How Clari built one accurate map of its qualified market, turning their invisible market into pipeline

The challenge: a market that existing traditional data providers couldn’t identify

As a Revenue Intelligence Platform, Clari wants to stay at the forefront of RevOps best practice. But despite running a data stack of multiple providers, the team lacked a cohesive view of its full market of qualified accounts. Mapping that market accurately meant going deeper than company name, industry, employee range, job titles and location — data comprehensive enough to identify the right accounts with confidence.

When existing coverage fell short, some teams resorted to gathering the missing data manually, but unsurprisingly, that didn’t scale. It meant hours spent searching hundreds of data points across thousands of potential accounts, with the most critical points sometimes changing again within a day of being collected. Even with several data providers and manual effort layered on top, Clari’s market still had a bespoke element missing.

The solution: an accurately mapped market, with data built to order

Goodfit mapped the market of accounts Clari wanted to target, with increased technographic coverage and accuracy — critical for account distribution and prioritisation across RevOps.

Bespoke data, at scale

With Goodfit, Clari had access to data that had previously been inaccessible, or heavily reliant on manual searches. Manually sourcing prospects can look cheaper on paper, but human error becomes a costly, recurring problem — keeping pace with how quickly the data changes is close to impossible that way.

Goodfit let Clari gather data programmatically instead, with a constant view of in-market accounts and up-to-date data against every one of them. That gave the team a uniform, scalable way to judge why one account is a better prospect than another, with the ability to specify phrases and keywords in job descriptions, company websites and product pages, with precision, at scale and in real time.

The company now has a breadth of accurate, up-to-date data that wasn’t possible before Goodfit.

The results

Working with the right accounts, at the right time, with the right message, changed how Clari’s RevOps and Sales teams spend their time, and grew the pipeline behind it.

A focused, more productive team

Clari’s team no longer wastes time and money prospecting accounts only to see them disqualified later. Working with Goodfit improved the overall quality of the accounts distributed — less time spent manually rebalancing books, more time spent working accounts that have already been vetted, with the wins RevOps and Sales create able to be pinpointed and celebrated.

More pipeline

Clari also saw notable growth in its qualified market. The team could spot and assign accounts that manual work had missed.

Propensity grading

Having helped Clari map its qualified market, the next step was predicting which accounts were most likely to buy — the accounts Clari wanted to direct Sales and Marketing effort toward.

Using Goodfit alongside its other providers, Clari analysed historical wins and losses to build a model from more than 25 different attributes, grading every account in its market on propensity to buy. With the whole market graded, Clari can now distribute accounts that are both a strong fit for reps and more likely to convert.

Insight into new opportunities

Goodfit gives Clari options as the company keeps growing. A better understanding of its existing market and accounts lets the team build the same understanding in new markets. The bespoke data available through Goodfit adds flexibility to pivot as needed per market, and to get new sectors up and running faster.