How Vivun leaned into GTM AI to boost pipeline by 40% with 50% fewer SDRs

Summary

Key quotes

“We realized we wanted to move forward with Common Room when it clicked that Common Room just gives you leads—you don’t have to hunt for them.”

• 

  Jarod Greene

  CMO

“The actionability is huge. SDRs don’t have to swivel through different platforms. They don’t have to go through Google Drive and Gong call histories and word of mouth and tribal knowledge. They can actually see what's happening and action on it all in the same place.”

• 

  Jarod Greene

  CMO

“We’re an AI company. And Common Room is a key part of our AI stack. We’re excited to keep scaling results with AI-augmented research and outbounding.”

• 

  Jarod Greene

  CMO

Background

AI is opening new doors to sales effieicncy—but only if you have tooling that helps you put it to work.

That’s why organizations like Vivun are turning to AI to help sales reps work faster, smarter, and easier via intelligent automations and autonomous agents.

Here’s how Vivun used Common Room to:

• Eliminate tab hopping and manual workstreams
• Streamline signal-based pipeline generation
• Increase pipeline 40% QoQ with 50% fewer SDRs

Automate manual processes

Vivun helps companies speed up sales cycles and increase win rates across multiple use cases.

But many of Vivun’s own sales processes were less state-of-the-art, something CMO Jarod Greene learned firsthand when the SDR team moved under marketing.

“That's when I really started to explore their processes,” Jarod said. “I was like, ‘So you guys just wake up and hunt, huh?’”

Hopping between tools like ZoomInfo, LeanData, LinkedIn Sales Navigator, and more was the norm. There were no set processes and all work was manual. Reps would spend each day searching for relevant data and signals—like job changes, job listings, and news events—to find prospects.

“Between all the tools we were using, we couldn’t find reliable contact data to go and run tests with or use to make sense of our account lists,” Jarod said. “It felt like we were banging our heads against the wall.”

The result was random acts of outbounding.

But accuracy wasn’t the only issue. Speed to lead was also a problem, something that prevented the team from testing and iterating on different tactics.

For example, reps would have to constantly download lead lists into spreadsheets and copy-paste email addresses into their sales execution platform, Gong Engage.

“We’d say, ‘Let’s try this sales play,’ but between identifying the buyer segments, identifying what success criteria looked like, actually getting the play up and running, and looking at the results, it could take a month,” Jarod said.

Meanwhile, whatever lists reps were using quickly went out of date.

“The ICP accounts in your database change,” Jarod said. “The way we mapped it a year ago is not the way it exists now. And so if we weren't keeping the CRM up with ZoomInfo changes or just market changes in general, it was stale.”

Jarod set out to help modernize Vivun’s pipegen engine. His team evaluated multiple tools, including Clay, before deciding on Common Room.

A reliable pricing model—and the ability to standardize rep workstreams across the team with a UI purpose-built for pipegen—were big reasons why.

Common Room’s customer journey graph eliminated the need for multiple point solutions (and endless tab hopping), enabling the team to consolidate key buying signals from across data sources—like LinkedIn engagements, website visits, Slack interactions, and relevant job changes—all in one place.

Meanwhile, Common Room’s out-of-the-box identity resolution and waterfall enrichment automatically reveals the contacts and accounts behind every signal.

Reps get ready-to-action access to all relevant demographic, firmographic, and behavioral insights, including names, job titles, work histories, email addresses, phone numbers, cross-channel activities, and more.

“We realized we wanted to move forward with Common Room when it clicked that Common Room just gives you leads—you don’t have to hunt for them,” Jarod said.

Playbook

Identify and action on signal-heavy accounts

Prioritize accounts based on buying signals and take action fast.

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Auto-replenish fresh leads

The biggest game changer for Vivun’s SDRs was getting introduced to Common Room’s segments—auto-replenishing lead lists that are updated daily with fresh prospects and accounts based on AI signal capture.

Team segments allow Vivun to create granular plays built around different regions, industries, personas, and signals and customize them for each rep based on preselected fields in Salesforce.

Examples include:

• Engaged ideal contacts in BoB: Economic buyers with relevant job titles (think Director of Presales or Head of Sales Engineering) in a rep’s book of business who have engaged with Vivun in some way
• Recent website visits: Contacts who visited a high-intent webpage within the past seven days
• Socially engaged contacts: Contacts with relevant job titles who have engaged with Vivun across LinkedIn, X (Twitter), or Slack over a set time period
• ICP job changes: Former product users who have recently joined a new company that matches Vivun’s ideal customer profile
• Relevant job listings: Organizations with open roles that mention relevant job titles or technologies

Reps simply click into a segment and begin burning down a list of in-market prospects and companies within their book of business—complete with full context for who they’re reaching out to and why.

Segment views include key information like annual revenue, economic buyer count, recent job listings, relevant news items, web visits, and more. And automated tagging helps prioritize people and organizations, like RevOps leaders or companies with a competitive tech stack.

Reps can view each contact or account’s profile to dig deeper into their recent activity, including custom fields pulled in from SFDC.

“The ability to see prospects in Common Room and not in a fricking spreadsheet is a godsend,” Jarod said. “You build a segment and it’s a living, breathing list versus downloading a list and watching it die.”

Better yet, SDRs can take action right from the same place. Common Room’s natively built and fully managed integrations with popular sales execution platforms means the team can sync contacts to Gong Flows with the press of a button.

“The actionability is huge,” Jarod said. “SDRs don’t have to swivel through different platforms. They don’t have to go through Google Drive and Gong call histories and word of mouth and tribal knowledge. They can actually see what's happening and action on it all in the same place.”

Common Room also helps reps flex their multithreading muscles.

If an SDR sees an account showing intent but not an ideal contact, they can simply use Prospector to map out contacts within the account based on their custom criteria—like job title and location—and add them to Common Room for enrichment.

Vivun automates this process from end to end using Common Room’s workflows, significantly speeding up the prospecting process.

“One of our big initiatives has been around multithreading more effectively,” Jarod said. “Back in the day, it was enough if a sales engineering leader came to our website and requested a demo. That's no longer enough. We absolutely need the sales leader’s buy-in. We need the sales operations leader’s buy-in. Common Room helps us see that universe of people we need to influence throughout the cycle.”

Playbook

Find and enrich any high-fit company or prospect in a flash

Spotlight ICP-match accounts and ideal personas lightning-quick.

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Augment SDRs with AI

Vivun is already seeing great results by automating prospect identification, enrichment, and segmentation.

But this is just the start.

Jarod and his team are exploring how Common Room’s AI agents can increase sales efficiency even further.

“We’re an AI company,” Jarod said. “And Common Room is a key part of our AI stack. We’re excited to keep scaling results with AI-augmented research and outbounding.”

With RoomieAI™ Capture, reps can let an AI agent proactively hunt down, synthesize, and summarize account-level insights from both owned data and the public web to create tailored account plans for every org they’re prospecting into, including top contacts to outreach.

Meanwhile, RoomieAI Activate allows reps to draft highly personalized, highly relevant messaging for every contact in real time using dynamic variables that pull from every data point and signal captured in Common Room, including AI research.

By combining this with Common Room’s workflows, SDRs can automate prospecting from signal to send without any human intervention.

“AI has completely changed how sales teams operate,” Jarod said. “The ability to uncover key insights and use them to personalize outreach—instantly and at scale—is a huge value add. Common Room is our partner in unlocking that value for both our SDRs and our customers.”

Playbook

Scale personalized outbound with AI

Auto-generate messaging to reach out with relevance.

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Results

Vivun used Common Room’s AI-powered customer intelligence platform to drive big impact while reducing headcount.

Common Room generated a 40% quarter-over-quarter increase in pipeline in Q1 2025, breaking the pipeline record set in the previous quarter.

Even more impressively, the company did it with an SDR team that was half the size of what it was a year ago.

“We just saw the most pipeline generated in a quarter and our SDR team is 50% smaller than it was at this time last year,” Jarod said.

Vivun’s AI platform gives sales teams a clear view of their technical sales motion. Common Room’s AI platform gives Vivun a clear view of every pipegen opportunity—and the ability to action on it fast.

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