How Certificial Achieved 85% Revenue Forecasting Accuracy with Attention

In today's fast-paced insurance technology landscape, maintaining accurate revenue forecasts while scaling operations can be challenging. For Certificial, a leading provider of real-time insurance verification solutions, this challenge became an opportunity for innovation through their partnership with Attention. We sat down with Austin Myers, VP of Revenue at Certificial, to discuss how Attention's AI-powered platform transformed their sales operations and drove unprecedented forecasting accuracy.

The Challenge: Scaling Quality Execution Across Teams

Certificial's Smart COI Network serves over 12,000 insurance agencies, providing digital insurance verification solutions that streamline certificate issuance and compliance management. As the company continued to grow, Austin Myers faced a familiar challenge: how to maintain high-quality sales execution at scale without being personally involved in every deal.

"I had data showing our process worked when executed well," Austin explains. "But I couldn't scale myself across the entire team. We needed a solution that would ensure consistent, high-quality execution across all our sales representatives."

The Limitations of Manual Processes

Before implementing Attention, Certificial's sales team struggled with a cumbersome and time-intensive deal documentation process. Sales representatives spent countless hours on manual CRM data entry, leading to inconsistencies across team members and limited visibility into sales conversation quality.

The lack of standardized qualification criteria made it difficult to maintain consistency across the team, while sharing best practices remained a constant challenge. These limitations not only affected team productivity but also impacted their ability to scale effectively.

The Solution: AI-Powered Sales Intelligence

After hearing about Attention through a CRO group roundtable discussion, Austin saw an opportunity to automate and enhance their sales processes. Initially considering building an in-house AI solution, he quickly recognized the advantages of partnering with Attention's established platform. 

Swift Implementation and Adoption

The implementation process exceeded expectations, with Attention delivering immediate value within the first week. The AI system quickly learned to capture call information at equal or better quality than their previous manual process, while sales representatives adapted seamlessly to the new workflow. The integration with their CRM system provided immediate time-saving benefits, allowing the team to focus more on meaningful customer interactions rather than administrative tasks.

Key Features That Drove Success:

1. Intelligent Scorecards The cornerstone of Certificial's success with Attention has been the intelligent scorecard system, co-created with the Attention team to match their specific needs. These scorecards provide immediate feedback to sales representatives while offering clear benchmarks for process improvement. By enabling objective assessment of sales conversation quality, the system drives revenue predictability through standardized evaluation and facilitates targeted coaching opportunities.
2. Automated CRM Entry One of the most transformative aspects of implementing Attention has been the elimination of manual data entry burden. Sales representatives now save approximately 25% of their time, which was previously spent on documentation. The system captures nuanced conversation details and maintains a comprehensive interaction history, enabling better pipeline management and more accurate forecasting.
3. Generalized Insights The platform's ability to generate actionable insights has transformed how Certificial approaches cross-functional collaboration. Marketing and product teams now have direct access to valuable customer data, allowing for quick analysis of priorities and market conditions. This capability has proven particularly valuable in identifying trending topics and concerns, supporting product development decisions, and enhancing competitive intelligence.

The Results: Unprecedented Forecasting Accuracy

The implementation of Attention's platform led to remarkable improvements across several key performance indicators:

Enhanced Forecasting Accuracy

The most significant impact has been on Certificial's forecasting capability. The team has reduced their forecasting error margin from 15% to an impressive 5%, consistently achieving their 85% accuracy target. This enhanced predictability has transformed their ability to plan quarterly objectives and allocate resources effectively, leading to more strategic decision-making across the organization.

Increased Sales Efficiency

Beyond the numbers, Certificial has seen a substantial improvement in overall sales efficiency. Win rates have increased through better quality control, while deal stickiness throughout the sales cycle has improved significantly. Sales conversations have become more focused and productive, with better qualification processes leading to higher-quality opportunities in the pipeline.

Marketing Intelligence

The marketing team has gained unprecedented insight into customer needs and market dynamics. Their ability to understand pain points and market conditions in real-time has led to more effective campaign targeting and content strategy. The alignment between sales and marketing has never been stronger, resulting in more effective messaging and improved market positioning.

Creating a Flywheel Effect

"Attention has created a true flywheel effect in our go-to-market strategy," Austin notes. "The platform captures and analyzes data at every stage, which feeds into our decision-making process and continuously improves our results."

This flywheel effect has created a virtuous cycle where better quality leads generate higher win rates, which in turn produce more customer data. This rich data informs marketing and product strategies, leading to more qualified prospects entering the pipeline. As the qualification criteria become more refined, the entire process becomes more efficient, driving even better forecasting accuracy.

Continuous Improvement Cycle

The impact of Attention's platform extends far beyond immediate results. Sales teams now continuously refine their approach based on AI-driven insights, while marketing strategies evolve with real-time market feedback. Product development has become more closely aligned with customer needs, and customer success teams can better anticipate client requirements. This continuous improvement cycle ensures that Certificial stays ahead of market changes and customer expectations.

The Marketing Impact

Attention's platform has revolutionized how Certificial's marketing team operates. They now have the ability to track evolving customer pain points and identify emerging market trends before competitors. The platform enables sophisticated analysis of customer sentiment across different segments, leading to more effective demand generation programs and targeted account-based marketing campaigns.

The marketing team's ability to directly query call recordings has transformed their approach to content creation and campaign development. By analyzing language patterns and terminology used in actual sales conversations, they can create more resonant messaging and identify successful value propositions. This direct access to customer insights has led to more effective marketing strategies and better alignment with sales objectives.

Looking Ahead

As Certificial continues to grow, Attention remains a crucial partner in their success. The platform's ability to maintain high-quality execution while scaling operations has proven invaluable. Austin is particularly excited about future developments, including potential improvements to cumulative scoring models for enterprise sales cycles.

"Attention has become an integral part of our revenue operations," Austin concludes. "It's not just about the time saved or the improved accuracy – it's about having the confidence that our sales process is consistently executed at the highest level across our entire team."

Transform Your Sales Operations with Attention

Ready to achieve similar results for your organization? Book a demo with our team today and discover how Attention's AI-powered platform can help you drive better forecasting accuracy, increase win rates, and create a powerful flywheel effect in your sales process.