Owner.com reduces manual work and gains insights to close deals faster with Momentum

When former Chief Revenue Officer Kyle Norton joined Owner.com as Chief Revenue Officer, he faced a formidable challenge: steering his team through the complexities of selling to independent, small business owners, primarily in the restaurant industry. Unlike typical corporate buyers, these customers were perpetually multitasking, often engaging with reps while juggling tasks like throwing pizza dough or managing kitchen operations.

This dynamic created unique hurdles for the sales team. Sales reps struggled to maintain consistent communication across multiple, often unconventional business channels like text and WhatsApp while managing a high-velocity sales motion. Additionally, capturing and inputting critical customer data into Salesforce became an overwhelming burden.

“We were asking reps to do the impossible: Run high-velocity calls all day and then spend hours manually updating Salesforce fields,” Norton explained. “It just wasn’t sustainable.”

Owner.com was already using another call intelligence platform to help, but a rocky renewal exposed its limits. “I was frustrated and I wanted control,” Norton said. “[It] was a walled garden — they wanted you to do everything inside that one platform and I didn't want to do that.”

For Steve Dinner, Director of Revenue Operations, the stakes were equally high. Norton and Dinner needed a solution that would streamline workflows, automate data capture, and unlock the untapped potential of unstructured data, all while maintaining the human-centric approach that defined their sales team’s success.

Owner.com’s search for a solution led them to Momentum from Salesforce. Momentum is uniquely designed to automate data workflows and provide actionable insights from unstructured call data. 

Momentum’s ability to integrate seamlessly with Owner.com’s existing tech stack sealed the deal. It promised to deliver value without introducing additional complexity, a critical factor in a high-growth environment. Momentum quickly became a cornerstone of Owner.com’s revenue operations strategy, tackling challenges across four key areas:

1. Automating data entry

Momentum captures essential customer insights — like restaurant locations or competitor mentions — directly from call transcripts and auto-populates Salesforce fields. This automation eliminated hours of tedious manual work. Dinner described the transformation: “Our reps now know that everything they need is being captured without them lifting a finger. It’s like magic.”

2. Simplifying workflows

Momentum integrates directly with tools like Slack, allowing reps to review and confirm updates in real time. This streamlined approach keeps reps focused on revenue-generating activities rather than administrative tasks. “Momentum doesn’t add complexity; it reduces it,” said Dinner. “Reps just click a button in Slack, and their updates are done.”

3. Driving real-time behavior change

Using Momentum’s custom prompts and notifications, Owner.com reinforced key sales behaviors, like consistently asking for the deal. “The ability to push real-time coaching feedback to reps is a game changer,” Norton said. “It’s not just about monitoring behavior, it’s about shaping it instantly.”

4. Elevating decision-making

Momentum's ability to turn unstructured data into structured, reportable fields let leadership test hypotheses at scale. Norton described pulling his last 1,000 opportunities and analyzing which signals — across all CRM fields — correlated with win rates. “This set of tooling is one of the most important things for me as a revenue leader,” he said. “I can make such good decisions from it.”

Since 2022 — when Owner.com was “two and change” in ARR — the company has grown to nearly $100 million in ARR, with Momentum playing a key role in that scale-up. The results speak for themselves:

• Increased efficiency: Reps spend less time on data entry, enabling them to focus on building relationships and closing deals.
• Improved data quality: CRM data is now more accurate and comprehensive, providing a clearer picture of customer needs and behaviors.
• Faster iteration: With Momentum, Owner.com can test and refine processes in days rather than weeks, staying agile in a competitive market.
• Reduced churn: Momentum’s insights have helped align sales expectations with customer onboarding, minimizing early churn and improving retention.

For Norton, the biggest impact has been decision-making confidence. “Momentum gives us an order of magnitude better data than we’ve ever had before,” he said. “We’re making decisions with clarity and speed that simply weren’t possible before.”

Into the future: an indispensable partner

Looking ahead, Norton and Dinner see Momentum as an indispensable partner in their growth journey. They plan to expand its use across other teams and explore new features like automated email follow-ups and advanced sentiment analysis.

The leadership team is particularly excited about Momentum’s evolving roadmap. “Momentum isn’t just keeping pace with our needs. It’s staying ahead of them,” Dinner said. “Their ability to roll out meaningful features at lightning speed is unmatched.”

Reflecting on Momentum's acquisition by Salesforce, Norton called it “the best thing that could happen to us.” 

“Having a tool baked into the platform at the most primitive layer is strategically important,” he said. “It's one vendor relationship to worry about, and I think the roadmap is going to get really exciting.”