to stay ahead in a competitive market. That’s when they turned to Momentum.

Discovering Momentum

At first, Demandbase approached Momentum to solve a simple “call and response” problem. They needed a solution to capture data in near real-time and push actionable insights back into their Salesforce platform. But what started as a single use case quickly evolved. Mark described the initial experience.

"We started with a simple use case, but Momentum has launched a number of AI initiatives where we're now using it on a daily and hourly basis,” says Mark. “Every call is recorded and scraped by Momentum to pull information out of that call that drives our business forward."

Momentum’s ability to automate data capture, flag risks, and surface actionable insights resonated deeply with Demandbase’s vision for a scalable, efficient revenue operations system.

Revolutionizing Operations with AI

Momentum became an integral part of Demandbase’s tech stack, transforming how the company approached its sales, marketing, and customer success workflows. By leveraging Momentum, Demandbase unlocked several key benefits:

1. Automated Data Capture

Momentum integrated seamlessly into Demandbase’s processes, capturing and syncing critical data from Zoom calls directly into Salesforce. Reps were no longer required to input meeting notes or update deal fields manually. As Mark explained:  

"The rep just has to go through and do what they do on a daily basis. They conduct calls, they prospect, they continue to push deals forward. They enjoy that Momentum is doing this for them."  

This automation saved countless hours and allowed reps to focus on building relationships and closing deals.

2. Real-Time Risk and Opportunity Flagging

Momentum’s AI analyzed conversations to detect risks and opportunities in real time. For example, it flagged churn risks when customers used specific phrases indicating dissatisfaction. It also identified upsell opportunities, such as when a new executive joined a client account.

"We’re getting near real-time notification of any risk or opportunity," Mark shared. "It’s also flagging for upsells, expansion opportunities, or whether a new executive has joined the account."

These insights enabled Demandbase to act immediately, swarming at-risk accounts to address issues before they escalated.

‍3. Centralized Collaboration

Momentum’s Slack and Salesforce integration creates dedicated “Account Rooms” for every client. These Slack channels consolidate account details, risks, and opportunities, ensuring all team members—from sales to product—have a shared understanding of each account’s status.  

"Having all that information curated into one account channel has allowed any new member of the team to go and get a quick summary status of the account without having to have an hour-long meeting with an account manager."

4. Data-Driven Insights Across Teams

Momentum’s AI not only supports sales reps but also empowers Demandbase’s leadership with executive briefs. These summaries aggregate trends from hundreds of calls each week, highlighting common themes, risks, and customer feedback.

"Momentum is now able to summarize across all the calls without our analysts having to spend hours curating the data," Mark said.

Tangible Results

In less than a year, Momentum had a transformative impact on Demandbase:

‍Operational Efficiency: Analysts no longer spent hours manually reviewing data. Instead, they focused on creating more refined AI prompts and exploring deeper insights.  

Proactive Account Management: Real-time risk alerts helped save several high-value accounts.  

Improved Forecasting: By identifying pipeline risks early, Demandbase could make informed decisions about resource allocation.  

‍Happier Teams: Sales reps appreciated the reduced administrative burden, enabling them to focus on what they do best—selling.

“Momentum allows us to analyze all of our customers in near real-time without having to have a team of analysts doing this," Mark noted. 

Looking Ahead

Demandbase’s partnership with Momentum continues to evolve as they explore new use cases. With Momentum’s responsive team and innovative AI capabilities, Mark sees endless possibilities for driving efficiency and staying ahead of competitors.

“I wouldn’t say I sleep better at night knowing this is out there. I actually probably stay awake more thinking about how else we can use Momentum in the business. It’s a pretty exciting time for AI in general, let alone a tool that can help us analyze our accounts, calls, and opportunities smarter."

For other revenue operations leaders considering Momentum, Turner offered this recommendation: "The Momentum team is amazing. That is my number one priority. Do I want to work with this group of people going forward? The product is great. It has improved our efficiency, it has improved our insights, and it has been responsive to our needs as we grow and scale and continue to use AI across our business."

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