How Granicus Doubled Win Rates with AI-Powered Account Scoring
Granicus’s AI-powered account scoring model boosted win rates by 200%, improved resource allocation, optimized territory planning, and gained strong adoption across teams.
We're now able to identify High Target accounts for us that double the win rate from what our average was.
Challenge
Granicus had been using an account scoring model since 2017, but it had become stale over time. The model was static, used only 5-10 variables, and wasn't leveraging the latest AI and machine learning capabilities. This led to decreased engagement from sales teams and a narrowing gap between high and low-target accounts.
Solution
Granicus partnered with Pursuit to develop a new, dynamic account scoring model that:
- Incorporates over 50 different variables, including CRM data, website information, federal agency data, and more
- Utilizes advanced machine learning techniques to identify patterns and predict propensity to buy
- Integrates seamlessly with Salesforce for real-time updates and easy access for sales teams
- Adapts dynamically as new data becomes available, ensuring the model stays current
Results
By implementing the new AI-powered account scoring model, Granicus has seen impressive results:
- 200% increase in win rates for high-target accounts compared to the average
- Identified that 25-30% of pipeline efforts were being spent on accounts with low win rates, allowing for better resource allocation
- Improved territory planning and go-to-market strategies based on data-driven insights
- Enhanced ability to target accounts near existing customers, leveraging geographical data
- Increased adoption and trust in the model across sales, marketing, and executive teams
Testimonial
Drew Leach, VP of Sales Ops & Enablement at Granicus, emphasized the importance of the new model: "The results have been extremely impressive. We're now able to identify high-target accounts for us that have sort of double the win rate from what our average is."
Looking ahead, Granicus aims to further integrate the account scoring model across all departments, including product and customer success teams, to drive strategic planning and ultimately improve bookings and help more public sector organizations better engage with the residents they serve.
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