Today, we are excited to announce two big milestones that represent a major step toward achieving our vision to unlock growth for B2B sales teams using the combination of AI and business activity data. First, we’ve acquired Hero Research, a leading provider of embedded actionable insights for Salesforce. Second, we’re announcing our new Embedded Salesforce Experience, giving reps and managers deep, contextual insights right inside of Salesforce, powered by our AI and business activity data platform.
Why we acquired Hero Research
The tension every VP of Sales Ops feels is real: give reps the autonomy and customization they want, or protect the data integrity of a single system of record. Every time a rep builds a personal spreadsheet, a side dashboard, or a workaround because Salesforce doesn’t show them what they need in the moment, that’s a small vote against the CRM as the source of truth—and a data gap sales ops has to fight to close later.
Hero Research solves this by embedding insights directly into the Salesforce records reps already live in, rather than asking them to leave the CRM to get value. Combined with Backstory.ai’s activity capture and AI-driven insights, sales ops finally gets to deliver both: a better, faster experience for reps, and a single, trustworthy system of record for the business.
What this means for your team
Backstory.ai does the heavy lifting by bringing the tools and the data into Salesforce, allowing sales ops to deliver a better end-user experience to their teams and giving reps new tools to accelerate bookings. Customers who have deployed the product tell us that in a few weeks, this solution has had a bigger impact on Salesforce adoption than years of serving up other carrots and sticks.
Related Insights
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