Clari started as a company that wanted to give sales teams more information about their sales process than could be found in the CRM database. Today, the company announced a much broader platform, one that can provide insight across sales, marketing and customer service to give a more unified view of a company’s go-to-market operations, all enhanced by AI.

Company co-founder and CEO Andy Byrne says this involves pulling together a variety of data and giving each department the insight to improve their mission. “We are analyzing large volumes of data found in various revenue systems — sales, marketing, customer success, etc. — and we’re using that data to provide a new platform that’s connecting up all of the different revenue departments,” Byrne told TechCrunch.

For sales, that would mean driving more revenue. For marketing it would it involve more targeted plans to drive more sales. And for customer success it would be about increasing customer retention and reducing churn.

Screenshot: ClariThe company’s original idea when it launched in 2012 was looking at a range of data that touched the sales process, such as email, calendars and the CRM database, to bring together a broader view of sales than you could get by looking at the basic customer data stored in the CRM alone. The Clari data could tell the reps things like which deals would be most likely to close and which ones were at risk.

“We were taking all of these signals that had been historically disconnected from each other and we were connecting it all into a new interface for sales teams that’s very different than a CRM,” Byrne said.

Over time, that involved using AI and machine learning to make connections in the data that humans might not have been seeing. The company also found that customers were using the product to look at processes adjacent to sales, and they decided to formalize that and build connectors to relevant parts of the go-to-market system like marketing automation tools from Marketo or Eloqua and customer tools such as Dialpad, Gong.io and Salesloft.

With Clari’s approach, companies can get a unified view without manually pulling all this data together. The goal is to provide customers with a broad view of the go-to-market operation that isn’t possible looking at siloed systems.

The company has experienced tremendous growth over the last year, leaping from 80 customers to 250. These include Okta and Alteryx, two companies that went public in recent years. Clari is based in the Bay Area and has around 120 employees. It has raised more than $60 million. The most recent round was a $35 million Series C last May led by Tenaya Capital.