AI That Moves Deals with Momentum.io

Welcome back, everybody. It is my pleasure and privilege to introduce you to Jordan Nettles. He's a senior sales Engineer with Momentum IO. And in my opinion, Momentum is one of the most promising revenue, collaboration and workflow platforms in the modern sales stack. And their core value lies in connecting go to market systems like Salesforce, Slack, emails, meetings and embedding, deal management, coaching and collaboration directly in your team's daily routine. Did I say this right, Jordan?

You said it spot on. I love the sound of all of that.

All right, so please take it over and share your demo and I probably will jump in with a couple of questions and I invite the audience as well. I'm monitoring Pro IO and I'd love for Jordan to answer the questions on the fly. How is that?

Sounds fantastic, thank you.

Okay.

All right, well, hey everybody, thanks for spending the time here with us today. My name is Jordan. I'll be covering Momentum kind of end to end. We'll be giving a little bit of a walkthrough of, you know, the problems that we solve for, how we solve for them. Give a little bit of a live demo and a look at some of the things that are coming, some of the things that we've been, you know, building out with our customers for the last five years. So let's go ahead and dive into it. So Momentum at its core, revenue orchestration, what does that mean? We believe that the most valuable data in your organization is actually the interactions you have with customers. One of the things that we've seen as a challenge in the industry for 20 years now is the fact that every conversation you're having with a prospect or a customer might be something like an hour long. You have 8,000, 12,000 words exchanged, and yet the amount of data that you collect from that conversation might be something like 20 words in the CRM, if you're lucky. And so that was kind of the genesis for what Momentum is and what we're building as a platform, a harvester of that data. And so Momentum, we see ourselves not only as the data collector and the data aggregator, but really the fuel for the modern go to market engine. As teams look to build out their their own internal AI projects and other AI technologies that they're looking to implement. Momentum is foundational in getting the right data to the right places at the right time so that you can build your AI agent swarm to take on whatever tasks are relevant for your org. One of the things that Momentum really brings to the scene, that's a bit of a different approach, is that because we're go to market focused, we can build in infrastructure for go to market, right? So we're not just taking in a transcript, running it through a GPT and putting out outputs. We're actually building in a modern data refinery. So think about taking in, you know, every single transcript or every single email, every single service ticket or SMS that your team gets. It all contains valuable and rich data. And because it's go to market, we know the core themes, we know that go to market data is going to include things like objections, competitor mentions, ways in which your customers want your product to be better. Now what we're doing behind the scenes is we take in that information, we take in the unstructured raw text from your email, from your calls and we process it. We look for the core themes across your go to market. What are your customers saying about your product? What are they saying about your, you know, how your team is performing and how helpful they've been. From that information we're able to get to a lot of interesting places so that you know when it comes time in three months for your sales leadership to review every deal that you close lost last quarter, you've got a very rich, dense data set, not just of transcripts and emails and CRM data, but a refined data set that's highly dense that lets you pull out the infrastructure that you need, that lets you pull on, pull upon the infrastructure rather the data points that you need. Right? And all of this is in service of giving you clean, actionable, useful data. And we'll showcase what some of the outputs look like today. We'll get out of slides here in just a minute. High level again, we're thinking about solving the first party data problem, right? There's lots of tools that have been the market for a long time. Go scrape a website and pull in details. We find these to be valuable, but this problem has been solved for will. You want to take in the data that you're collecting from the fields and structure it and put it where it needs to go. From this data we can do a few things. Think about being able to execute more effectively. You're spending less time putting in data into your systems or as an account manager, taking information from the field about product and doing a write up for your product marketer. We'll show some examples of that later. Making data more accessible to the right teams because it's in the right place and then making sure we're able to action upon it. So at this point I'm going to transition, walk through momentum, how we actually Solve some of this, detail what we do to actually get into systems and make sure the right information is always present. We'll give some examples from the field. I'll show Salesforce, I'll show Slack. It's the places your teams are already working. One of the key components of Momentum is we don't necessarily want to be the pane of glass that you have to train, enable your team on. Sometimes having a web application is where your team wants to go most of the time. We found it's actually sending the right information to the right place at the right time. That's where we're building towards. So let's say your team's using Salesforce as your, as your CRM. Could be Snowflake, could be databricks as your store of information. Doesn't matter to us. We send information where it needs to go. One of the first things that we typically end up solving for is something like your sales methodology and making sure that it's being adopted effectively. So if I want to look at every single opportunity that's being worked and scored against Medpic, Spice, Challenger, Bant, what have you, we're able to do that. One of the things that we take as a different approach to most vendors is that we actually run this automatically. We very rarely are recommending an intermediary step. This is truly delivered, every single conversation updated with the most accurate synthesized version, the most accurate synthesized view of a deal. So think about being able to, for every single deal that your team is working, have full insight across the board into your systems. Now, one of the things that you recognize very quickly is not just getting actionable data like, okay, what are my metrics for this opportunity? But actually I'm able to see my gaps. In a prior world, we're reliant on our account executives or our account managers to detail this information to take time out of their day, wasteful in some ways to highlight this information and make sure it's present. But because I have this being automated, completely autonomous, end to end, I can actually see that if seven of my 10 opportunities that a rep is working, there's no paper process and no decision process being outlined. It's not that they haven't put in the information in the system, so they haven't talked about it. Now I know it's a training issue and I can work with my team to enable them to perform better along the lines of whatever our sales methodology is. Now, there's some very interesting places you can take this, for instance, some of our customers have actually started Automating their sales stages end to end. So think about every single opportunity your team's working, having your entry and exit criteria be listened for. If a customer is going to tell you, here's my pain point, or here's how you get this deal done, or here's my economic buyer, it's going to happen in the conversation. All of my exit criteria are taking place in these emails and these calls, so momentum is going to listen for all of them. So every single time I have a pathway to a champion, a pain point I can solve for in a next step on the calendar, I can just move my sales stage to stage two because that's my exit criteria. This becomes really interesting a little bit later in the opportunity cycle where maybe a rep has said at the end of the quarter that a deal is in the final stages, but according to my own deal process, they might not have actually met that exit criteria. And so I can do three things. I can have Momentum say, hey rep, I know you claim this is in stage five, this really should be in stage three. We need to engage multiple influencers and we need to start talking about paper process and get an actual budget documented. That's how we get to stage five to the manager, they can see, oh, by the way, I know your rep's calling this, but really this should not be this far along yet. I would go ahead and remove this from your forecast. And then speaking of forecast, if I'm doing any kind of weighted forecasting, I'm able to say, oh no, this isn't in stage five where I would say this is 70, 80%. It's actually in stage three. This is in my 30, 40 percentile that across a thousand opportunities will skew your number. You'll start to see momentum call things in the right direction. All of this is downstream of being able to listen to conversations, mine it for context, rich info and send that detail where it needs to go. Now from here, there's a couple more things that we tend to solve for. Think about operating in a team selling environment. So my account executive has five or six calls and four email exchanges and then we close one the business. Well, at that point, what we want to do is make sure that whoever needs to take over that account gets full context of the information that's relevant to them to make sure that they reach success. So think about getting a full write up of all of the details that are relevant. Some of them taken from the CRM, some of them taken from conversations. Hey, here are the stakeholders that are involved. Here's the solutions that we're selling or that we sold them. Here's the implementation framework that we should be following, right? Month one, we want to be at this place by month three. They need to be able to articulate value to the team that actually bought us. Pulling in all that information and sending it to the right stakeholders is where momentum really fits in. So not just collecting the data, but making sure that it's sent to them, sent to the individual rep on the surface that they need it. And one of the last things I'll mention here, it's not just cs, right? Maybe it's account account executive to a solutions engineer. Maybe it's going to be an account executive to professional services. Whoever needs information in that team selling context, we collect it and we send it where it needs to go. Last thing I'll show in the CRM before I jump to another section. Think about momentum existing to pull in actual data, right? If you're using any sort of call recording that you have an existent library, one of the things we're able to do is actually not just pull information going forward, but actually going backwards. So every single time that someone has told you in a conversation, hey, I like your team, the product's amazing, I'm vendor locked until June 2027. Think about being able to take that date and update that in every single account going back three or four years. Now I can re engage with pipeline that have told me hey, this is a good time to re engage, but formerly has relied on a rep to be the source of that information. Think about the same for competitive intelligence. Hey, look back at 2/4 of deals and tell me the general themes of why we've lost to this competitor. Specifically look at products. Specifically look at process. Are they showing up late cycle, they showing up early cycle and getting that detail and writing it back to my systems of record, getting in just transactional detail about your business, right? What are the number of monthly transactions customer is willing to provide? Or you know, what's the tam, what's the number one thing they're trying to solve for what partners brought us in? These details are flowing through the conversations but currently are not being collected. And momentum exists to pull in that information and give you the data so that you can build the processes, you can build the AI, the AI swarms on top of all this data as well as just giving that full context to a sales leader, to a professional service worker, whoever needs information in the business, be it data, be it product, be it marketing, be it sales, momentum's the Driver, I'm going to go ahead and transition to showing a couple of things inside of Slack. One of the things that tends to be powerful about Momentum's approach to technology is that the same conversation will actually involve several different teams. The information that is exchanged in any given go to market conversation will span a lot of different use cases. So for instance, if I wanted to as someone in product, listen to every single conversation that my team has and mention, hey, by the way, we were just on with this customer and they mentioned that this would be an absolute killer feature for them to have it sounds like a competitor might have it. This is the only real blocker to us moving forward with an expansion. Being able to mine that information, generate the video and send it directly to product saves every single time. This comes up 15 minutes easy. Instead of an account manager being reliant to pass on this information to product where they're only going to do it 20% of the time now, every single time a product request is brought up, I can send this to the right stakeholder. Think about being able to trigger this based on individual products. So each PMM who's responsible for a different area gets their own feed of information about the product that they sit over. Now, a lot of processes can be downstream of this. For instance, if you're using a ticketing platform, internally, we're using linear. If I wanted to turn this into a product request, now I'm able to quickly arbitrage all the way from conversation directly to product directly to into my process. I'm able to do all of that in just one click. Whereas in a formal world, maybe I'm logging into a video library, I'm clicking through, I'm fumbling through, I'm asking a question, hey, where did they talk about this product? I'm clicking a snippet. All of that's done. We're taking all of that information, we're taking all of the detail, all of the context, even the video, setting it directly where it needs to go. Now from the same conversation. Maybe my marketing team wants to get a quote for their wall of love. And so hey, this customer, they just got on with us. They said hey, after the qbr. Just wanted to let you know ae, this has been fantastic. Your team's been amazing. I would love to do a case study. I would love to talk through applications of the tool, how I can get involved in referrals. Marketing gets the information they need. Now another marketing component to this. Every single time a customer gets on a conversation and says hey, by the Way, this is how I heard about you. I came through a friend, I saw an ad on LinkedIn. I'm able to collect all of this, detail all of the relevant information and send it just directly to the stakeholder that needs the intel. Now on top of this, what I'm able to do is I'm able to send enablement what they care about. Imagine if every single time your team gave a high level pitch of, you know, here's what momentum is end to end. Here's my elevator pitch, my two minutes. You know, maybe I've just had a big initiative to go through a pitch certification with the team and now we really want to review and make sure that they're performing well in the field. Well, every single time I give an elevator pitch, I can actually get the full video of what that looks like sent directly to enablement, sent directly to sales leadership. And on top of that, I can have this information be scored. So score me 0 to 5 on how we are structuring the story of what is momentum. Tell me about the outcomes that are being prescribed in that scenario. I can have this information be sent to my system of records so I can monitor over time, an individual, a team, collaboratively, as a company, are we getting better at pitching? Are we getting worse at pitching? All all this information I'm able to take downstream. The best part about it is every single thing that we just covered can come from the same conversation. There's no way you're ever going to get your account manager, your account executive, your BDR to clip this information and send it to the right stakeholders. But the good news is you don't have to. It's something that we set up entirely for you. Think of this as infrastructure, right? We're piping information constantly where we need to go in our organization, sending the detail where, where it needs to be sent. I'm going to transition here and talk a little bit more about some of the high level use cases that we can solve for using momentum. So so far maybe we've talked about a couple of examples where we're getting data from individual conversations, a call or an email update. My next steps give context to my manager, send enablement the clip they need to coach our team. Let's think higher order than this. Let's say I'm a VP of sales and I want to understand how we're performing throughout the funnel. So maybe early cycle, I care about highlighting a clear problem. Right? How good are we at identifying problem statements as a company? Well, I can have momentum. Listen to Hundreds of conversations and tell me based on that week for a given segment, mid market enterprise doesn't matter. What are customers telling us are their problems? How good are my reps at actually soliciting those problems out of a, out of a customer? How good are we at developing champions? Are we finding people who are raising their hands? Are those people who are raising their hands the right title? Just because someone raises their hand, are they actually going to champion for you? Do they have the influence to be able to do so? What are the compelling events we're finding? So if I want to understand my early stage pipeline, all of this gets written up and sent to me directly once a week ahead of my pipeline review. Call now. Late stage. I care about different things. Maybe I care about how easy is it for us to access an economic buyer. What are the risks we're seeing pop up as we get into post pilot towards, you know, finalizing paperwork? What are we seeing as the key themes? I can get this delivered to myself every single week as a sales leader, getting the exact detail that I care about behind the scenes. Like with everything in momentum, it's custom. This isn't an out of the box experience where we tell you the things you have to care about. If your industry, the focus is early stage and making sure there's no drop off between stage one and stage two, we can make sure that we highlight the right detail there. Let's say I'm a product leader. Let's say I'm faced with the ask of building two integrations and I only have the team to build one. What I can do is I can use momentum to actually go back historically. Look at the last, let's call it three quarters of opportunities and actually look at through the lens of opportunity size. Right? So tell me, in the last, I don't know, nine months, how many times has integration one or integration two been a blocker? So ourselves internally, this was a big debate. We had long been an ecosystem builder inside of Slack and Salesforce and we wanted to understand what were the implications behind expanding into Microsoft Teams or HubSpot. And so what we did was we looked back nine months and we said, tell me for the last 400 deals that my team's worked, which of these were eventually blocked? Because we didn't support Microsoft Teams and we didn't support HubSpot, we found some key themes. Even though there were only 125 deals where Microsoft Teams was a major blocker, that is completely nix the deal, can't get it done without this integration. Whereas HubSpot we had significantly more, 10 more deals. We actually noticed that the pipeline amount behind these was way off momentum, saying hey, I know that if you looked at it on paper it looks like HubSpot 135 where there are major blockers and another 30 as minor blockers. But actually if you look at the total pipeline amount behind these deals, you can actually see Microsoft Teams because of its nature of being more upmarket than slack. This is the clear no brainer direction for us to go as a company and getting clear market support as to why, getting quotes, getting a clear understanding of why this might be the case. Momentum is able to deep dive all of this context, give you all the rich detail because it's being shared in your conversations. All of this is being captured through Momentum because we're able to look at an accurate representation of what's happening in the field and bring the right altitude, the right detail. Whether you're a sales leader, whether you're a product leader, we capture this detail and we send it where it needs to go. Now I'm going to transition one more time and showcase one last thing, one level even above this. Summarize, let's call it 100 calls or 1,000 calls that might have taken place in the last quarter. We want to be able to have Momentums AI think on our behalf how to solve a complex problem. What we typically see is that most go to market orgs have six or seven high order problems their leadership cares about that they may or may not be able to solve for effectively. Think of product gaps, think of competitors, what are we hearing in the field about our competitors, why are we winning deals, why are we losing deals, why are we dropping off at XYZ stage of our opportunity, how are we at qualifying opportunities and how are we at discovery? Those seven or eight problems tend to be faced by just about every go to market organization. What we're using to solve for this is deep research. So one of the things that Momentum is releasing this month is called deep research. Think about being able to give a problem statement that is help me understand a detailed drop off analysis. Look at the previous stage and the closed loss opportunities and look back at 3000 records and help me understand why we're losing deals at that point. Momentum is going to deploy a swarm. It's going to go through and it's going to mine each opportunity for the right details, it's going to collect the right fields, it's going to do some deep thinking about okay well find the feature gap that tends to Be the biggest blocker, find the points of qualification that we're actually failing on. Go through all of this different detail to help me arrive at a simple problem statement. Right, why are we winning deals? Why are we losing deals? Why are we dropping off at this stage? And in the end you're going to get some overarching insights. So I'm asking Deep Research to perform a similar analysis to what I was just showing in Slack. Hey, tell me, every single time Snowflake and Zendesk have come up as blockers and deals, let's find which is more important to prioritize a full rollout as we look to beta both of these and it's going to look through all the conversational detail and it's going to pull in. Okay, how much pipeline is behind this information? What's the landscape? What's the dollar exposure to each of these? Are our competitors supporting that we're not? And how many deals have we lost to those? Think about a very similar breakdown being done for qualification. How good are we at qualifying? How poor are we at qualifying? What are we missing? Right, what can I train my team on now? Behind all of this momentum is building a data set. At its core. We're an infrastructure company, we're building data. So if I export to CSV, what I'm going to get behind the scenes is a breakdown. Hey, give me every single opportunity that we've worked in the last year. Score this budget authority timeline, pulling data about the opportunity amount. Give an overarching qualification. Do we need coaching on this opportunity? Does this rep need help? I've got a thousand records of data that I've just collected through this thought process of Deep research. Think of this as a CRO agent that's going to help me go through and actually determine what are my problems in my business. Who needs help? Where do I need to send help? What are the overarching themes? You know, think about being able to get. It's marked out here for demo purposes, but, you know, why do we think there needs to be coaching here? Give me an overarching analysis of the qualification. So think about getting an analysis from 4000 opportunities from your frontline manager about how band was adhered to in a given qualification process. There's no way but using Momentum, we're able to get to this kind of data and that's the overarching theme of, of the tool and what you can get to when you're using momentum as your AI infrastructure.

Jordan, what does the onboarding process look like and how long does it take until you get measurable ROI for momentum?

Fantastic question. We've actually developed a maturity model that helps us monitor that process. Like I said, some things customers are coming in and we've been working on for five years with them, like Medic or Spice or Challenger come out of the message adoption, those types of data capture, send info into Slack, get the right information in front of my right team members, we're looking at about a month to get truly deployed. Now the actual integration and connection points, you know my call recording salesforce slacker teams, that's one session takes 20 minutes. If all the admins in the room, so technical, very, very quick, actual business value. We're talking two weeks to a month. By three months, we want to claim victory on some major initiatives for you and the team.

What percentage of users are active daily after 90 days?

That's a great question. One of the things that's hard to measure when you really build a product as infrastructure is what's delivering value and what's not. Because we're not a pane of glass that we are asking teams to log into. A lot of this information is just flowing into your inbox. So very difficult question to ask. We do hear that just from surveys that we've done. Something like 40 to 50% of are using Momentum day in, day out as part of their preparing for conversations or summarizing conversations after the fact. But one of the things about infrastructure is we actually try to flip that paradigm on its head where we necessarily don't want you to enable your reps to go log in every day and feel like you're constantly fighting an uphill battle of enabling. We just get the data in the right place at the right time. And that always tends to be useful whenever you need to reference or whenever you need to action it.

So how does Momentum IO differ from Clary Wagong when it comes to workflow automation?

Great question. What we typically see is that about 50 to 60% of our customers are using us on top of a Gong or Clary and the rest are actually using us in place of. We tend to not take a walled garden approach, whereas Gong and Clary tend to be more focused on come into our platform, go through this click path, come ask about your deal here. What we tend to do is the opposite. Wherever you're working, wherever your reps are spending their time, get information in front of them that's useful to them, not more, not less. And so what we tend to focus on is just getting the data flow up and running. What we do tend to see is that if you do start with us on top of a gong or Clary, there's often a pathway to, oh my gosh, I don't need to go and log into a platform anymore to go watch the video. I just get the information sent my way that's relevant. The snippet from the conversation that I go into the platform to retrieve just gets sent to me. Then these video library platforms tend to become a bit, a bit dated at that point.

So are there system alerts, if I understand this correctly, that flow to the manager if a deal is in jeopardy or if a salesperson needs help?

Yeah, absolutely correct. So one of the more common uses of the video snippet technology we were talking about earlier smart clips is forecast risks. So if it's end of quarter for you and someone's said they're going to sign by October 31st and on October 29th you get on a call and they tell you, my procurement specialist is actually at Disney World for the next two weeks. That's going to flash to the manager. That's going to flash if it's a big enough deal, all the way up to the croft. Getting the right details sent to the right place is a big out of the platform.

Jordan, explain the AI how the AI system works for deal intelligence or follow up suggestion, how do you train that so it doesn't hallucinate, it doesn't import dirty data, so it gives clear instructions.

Yeah, I love this question. So this comes back to the start of the talk. Think about Momentum's infrastructure as being go to market focused. The 30 seconds of it is that because we are go to market focus, we can train the AI specifically on a more dense data set. So instead of just getting a transcript and saying, hey, here's your transcript, go write me an email from this transcript that follows up. I actually feed it in a lot of data behind the scenes. Hey, here's what their objections were. Here's a document you could send as part of that. Objection, objection handling or hey, they said here's the time that they would like to reconvene. Here's a couple of dates that would be suggested based on this conversation. So because we're specialists, we're able to focus the AI on the infrastructure layer to be fed from more dense, a more dense data set.

Awesome. So final question. Can you share a quick story from an SMP application from an SMB company that used Momentum?

Yeah, yeah. Some of the I've got two kind of go to here. One of them is one of them is Enterprise. One of them is SMB. On the Enterprise side, the Zscaler says we save them between three to 10 hours of manual admin per rep per week. That's three deployed across 3,000. On the SMB side, we've heard very similar stories from customers. I want to say there's something around 50 reps. Once you get above, let's call it 10 to 20 reps, you're in the sweet spot for us where it doesn't really matter how high you scale the system because of how we're built, you're looking at about the same amount of admin save something between two to five, sometimes as high as 10 hours a week. No following up, no putting information to the system, no pipeline review calls that are ad hoc from your sales manager. All of that gets taken off the board because you have visibility. A manager gets the information they need. The reps don't have to actually put in this information in order to get visibility to their higher ups. All of this tends to be sitting around 2 to 5 hours of admin per week. And then there's the stories of closed loss. Analysis and product overview tend to be harder to capture an roi, but usually are more powerful even than just an ROI figure.

And the managers dropped a link on how to get in touch with Jordan on LinkedIn and also go and visit Momentum A IO. Sorry, I'm always tempted to say AI. It's IO.

Yeah, it's the default these days.

Right. And also we have a sponsor booth. So in the, in the break, we have a seven minute break. Head over to the sponsor booth, to the Momentum IO sponsor booth and check it out. It is a phenomenal solution and I apologize that Jonathan Crawford who was booked to speak together with Jordan, he was recruited to do a keynote at the same time somewhere else. So totally understandable. Thank you, Jordan. You did a great job.

Appreciate it. Thanks for having us.

Thank you.

Take care.