Martyn Hoogaker, GVP & General Manager for EMEA Region, Rimini Street: “Data has been instrumental in enhancing our CRM systems”

There’s a lot of hype about using AI in business, but at Rimini Street it’s not about hype: it’s about results. In particular, sales results. Something that became clear in our interview with Martyn Hoogakker, GVP and General Manager, EMEA.

“[Our AI tool] analyses data from ten to 15 years of closed deals in any given quarter, with the complex algorithm then giving us a predictive close number,” Martyn told us. “In addition, the tool allows us to dive into the details of the predicted results, whether it be by product line, country or region.”

Then, in combination with the human oversight known as teams with years of experience, they can “quickly pivot our actions whether that’s investing more in marketing or giving extra attention to specific sales efforts”.

This is just one of the business-enhancing ways that Martyn Hoogakker and his team use technology, which is very much the focus of this article. You’ll also discover how crucial he sees the role of data in modern business systems, how he uses it to inform strategy (not just immediate actions) and the link between “offline” and “online” when it comes to sales.

And if you want yet more reasons to listen to what Martyn has to say, let’s give you a brief overview of his previous roles. He was Head of Services Sales & GTM EMEA at Adobe; Head of Services and Customer Success at Salesforce Marketing Cloud; not to mention Managing Consultant at Deloitte Consulting in the UK.

In short, he has 20 years of experience when it comes to transforming teams so that they’re ready to take advantage of the latest technology. Read on for his insights.

Related reading: Five CRM solutions for medium-sized businesses

Can you give an example of a complex problem in sales that you – or your company – have been involved in tackling with technology?

Many global businesses are challenged with accurate prediction of final quarterly sales numbers. In the past, businesses have based this purely on forecast levels from the sales team and their regional leaders, and then their finance teams would analyse the data to make a prediction. Ultimately, the predictions are based on human insights and forecasting experience, with a great amount of time dedicated to the arduous task. 

At Rimini Street, we have gained greater efficiency and higher accuracy by using an AI tool that works in conjunction with our teams’ knowledge and experience. It analyses data from ten to 15 years of closed deals in any given quarter, with the complex algorithm then giving us a predictive close number.

In addition, the tool allows us to dive into the details of the predicted results, whether it be by product line, country or region. This insight is invaluable because then it gives us the leeway to quickly pivot our actions whether that’s investing more in marketing or giving extra attention to specific sales efforts. 

While we don’t rely 100% on the accuracy and capability of the AI tool, it helps to outline a roadmap and plan of action, taking also into consideration external factors such as holidays or seasonal influences. It’s a tool that is only good as the data and the people who provide it. 

In your view, how has the role of CRM software evolved over the last decade or so? What major breakthroughs stand out for you?

CRM software has become so much more user-friendly, with greater accessibility on a multitude of devices. Because the key information is now at their fingertips, our team can be more responsive to our client’s needs. Just two decades ago, sales teams were operating largely within static and laborious CRM platforms, and today, we’re operating within flexible, dynamic, and intelligent platforms that robustly support client needs. 

Another key evolution for CRM software is the adoption of automation, meaning data entry has been largely expedited, resulting in a more efficient sales pipeline. In addition, the automated functions help to spot key patterns in the data, giving our sales team greater insight into their clients’ needs and ultimately, helping them to improve their decision-making. 

Perhaps the most ground-breaking way CRM has evolved is in the sheer volume of data it can support at once. As a leader, this is invaluable information, clearly outlining the team’s activity with objectivity and transparency. This allows us to analyse our pipeline without emotional bias and develop a probability score on the expected closing of future deals. This is a truly impressive development, as it helps us to understand the roadmap for our sales quarter early on.

Recommended reading: Massimiliano Rossi, Acer EMEA Vice President: Qualcomm will gain equal share with AMD and Intel for business laptops in the long run

Thinking of data, can you share some specific examples of it being impactful in driving revenue?

Across Rimini Street, no matter the region, data is always held in the highest regard. Not only because we recognise the importance of data privacy and security, but also data, and the availability of high-quality data, is essential to determining our sales roadmap and driving revenue. Customer feedback is particularly insightful, as is sentiment and intent because ultimately, we want to deliver high-performance solutions for our clients. This type of data not only allows us to grow but also to create even better experiences for our clients.

Data has been instrumental in enhancing our CRM systems, from developing segmented marketing campaigns to identifying key prospects. These insights support our marketing investments, as well as empower our sales teams to identify opportunities for growth, and develop our lead funnel. We’re committed to a robust, secure, and organised data framework, so we’re able to enjoy the benefits that data can bring.

How do you leverage digital technologies and data analytics to enhance commercial operations globally?

I regularly review where we can innovate to make the sales process as efficient as possible, enhancing our commercial operations both globally and regionally. Our sales team leverages ServiceNow, which highlights the entire sales process from end to end. We can quickly identify where we need greater capacity or efficiency, where there are bottlenecks, and where to make changes to ensure there are no limitations. The admin functionalities of digital technologies are also greatly appreciated by our sales teams and support them in executing their roles.

The evolution of data analytics tools has been a great enhancement to our operations and ensures we can strategize for the future in a much more granular way. I’m able to dive into the details of regional sales activity, understand our capacity, and explore areas for growth. This analysis makes the sales process as smooth as possible and unlocks a new level of efficiency for our teams. Having a global view of sales patterns, cycles, and processes allows me to proactively give my teams the resources they need to mitigate any challenges. 

These tools have been a real game changer in enabling our teams here at Rimini Street to interact across the globe and drive success concurrently.

Recommended reading: Steve Smith, Director of Partnerships at Bluebeam: “AI is great for conceptual work but harder to employ and certify in more practical settings”

In your view, what role can technology play in providing a unified view of offline and online sales? How can it improve both worlds? What challenges can it tackle? 

There is a need for continuous learning and development in this space, and technology will no doubt play a key role in unifying offline and online sales. That isn’t to say progress isn’t already being made, but that this is an area that is ripe for technological innovation. 

Consider the ‘offline’ relationship building that takes place at a conference or event, that then transitions to ‘online’ conversations, discussions, and negotiations. The growing unification of offline and online sales also presents a great growth opportunity for those with a career in sales, both in enhancing their interpersonal skills, and also in identifying opportunities for prospecting outside of the online world. 

I think we’ll see sales leaders across tech organisations rising to the challenge, and understanding how to manage various territories and differing sales strategies. 

What advice do you have for those wanting to start a career in sales?

For anyone wanting to start a career in sales, it’s important firstly to understand that technology is there to support you and enable you to thrive, but it is still a people-first passion. Understanding more than just the product or solution you’re selling is key to success, because clients are embedded into their individual markets, and want to know that you also share this interest. Keep yourself up-to-date on emerging technologies, and regularly consider how they can both make you more efficient and ultimately a better seller. 

I cannot overestimate the importance of continuous development, and this rings as true to sales as it would any other profession. A desire to learn should be ingrained in every seller, whether this is in regard to your negotiation and relationship skills, or your problem-solving skills. It’s important to remember that even the best salespeople need to invest in developing a multitude of skills and nurturing the mindset that there is always room to grow is essential to success.

The best advice I can give you is that if you don’t find the intense life of Sales fun, if there’s no passion or authenticity for you, then you’re in the wrong profession. Be ready and embrace the challenges that come along with a career in sales and start by honing and developing incredible communication skills. It’ll help you sell a with greater chance of success!