Multiquip is very good in managing our customer base, where we really lack insights is in what are we missing. What are the opportunities we don’t get and are we focusing on old tech and old customers instead of looking out for new customers?”

1. Making smarter decisions with Slack
data through AI-driven analytics
Multiquip goes AI

2. We’re
Curious

3. Tons of unstructured data
No simple way to collect it
Even less options to analyze
Top Challenges

4. Why is this topic
so important?

5. Today, 80% of the world’s workforce is
dispersed.

6. “Markets are completely changing every
3-5 years” Forbes

7. There are millions of data points living in
new apps that didn't even exist 10 years.

8. The 4th Industrial Revolution is
happening right now.
Steam Electricity Computing Intelligence

9. “40% of today’s businesses will fail in the
next ten years” John Chambers, CISCO systems

10. 10
Our Company
$300M+
Capital Under
Management
50+
Corporate
Innovation Partners
$65.7B
Venture Capital
Market Cap
7+

11. ● We ingest deep open text from your current tools
● We analyze the data using AI & powerful machine learning
technology
● We deliver market trends, sales intelligence, top industry
objections, friction points and more!
You can’t possibly read all your sales &
customer conversations but we can.

12. This is how it works. We gather information.

13. We analyze the findings.

14. We deliver continuous actionable data.

15. The secret to our success lies in the technology we use.
Machine Learning
Answers
Data
Rules
Predictions

17. There are various benefits of tapping into the data.
Uncover top customer objections, friction
points in the entire sales cycle, and
understand why deals are closing or not
closing.
Stop reacting and start predicting customer
churn. Learn what drives customer expansion
and what drives customer churn in real-time.
Learn where the market is headed with
industry insights & personalized marketing
campaign suggestions.
Hear the “Water Cooler” talk & impact
employee satisfaction and retention. Don’t
wait for the quarterly or annual survey to
understand employee sentiment.

18. ● L.A. based with worldwide
reach
● Product Suite: Power &
Construction
● 400+ employees and
growing
● Always looking for
innovative solutions
Multiquip

19. ● Multiple attempts at CRM
● Fragmented Slack usage
● Early adoption from sales teams
● Abundance of unstructured data
● Key insights are a ‘needle in a needlestack’
Multiquip had challenges & goals.

20. ● Bring AI into the office
● Extract valuable insights
● Deliver actionable insights to
leadership
Involve had an idea.

21. A partnership with mutual goals was
born.
● Find & act on new opportunities
● Overview of success and missed product opportunities
● Quantifiable insights to drive discussion between management
and employees

22. Multiquip
Distributors
(rental
companies)
Purchase:
End Users
Rental:
End Users
Our common objective is unpacking the complex
sales process.
Key Players:
Federal government
Municipal + County
governments
Rental distributors
(united rental,
sunbelt, herc)
Film studios
National Contractors

23. Integrate
Slack Data
w/ Revenue
Data
Collect
Slack Data
Project Overview
Apply ML to
Slack Data
Summarize
Findings

24. Parse out
information
for testing
Collect
Slack Data
Step 1 is gathering information.
Convert
Slack Data
into CSV
Building
Training Set
& Run Test
Set

25. We start organizing raw data.

26. Converting the data to make it useful

27. Let’s look at an example.

28. Training Set
(~2,800
messages)
Test Set
(~31,000
messages)
Running Training & Test Set

29. Bridge Data
between
Slack and
Sales
Building
Training and
Running
Test Set
Step 2 is analyzing the findings.
Review
Results
Pull Sales
Data

30. Transparency is key.

31. Bridging the data between Slack and Sales.
Key Challenges:
● No direct labels/categories for distributors vs. direct buys
● Workarounds (order reason code / discount code) were not consistently applied
● Only solution was to manually review - meaning many of the categories may be under reported

32. First Results

33. Data aligned with our business goals.

34. Customer Conversations & pitching product.
Key Challenges:
● No direct labels/categories for distributors vs. direct buys
● Workarounds (order reason code / discount code) were not consistently applied
● Only solution was to manually review - meaning many of the categories may be under reported

35. Summary: What can we infer?
● There is an obvious relationship between number of invoices and revenue
● However, the relationship between customer conv. and invoices is less obvious as an
increase in customer conv. does not necessarily mean an increase in number of invoices
● Relationship seems to be dependent on client type: Distributor vs. Direct Consumer
● Linking customer conversations to invoices, and invoices to revenue allows customer
conv. (and thus Slack data) to be used as a predicting metric for revenue
● Direct to consumer makes up 26% of customer conv., sales only account for 2.5% of
revenue. Distributors make up 74% of customer conv., sales accounts for nearly 77% of
revenue
○ Customer Conversations made with distributors have a higher chance of turning into
invoices
○ Customer Conversations made to direct consumers have low turnover of becoming
invoices
○ That validates our assumptions that we need to step up our efforts for
non-distribution or rental companies
It also gives us a first benchmark to track effort and success

36. Just the tip of the iceberg .
● Deeper review of direct vs. distributor performance
metrics
● Deeper Rental vs. Direct Buys review
● Expanding Analysis to sub-categories (Territory, Time,
Division)
● Custom Territory analyses targeted for sales fleet
● New Analysis over ‘Service’ (non-customer conv.) and
it’s corresponding Revenue Impact
● Customer sentiment / product sentiment

37. Just the tip of the iceberg..
● Internal use case can be presented
● CRM like insights without being forced on a CRM
system
● Transforms chat like information in to actions for
manager and sales personnel

38. Next Steps
● Very encouraging results after only 4 weeks with
limited resources
● Extend interviews with sales personnel and
management
● Introduce project on our upcoming national sales
meeting
● Expand slack to all sales personnel
Integrate product management

39. Q&A