How AVEVA Uses Backstory to Optimize Its Sales Cycle
This article appeared in Diginomica July 17th, 2026 and analyzes how we helped our customer AVEVA improve their sales cycle. The link to the full article is below.
Manufacturing solutions provider AVEVA says it has transformed its sales execution and made a successful move to data-driven sales at enterprise scale via adoption of an AI-based sales support system.
As a result, says the company, at least two hours per sales manager per week are being saved in deal review.
"Multiple” extra hours have also been won back around deal risk assessment and actions - with confidence that 10% more is achievable now in contract sales or renewals year-on-year.
It’s also making for both happier salespeople and stakeholders, says the firm’s Brea, California-based Senior Product Owner of Sales, Tom Bluck:
We now have a single leadership view across all our regions that has changed the conversations about potential deals from ‘Where are we?’ to ‘What do we do next?’ - in other words, data-driven account coverage decisions that are free of emotional friction.
The work - which began 4.5 years ago - has also meant “near-zero” manual CRM updates, he says, which is useful as part of his mission has been to merge two CRMs from different platforms into Salesforce Sales Cloud.
Another benefit of using his chosen tool - Backstory - is, he says, the successful embedding of a new central sales methodology directly within the tools the company’s sales force uses - and so, greater pipeline visibility and more closed deals.