Case Study: ThoughtSpot achieves 4X contact coverage and boosted campaign ROI with People.ai

How ThoughtSpot Increased Campaign ROI for all ABM Activities

ThoughtSpot, a fast-growing analytics and AI company, struggled to attribute pipeline and identify who was influencing deals because reps’ activities and Opportunity Contact Roles (OCRs) weren’t reliably captured. Account-level attribution didn’t work for their large-enterprise deals and reps typically added only 1–1.5 contacts per opportunity, so ThoughtSpot engaged People.ai to get clearer activity and contact visibility.

People.ai automatically ingested calendar and email activity and matched contacts to opportunities, giving ThoughtSpot a much richer activity and contact picture: Opportunity Contact Records rose 4X, contacts created per month grew 10–20X, the contact database tripled in six months, and 40–80 converted leads were matched to OCRs weekly. With People.ai’s data, ThoughtSpot improved campaign attribution, reduced manual data entry, and refined targeting, campaign spend, and pipeline reporting.

ThoughtSpot

Scott Holden

Chief Marketing Officer