• by Ray Schultz , July 11, 2018

Clari and Marketo have formed a strategic partnership to unite sales and marketing and provide both groups with prospect data.

The Clari Marketo Connector will allow B2B sales reps to see when prospects open marketing emails, download content or sign up for webinars, the companies claim.

The players can view this data alongside other activity signals captured by Clari -- including emails and meetings -- in the interest of accelerating deals, the companies add.

Managers can then use these signals to forecast, monitor how deals are progressing, see which campaigns are driving revenue, nurture leads through the sales pipeline and be alerted to possible danger signs.

“Most sales and marketing teams operate in silos — and it’s hurting the business,” states Andy Byrne, CEO of Clari.

Byrne adds that the partnership is “aimed at breaking that data divide.”

Eric Johnson, chief sales officer at Marketo, adds that the partners hope to help clients bridge “the disconnect around building a predictable revenue model.” 

The firms also plan to offer additional integrations with such Marketo applications as Marketo Sales Engage and Bizable. The objectives are to:

• Identify promising opportunities
• Prioritize engage accounts at the right time 
• Streamline nurture of idle accounts.

Clari is a provider of AI solutions for sales. Marketo specializes in engagement marketing software and solutions.