Founded in 2010 and headquartered in American Fork, Utah, Domo is a NASDAQ-listed Data Experience platform that helps businesses make smarter decisions with data. It is one of the top business intelligence solutions in the world, with over 2,600 customers globally. Domo’s revenue motion is split across two teams: Account Development Managers (ADMs), who handle pipeline generation much like a BDR or SDR team, and Account Executives (AEs), who close the pipeline generated by the ADMs as well as generating their own.

By the end of 2022 Domo was feeling the impact of the wider macroeconomic conditions. Its stock price had declined, revenue growth had slowed and customer retention rates were heading downwards. The company needed a way to improve both top-of-funnel and bottom-of-funnel performance without simply playing what Dan Wells, VP of Account Development, calls the math game of more emails, calls and meetings.

Domo’s new Chief Data Officer, Mohammed Aaser, had studied the impact of Personality AI during his time as CDO of McKinsey and believed that shifting to a buyer-first approach and prioritizing authentic relationships in sales could make a significant difference. Personality AI-based buyer intelligence was still a relatively new concept in 2022, however, so Domo’s leaders wanted to quantify its potential before making a go/no-go decision. The question they set out to answer was what impact a buyer-first approach and Personality AI-enhanced personalization could have on Domo’s revenue trajectory.

Domo was introduced to Humantic AI, a Buyer Intelligence platform grounded in personality models such as DISC and OCEAN. Rather than commit immediately, its leaders ran a six-week pilot in late 2022 in which 10 members each of the AE and ADM teams were given access. The ADM team ran two A/B email campaigns, one aimed at marketing prospects and one at BI prospects, to measure Humantic AI’s impact on lead generation and meeting bookings, while the AEs gave feedback on how the personality insights helped them sell.

Satisfied with the pilot, Domo adopted Humantic AI and rolled it out to 50 sales reps across both teams, expanding to more than 70 reps after 12 months. Because Humantic AI has native integrations inside most CRMs and sales engagement platforms, including Salesloft, which Domo’s ADM team uses heavily, reps could pull buyer insights and tailor their pitch without adding steps to their workflow.

Three practices emerged. ADMs personalized prospecting content and tone across email, calls and LinkedIn for each prospect. AEs used Humantic AI buyer profiles to prepare for demos, follow-up emails, negotiation and objection handling, covering every member of the buying committee rather than only the stakeholders they dealt with directly. And Domo’s data team built personality-enhanced lead scoring, using past win/loss data to score leads by DISC personality type after finding that Dominance/Influence and Influence/Steadiness buyers were usually won while Conscientiousness/Steadiness and Steadiness types were harder to close.

• 22.5% more deals closed on average, directly attributable to Humantic AI, across more than 1,000 deals from February 2023 to February 2024
• 2.1x more meetings booked and a 37% increase in Sales Accepted Leads to wins within a year
• 27% improvement in conversions from Sales Accepted Leads to Sales Qualified Opportunities
• Pilot A/B email campaigns saw 69% higher open rates, 201% higher click rates and 89% more replies
• Three meetings booked with Humantic AI personalization for every one booked through the regular workflow
• Nearly two-thirds of the team use Humantic AI in their outreach workflow, with 75% reporting it as useful