Could a Revenue Intelligence Tool Be What You Need to Close More B2B SaaS Deals?

So you have a sales team selling your SaaS product. You’re confident you have product-market fit and the right pricing strategies, but you’re left unsure if you’ll hit your revenue objectives in 2025—especially after what’s been a tough year for increasing sales.

RevOps and Sales Leaders will look for tools that can help their reps be more efficient and consistent in converting opportunities to closed wins. But what can they implement that will really help them with this? The benefits of revenue intelligence are crucial here, as it enhances operational efficiency, decision-making, and sales outcomes.

Understanding Revenue Intelligence Tools

At the simplest level there are only two primary routes to growth for a SaaS company that has a product where their customers are business customers:

• Create more new B2B business from your SaaS product, eg. getting more of the prospects in your pipeline to purchase your product
• Sell more of your SaaS product to your existing B2B customers, eg. selling customers more seats and/or upselling them to a more expensive, more premium and highly featured tier of your SaaS product

These two key ways that SaaS revenue can be increased are at very different points in the customer’s journey with your product. Another way of saying that would be these are at different times in the product lifecycle. Utilizing data and analytics can drive significant revenue growth by identifying small changes that yield large impacts.

Revenue intelligence aims to enhance understanding of closing deals and generating revenue through real-time conversation intelligence data. It gathers and integrates data from multiple teams, eliminating silos, and provides sales teams with accurate, reliable insights.

The Power of B2B Sales Analytics

Sales analytics represents a fundamental shift in how B2B companies understand and act on customer behavior. Unlike traditional sales metrics that focus solely on pipeline stages and win rates, modern B2B sales analytics leverages high-quality sales data to provide deep insights into how prospects and customers engage with your product.

Think of sales analytics as your revenue team’s radar system. It reveals patterns and signals that would otherwise remain hidden:

• Product Usage Patterns. By tracking how prospects interact with your product during trials and how existing customers use various features, sales analytics helps identify buying signals and expansion opportunities. For example, when a prospect’s entire team actively engages with your product during a trial, that’s a strong indicator of purchase intent.
• Engagement Scoring. Modern sales analytics goes beyond basic usage metrics to calculate meaningful engagement scores. These scores consider factors like feature adoption depth, user activation rates, usage frequency and consistency, admin user engagement, and integration implementations.
• Behavioral Indicators. The most powerful aspect of sales analytics is its ability to identify specific behaviors that correlate with buying decisions. When your analytics system spots these patterns—like increased usage of premium features or expansion of user seats—it can automatically alert your sales team to these revenue opportunities.
• Real-time Intelligence. Unlike historical reporting, modern sales analytics provides real-time insights that enable your revenue teams to act at precisely the right moment. When a prospect’s usage suddenly spikes or an existing customer starts exploring enterprise features, your sales team can engage while the iron is hot.

The product usage analytics that make this possible are quite unlike other product analytics provided for and typically used by product and marketing teams. Tracking important revenue intelligence metrics is critical for demonstrating the value of new tools and monitoring the overall health of the revenue organization.

Transforming Sales Performance Through Actionable Insights

What makes this approach truly powerful is its focus on actionable intelligence. Rather than drowning teams in data, effective sales analytics platforms filter and prioritize information to tell revenue teams exactly:

• Which prospects are most likely to convert
• When to reach out to customers about upgrades
• What specific features or benefits to highlight
• How to time their outreach for maximum impact

This combination of deep product usage insights and intelligent prioritization transforms raw data into clear action items for your revenue teams. It’s the difference between knowing that a customer is using your product and knowing precisely when and how to engage them for maximum revenue impact.

In recent years, some platforms have been widely adopted, reducing the workload for your sales and customer success teams. Solutions like Gong have applied artificial intelligence to cut through any noise left by meetings, enabling sales and CS reps to summarise and analyse their calls and stay focused on customer intent.

Effective revenue intelligence integrates data from multiple sources to capture a wider range of customer interactions, including sales calls, enhancing visibility over sales processes.

Revenue Growth Through Existing Customers

In today’s B2B SaaS landscape, your existing customer base represents a goldmine of untapped revenue potential. By combining intelligent sales analytics with a robust entitlements system, you gain unprecedented visibility into expansion opportunities. This powerful combination doesn’t just show you what customers have purchased—it reveals what they could and should be purchasing based on their actual usage patterns.

When a customer consistently pushes the limits of their current tier, regularly uses specific features to their maximum capacity, or shows usage patterns similar to customers who have successfully upgraded, these become clear signals for expansion opportunities. The system can automatically identify accounts that are prime candidates for seat expansion, tier upgrades, or additional module purchases, transforming what was once a guessing game into a data-driven sales motion.

But identifying opportunities is only half the battle. The real power comes from how this intelligence is delivered to your sales and customer success teams. Modern sales analytics platforms, or a comprehensive revenue intelligence platform, can integrate directly with your CRM system, automatically creating and qualifying opportunities based on usage triggers.

Instead of customer success managers manually digging through usage data or sales reps making educated guesses about expansion timing, the system proactively alerts teams to specific opportunities.

For example, when a customer’s license utilization consistently exceeds 85% over a three-month period, the system can automatically create a qualified opportunity for seat expansion. Or when usage patterns indicate a customer is ready for enterprise features, it can trigger an alert to the account manager with specific talking points based on the customer’s actual usage behavior.

This systematic approach to identifying and acting on expansion opportunities not only increases revenue but also ensures you’re approaching customers with relevant upgrades at the right time, strengthening relationships and improving customer satisfaction.

Implementing Sales Intelligence in Your Organization

The last couple of years have presented challenges for revenue-facing teams to hit their targets. Revenue intelligence software addresses these challenges by providing insights that enhance productivity, lead prioritization, and team alignment. When evaluating tools, it's crucial to consider the best revenue intelligence software to ensure you leverage data effectively and drive sales success.

Sales analytics can be used to reach those goals, a form of revenue intelligence tools enabling B2B SaaS companies to win more business and expand existing business.

If you are looking to increase your SaaS revenue from B2B sales, Zengain is a revenue intelligence tool that you can look at. In January 2025 Zengain is running a Beta program, with strictly limited places available.