AI-Powered RevOps

[ 02:00:35 ] Julia Nimchinski: We are transitioning to our next demo full cast.

[ 02:00:40 ] Julia Nimchinski: What a blast! Welcome, Amy Cook and Selena!
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Julia Nimchinski: How are you doing.
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Amy Cook: Doing? Well. Thanks, Julia, how are you doing.
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Celena Ashcar: Hey!
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Amy Cook: Hey, Justin? Nice to see you guys. Thanks for having us.
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Julia Nimchinski: Our pleasure super excited about this. Demo AI covered revops. Emmy Cook is the co-founder, and Cmo. Was build the ultimate AI platform for go to market.

[ 02:01:07 ] Julia Nimchinski: And yeah, Emmy, we are super excited to dive into this.
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Julia Nimchinski: We can start with a demo and then transition to a dynamic Q&A.
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Amy Cook: That sounds wonderful. Thank you. I have a couple of slides to show. And then, Selena on my team, who is our enterprise. Go to market strategist. Be doing the actual demo if that’s okay.
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Amy Cook: Okay. Awesome. No, it’s perfect timing. Because I really liked what Kevin said on the earlier webinar about go to go to market strategy and having empathy for your customer. And you know I consider myself not the chief marketing officer, but the chief problem solving officer. And I think if you kind of keep it in mind where we’re just here to help, you know, help people solve their pain, their revenue pain. That is actually the reason that we exist at full cast. And so it is. It was really nice to hear I loved it so
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Amy Cook: all right, I’m gonna say, I’m gonna

[ 02:02:01 ] Amy Cook: Pull up my slideshow here, does this? Is this showing? Okay?
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Amy Cook: Okay? Awesome. I love it all right. Well, today, I’m going to focus on one aspect of go to market strategy. And it’s something that is a huge pain point for a lot of people right now, which is planning annual planning, getting your territories carved, making sure your salespeople feel like things are equal and equitable, and they can make their number. And Selena, you know, right? Like that is super important to a salesperson. Right?
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Amy Cook: Yes. And so, unfortunately, a lot of companies are not doing this well. So last year 91% of organizations missed their quota. That is.
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Amy Cook: that is so bad. That’s like a 9% success rate. That is like the worst F of all, F’s 58% of sales reps missed quota in Q 3, last year, also in Q 4 last year, also an F and 35% of sales people leave in any given year. So when you’ve got all of your sales, people leaving because they can’t hit their quotas, you’ve got the organizations losing money because they can’t hit their revenue numbers. You’ve got a big problem to solve right?
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Amy Cook: And then they’re leaving.
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Amy Cook: So one of the problems is, companies are taking too long to set territories. 45% of them are late, 55% success rate. It’s an F
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Amy Cook: territory decisions. They need to be data driven in order for us to be successful in order for us to make the the funnel work, the flow, work, the go to market strategy work. If you can estimate your market potential correctly.
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Amy Cook: 81% of the companies who do that, they meet their goals
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Amy Cook: and 31% meet their goals if they do not accurately estimate their potential. So we’re talking about your tam samsum. We’re talking about being able to set your quotas correctly and being able to understand what kind of revenue can flow from that.

[ 02:03:59 ] Amy Cook: So we have a little secret sauce here at fullcast. And this is Balabaskaran, and he was. He’s our CTO. He led the 1st effort to automate planning and operations at Salesforce. He spent the. It was the 1st time Salesforce had been on time and on budget. For this they used 1,500 spreadsheets.
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Amy Cook: a team of 100 people, and it took them 6 months.
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Amy Cook: and so finally he threw his hands in the air. And he was like, I just can’t do this anymore.
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Amy Cook: I’ve got to do something that can solve my problem. And so he left. And he built full cast.
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Amy Cook: And this is really this product stems from a real pain and a real need in the market.

[ 02:04:44 ] Amy Cook: Now I’m excited to introduce you to Selena. So, Selena, she’s an enterprise. Go to market strategist. She is a graduate of the Terry College of Business, and she’s she spent 5 years bringing salesforce solutions to market very, very successfully, as a very good understanding of of how to just solve pain for people, how to how to be creative and solve challenges that people are having. So I’m going to turn the time over now to Selena. Then we have a few slides to share afterwards.
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Celena Ashcar: Thank you, Amy. Well, good to be here. Good to see all these other amazing Demos, and we’re excited to share a little bit more about fullcast to Amy’s points. I mean, AI has really been so interesting to see. Where are there gaps? Where are there more manual redundancies in your revenue processes. And how can AI help solve them? And
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Celena Ashcar: when you look at go to market, you know you’re seeing your internal resources like your sellers, your Csms people that help keep the revenue coming in. And you’re looking at your total addressable market right? All these accounts that you’re able to sell to. We’ve seen a lot of interesting Demos the one just before this about defining Icp and making sure you’re hitting the right people. And
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Celena Ashcar: there’s so much there. It’s really the foundation of driving revenue at your business, and I love fullcast and join fullcast because we’re looking at a super manual process. Most companies are running revenue out of spreadsheets and having thousands of versions of spreadsheets that say, Here’s our Territory plan for the year. But then you add a new product line, or 3 people leave the team or you promote some people. And now that plan is stale, it no longer applies. And now you get a new version

[ 02:06:06 ]Celena Ashcar: and revops. Teams are spending 6 plus months doing this every single year, and it’s really been so cool to see how fullcast steps in leverages AI to make sure. Teams not only have a more efficient strategic revops team focused on the future.
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Celena Ashcar: but also to make sure that you have the right resources in place to drive revenue consistently and stay aligned to that plan and hit your numbers, no matter what changes and headcount data product lines, etc. So I want to show a little bit about fullcast here, drive some visuals to what we’re talking about.
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Celena Ashcar: and I am sharing my full cast screen. Everyone can see that.
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Celena Ashcar: So what we’re doing here at fullcast is really helping organize and drive enhancements to your go to market. So everybody typically segments their business in a different way. You’ll see over here on the left hand side of the screen. And you know, we’re focusing on the Territory management for today’s call, and some folks do it similar to this, where they’ve got different global regions. And then within those regions.
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Celena Ashcar: they’ve got different segments, whether they’re industry based or company size based, or maybe a unique way that you categorize it with fullcast. We want you to be able to really break that down and digest it at each level, and it all is hierarchical, rolling up to the all companies level. So as a Rev. Ops leader, if I’m just curious, like what’s happening across the board. In our total addressable market.
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Celena Ashcar: I can click at the all companies level. See the number of accounts we’re working with. See the bookings potential at the global level and see all the accounts that land in our addressable market. So all of this data is coming from salesforce. We’re a salesforce managed package.
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Celena Ashcar: And we’re not only showing you what’s in salesforce right now, we’re actually highlighting your data in a storytelling fashion up at the top.
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Celena Ashcar: So we’ve got these metrics here, saying, here’s a story about your data using your data. So typically, these are built through like formulas to tell us, you know, here are the tier a accounts, a formula behind this might be a combination of you know. What are the Abm telling us? Is this a high buying signal? Is there a certain number of employees or a certain industry that would indicate success for us.
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Celena Ashcar: So we can get really crafty. With these, you know, everybody’s look a little bit different. But the key is that you should be able to come in and see what are my different territories, my different segments in America, for example, what’s happening across the board? What about in America enterprise, and what about within each of the 5 America Enterprise Territories?
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Celena Ashcar: And who covers these territories today who’s actually assigned to this territory. And you can quickly start to see things like, well, we’ve got multiple revenue people, client facing people assigned to enterprise one here, for example. So we’ve got Dory as Rvp. Overseeing this, and that’s ending in 10 days. His coverage of this territory. We have an account manager, sales manager sales engineer account executive. Sdr, so really giving you one place to manage
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Celena Ashcar: who’s covering these different territories? And how can we optimize these to perform at our best.
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Celena Ashcar: And so where the AI really comes in is again that really manual process at the beginning of each year, where you’re carving territories, you’re trying to decide. How do we maximize coverage, maximize efficiency in our addressable market? And not only that full cast is not just a planning tool, it’s an execution tool, right? And that’s where the AI really comes in powerful where
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Celena Ashcar: you set the plan. It looks great. A month later some data on the accounts is changing. That would change. What territory they should be in. Headcount is changing. You’re hiring more. You’re promoting. People. Leaders are changing. There’s so much that goes on that causes you to drift from your plan, and fullcast does an amazing job of leveraging AI to say, Here’s what you need to do to stay aligned
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Celena Ashcar: that plan. Things have changed, and you’ll start to see these yellow dots emerging, saying, Hey, this is the proposed state we’re making for you. You can compare that to the current state by looking at the current state, or you can actually just jump into the difference and see that, hey? Based on the logic you’ve given forecast. Our AI is telling you that these 3 accounts need to move from the Enterprise, one territory to Enterprise 2, 5, and 3.

[ 02:10:43 ] Celena Ashcar: So that’s really where we want to take work off the revops team’s plate and say, we understand your logic behind how you’re carving territories and keeping things balanced and equitable across your sales team, and we want to help you maintain that throughout the year.
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Celena Ashcar: So perhaps some data changed on United Couriers account. And now we don’t want the Rev. Ops team to have to go figure that out on their own, or spend time digging around through data to see what changes we need to make to ensure that our enterprise territories are balanced and fair. Fullcast is doing that for you, and I’m going to show you how we’re going to jump into a quick carving exercise here.
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Celena Ashcar: So smart plan is a fan favorite one of our, you know, AI components. And I will just summarize real quick that
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Celena Ashcar: in our platform we have 2 main areas of AI. The 1st is what I’m showing you here, this planning and execution piece, right? So we’re helping you build the best plans based on your own business conditions. We also have copilot AI which allows teams to deploy the plan and automate keeping the execution environment aligned to that plan based on Gtm policies.
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Celena Ashcar: And we’re also working on agentic AI capabilities based on language models which would unlock a whole layer of productivity and efficiency for revenue leaders. But for today’s purposes we’re going to focus on that 1st one. I mentioned the smart plan.
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Celena Ashcar: So what I would do in here is, I would come in and say.
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Celena Ashcar: I need an enterprise, America, 5 Territories. You can even cap the number of accounts that go into each territory. And now what you’re doing is you’re transferring your logic over to full cast. And you’re saying, Hey, when I come into carve territories, the 1st thing I want to think about is minimizing disruption right? I don’t want to change account ownership for accounts that are maybe in an active sales cycle right now, or maybe they’re more strategic accounts tied to strategic reps. And we don’t want to change that ownership.
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Celena Ashcar: So 1st and foremost, let’s set the criteria to not disrupt any active.
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Celena Ashcar: actively engaged accounts. So you might come in here and say, Hey, if there’s opportunities assigned or associated to these accounts that are in a certain stage or later. Don’t change the ownership of them. Maybe if there’s activity on the opportunity associated to the account in the last 30 days, 60 days, 90 days. We don’t want to change ownership of the account.
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Celena Ashcar: So we really take into account that our AI logic here is not messing with active opportunities.
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Celena Ashcar: The second piece of the balancing criteria here in smart plan is going to say, How do you want us to balance these accounts? So if we’re looking at America enterprise, and we’ve got 5 reps. We need 5 Territories. We do not want any one of these 5 reps to have more
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Celena Ashcar: high quality accounts than another rep. Right? We wanna make sure it’s balanced. It’s equitable. We want to retain our enterprise, aes, and make sure that they’re all equally set up to hit their quotas so we could come in here and say, we wanna make sure that each one of these 5 enterprise reps has an equal number of tier a accounts, and maybe we wanna make sure that the employee count at there is for all of them. They have an even number of accounts with over a thousand employees.
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Celena Ashcar: So that’s what this would look like, and you can build as many conditions as you like to ensure that among these 5 Territories.
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Celena Ashcar: All of them have an even number of high quality accounts, or whatever type of logic suits your business there.
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Celena Ashcar: Lastly, we want to balance by metrics. I showed you those earlier when we were looking at the accounts page. They’re basically stories that we’re telling you with your own data. So some common examples we see again, these are very customizable and look different for all of our customers. You might have your average sales cycle tier, a accounts, bookings, potential some white space metrics.
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Celena Ashcar: And maybe you want to make sure that you evenly balance out those important metrics across the 5 territories, so that again, they’re even they’re balanced. And you have proper coverage of all these high quality accounts.
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Celena Ashcar: We even go so far as to help you with your corporate family automation. How do you want us to treat corporate families? What if in 3 months one of your accounts becomes part of another corporate family? They’re acquired right. Should that be as, should that child account now be part of the parent accounts territory?
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Celena Ashcar: Do they not need to be treated the same? Do they only need to be treated as the same territory. If they meet a certain criteria. A common example we see there is, hey? If the parent account and the child accounts are based in the same country. Let’s keep them in the same territory owned by the same rep. But maybe if they’re in different countries, we don’t need to treat them as the same territory.
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Celena Ashcar: So we can automate all of this and ingest, your logic and our AI component here. Smart plan is going to ingest all of this, and give you the most properly balanced set of territories as possible. So let’s go back into the proposed state here and look at the balancer.

[ 02:15:53 ] Celena Ashcar: So now that we’ve told smart plan what to do, it’s going and taking our salesforce set of accounts, applying it, using that logic to the different territories, and giving us very balanced set of accounts across the different territories. And you can even use a balancer to say, Hey, I want to make sure that all 5 of my enterprise territories have an even number of tier, a accounts, and an even number of bookings potential.
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Celena Ashcar: And you can start to look at it visually and understand that you’re on track. Everybody on the Enterprise side has a fair shot at hitting their quota with an even number of high quality accounts in their name.
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Celena Ashcar: And what’s great about this is not only are you getting balance, but you’re ensuring that your addressable market is being properly covered every single day.
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Celena Ashcar: So where we see the time sucks start to happen is that
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Celena Ashcar: Rev. Ops teams have to do that exercise on their own manually in spreadsheets or in certain, you know, Erp platforms where they’re custom developing models that takes months and months and full cast is essentially doing what would take weeks and weeks and spreadsheets, takes it like 20 min to spit out the right balance of accounts and territories here. And not only is it helping you with the initial plan.
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Celena Ashcar: Like I said earlier, you’re gonna start seeing dots emerge that. Say, hey, based on the logic you’ve input here. Things are starting to change data is changing, head counts changing. And we think that you need to to make a change. There’s a difference we’re proposing here, and it’s very easy for you to review that difference. Why, that’s being proposed and confirm the changes. And we are taking care of updating salesforce ownership for you.
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Celena Ashcar: So we’re saving revops months and weeks of time. With this AI, we’re saving repetition. We’re decreasing repetition overall with this AI, making sure that everyone has a fair and equal shot at hitting their quota.
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Celena Ashcar: and we’re helping you future proof. Your go to market by saying, we understand with our AI. We understand your logic behind. Go to market, and we’re going to help you keep aligned with that year round.
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Celena Ashcar: So I want to stop here, save some time for questions, but.
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Amy Cook: I love it, Selena. I’m sold. Where can I get full cast.
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Celena Ashcar: I know right.
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Amy Cook: That’s great, Juliet Justin. Thanks for having us. What? I don’t know whether whether our audio will allow this, but we’ve got a really fun video about which is faster. Smart plan, or Mac and cheese
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Amy Cook: making Mac and cheese, should I? Should I share it and see if you can hear the video.
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Julia Nimchinski: Yep, let’s do it.
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Amy Cook: Alright. Let’s see if we can. Let’s see if we can hear it.
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Amy Cook: Here’s my screen, which is faster, guys. What do you think?
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Amy Cook: Can you hear the music.
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Julia Nimchinski: Nope.
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Amy Cook: No, I think.
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Julia Nimchinski: Amy, when you share your if you could reshare this.
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Julia Nimchinski: there should be an option to share sound within zoom.
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Amy Cook: Oh, I got it! Yes, yes, yes.
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Julia Nimchinski: Awesome.
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Amy Cook: Okay. Good.
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Julia Nimchinski: Yep.
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Amy Cook: Where we go.
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Celena Ashcar: Let’s full screen it, Amy.
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Amy Cook: Maybe not what I mean.
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Amy Cook: Okay.
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Amy Cook: so you saw a lot of our revops person making Mac and cheese, playing cards, talking on her phone. And that is all to say that we can make this real easy for people to do their jobs.

[ 02:20:15 ] Julia Nimchinski: The full package. Amy and Selena. Thank you so much. Let’s address some of the questions from the audience here.
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Julia Nimchinski: and the 1st one can forecast update sales plans in real time from salesforce.
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Amy Cook: 1 million percent. That’s actually one of our 4 main differentiators where we do it better than anybody else.
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Amy Cook: Where we have an automatic sync. It’s a managed package in salesforce. And we were able to pull and leverage any kind of data, and we could do it automatically. And you can. What’s great about it, too, is Selena focused on the smart planning. But we also have copilot AI, which is an AI management salesforce policy management tool to be able to make those adjustments based on rules in salesforce.
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Julia Nimchinski: People are loving the video?
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Julia Nimchinski: Can the leaders test? What if scenarios within your platform.
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Amy Cook: Absolutely. That’s 1 of our best things. In fact, one of our users is so excited about it because he’s gone. I don’t know if some of the people on this call have had the experience where.
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Amy Cook: either as a Rev. Ops or a sales leader, there’s a lot of conflict, because, like the Rev. Ops people create the Territories in a silo, and then the sales team says, Wait, this isn’t right. Well, well, we already did it in salesforce. Sorry we can’t go back. No, you have to go back. This is completely wrong, and it takes weeks to undo something right? So what we’ve created scenarios. So you don’t ever have that problem. So you can say, Hey.
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Amy Cook: revops! Says, Hey, hey, sales, leader? Hey? Cro!
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Amy Cook: These are the scenarios ABC. Which one do you want? And you can go through it before any any decisions are made, and it really strengthens the negotiation and communication process. There.
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Celena Ashcar: Yeah, we see it a lot as well when teams are thinking to maybe think, change how they verticalize their their go to market. Or maybe they’re thinking about adding new product lines. And they want to know how that’s gonna impact territories, quotas, revenue attainment. And so you can actually model everything out, and if it looks good you can collaborate on it with other teams, then you make it live in salesforce. But you have the full capability to try out different. What if scenarios, and then commit to one? If it looks good to you.
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Julia Nimchinski: Question from Sandra. Here, is the co-pilot AI that was mentioned the Microsoft copilot product.
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Amy Cook: No, we. We are thinking of renaming it because it’s a different product. But we created it first.st I will say so. It’s it’s different. It’s specific to full cast and territory management
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Amy Cook: based on salesforce policies.
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Julia Nimchinski: Next question, how does it handle permissions and data security.
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Amy Cook: We are. Soc 2. Compliant. Everything is permissions based. So some of the largest enterprises work with us because of that.
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Celena Ashcar: Yeah. And it’s very commonplace to see the Rev. Ops team taking ownership of what are the final decisions that push ownership to salesforce.
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Celena Ashcar: And so we see a lot of companies have their whole sales. Leadership team have access to the full cast platform. But with certain permissions that say, if you’re proposing a change, or that an account be changed from one territory to another, or whatever you’re proposing. It does need to go to the Rev. Ops team first, st
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Celena Ashcar: and they would be the ones to make a final commitment on that proposal. So permissions can look different, for the sales reps themselves. The sales leaders, the Rev. Ops team. But that just allows us to have a more comprehensive platform with more users in it.
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Julia Nimchinski: And your Api handle deep integrations with other tools.
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Amy Cook: Yes, absolutely. We can do custom integrations. We can do Csv uploads. We can do direct syncs. We have the salesforce, manage package like we discussed.
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Julia Nimchinski: What key metrics does forecast highlight in its reports? You kind of show this, but.
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Amy Cook: Let me give you an example. This is one of my favorite parts about the platform, because we can leverage any metric. In fact, we have an enterprise, a very, very large healthcare enterprise, that we are finishing an implementation with right now, where we are leaning in on cpt codes as a way to measure Tam.
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Amy Cook: and so if it’s in salesforce, we can do it.
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Julia Nimchinski: Careful next one.
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Julia Nimchinski: What’s the logic behind its forecasting and resource tools?
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Amy Cook: I would like to schedule a meeting with Bala and you to talk about all of the deep dive on the technical capabilities, because I don’t know. But, Selena, do you want to comment on this.
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Celena Ashcar: Yeah, we’re we’re typically not competing with like forecasting tools that are going to be more opportunity based.
02:24:58.340 –> 02:25:22.519
Celena Ashcar: However, we complement them and drive their success quite a bit, because what we’re doing is essentially outlining the progress to plan in each of your territories. So it’s combining all the work on all the accounts within a certain territory which would really complement the opportunity based. Forecasting you might be doing today. So we have really cool reports, dashboards that you can build. Essentially, it’s letting you know what is your goal here?
02:25:22.520 –> 02:25:42.889
Celena Ashcar: What’s the progress to plan? You get to pick the metrics that would define that whether it be revenue booked or you know, closed one or whatever you’re tracking in salesforce. The key is that we would need to be able to pull the data from the account level, or something related to the account, like an opportunity, or a case, or something of that sort.
02:25:42.890 –> 02:26:06.559
Amy Cook: That makes sense what you said exactly. And I wanted to lean in on that a little bit as another one of our key differentiators, because most people, when they fork when they do their territory planning, are not tracking that performance to plan like Selina talked about, and that is something that we do better than anyone else. It allows us to. It allows people to actually use what they what they created in
02:26:06.560 –> 02:26:19.509
Amy Cook: 6 months. And you can put in allocations like Tbhs and other types of what if scenarios as placeholders as well? So that performance to plan is another one of those key differentiators.
02:26:20.470 –> 02:26:29.989
Julia Nimchinski: Amy and Selena. People are asking about some success stories and some actually challenges that full casts face working with large orgs.
02:26:30.970 –> 02:26:53.329
Amy Cook: It’s a great question. So we have. We are built to work with large orgs. We can work with smaller orgs as well. But one of the things that we have really leaned on well is security and compliance. We are all very experienced in working with large orgs for me myself. I’ve worked with salesforce and aws, and
02:26:53.330 –> 02:27:08.369
Amy Cook: and you know many, many large ones for many, many years. So there is no, there is no limited number of stakeholders that we need to work with. We can work with anyone. And we are built from a product perspective to handle large organizations.
02:27:08.370 –> 02:27:28.260
Celena Ashcar: Yeah. And I will say that because we’re built for the Enterprise right? If you’re carving for like 1020 people, you’re probably not having the worst time in spreadsheets. But it’s really when you hit that larger threshold of reps. And you know our founder built this at Salesforce. So there was definitely from the get go intended for larger teams.
02:27:28.260 –> 02:27:55.710
Celena Ashcar: I would say something that we do see is, you know, Changeover, and and the person that’s the administrator for fullcast at the company leaving has often posed just a challenge of How do we educate somebody new on the platform? And that is something on our roadmap as well on the AI side is self learning so that you’re able to just put anyone in the fullcast platform, and we would have an AI agent there helping them learn the platform and catch up. So that’s something else exciting to look for on the AI side for us.
02:27:56.700 –> 02:28:03.669
Julia Nimchinski: We are about to transition to Amanda Kello from one mind, but one last question from Jeremy here.
02:28:04.279 –> 02:28:23.840
Julia Nimchinski: Does the output take into account smaller territories that have a higher density of large deal sizes, or higher density of deals in general like, would it intuitively know, based on historic Crm data to split New York City between 3 to 4 reps versus giving the whole State to one rep randomly.
02:28:24.020 –> 02:28:26.300
Julia Nimchinski: I had her ankle. Yeah.
02:28:26.300 –> 02:28:29.160
Amy Cook: We’re we’re built for that exact use case.
02:28:29.160 –> 02:28:56.470
Celena Ashcar: Yes, the answer is yes, and that’s what we see a lot. There’s usually buckets for more strategic territories. We often see New York, San Francisco, Florida, getting carved up into, you know, a different mechanism than other States just because of the propensity of accounts. We also have a heat map. So if you’re not really sure where the majority of business lands in the country or in your addressable market, you can overlay metrics on a map and figure that out so absolutely.