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Recorded Future Recovers $4M Using Vivun Intel


Toby Penn, VP of Presales at Recorded Future, believes that the most powerful way to raise the strategic profile of his team is to help shape the product roadmap with intelligence captured by his team in the field. But no existing tools—Salesforce, Asana, Excel—have the effect of delivering product insights with hard data. “Generally we couldn’t quantify the customer feedback we get with real numbers.” Toby wanted to look not just at metrics and activities, but at business outcomes and understand “What it takes to win.” He stated, “It doesn’t work to simply use flat ratios to justify asking for headcount—you need the real data. As a Presales leader, I need to know exactly what my team should be doing to win more deals.” In addition, he sought a data-driven way to enter into the conversation around the sales forecast, and ensure that his team had a voice. “Sales can sometimes fall victim to ‘happy ears’—you want a repeatable, credible way to enter into that conversation with the Presales perspective.”


Toby's team built a positive feedback loop between product and the field as a result of customer/prospect intelligence captured by Vivun leading to significantly increased revenue. “We’re currently working on a product enhancement that will impact 67 existing customers and potentially unlock $13M in revenue.” Another important feature is Deal Revival, which alerts Toby’s team when a deal is ready to be sold into again based on newly released features. In regards to forecasting, the Vivun Hero Score is used to balance out the “sales heavy” point-of-view used by the CRO; Vivun and Clari are used side-by-side in forecasting sessions to determine if both Sales and Presales are aligned. And finally, metrics and activities are now captured and tied to specific business outcomes. “With Vivun, we’re able to know the time, the actions, and the costs that lead to business outcomes. We’re able to manage entire Presales funnel from this perspective across a rapidly scaling team.”


A product gap highlighted by Vivun allowed the team to uncover $4 million in revenue which would have been overlooked if the platform hadn't been in play. “Product closed the gap, we went back into those deals, and we took the money down." Toby stated, “Vivun is about providing the right metrics back to the organization regarding the business of running Presales. Across all strategic dimensions—Forecasting, Product Interlock, and Visibility/Metrics—Vivun is showing and justifying the value of what my team is doing.”