Shashi Upadhyay - The Revenue Acceleration Rules

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Copyright 2018 Lattice Engines. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Names: Upadhyay, Shashi, author. | McCormick, Kent (Product development

consultant), author.

Title: The revenue acceleration rules : supercharge sales and marketing

through artificial intelligence, predictive technologies and

account-based strategies / by Shashi Upadhyay, Kent McCormick.

Description: Hoboken, New Jersey : John Wiley & Sons, Inc., [2018] | Includes

index. |

Identifiers: LCCN 2018001026 (print) | LCCN 2018005178 (ebook) | ISBN

9781119372066 (ePub) | ISBN 9781119372073 (ePDF) | ISBN 9781119371953

(pbk.)

Subjects: LCSH: Industrial marketing. | Artificial intelligence.

Classification: LCC HF5415.1263 (ebook) | LCC HF5415.1263 .U63 2018 (print) |

DDC 658.15/54dc23

LC record available at https://lccn.loc.gov/2018001026

ISBN 9781119371953 (Hardcover)

ISBN 9781119372073 (ePDF)

ISBN 9781119372066 (ePub)

For Mira, Jayant, and Runi

Shashi

To my family

Kent

The authors proceeds from this book will be donated to Doctors Without Borders (Medecins Sans Frontieres).

Business to business (B2B) marketing and sales technology has evolved at a breathtaking pace over the last decade. The convergence of ubiquitous data, artificial intelligence (AI), and account-based marketing (ABM) has created a perfect storm for practicing marketers and sales leaders. We were inspired to write this book by our customers who were asking for our help in navigating the ever-shifting landscape. In that sense, this is a collaborative effort of a very large group of people who have helped us develop these ideas, test them, and provide honest feedbackgood or bad.

We have been very fortunate to have exceptional customers, who are all innovators and risk-takers. It started with John Smits, who gave us our first break as a company and has always prodded us to do better.

The original founding team at Lattice Engines included Andrew Schwartz and Michael McCarroll, who are still at Lattice a decade later. We have been inspired by their dedication, resilience, and commitment to the cause of making B2B revenue acceleration an analytical discipline. We were almost ten years too early to the party, but are thankful that it finally began.

Our investors, Doug Leone, Peter Sonsini, Mickey Arabelovic, Bob Rinek, Rami Rahal, Mir Arif, and Robert Heimann, have been a great source of advice on growing Lattice into a market leader. Alex Khein wrote us our first check and helped the company start.

We have benefited immensely from our conversations with Sharmila Shahani-Mulligan, who is arguably the best new-market creator in Silicon Valley. Judy Verses was the first marketing mentor for Shashi and helped foster his interest in applying hard-science techniques to B2B data. Peter Bisson, David Walrod, Rock Khanna, Carlos Kirjner, and Saf Yeboah were all early investors and advisors to the company as we left our comfortable corporate jobs and started Lattice.

We have been fortunate to have exemplary colleagues, each of whom has contributed directly or indirectly to this book through questions, ideas, and analytical work: Mike Alksninis, Barry Burns, Nipul Chokshi, Neil Cotton, Brett Dyer, Irina Egorova, Jean-Paul Gomes de Laroche, Taylor Grisham, Gregory Haardt, Scott Harralson, Brandt Hurd, Max Jacobson, Yoshino Kitajima, Greg Leibman, Luke McLemore, Feng Meng, Matthew Mesher, Bernard Nguyen, Sashi Nivarthi, Chitrang Shah, Imran Ulla, Nelson Wiggins, Jason Williams, Matt Wilson, Jerry Wish, Mimy Wraspir, and Yunfeng Yang.

Caitlin Ridge has played a central role in the creation of this book. She has a unique ability to take half-crafted ideas and turn them into life with words. In addition to performing her duties as the director of corporate marketing, she led the team to create content, meet deadlines, and keep our commitments. This book would not have happened with Caitlins dedication, work ethic, and raw horsepower.

As we found out, writing a book while growing a company is not an easy task. We appreciate the help and support of our families, not just in writing this book, but throughout the process of building Lattice. This book is dedicated to them.

Shashi Upadhyay, Ph.D., is the chief executive officer of Lattice Engines. Shashi is responsible for advancing Lattices vision to deliver the power of AI to sales and marketing organizations. His unique background as a physicist turned McKinsey partner drove the founding of Lattice.

Shashi has written extensively about the impact of Artificial Intelligence on business. Outside of technology, Shashi is a warm-water surfer, lapsed amateur boxer, and a voracious nonfiction reader. He has also served as an advisor to Amar Chitra Katha, the leading childrens publisher in India, and Halo, a neuroscience company.

Shashi holds an undergraduate degree from the Indian Institute of Technology at Kanpur and a Ph.D. in physics from Cornell University.

Kent McCormick, Ph.d., is the vice president of innovation and data science at Lattice Engines. Kent is responsible for setting product direction and deployment activities. Before founding Lattice Engines, Kent served as director of business operations at EMC. In this role, he led pricing and operational analytics for all of EMC. Before this, Kent was a consultant at McKinsey & Company, working with Fortune 500 companies on product development and solving sales and marketing business problems.