Transcript

[00:00:00] Mike Rizzo: Hey, Derek, thank you so much for joining us for what we fondly refer to as the no-bullshit demo and, giving us a chance to look at Openprise. I am really excited to take a look at your product. I know we’ve been talking a bit over the last couple of weeks and I appreciate as well as our audience appreciates that you actually took the time to go through the questions that we actually lay out for you.

And so I’m excited to go through those. But,Derek, if you can, just quickly introduce yourself to the audience and then maybe we can get into this. 

[00:00:35] Derek Fung: Yeah, absolutely. Mike and, thanks for having me on here as well. It’s nice to meet everyone. So my name is Derek. And, I am the head of solutions and partnerships over here at Openprise, which is a bit of a blanket,job description, I guess I do quite a few things around here.

in addition to running partnerships and relationships with our various different, integration partners, I manage, the part of the sales team over here that handles debit. And also have a [00:01:00] hand occasionally on the design of our product with the product management team as well. So multiple hats over here at Openprise, they keep me busy.

[00:01:06] Mike Rizzo: I love it. Yep. 

I am very familiar with wearing multiple hats though. Everybody sees me in my MO Pros 

cap every time I’m on a video call, so it looks like I’m always wearing the same one combination head. Yeah, exactly. 

cool. Let’s get into it. let’s talk a little bit about the product. What does Openprise do and why does it do.

[00:01:23] Derek Fung: All right. Sounds good. So with that, I’m going to use a couple of visuals just to paint that picture, And the way to think about Openprise, what does it do? Is it acts as a way to,essentially establish ties and make life easier for. A couple of core, a couple of core teams, and that is the folks on the sales ops, marketing ops and biz ops side of things.

So as you can see from here, we have built a platform that is able to fairly seamlessly integrate a lot of the different, data processing and other business functions between what we consider three core [00:02:00] pillars, in their environment, namely the. Usually the purview of the sales ops team,an engagement platform of some sort like a marketing automation platform, and, possibly a data warehouse where a lot of the data is either archived or stored, after being aggregated from different places.

[00:02:16] Derek Fung: So the general idea is we run into a lot of teams where over the years they’ve built,various different integrations across these different, services. But what they ended up doing was rather than having a single unified path between these three systems and other systems, they built lots and lots of various, individual back inside roads just to make everything work.

What we’ve done is help make their lives simpler by providing a common space, a common way to, for the data to be processed a single automation industry. A single place for their processes to actually run, to be done in a way that doesn’t require a lot of development effort. So it’s done in a no-code way, and allows changes you made, fairly [00:03:00] quickly, again, without weeks and weeks of preparation.

done in a no-code way done, especially with agility in mind, in a way that makes really just life simple for our prospects. That sounds like 

[00:03:12] Mike Rizzo: a dream come true. So I’m particularly excited. All right. so tell us a little bit about how a marketing operations professional, might actually utilize your product.

Are there some examples you could provide 

[00:03:26] Derek Fung: Yeah. So let’s talk a little bit about that. So I’m going to focus again, like on those three areas that we were talking about earlier, right? Simplicity, speed. And. a couple of things that, we add a lot of value add, first let’s talk a bit about simplicity.

The idea is that, again, for those teams out there that have had experience trying to essentially duct tape and connect various different systems together,Maybe after a year or two, they start to realize that it’s, buying essentially more and more individual point solutions in order to make everything work, to build up their [00:04:00] stack is not necessarily the best way to go.

And over the years we’ve had customers where, they’ve attempted various different, ways to like making their stack work from, Let’s say having it or development team,provide code in order to connect up their CRM to their marketing automation system, to their data warehouse, or to, for example, a work with a, one of the older legacy, let’s say,middleware providers in order to connect the various different systems either way, we’ve run into a lot of customers where their experiences, they’re just trading one kind of complexity for it.

[00:04:31] Derek Fung: And we aim to eliminate. our goal is to like, make sure that Shannon’s connecting the various different systems together for the sales ops teams and marketing ops teams. Really just rev ops overall in general is as simple of an experience as it can be right after all of these are folks who are paid in order to like, make sure the sales and marketing teams run very well not to get under the covers and fix the plumbing on a regular basis.

So we make that plumbing simple, so they don’t have to really worry and think about it. The other thing that we do [00:05:00] is we design a platform not only to connect various different systems together very soon. But then to also have like additional layer of, processing on it so that they can run it at speed.

We had a system that’s designed to scale up into the millions of records or even tens of millions in some circumstances. so that whether or not you just starting out with just a couple of hundred thousand records or whether you have a fairly sizable data set with a couple of million records, it works the same at Openprise.

It works. and this ties in with the scale, right? It’s not just the scale of the data, but the scale of the actual business processes that go with it as well. So we can start out with like fairly simple, processes that we have available. You can pull right off the shelf, whether it be, let’s say cleansing the duplication segmentation, normalization all the way up to like functions such as.

events, forms of attribution or a territory management, we can handle all of those things in a single platform. So as your organization grows or your needs grow, the platform can scale right up with. 

[00:05:57] Mike Rizzo: Interesting. Okay. and so you’re [00:06:00] talking about, multiple types of,capabilities, right?

So distribution of leads,maybe even Like segmenting data and those kinds of things, would love to see an example of what that might look like, from like kind of a 

[00:06:13] Derek Fung: flow. Sure, absolutely. And to illustrate that a little bit more deeply, what I’m gonna do is,run you through a couple of scenarios before we actually get into the demo itself.

Okay, cool. And so what I’m showing you here is,a sort of let’s start with a high-level example of what some of the things,like users can do using Openprise. So the general idea. That,somebody on the rev ops team or sales and marketing ops, will have access to different kinds of data sets that they work with on a regular basis.

For example, we could be using leads, contacts, and accounts, right? Everyone’s easy first favorites. but we also work with a number of other objects as well. from here, the idea is that Openprise has the ability to, as I mentioned before, ingest a lot of these records into our platform.

Which is not a plugin, [00:07:00] by the way, it is like a platform that is more standalone, and then processes. So the, no matter what the record is, no matter where it came from and what state or what format, it always goes through a layer of data, hygiene or data cleansing. we see this as a fairly foundational step, having data in a cleaner state then empowers, the automation engine to then do a number of other things more effectively as well.

So you heard me mention some of these earlier. We also have the ability to like de-dupe records either within a single list or a table or object type, but then we also have the ability to mix and match as well. And this is one of our core strengths is that as we’re pulling in different kinds of object types or records, from different locations, different formats, we can unify them together, even if they’re not the same object type, even if they’re not of the same, data.

So now at this point, what you have is a system that’s taken many disparate sources, gotten the data more cleansed, more normalized. it’s a more fully unified as well, more de-duped [00:08:00] before you then do other additional functions such as attempt to like actually match your, your leads or contact records to various different accounts.

And then you can move on to other functions such as go ahead and let’s say further segment them into the event that you actually want to match them against your ICP, for example. and then eventually maybe push it back out to repository that you actually consider a system of record, if that’s what you so choose to do.

What I’m showing you, Mike is, this is more a higher level version of it. But this is actually not, I guess with a lot of our customers, we actually see scenarios that look a little bit more like this, right? So as you can see, this is obviously not your simplistic single flow through kind of a model.

and I’m sure like, a lot of the folks watching this can absolutely resonate with this. this is a scenario where on the marketing. They are working with contents indication providers, or, let’s say various different webinar partners. It folks who like handle conferences to manage multiple lists on a regular basis, It could be done [00:09:00] by some kind of a file sharing service, or those folks could be like, submitting those lists directly through self-service portal that Openprise offers up. it could be form fills Cummings coming in from various different technologies. at the same time.

there could be changes being made on the marketing automation system, such as like a Marquetto could be part or Eloqua or other systems as well, HubSpot. and also there are changes constantly being made on Salesforce. So the whole point is like there’s a lot of different things going on in one’s ecosystem.

Openprise essentially has the ability to, as I mentioned earlier, make things simple by bringing it all in through our connectors, regardless of where they came from, pull all of that data. Into Openprise, essentially go through a cleansing process for all of them, go through an additional enrichment layer as necessary, through a number of our,our data provider.

before we then go through like really a more sophisticated version of what I showed you a little bit earlier, right? First unifying, records individually in a list or a data source, then unifying between data sources before you then say, match against what you have in Marquetto match that [00:10:00] against what you have inside Salesforce match that against what you have.

for example, as accounts inside your existing system of. Or across multiple sales forces. If you happen to have multiple Salesforce instances running at the same time, it’s all the same to Openprise. We also have the ability to match a council opportunities, accounts, to accounts, really any kind of an object to any other kind of any other object.

[00:10:20] Derek Fung: We have the ability to make those associations with. So it doesn’t matter if you’re, your linkages or let’s say a one-step jump between the lead and the contact or five step jump across multiple object types. Openprise can still. That’s incredible. And as I mentioned, other functions such as segmentation and lead routing the territory management as well.

that’s 

[00:10:40] Mike Rizzo: incredible. I, I really liked this idea of especially that, that previous slide where you were sharing a bit about, like you have all these disparate entry points, And it’s going to inevitably need to be matched at a different part of the.

Of the pipeline, so to speak in terms of segmenting and enriching, and then you’re still having a [00:11:00] trickle through the rest of it. this is, and then at the end of it, like you could still push it all back into, into your systems of record Salesforce, Marketo or reports, or what have you.

That’s right. That’s 

[00:11:10] Derek Fung: right. Mike, that’s important. And one of the key takeaways here is that we designed this as a single platform. On purpose. we have a lot of customers that have essentially been conditioned to think of various different functionalities as being a specific purview of one technology or one vendor.

and for a lot of them that works just fine. But then what happens is I mentioned earlier is over time, they start to realizing, they have to manage multiple relationships. And if there happens to be some like, say. Data disconnect between different systems. They still have to be the plumber themselves, put on that plumbers, hat and go and fix the connections between various different systems or go running to it to ask them for help on this.

And the whole point with this kind of a process is we built a platform that initially wasn’t meant to be a single purpose tool. It was meant to be able to be very flexible and do lots of things. And then we built a lot of the business knowledge and the [00:12:00] layers and the templates on top of it, which means that as you can see.

we have the ability to do a lot of things that previously people would have thought of as like single siloed functions where you have,possibly let’s say a vendor that only handles deduplication the vendor that only handles data hygiene. We don’t see these. Separate tools for separate functions.

[00:12:19] Derek Fung: We see all of these things as like different tasks that one really needs to do in order to accomplish a greater function. Ithat’s how the marketing and sales teams think about it. So it only stands to reason that the technology providers also match their understanding as well. 

[00:12:33] Mike Rizzo: That’s awesome. Well,thanks for throwing out. The diagram would love to take a look at the,product. 

[00:12:39] Derek Fung: Oh, one more over here. Sorry about that. anyway, really, just to reinforce your, obviously this is a, quite a few bullet points, just a number of the different things that we can actually do using the Openprise platform.

And then with that, Mike, I will then move on and discuss some of those things in the actual demo.

[00:12:58] Mike Rizzo: Cool. Let’s take a look.[00:13:00] 

[00:13:00] Derek Fung: So what we’re looking at here, are one of the apps that exist on the Openprise app factory interface. This is the interface that business users will see the most frequently. This happens to be what we call the list, loading app inside Openprise. And this is a way for business users and partners, to be able to very quickly load files.

Of any format, any source directly inside Openprise without having to rely on other sources, such as, an external data source, such as a file share a relational database or your CRM, all of those options are available. However, this is a much more direct way of doing. So, this is a contrast to maybe the way that a lot of users are doing already.

For example, if you have an existing marketing automation platform, such as a Marquetto users are probably familiar with having to directly load those things in themselves, oftentimes as a result of having received [00:14:00] files from partners, either through like a file share possibly through an email, and this is a direct way of being able to do it without having to.

Receive files over email and upload them directly. You can of course, receive it through email and do it that way. If you want to. However, the idea for this is for partners, content, syndication, providers, so on and so forth, a self-service portal through which they only see this low loading app, and nothing else inside Openprise through which they can then load in files directly.

Hence delegating a lot of that responsibility off to the, the folks who actually know the best, namely, the people who actually provided the file to. So within this app, as you can see, we have a couple of panels, one for uploading. Want to provide a list of different files that have been loaded in the past, as well as the status as to what happens to that file.

After it was processed, notice that inside Openprise, we have the ability to detect the state of those files and do a number of preliminary checks so that we actually know whether or [00:15:00] not the file passes muster and whether or not it is either rejected or partially rejected for different re criteria that you specify.

So what I’m going to do now is go ahead. And load in a particular file. So from there, I can either have brought up like a file Explorer where I can just drag the file directly in myself. This brings up the attribute mapping window. We already have an understanding is that open prize of what a standard source looks like.

This can also be customized according to how you need it. However, overprice also has the ability to provide an automat functionality. You don’t want to have to manually assign every single value field, mapping yourself, go ahead and click auto map. It attempts to map the fields as it can. And whenever it does that, you can go ahead and click load with mapping and off you go.

We’ve now entered a new file directly into the Openprise system. Again, imagine in a production [00:16:00] environment what’s happening is not that users necessarily have to enter them all themselves. It is that. You have provided a number of self-service windows so that your partners are doing this on their own this way.

There isn’t a, there isn’t one, a lot of work done by your team in order to manually process somebody else’s file and to if there’s ever any conversation or dispute as the quality of the file or which fields should be used. There’s really not a lot of gray area or anything to debate because. Openprise already has a standard by which they’re actually accepting these files.

It is either accepted or rejected. It’s pretty clear what happens to the file. So then what happens after this file is actually be injusted Openprise has another series of apps whereby. We, show the results of the actual processing. Now inside the Bolton price engine, as I’ve mentioned a little bit earlier, we’re doing a number of other things such as the cleansing, the deduplication segmentation, and normalization of the data within those files.

And as a result, we’re [00:17:00] able to present an ad analytics. at multiple levels of what the file and other files like it actually look like when you break them down. So let me start actually with some of the more basic criteria. So for example, just through having accepted. And gone through, some basic cleansing.

We have the ability to show you out in that list. How many emails were actually cleansed? How many of the leads were accepted versus actually disqualified based again on criteria that you specify how much normalization was actually done. And after you’ve done the normalization, what does the breakdown look like?

What in fact are like the top countries that are represented by the leads inside that file. So that’s a lower level of cleansing and analysis on just that, the rows themselves, however, As you saw a little bit earlier, we also have the ability to then further segment some of those records so that we can first do things like normalized by job function, sub function or level.

So that anything as simple as like a flat text of a job title [00:18:00] can be broken down so that we actually understand whether or not they belong to management sales, education, Sona. So. Even if they didn’t explicitly specify those criteria in the first place, just the job title. Um, we also have the ability to figure out from there, how old that contact is based on the actual creation date.

We can contrast that by, the age of that against what’s actually inside the CRM or the marketing automation platform and give you an understanding of whether or not that time. Is updated or brand new, if it is updated, how old is eye contact? Is it beyond two years? Because for a lot of folks maybe be on two years, you may not want to keep that record anymore.

We can track that kind of logic for you. We also have the ability to take a number of the different learnings. We now have. Remember, we’ve normalized that this. De-dupe and segmented now. Well, after you’ve got that level of segmentation, you can then apply it against some higher order of a buyer persona matrix so that we can break down whether or not an [00:19:00] individual serves a role as a decision-maker technical evaluator or some other role inside of matrix that you guys define as well.

So you can see Openprises able to build on a number of successive functions, starting from a very low level, just get the data cleanse and in a better state kind of a function all the way up to a higher order, where exactly does this fit in our overall ICP? You know, what is the persona of this buyer?

What is the role that they play overall in an account? So once you get to that point, you can then. See how this data becomes a much more useful for even more advanced functions. So after all, if you’re thinking about doing, say lead routing or more advanced territory management, you can’t really do that unless the records are properly cleanse YouTube and apply to certain kinds of.

Right. Um, also, if you’re thinking about attribution on the marketing side, it’s also important to make sure that your records are properly deduped you are not double [00:20:00] counting or triple counting your contacts in any way. It is also important to make sure that you. When, you know, the records actually came into your system, obviously for attribution, that is always like a hot topic of conversation.

And being able to figure out which contacts are actually recently updated versus ones that were loaded a very long time ago. And being able to clarify some of those as well as to like, have it properly normalized and segment. Directly impacts the kinds of results you get from your attribution efforts.

So Openprise serves all of those functions. We can do the attribution as well as the lead routing, but we also are able to do a lot of the earlier functions so that we’re building up that foundation from those initial, data cleansing processes all the way up to the more advanced attribution and lead round and considerations.

So that’s what I wanted to show, for the purposes of this. And then we will move on to other questions.

Thanks for that demo. [00:21:00] And, would love to just get a sense of who your core customers and who you help, what your general kind of size of your customer audiences. so thank 

you. Yeah, it looks absolutely happy to speak to that. We focus on companies that, are on the medium to large enterprise size.

So we’re talking like mid-market and up. And the general idea is like we’re talking to the folks who obviously, are savvy enough and have had enough experience to really need, a CRM or marketing automation platform. So obviously they’re savvy enough to have that size of a data set and that sophisticated of a number of business processes, but at the same time, are not so large that they necessarily have a fully dedicated it department that can absolutely coat up every single project for them, or maybe they don’t wish to write.

Maybe they wish to take back a little bit of that control and be able to do some of these sophisticated business processes without, again, having to ask the development team for help every, since. a couple of the examples you can see here,we,we work with,quite a few names you may have heard of such as like Octa [00:22:00] Vantif, eight by eight, so on and so forth.

we deal with a lot of the issues that as I mentioned,the, your average marketing ops team and sales ops team thinks about quite a bit, At a very top level, you can think of it. This. the marketing side of the marketing ops side of the house, generally we have a lot of conversations with them about things related to attribution or being able to like, generate the right kinds of statistics so they can provide the right reports all the way up to the CMO and beyond.

[00:22:28] Derek Fung: Okay. that makes sense. And that data is often not all in one place. It’s not always organized in the same place. We have the technology and the expertise to really help them out there. correspondingly on the sales. they also have some of those concerns. Now, one of the, more common topics that we have is really about territory management, right?

Which includes lead routing or any really any kind of routing, but also concerns related to whether or not after you’ve actually done the routing is the routing actually, right? What is the right balance of territories and how do you go about figuring that out? So that becomes a little bit more of like a [00:23:00] gathering the data and doing the analysis on top of actually making sure that the engine is actually.

And routing the routing, the leads and contacts to the right place kind of thing. So again, of course, we run into a lot of these days, teams that are combined. which is great. so we also serve rev ops. So things related to attribution, for example, are no longer just about, what campaigns are the most effective, but really more about what are the parts of a buyer’s journey?

That a buyer goes through both through the marketing influence campaigns, as well as the interactions with the sales team that generate the best results and lead to the fastest and biggest conversions. So that becomes like an entire rev ops front to back a consideration. and because we’re able to unify data, not just from Salesforce,also any kind of like a market marketing system or other CRNG data warehouses, we can bring in all that data together in a single.

[00:23:50] Derek Fung: So that’s the idea of rev ops anyway, To have a unified decision making team. So we’re providing a unified view of what the data actually is in order to serve that team. and I’ve [00:24:00] already alluded to point number three, generally where we become like the most relevant is where they have an existing CRM or automation platform in place on the marketing side.

That makes sense. thank you for that. And then, so we often ask about the types of integrations that are most frequently used. we’ve seen a few, like we can already tell you’re pulling in from possibly Zendesk. And obviously we talked a little bit about Marketo and Salesforce, but we’d love to know, like generally what your kind of top kind of frequently used integrations 

are absolutely glad you asked.

as you might have guessed, for us to claim that our platform is something that is simple to use and is able to connect up a lot of different systems very quickly. We have to have a lot of those connectors actually in place. So you can see what some of these are. obviously in the marketing and sales automation side,a lot of the usual suspects that you might expect.

Marquetto part out, of course,HubSpot as well as Oracle Eloqua, on the sales side, of course, Oracle sales cloud,and Salesforce sales cloud, of course, Microsoft dynamics 365 as well as fresh works. we [00:25:00] have a number of different file sharing, services that we also worked very actively with.

That includes box Dropbox, Google drive. So on and so forth. I won’t read off all of them on from this slide. You can see them for yourself. we also support of course, all forms of F FTP. SFTP, FTPs all of those different technologies as well. So the whole idea is between it doesn’t matter where your files are actually stored.

[00:25:20] Derek Fung: We still have the ability to,pull in, from a file sharing location as well. and as I mentioned, we also have the ability to provide a self service portal. So rather than you asking for a partner of yours to let’s say, drop a file off and say, I’m going to have a file sharing service.

Maybe they don’t have one, Openprise itself can offer a portal for them to actually self-serve and upload it directly in Openprise themselves. Interesting. And then of course, I was mentioning data warehouses, that’s the third leg of this, of the stool. So as you can see, like we, we support like a wide variety of various different, data warehouse technologies over here as well.

and did I did mention. enrichment services, briefly. And this is just an example of the data providers that we actually [00:26:00] work with. Some of the ones you probably know pretty well, dun and Bradstreet, ZoomInfo Clearbit a number of these other providers as well, bureau Vandyke for the European market.

but then we also work with a number of other providers that may be not as well known, but are still very active. In specific circumstances where like they really shine. for example, like cognizant has also very strong over in Europe. we also work with other services such as right.

[00:26:21] Derek Fung: Verify in order to do email verification, there are different providers that have very strong areas of specialty. So we work with them in order to like, make sure that the, the customer has access to to the right. 

[00:26:32] Mike Rizzo: That’s fantastic. Yeah. I think tools like NeverBounce and those types of platforms are incredibly beneficial and it’s nice to see that you have so many integrations with these different data services riders, and then, there’s four legged stool.

I felt like when you pulled this slide up, I needed to do the, what is it? The MRL thing. I am like the president, So this is 

[00:26:53] Derek Fung: awesome. We can CG that and afterwards we 

[00:26:56] Mike Rizzo: totally can. and so for the average [00:27:00] time to completion,when we’re thinking about implementing a platform like Openprise, what would you say is the average time there?

[00:27:07] Derek Fung: Oh, So let’s talk about that. This is actually a very interesting point. And I’d like to unpack that a little bit. we have a lot of customers that ask us, how long does it take to actually get stood up? And the short answer is it can be very quick because we’re able to take different functions and, make those available in more of an iterative.

as you can see here, what I’m showing you is a really, just an example of one of the common packages that we actually offer. This one happens to be related to attribution. We have other packages as well with slightly varying different times, but the idea is the same that, we break it up so that,in the, in this particular example, let’s go with this one.

we’re able to like, work with the customer, in order to understand like, what are their business levels? Which generally takes, roughly week, depending on the general level of interaction with customer. there are a number of other things that we also do such as additional, design and configuration, that also takes like a number of different [00:28:00] weeks as well.

before we go through a dev test and deployment phase with the customer, and then we actually train and sort of fine tune and optimize as well. So as you can see, you add all of these. it’s a matter of a couple of weeks in order to get things stood up. That being said, the important part is this, remember we are a platform where have lots of different functions.

[00:28:16] Derek Fung: It’s not all or nothing. We have a number of customers that choose to start out by building, just making sure their hygiene is right, getting that refined until they get to the proper state. Then they moved to the duplication. Then they moved to segmentation. We have number of customers where they have.

a number of other, systems or services already in place. That’s fine. You get to certain level and we will start using that service before it comes back to Openprise. And all of this is to say, we have the ability to break it up. Therefore it’s not like you’re waiting weeks and weeks of, with nothing to show for it before the product is able to deliver.

[00:28:49] Derek Fung: Essentially the minute we’re able to do, even let’s say like a data hygiene process where we’re just cleansing your records, we can immediately show value. And that’s just a matter of like just a, a short number of weeks before we do that, run that through [00:29:00] by with the customer, make sure that they understand exactly how that’s going.

If they’re not already doing it themselves. And if there’s any kind of say additional adjustments that they wish to make. Yeah. That’s about right. But the way we do deduplication is more sophisticated in that. Can you tweak it a certain way or I’d like to tweak it a certain way. We give. Now our customer has the freedom to like essentially find you and as they go.

So rather than going from, let’s say. Mile one to mile 50 by driving a car in a straight line and never looking ahead. The idea is you always have an understanding of where you are and we’re working with you on a regular basis to make sure that as you’re going there, if there are adjustments that needs to be made, because you learn more things about your data, we can adjust with you.

I love 

[00:29:40] Mike Rizzo: that it’s a stair-step approach to having, a successful MarTech sales, tech rev ops stack. And,that’s fantastic. Which of course, I think any marketing operations, professional or rev ops pro out there would be thinking, all right, how does that work? Obviously your pricing tiers must allow for me to have [00:30:00] some kind of flexibility in being able to adopt more products, as I go.

And our very next question in any of our no-bullshit demos is, what is your pricing model, and shows that work, 

[00:30:10] Derek Fung: right? So the way our pricing model works right now is, Is actually done by tiers. some of the folks that have actually worked with marketing automation platforms in the past, probably seen as a model as well.

So the way we think about it is rather than pricing by specific, functionalities or modules, users who use Openprise, essentially get access to a lot of that functionality from the get-go. and we’ll break it out in chunks of, let’s say 250,000. 250,000 records at a time, right?

So the general idea is as you, you can start out with a particular tier as you start moving up into higher choose because you, on average are using more records than, we can always do a trip at the end of the period and have a conversation about what is the actual next tier going up.

Got it. Okay. So we also do have, as you can see. various different packages, which are like a lower cost of the [00:31:00] actual,platform to your price. And it’d be general ideas like in these kinds of scenarios, these are designed to, get you started very quickly. and if in the event that you don’t necessarily want to price specifically, or rather you don’t need access to every single functionality within, the Openprise platform, you can not for a slightly lower cost package that focuses just on attribution or just on territory.

[00:31:22] Mike Rizzo: Got it. Okay. Very good. all So what are we talking about in terms of, who’s really needed to get through implementation? are we talking about, internal, folks, who, who do I have to get into? 

So a couple of answers. There you go. I’m going to just yeah.

[00:31:38] Derek Fung: Some of these, answers are fairly you’ll hear me say the same things over and over, right? No code platform. You do not need development team, right? That is the. Th that’s priority. Number one, not for integration, not for building out the logic, nothing like that. The general ideal individual that we need in order to like work with Openprise is somebody who’s [00:32:00] familiar with the data.

and so they can actually understand where are these sources coming from? and somebody who is then also,has a good understanding about the actual processes as they currently are and where they would like to take. in their organization. So needless to say, you can guess this is usually the folks on the marketing ops team sales ops, or biz ops teams.

and in fact, the majority of our customers that are working with us are folks who at some point,were either very reliant on a development team, as I mentioned, or have gone between various different technologies, either way, they understand their business processes, various.

Yeah. that’s real, really all that’s needed. Somebody understands the actual situation on the ground because, as we’ve said, a couple of times, when we work with customers, if they have a way of expressing what their business processes are, they can be mapped to the same kind of automated functions inside of.

[00:32:47] Mike Rizzo: that’s fantastic. And so no coders, people who understand the business processes, do you typically need to involve any consultants or external agencies in order to have success with an Openprise? we’ve [00:33:00] seen that model a number of times with Salesforce, Where you need to figure out how to engage experts. But what about with open? 

we work with a number of consulting firms, so for those who actually. have like an existing consulting for, or are interested in doing it because they themselves don’t have honestly, the actual time to.

we can work with those providers in order to like, in order to use the platform on their behalf. Absolutely. it tends to be balanced. There are those, those, customers that we have, we also have number of customers where they have folks, as I mentioned here, somebody who’s, pretty hands-on, they’ve used Marquetto, it’s fine.

[00:33:31] Derek Fung: That it’s something that they’re comfortable with or they spend time,working inside Salesforce and they built like various different,functions in the past. and they’re just glad to be like, moving off of apex code or some kind of a workflow. and the minute they see Openprise, they realize that this is a much simpler version of that without requiring anybody to learn any kind of code.

And they just like naturally just like work right into it. And so they can do the hands-on work themselves as well. our own teams also have the ability to like, offer assistance as well, Either to provide. say regular help, On a weekly [00:34:00] basis, just check in and, teach them how overprice can be used, or through let’s say like a,direct use of our customer success teams as well.

That’s 

[00:34:06] Mike Rizzo: great. That’s awesome. And as we progress through our kind of last couple of questions that we’d like to ask,you talk about customer success and support, and so I’d love to learn a little bit more about what type of support processes are available and if they cost anything extra in order to, tap into those from Openprise.

[00:34:24] Derek Fung: Sure. Yeah. this is, obviously like related to what we were talking about a little bit earlier, right? as I’ve alluded to, in some of the things I’ve mentioned before, with Openprise, we tend not to think of this as. here’s our software now see ya and just walk away a process.

We, we tend to see this as a much deeper relationship. So included with your license is always like a designated technical account manager who is able to speak with you at a, a higher level to figure out what are the projects, initiatives that are actually going on. there is always, customer success support the directly through like email, or also like check-ins on a weekly basis as well.[00:35:00] 

Now, in terms of like actually getting started all of our customers,we’ll go through like a number of different initial setup. where, somebody can actually help with connecting up those same data sources that I was talking about, and also provide a number of different,two hour training sessions whereby they can actually learn the ins and outs of Openprise.

It shouldn’t take too long to actually do. And we have existing recipes or templates for them to work off of as well. But either way, we still made sure that there’s enough handholding that, the customer is comfortable with what the platform is actually. I already mentioned like the regular meetings with the town and also on a quarterly basis in order to make sure that we’re not just another shiny object that we’re actually moving the needle and helping them achieve their business goals.

we always highly encourage having periodic business reviews, with the customers,a combined team, so that as a whole, we understand exactly, where we’re adding value and whether there’s areas where we can help. Now, as I mentioned a little bit earlier, like in those, circumstances where the customers, they know what needs to be done and they’re perfectly comfortable like [00:36:00] implementing if they had to.

[00:36:00] Derek Fung: But honestly, they’re just so short on time that they don’t have the staff to mind to another platform. we also offer the services of, our data. Which is the idea of having somebody on the customer success team act as if they were like, part of, the sales off the marketing ops team, but that’s already fully proficient on like best practices with open grinds.

And so those individuals can provide guidance on how things should be done. do a lot of the, building up the actual processes, like using what we call jobs in box,look at the actual data itself and review it together with the customer team. look at overall roadmaps and timelines and make sure like the things that they actually want to do are done on a realistic timeline.

And that everything is pretty much a squared away, like from a housekeeping perspective. 

that’s great. It sounds like you have a plethora of ways to ensure customer success, which, is commendable to say the least, I feel like, yeah, lots of organizations don’t take that approach.

[00:36:51] Mike Rizzo: And I’m sure all of the mill pros out there will be appreciative, at least those that choose to head down the path of Openprise. 

cool. the final kind of thought or question is really just around, [00:37:00] what’s the average time that it would take for a, a Mopro or an organization to really see success, when implementing actors.

[00:37:07] Derek Fung: All right. And there’s just another slide on ’em on the data mechanic, but I will move past that. I would say. Yeah. Think of it this way. And you heard me mentioned this a little bit earlier, Mike, is that when we think about it, we think of, our processes, not as like a one and done, but rather as part of an overall maturity cycle.

again, this, part of this depends on like the actual situation on the ground, but somewhere between months, one to two and one to three. is what we call the data essentials phase. And this is where the customers start to gather their data in a single location, get it cleansed and normalized and then properly segmented.

[00:37:39] Derek Fung: So the actual setup and just getting it to run is very fast. Generally, what Openprise is able to do is make the technology problem gets solved so quickly that it immediately surfaces any kind of considerations or questions that they may have had about the actual data or the business processes themselves.

So [00:38:00] I’ll use a very simple example. We can normalize,countries across three separate data sources very quickly, We can deduce them together as well, but what’s the proper format for your,your countries, as you start to unify three different CRMs together, right?

[00:38:12] Derek Fung: Oh, maybe that hasn’t fully thought out yet. what are the right segmentation levels? What is considered an enterprise tier? We start to surface some of those questions because whereas beforehand, people didn’t really have to face it because they were just dealing with the sort of the day-to-day task of actually getting those things done.

Now we have the. or we give users the option of trying to figure out exactly what is the best way to do it. All of this is within months, one, two, and three. Now there’s some overlap here, of course, because these are not all completely cut and dry, but within months, two to 18 is what we call like a, an overall orchestration.

So as you can see, that list starts to get longer. Once you trust your data, it’s all in one place. And you’ve got the right, normalization and segmentation in place. You can do a number of other more interesting things, right? You duplication is there throughout enrichment if you need it. But then we [00:39:00] can also start looking at a unified, a set of accounts and figure out what should be the proper account hierarchy structure.

Hey, wait. Yes. We have started to notice that when we do lead routing, there are overlaps such that, you have three separate reps, say chasing the same deal because they seem like three separate companies, even though it’s part of the same account hierarchy, maybe we’re now empowered to start looking at those problems.

In order to do that, let’s talk about what we’re doing to match leads to accounts, right? Oh, let’s start fixing some of our list loading problems while we’re at it. So that they’re not just either manually loaded in or through some kind of a file share. We have the ability to like, start to surface some of these kinds of things in like the second phase.

if there are like specific, concerns regarding say a better way of handling privacy control or really to make sure that the systems in place and here too,the it department or the com or the committees data governance policies, we can start to talk about that right around this space.

[00:39:54] Derek Fung: As you can see, because there are so many different functions. A lot of it depends on what the needs are of the customer. [00:40:00] That’s why that range tends to be that wide, because it really depends on the things that they want to do. We ourselves have a number of best practices that you can guide them along if they don’t have processes in place already.

but otherwise, if they have a good sense of where they want to go, we can absolutely accommodate. Now by the time you get to, three, three quarters in your like months, nine and beyond. at this point, you’re at a place with Openprise where you’re not just worried about like basic data issues.

[00:40:27] Derek Fung: You’re not just worried about different data sets coming in that you don’t know how to handle. There’s a logic and a process. All of that. There is a general. Flow to the way account hierarchy works, let’s loading, you’ve got a data governance policy that’s actually being enforced through the technology.

we can then start to talk about some of the more higher order things that revolve around, conversations would like to,folks in the leadership team, right? What are the proper attribution numbers that we’d want to have? we were saying, we say that we’re rev ops.

[00:40:55] Derek Fung: We want to be able to look at, for example,the velocities of different phases across the sales [00:41:00] cycle, in conjunction with the marketing attribution models that we’ve had in the past. How do we go about tying those together? maybe we should really think about rebalancing, our ideal customer profiles.

These are all things that are not. Really, if you think about it, key technology problems, they’re business problems, but the whole point is Openprise essentially makes a lot of those technology considerations solved to get to the point where you now have the luxury of being able to look at some of these higher order problems and really looking at them with so with open eyes.

Totally unlocking the ability to be able to actually think about these things rather than doing some of the mundane and just just not even being able to get there. That’s 

[00:41:35] Derek Fung: right. This 

[00:41:37] Mike Rizzo: is very cool. can you just tell me real quickly? I forgive me if, if you went through it, but the bot click detection, 

[00:41:44] Derek Fung: what’s your, yeah, absolutely.

Happy to talk more about that. And so the general idea with Openprise is, remember we can pull in data from lots of different locations. One of those locations is like,the events or the activities log from whatever your system has to be that [00:42:00] tracks it. Very often. It’s like your marketing automation platform.

The idea is that if you’re on the marketing team and you’re trying to send out camp, marketing emails, we’ve run into a lot of customers in the past where they thought their campaigns were resounding success because the click rate was so high with the open rate. only to realize that what they’re in fact actually facing was some kind of a, an automated software.

On the other side, that’s protecting a particular domain. That’s essentially automatically detecting such emails, opening it up, hence triggering the actual,email open. Yeah. But the actual individual at the end never actually reads it. So all their emails are being read by robots and they think that’s a success that happens, That’s happened to us in the past as well. And so the idea is we’ve seen these kinds of things happens with B kind of things happen with our customer. And when they happen, there’s always a specific pattern that they have. once you have an understanding of what those, some kind of those patterns are, right.

We can then go ahead and make sure that we’re treating those events accordingly [00:43:00] and not giving it, for example, like a thousand points, because it feels like this particular account is red hot. So we have a way of countering those. And so marketers really get a much more realistic appraisal of what’s actually going on as a result of their.

[00:43:12] Mike Rizzo: Oh, fantastic. Okay, cool. Thanks for the deep dive on thought click 

[00:43:16] Derek Fung: detection. Absolutely. And we can apply that kind of pattern really to any other activity as well. So if there are other events that are leading, for example, to a higher conversion rate, for example,like I described bot clicks because it’s a series of events in particular combination.

If we’re talking about attribution, slightly different thing. But if you’ve noticed that they had, open to emails, attend a webinar, and that always results in like a hierarchy conversion rate, that’s a pattern too. So we can detect those kinds of patterns and then apply the right scores or grades accordingly.

Even to that, even though it’s not the same as the button. 

[00:43:49] Mike Rizzo: Okay, this has been fantastic, Derek, thank you for running us through Openprise, and helping us close out yet another successful, no bullshit demo. 

We really appreciate it. 

[00:43:58] Derek Fung: All right. thanks for your time, Mike. And, [00:44:00] glad this was helpful.

[00:44:01] Mike Rizzo: Cool. All right. Goodbye. 

[00:44:03] Derek Fung: Goodbye.

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Openprise

The Openprise platform is built for Marketing Ops, RevOps, and Sales Ops to enable Process Automation and data orchestration.

  • Company

    Openprise
  • Recorded Date

    September 2021
  • Length

    44 min

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