Latest news with #Invoca
Fast Company
18-07-2025
- Business
- Fast Company
From seeds to strategy: A CEO's guide to driving AI urgency across the organization
The AI race is on, but many organizations are still stretching at the starting line, unsure how to get their teams moving. They look around and wonder: How fast should we run? What kind of pace do we keep? What's everyone else doing? For Gregg Johnson, CEO of Invoca, an AI-powered revenue execution platform used by leading high-consideration purchase brands in the B2C space, adopting AI across an organization requires clarity, discipline, trust, and a willingness to focus on setting your own pace. 'You're not competing with AI,' Johnson says. 'You're competing with the companies who are using it.' That mindset is driving how he's brought AI urgency to every level of his company, without triggering chaos, confusion, or risk. From experimentation to orchestration, Johnson has led with AI optimism, structure, and monitoring for measurable returns, and that mindset has rippled throughout the entire organization. START WITH CLARITY AND TRUST Subscribe to the Daily newsletter. Fast Company's trending stories delivered to you every day Privacy Policy | Fast Company Newsletters Before launching any AI initiative, Invoca established clear privacy guardrails. 'We started with nuanced rules, but no one could follow them, so we needed a rule everyone could remember,' says Johnson. He knew trust, both inside the company and with customers in regulated industries like finance, insurance, and healthcare, would be essential to scale responsibly. 'So we asked: would you put this data on the website? If yes, it's public. If not, it's confidential, and it stays out of open AI platforms. That's a non-negotiable. That clarity aligned teams quickly. Invoca split tool use accordingly. OpenAI's ChatGPT, Anthropic's Claude, Perplexity, and similar platforms are approved for public data. For anything company-confidential, they use Google's Gemini, since the company already uses the Google Cloud enterprise workplace ecosystem and has vetted its security controls. LET A THOUSAND FLOWERS BLOOM Like many organizations, Invoca's AI journey started with curiosity. When generative AI exploded into public awareness in late 2022, Johnson gave his teams room to experiment. 'Our first phase was all about letting a thousand flowers bloom,' says Johnson. 'We wanted teams to tinker, explore, and learn.' That open stance invited creativity and demystified the technology. But it also revealed where the adoption structure was missing. 'Soon, we realized that enthusiasm wasn't enough,' he says. 'What worked in marketing might also work in finance. But the people doing that work didn't know how to find each other.' So, Johnson moved from permission to pattern recognition. 'My wife loves succulents,' he says. 'They're the kind of plant where you can snip off a piece, move it somewhere new, and it'll thrive.' That became his metaphor for AI's adoption: cross-pollination. If someone in customer success was doing something useful with AI, Invoca's leadership team would spot it and 'transplant' it into other parts of the business. To make this real, Johnson appointed a leader responsible for AI adoption across departments. Their job wasn't to centralize AI efforts, but to act as a connector. 'We weren't looking for a technologist. We were looking for someone curious, connected, and cross-functional—someone who could spot what's working and help it spread.' START WHERE YOU CAN MEASURE One of Johnson's smartest strategies has been to focus AI investment where impact is easiest to prove. 'Marketing is a great place to start,' he says. 'It already has a strong measurement framework. You know your cost per acquisition, your conversion rates. So, when you apply AI, you can see what moves.' advertisement By contrast, areas like engineering or internal comms often lack those metrics. 'That doesn't mean AI isn't helpful there, it just means it's harder to prove ROI,' he adds. 'Before you apply AI to your workflow, ask yourself: How well do I measure this part of the business already?' Because you can't measure performance unless you have a strong baseline. That's more than operational advice, it's strategic scaffolding. 'If you're asking for budget to invest in AI, you need to tie it to business outcomes,' Johnson says. 'Measurement maturity makes that possible.' ALIGN METRICS BEFORE YOU SCALE AI is most powerful when it breaks down silos. At Invoca, Johnson has pushed to create connective tissue between departments, especially those that touch any point of a customer journey. 'Our customers are large consumer brands,' he says. 'A typical buyer purchase in their space might start with an online ad, continue through a website visit, and end with a call to a contact center. But marketing, web, and call center teams often have different KPIs. That makes it hard to improve the holistic buyer journey.' Invoca's technology enables brands to use AI to unify data across those silos. 'We can now help customers analyze conversations that happen in the contact center and feed that intelligence back into ad targeting,' Johnson says. 'So our customer marketing teams no longer fly blind. They use AI to see exactly what's converting, what's not, and have space to ask themselves why.' The result? Invoca customers have seen 20-40% improvements in ad spend efficiency because AI helps them close the loop between lead generation and revenue realization. THE ROLE OF THE CEO: SET THE TONE, THEN GET OUT OF THE WAY AI adoption within an organization doesn't need micromanaging, but it does need leadership. Johnson's approach: Be vocal, be visible, and lead with your values. He regularly speaks to employees about why AI matters not just to the company, but to their careers. 'If you want to stay competitive, you need to learn this stuff,' he tells them. 'It's not here to replace you. It's here to level you up.' He also leans on cultural optimism. 'I believe most people want to do the right thing. But they're also creatures of habit. So when it comes to driving AI urgency, sometimes you have to jostle them just enough to start trying something new.' The lesson? The AI starting gun has already fired. At Invoca, the team isn't just running—they're already out front, and they've set the adoption pace. Urgency doesn't mean chaos. It means alignment, creativity, and trust. And that's exactly what it takes to lead the pack.
Geek Wire
28-05-2025
- Business
- Geek Wire
Invoca acquires Symbl, a Seattle startup that uses AI for conversational intelligence
Symbl co-founders Surbhi Rathore and Toshish Jawale. (Symbl Photo) Marketing tech company Invoca has acquired a Seattle startup that uses AI to analyze multimodal interactions. Terms of the deal were not disclosed. Symbl, known as when it graduated from Techstars Seattle in 2019, sells software that lets developers build AI software for communication-related tasks across voice and text in real-time. Former Amdocs colleagues Surbhi Rathore and Toshish Jawale co-founded Symbl in 2018. Rathore is now VP of AI products and strategy at Invoca; Jawale is head of engineering. Rathore told GeekWire she's excited 'for the opportunity to focus on the application layer, given all these years on building the platform.' Founded in 2008, Invoca is a 'revenue execution' company that helps marketing teams boost leads and sales. It focuses on call tracking and contact center conversion rates. Invoca has raised $184 million. 'We are embedding the agentic capabilities of across the entire Invoca platform, giving you the ability to polish even the most minute sources of friction in your buying journey and thus increase your go to market efficiency,' Invoca CEO Gregg Johnson wrote in a blog post. Matt Diederichs, VP of strategic operations at Invoca, said Symbl's models 'understand the nuances of actual talking' and 'can surface insights that are emotionally aware, contextually persistent, and immediately useful.' 'Pretty impressive stuff,' he wrote on LinkedIn. Symbl raised a $17 million Series A round in 2021 led by Bay Area firm GreatPoint Ventures. Other backers include Gutbrain Ventures, PBJ Capital, Crosscut Ventures, Flying Fish, Jump Capital, Third Kind VC, and Technexus Ventures. Total funding to date was $28.5 million. Symbl was ranked No. 189 on the GeekWire 200, our list of top Pacific Northwest tech startups.
Associated Press
29-04-2025
- Business
- Associated Press
Invoca PreSense Now Available on Genesys AppFoundry
Invoca PreSense combines with the Genesys Cloud™ platform to give customers the power to drive more efficient revenue growth by connecting digital marketing teams to the contact center SANTA BARBARA, Calif., April 29, 2025 /PRNewswire/ -- Invoca, the leader in revenue execution platforms, today announced its PreSense solution is now available on the Genesys AppFoundry®, a marketplace of solutions offering a curated selection of applications and integrations that elevate customer and employee experiences. Invoca PreSense makes it easy for Genesys customers to orchestrate optimal experiences for consumers who call after engaging with their digital advertising campaigns on Google, YouTube, Facebook, Instagram, TikTok, and other channels. The company's solution enables contact centers to increase conversion rates and revenue by using real-time intent data from a caller's digital ad clicks, website behavior, and shopping cart to route them to the right agent while arming those agents with insights to drive more revenue. 'Every call to a contact center is a moment of truth where the business either wins or loses a customer,' said Cathie Frazzini, VP of Global Partnerships and Alliances at Invoca. 'Everything hinges on the experience. Invoca PreSense helps contact centers grow revenue by aligning with digital marketing teams to orchestrate winning end-to-end experiences at scale, from ad click to call to conversion.' DIRECTV uses Invoca PreSense with Genesys to dynamically route callers based on their engagement with the company's digital advertising and website. When a DIRECTV agent picks up the phone, they know what campaign the caller clicked on, what's in their cart, what features they're interested in, and what webpages they've visited, leading to more efficient conversations and better outcomes. Using PreSense, DIRECTV has improved sales call conversion rates by 110%. Invoca's application is now available with Genesys Cloud™, the AI-powered Experience Orchestration platform. With Genesys Cloud, organizations can coordinate every interaction and touchpoint through a full suite of omnichannel options, built in employee experience, native and turnkey AI and end-to-end journey optimization. As the trusted platform born on the cloud, Genesys Cloud accelerates growth for organizations by enabling them to differentiate with the right customer at the right time. PreSense is part of Invoca's solution for contact centers to measure and optimize revenue generation. The solution also includes AI-powered quality management that scores agent performance on every call, correlating behaviors to outcomes and identifying coaching opportunities to boost conversion rates and efficiency across the contact center. To learn more about the specific features and benefits of Invoca PreSense, visit the AppFoundry listing and the Invoca blog. About Invoca Invoca is a revenue execution platform that connects marketing and sales teams to help them track and optimize the buying journey to drive more revenue. By using a comprehensive revenue execution platform with deep integrations with leading technology platforms, revenue teams can better connect their paid media investments directly to revenue, improve digital engagement, and deliver the best buyer experiences to drive more sales. With Invoca, top consumer brands, including AutoNation, DIRECTV, Mayo Clinic, Mutual of Omaha, and Verizon, experience unbelievable results powered by undeniable data. Invoca has raised $184M from leading venture capitalists, including Upfront Ventures, Accel, Silver Lake Waterman, H.I.G. Growth Partners, and Salesforce Ventures. For more information, visit View original content to download multimedia: SOURCE Invoca
Associated Press
11-02-2025
- Business
- Associated Press
Invoca's Signal AI Studio Makes It Fast and Easy for Marketers to Deploy AI That Connects Online Advertising to Offline Revenue
Signal AI Studio gives every marketer the power to rapidly train AI signals that accurately detect if calls to their businesses are leads and resulted in conversions. Leading brands such as AT&T, AutoNation, and Banner Health use Invoca's AI to measure the performance of their search and digital advertising, make smarter optimizations to increase conversion rates, grow revenue, and convert more callers to customers. SANTA BARBARA, Calif., Feb. 11, 2025 /PRNewswire/ -- Invoca, the leader in revenue execution platforms, today announced major advancements to Signal AI Studio, its no-code AI training solution for marketers. Powerful new features make it faster and easier to deploy customized AI signals to measure the lead intent and conversion outcome of phone calls driven by their search and digital advertising. Offline AI data from Signal AI Studio can be fed automatically into marketing platforms such as Google Ads, Google Analytics, Meta Ads Manager, Search Ads 360, and Adobe to measure end-to-end campaign performance, optimize conversion rates and return on ad spend (ROAS), and deliver personalized experiences at scale. Leading brands such as AT&T, AutoNation, and Banner Health use Invoca's AI to connect online marketing to offline revenue and drive more efficient growth. 'Invoca has embedded AI technology into our platform for a decade. With Signal AI Studio, Invoca customers remain at the forefront of the AI revolution,' said Nathan Ziv, SVP of Product at Invoca. 'There's nothing else like it in Martech—a no-code UI that empowers anyone to train, deploy, and refine custom AI models that capture the precise offline insights marketers need to optimize online campaigns and drive better results.' How Data From Signal AI Studio Is Transforming Marketing Prove Marketing's Impact on Revenue: Measure how search and digital advertising drives phone leads and conversions to benchmark performance and prove value to the business. Increase Revenue Without Increasing Ad Spend: Shift ad spend to the channels and campaigns driving the most leads and conversions – both online and offline – to grow revenue from marketing even when budgets tighten. Power Better Google Ads Performance: Use phone lead and conversion data to fuel better optimizations from Google Ads smart bidding and Performance Max. Target the Right People With the Right Ads: Retarget phone leads that didn't convert with digital ads. Suppress non-leads and callers who converted from seeing ads. Know When Call Handling Impacts Marketing Results: Get hard data on how many phone leads each marketing campaign sends to contact centers and other business locations, if those calls are answered, and if they are successfully converted to appointments or sales. 'The accuracy of Invoca's AI is incredible. It analyzes every phone conversation with our business to tell if the caller is a sales lead and if they placed an order on the call,' said Frank McGinn, Business Intelligence Analyst at Viasat. 'With Invoca's AI, we can prove the true value of our marketing and power the right optimizations across all our channels, including Google Ads, paid social, display, and more. It's having a huge impact on our marketing performance and revenue.' New Enhancements That Speed AI Signal Training Intuitive UI for Easy Signal Creation: A guided workflow speeds marketers through the process of creating and deploying AI signals – no technical expertise or data science knowledge is required. Multi-Signal Training: Instead of training signals one at a time, users can train multiple AI signals at once using the same set of calls for faster deployment. For example, while training an Appointment Lead signal, marketers in healthcare could simultaneously train signals to detect Appointment Booked, New Patient, and Rescheduled Appointment, reducing training time by 75%. AI-Powered Thematic Search: Advanced search capabilities automatically surface the most relevant calls for training, improving speed and efficiency. Real-Time AI Accuracy Scores: Users can see predicted accuracy scores for each AI signal during training as well as post-deployment to ensure confidence in the data. 'Invoca's AI measures how all our marketing activities drive insurance policies purchased over the phone. The AI data is amazingly accurate, as it provides an in-depth view of where consumers are in their purchasing journey,' said Tim Mogler, Senior Account Manager at Mutual of Omaha. 'AI has given us confidence when reviewing call data no matter the channel and allowing us to pivot when needed. With Invoca's AI, our marketing team can invest in the right campaigns with certainty, and the impact it's had on sales and revenue has been impressive.' Signal AI Studio is generally available to all Invoca customers. Businesses interested in improving their marketing and sales performance can request a demo at Learn More: About Invoca Invoca is a revenue execution platform that connects marketing and sales teams to help them track and optimize the buying journey to drive more revenue. By using a comprehensive revenue execution platform with deep integrations with leading technology platforms, revenue teams can better connect their paid media investments directly to revenue, improve digital engagement, and deliver the best buyer experiences to drive more sales. With Invoca, top consumer brands, including AutoNation, DIRECTV, Mayo Clinic, Mutual of Omaha, and Verizon, experience unbelievable results powered by undeniable data. Invoca has raised $184M from leading venture capitalists, including Upfront Ventures, Accel, Silver Lake Waterman, H.I.G. Growth Partners, and Salesforce Ventures. For more information, visit
