Cognism provides a suite of sales and marketing acceleration tools. Their platform offers solutions for lead generation, prospecting, and sales intelligence. One of their main goals is to increase the chances of a seller having a conversation with a buyer by using their product.
Cognism’s primary business goal is to drive revenue and business growth, particularly from larger enterprises. They aim to enhance the customer and prospect experience by utilizing accurate data and enabling global selling strategies to help them stand out from their competition.
When Verche (Vera) Karafiloska, Head of Product Marketing, joined Cognism she identified a lack of a scalable process for sharing product messaging. “As time went by our sales team started to grow and we were a very small product marketing team, customer marketing team, and sales enablement team. We needed to be able to support this growing sales team in a better and more efficient way,” said Vera. Cognism required a solution that would enable efficient content management, improve content discoverability, and ensure that sales reps had access to the most up-to-date and relevant assets.
As Cognism expanded its market reach, the importance of an elevated selling experience became evident, leading to a decision to explore a solution like Seismic. “This was a table stake tool for us,” shared Vera. “As we went upmarket, an elevated selling experience became more and more important. Enablement and sales leadership understood that, and it didn’t take long to persuade them that we needed a tool like Seismic.”
With an enablement platform, the ultimate goal was to improve sales efficiency, boost morale, and demonstrate strong support for the sales team.
“When we started evaluating, we started with our pain points in mind that we had in both sales enablement and product marketing – we needed a place to share content at scale. When we went into the demos and saw the different things that can be done with Digital Sales Room we realized we can use Seismic for much more and that made it easier to sell it to sales as well,” said Vera.
Adoption was a crucial factor, and Cognism worked closely with the operations team to gain approval and budget. They focused on measuring success by influencing win rate, revenue, and adoption rates.
