Nektar is building the best intelligence foundations for go-to-market

Most customers go live with Nektar in only 2 weeks. Here is the overview of what will happen in those weeks: 

1. Connect Your Systems

Integrate Nektar with Salesforce or Snowflake, and with your communication tools (e.g., email and calendar), Nektar’s single sign-on makes this step straightforward.

2. Set Filtering Rules

Choose which users will be tracked so you have all of their relevant communications. Use Nektar’s customizable filtering capabilities to exclude irrelevant data, such as personal emails, non-business-related events, or specific domains. Nektar has some serious enterprise clients, which gives me confidence that this filtering works. And their privacy capabilities are top of the line. 

3. Configure Data Matching

Leverage Nektar’s graph inference technology to align contacts, activities, and conversations with the correct accounts, opportunities, or contacts in your CRM. Nektar's ability to create contacts on the right account, and add contact roles to the right opportunities, goes way beyond just matching on domain. More on that later.

4. Backfill Historical Data

Activate the “time travel” feature to sync relevant historical data for accounts, opportunities, or contacts; ensuring a complete record of past interactions. The standard timeframe is around 6-12 months, but anything is possible as you negotiate your setup fee and how much past data your team will need. 

5. Automate Data Enrichment

Allow Nektar to continuously scan for new activities, meetings, and communications to ingest; automatically enriching CRM records without manual input. This means all of your fields are filled out! Whether you use MEDDIC or some other methodology, Nektar can automate the intelligence behind it.

6. Set Up Revenue Signals

Define signals you want to track, such as executive engagement, late-stage activity, or inactive opportunities, to surface actionable insights within Salesforce. Note: There's no extra UI. Everything comes to life to be used in Salesforce and we think that's wonderful. 

7. Adopt and Test Nektar's Opinion 

Over a very short time, the system will form an opinion about the quality and traction of your opportunities. This allows you to create dynamic scores or even a Nektar-suggested opportunity stage. The beauty of this is that if you run it side by side with your current data, you can compare the accuracy and make any model adjustments needed. 

If I were using Nektar, here a few of the fun things I'd want to see:  

1. Leverage this intel as a back door for GTM attribution efforts: The Nektar team could explore including campaign member information, web analytics activity, and other data streams to round out their data set. I would then try to use intelligence and filters to assign attribution credit to meaningful meetings, channels, or interactions. 

2. Nektar for all customer health scoring: Once Nektar can mine for sentiment by analyzing the WORDS that are said in a call, anything is possible. They will have the ability to use any Zoom transcript to tell you how your customers really feel. In my experience, reps are really hesitant to mark an account at risk. If that responsibility was taken off of them, we could act faster. 

*note - call transcripts as a data source is on the Nektar roadmap, but you should buy based on what's available today. 

3. Hubspot Integration: Need I say more? I'm anxiously waiting to see if this becomes part of their offering. 

4. More user Control: As a product that is still earlier to market, the customers are not always acting as autonomous admins. There will be some setup and change activities that you need to rely on the Nektar team for. Good thing they have really positive reviews about their level of support. 

5. Benchmarks for communication recency and frequency 

How many meetings does it take to close a deal for my business? How often should a decision maker have to interact with us before they are convinced? There can be some very cool benchmarks created from this information and I think Nektar is sitting on a gold mine in this area. I'd love to have benchmarks for this according to my company's size and scale.