Sales ops · Production

How Certinia Improved Win Rates by 9% and Accelerated Deal Closure by 15% with Clari

The problem

Certinia's revenue process relied on static and outdated spreadsheets that burdened the operations team, produced inaccurate forecasts, left sales managers evaluating data instead of coaching, and allowed deals to slip.

Workflow diagram · grounded in source
1
Activity and prediction data combined
integration
“Clari combines activity, historical data, and AI predictions into a powerful data hub, making slipping opportunities hard to miss”
2
AI pinpoints deal risk factors
ai_action
“Clari pinpoints issues like lack of account activity, no engagement with the economic buyer, or competition that enters late–stage”
3
Managers review warning signs
human_review
“Certinia managers and reps get plenty of time to review warning signs and get back on track. They can see exactly when and how to act to save deals”
4
Deal strategy and coaching
output
“Certinia frontline managers can dive into deal strategy with reps instead of waiting for spreadsheets to load or debating the accuracy of their data. They can focus on accountability, consistency, and strategy, immediately challenging a …”
5
EMEA account prioritization
routing
“Certinia's EMEA team uses Clari to prioritize the right accounts. In Clari, they can see whether pipeline is coming from focus accounts”
Reported outcome

Certinia achieved a 9% increase in win rates and a 15% faster time to close, while Waterfall saved managers an hour and a half every Sunday evening on weekly pipeline review.

Reported metrics
Win rate increase9%
Time to close acceleration15%
Time saved on weekly pipeline reviewan hour and a half every Sunday evening
Reported stack
ClariWaterfall
Source
https://www.clari.com/resources/customer-stories/certinia/
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

Certinia achieved a 9% increase in win rates and a 15% faster time to close, while Waterfall saved managers an hour and a half every Sunday evening on weekly pipeline review.

What tools did this team use?

Clari, Waterfall.

What results were reported?

Win rate increase: 9%; Time to close acceleration: 15%; Time saved on weekly pipeline review: an hour and a half every Sunday evening (source-reported, not independently verified).

How is this sales ops AI workflow structured?

Activity and prediction data combined → AI pinpoints deal risk factors → Managers review warning signs → Deal strategy and coaching → EMEA account prioritization.

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