Why Magnify - And how it Compares to all the Tech I’ve used

Whenever I join a new company there’s always a bit of a learning curve in understanding the technology, the vision and ultimately the value customers get in leveraging the tech. With Magnify it’s slightly easier as there is a lot of overlap with the Support tools I’ve worked with - but instead the focus is on leveraging AI for identifying churn risk and upsell opportunities for CS and Revenue teams. One pattern I’ve noticed throughout every company I have worked at in B2B tech is the concept of “shift left.” Traditionally applied to the Software Development Lifecycle (SDLC), shift left aims to identify issues early and fix them when the code is still fresh in the developers mind. Ever since entering software sales I’ve constantly found ways that shift left is actually a recurring theme in all of the software I sell - it helps companies identify issues earlier, address them before they fester, all to drive better outcomes.

Some examples from my past work include:
Skytap and Quali allow you to set up a “production-like” environment for what would typically be a unit-test on the dev’s local machine. This allows for greater test coverage - catching more bugs quickly. Classic shift left.

At Singular, an analytics platform for mobile ads you were able to compare and contrast ad spend effectiveness in near-real time to reallocate your budgets before you burned through them. Shifting left an analysis that was previously done at the end of an ad campaign, when very little could be done to improve outcomes.

SupportLogic was all about shifting left on customer escalations. Identifying whose case is trending in the wrong direction and providing the ability to do a proactive escalation. All before the customer ever approaches your management team. Same thing with their automated case routing - shifting left by routing a case to the engineer that's most likely to solve it right away (instead of it being transferred to them after some time). It took some time but Support Experience is now a new category and one of the leading areas for AI investment.

Magnify is shifting left your churn and growth analytics, providing organizations a projected revenue attainment number quarters into the future. But simply being predictive won’t allow companies to shift left on their churn, so each account starts to get actionable advice on how to improve retention and even grow the key metrics for B2B including ARR, MRR, NRR, GRR. If the tool stopped there it would fall short of the desired end result as many Sales, Customer Success and Account Management teams simply don’t have the resources to manage every account. In my first week at Magnify I heard a story of an enterprise where every CS, Sales and AM team hit their numbers yet the company missed theirs. Their long-tail was eating away at their revenue numbers and they needed a solution to manage their scale accounts.

This is where Magnify’s automation can come into play - and why I believe we are truly creating a new category. Where Marketing automation and ABM technologies exist in pre-sales, there is nothing today for a post-sales motion with a focus on revenue. As a SaaS seller I’ve set up sales/marketing stacks from scratch. You start with marketing automation for your 1 to many communication, a CRM for your 1 to few sales motions, and after the sale is made you move into a CS Platform for 1 to few post-sales management. Today we are missing a digital first, 1 to many approach to post-sales management. This is where Magnify comes into play. We provide organizations the flip side of the ABM coin - a customized post-sales experience that scales while delivering a customized touch to each user.

Connecting together your pre-sales and post-sales platforms plus any additional data sources (Snowflake, Pendo, Intercom, Slack, Zendesk, SFDC, ServiceNow) Magnify enables you to launch post-sales outreach and actions across all of these platforms.

Some Examples Include:

Automatically identifying which usage patterns predict churn. Let’s say “usage of Feature A” and then trigger emails, in-app, LMS, and community messages personalized to the user.  Additionally giving the CSM and Revops teams a heads up automatically in internal systems!

Automatically send the 6 month check-ins for your scale accounts, including NPS surveys and personalized usage details.  No CS work needed!

*Automatically creating upsell opportunities for the Sales Team-- and using in-app and email to nurture them so they have a higher close rate!

With the amount of data sources ballooning in a tech organization it was only a matter of time before we moved beyond the traditional CS paradigms. It’s going to be exciting to see how the application of AI to renewals, churn and account management continues to evolve to shift left our risk of churn and empower organizations to pull-forward more revenue.