Multiple Predictive Models - When, Why and How?

At 6sense, we have customers that rely on a single Predictive Model to support their Go-To-Market strategy and others who prefer multiple Predictive Models due to the makeup of their organization. This is generally established at the beginning of the relationship when Sales and our Solutions Consultants are scoping the initial engagement based on the client’s business needs and CRM configuration. Over time, a client’s strategy, focus and business structure may change when these situations arise, adding a Predictive Model(s) may make sense for the business. 

There are scenarios where 6sense supports the development of additional models and other times where 6sense may not recommend adding Predictive Models for other products. Here are some examples where an additional model should be discussed: 

• A company offers multiple products and may differ from the current product model; 
• Buying signals 
• Activities 
• Sales cycles 
• Buying personas  
• Etc. 
• A Company acquires another, and the new company is integrated into the existing CRM. 

There are some other scenarios that are out there, but these are certainly the most common. 

When these occasions arise, your Customer Success Manager will loop in a Solution Consultant to review your current configuration, CRM/MAP setup, etc. and determine if building another model is feasible as well as if it’s recommended. 

There are a variety of factors we review including (but not limited to): 

• Can you differentiate SFDC between products? i.e. unique Record Types or Record Type IDs? As well as differentiation across both sales and marketing activities. 
• On average, how many opportunities are opened for that product on a monthly basis? 
• Do you sell to different personas or groups within the org (i.e.: Marketing vs. Sales)? 
• Do you sell different products to different types of companies? 

 What’s key here is that each model will yield unique data for Account Intelligence as well as model specific insights for your Contacts and Leads. Keep in mind that when rolling out multiple models, each model will require their own unique set of fields within each CRM object to capture 6sense predictive data in your CRM. 

If multiple models are the way to go, the benefits to your Marketing and Sales teams are notable. 

For Marketers, they can better plan their stage-based strategies by approaching each account based on where in the funnel they presently stand for each model.

Here’s a visual example: 

 
In the above example, when prospective account, Starita’s Margaritas, LLC, is sitting at the top of the funnel for Point of Sale solutions, they receive more brand awareness content on channels that support top of the funnel engagement. But as Marketing nurtures the account and brings them further down funnel, the channel strategy shifts towards more of a sales supporting function to encourage opportunity support for Sales. However, since they are a Weak profile fit for the Marketing Technology Solution, no further action is taken because they are not an ICP fit for that particular solution. 

For Sellers across the sales spectrum, being prescriptive in terms of which Product an organization is in market for is the name of the game. This helps them understand, in a multi-product world, where do I realistically start when it comes to my prospecting? Product A may be where the money is , but if they are currently in market for Product B, why lead with Product A (or even pursue Product A if they are not an ICP Fit)? Let’s get our foot in the door with the relevant product they need and expand our conversation across the product suite and across other stakeholders in the organization.  It’s timely, relevant and shows that we, the seller, understand their challenges and discuss how we can solve that specific challenge with our offering. 

The benefits to a multi-model approach could be significant. If you want to explore this approach, chat with your CSM. They will get the right folks from 6sense on the line along with the critical people from your organization (especially someone with rich knowledge of your CRM opportunities). 

Special shoutout to @Stephen Noel for his support on this post. You’re an all star.