Otter.ai’s Post

I've begun advising Otter.ai and here's why: There are 3 layers to the sales technology value stack: 1. Systems of Record 2. Systems of Intelligence 3. Systems of Engagement Systems of Record These are the core databases you use to run your GTM organization. CRM is the best example. Salesforce and Hubspot are examples. Systems of Intelligence These sit one layer above Systems of Record. Systems that ingest large amounts of data, help discover trends, identify opportunities, and make sense of your business. They aren’t a System of Record. Your data does not flow through them or originate with them. But they are useful. These include revenue intelligence companies like Clari or Ebsta, productivity applications like Gong or Otter.ai, and, of course, Salesforce and Hubspot. Then there is the bottom layer… Systems of Engagement These are companies that automate workflows for GTM teams and create “personalized” communication at scale. These companies suffer from “adverse network effects”. The more people use them, the less effective they become. One person using a sales engagement tool is incredibly powerful. A billion people using the same tool create an overwhelming volume of noise. There is no logical way to “scale” communication because, as you help people refine their communication to be more effective, everyone else is doing the same thing. It’s not that these aren’t great companies. But ultimately, Systems of Intelligence tend to be more valuable. Why Systems of Intelligence Systems of Intelligence do not suffer from adverse network effects. Otter.ai is useful at 1 user or 100 million because it’s analyzing your data and enriching your perspective on the market. Nothing Otter does erodes your ability to connect with your customers. In fact, through real-time live transcription, it enhances it. And through their new AI chat, it enables you to communicate across multiple mediums at the same time - through the call or dynamically to the deal team as you progress with your prospect conversation. It even detects action items from meetings to create follow-up lists for participants. In the last few months, I’ve been impressed by their ability to innovate within the category and continue providing GTM teams with a unique advantage in their selling capabilities. I’ve begun advising Otter.ai but it’s because I fundamentally believe in two things: 1. The importance of Systems of Intelligence to empower GTM teams and leadership with better decision making and enhanced productivity 2. The importance of speed of execution around new capabilities critical to win in this hyper competitive market (which I believe Otter has) If you’re interested in trying it, take a look for yourself (link in comments) and let me know what you think. Takeaway: Systems of Intelligence are the middle layer of the GTM value stack best positioned for meaningful value creation. Otter.ai is one of those.