The greatest benefit of Substrata is its emphasis on Social Signal Intelligence and the application of that intelligence to the sales communication and relationships. This platform offers our organization information beyond the scope of traditional CRMs including sentiment, engagement, communication dynamics, relationship dynamics, authority, trust, and sales team performance. The Signals functionality allows us to gain additional insight into changes in engagement and relationship dynamics. Q for Email enables our sales representatives to think twice about their written communication. Authority Zone provides an additional perspective regarding communication confidence, credibility, and authority. Performance & Team Q offers insights about the entire sales team for sales management purposes. The value of this whole platform lies in the emphasis on human aspects of B2B sales. CRMs are good at collecting activities and information on deals but do not always reveal what is happening inside the relationship itself.

My appreciation for Substrata is because it brings the intelligence of communication on top of the intelligence that we have in our revenue systems through our CRM data. CRM intelligence includes opportunities, activities, stages, contacts, and pipeline. But Substrata brings another layer of intelligence related to engagement, sentiment, communication behavior, relationships, and sales team performance. And that will provide revenue leaders an expanded perspective of what is going on in the pipeline.

The Substrata tool provides more data for coaching and communication performance for sales managers. Coaching itself could become somewhat subjective. The manager remembers the phone call and then explains to the sales person what he/she thinks went wrong. Substrata tool provides us with more communication metrics which will help to give this discussion some more objectivity. We can analyze engagement, sentiment, communication, and relationships.