November 8, 2021

Written by

Collective[i] Team

  • Posted in
  • Sales Forecasting
  • Revops
  • Revenue Operations

What is probabilistic unification, and why does it matter for sales?

Probabilistic unification is a machine learning approach to unifying data that is siloed in different applications. Today organizations have so much data, a person might take a lifetime to manually merge it all. A neural network, on the other hand, can aggregate and organize both structured and unstructured data faster and more effectively, helping teams unite data sets from various systems.

For sales, this creates the opportunity for a clean CRM without duplicate contacts — as well as a CRM that can update automatically. Armed with accurate, quality data, sales teams have the best chance of closing deals with prospects.

Big data projects fail to go beyond piloting and experimentation 60% of the time, according to Gartner. Reasons these projects don’t succeed include failure to manage the initial data quality, as well as confusion between master data and transactional data during the unification.

  • Master data about a customer or supplier must remain constant and intact for sales and marketing to use it in their work. B2B master data includes insights about the group of buyers at a business, such as customer requirements and preferred channels of communication.
  • Transactional data — such as the specifics of the deal, clients’ shipping or billing address, and their point of contact — will change far more often than the master data.

All data must be labeled as master or transactional data. If these two classifications are confused during a migration… Well, let’s just hope a backup was created. Confusing the classification may lead to the inaccuracy, corruption, or deletion of the record of buyer insights, past transactions, changes in point of contact, and more.


Probabilistic unification solves these risks and others for businesses looking to unify their sales and/or marketing data. Through Intelligent WriteBackTM and Intelligent InsightsTM, Collective[i] supports the administration of data management and informs sellers about when data has changed — or when it’s about to.

Intelligent WriteBackTM eliminates the need for manual CRM logging by automating data capture across the organization. This data can even be sourced from other approved users outside sales, such as marketing, legal, customer success, or product resellers. This keeps customer contacts up to date in one centralized hub from which all parties can take action and grow value for clients.

“For example, every email has 120 attributes that we look at using natural language processing to extract details from those discussions,” shared Stephen Messer, co-founder of Collective[i]. “The beauty of a neural network is that it can examine millions of data points and essentially do something called gradient descent to figure out which features [of the data] matter the most.”

Intelligent InsightsTM helps sellers to predict when new data is going to change insights and recommendations. Aggregating information from multiple third-party sources allows the platform to advise sellers of new insights about buyer behavior and market factors. These insights give sellers time to act strategically and still close the deal, even when the buying team’s requirements, opinions, or timeline has shifted.

“Companies go out of business, companies make acquisitions, and people within those companies come and go,” described Ryan Blackwell, CRO of Renaissance Learning. “So strong master data management and strategy around how you’re going to keep that CRM clean are essential. Collective[i] makes information about CRM systems a weapon for our sellers and not an admin burden.”

With the probabilistic unification power of Collective[i]’s neural network, it’s never been easier to keep your CRM data clean and current, with advance insight into changes in the market and buyer behavior. Explore Collective[i] for yourself to see how these features and others can help your organization achieve end-to-end digital transformation in revenue operations, sales, and beyond.

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