If you’re running enterprise sales, you know the drill: prospects want to talk to your customers before they’ll sign. But wrangling reference calls is a nightmare—tracking down happy customers, keeping lists updated, and making sure you’re not burning out the same folks over and over. If your “system” is a spreadsheet and a prayer, this guide is for you.
Let’s talk about how Deeto can clean up the mess, save you time, and make reference management way less painful. I’ll walk you through how it actually works, where it helps, and where you’ll still need to roll up your sleeves.
Why Reference Management Is Such a Headache
Before we get into tools, let’s be real about the problem:
- You need references to close deals. Enterprise buyers demand proof from real customers.
- It’s all manual. Most teams have a shared doc, an old CRM field, or someone’s memory to run on.
- Customers get annoyed. You end up asking the same champions over and over.
- Sales cycles stall. If you can’t find the right reference fast, deals slow down or die.
Add in privacy issues, time zones, and that one customer who always goes off-script, and it’s enough to make anyone’s eye twitch.
What Deeto Actually Does (and What It Doesn’t)
Deeto pitches itself as a customer reference automation platform. Here’s what that means in practice:
What works: - Centralizes your reference pool—so you can actually see who’s available and what they’ve agreed to do. - Lets you set rules (e.g. “no more than 2 calls per customer per quarter”). - Can automate scheduling and reminders. - Tracks who’s been asked, so you don’t burn out your best customers. - Offers reporting, so you know which references lead to closed deals.
What to ignore: - Don’t expect Deeto to magically make customers want to be references. You still have to recruit and maintain those relationships. - It won’t “close the loop” with your product or customer success data unless you integrate (and integrations always need some babysitting). - It’s not a replacement for building real trust with reference customers.
In short: Deeto organizes the chaos and takes grunt work off your plate, but you still have to do the people stuff.
Step-by-Step: Streamlining Reference Management with Deeto
Let’s get practical. Here’s how to actually use Deeto to fix your reference process.
1. Map Out Your Current Reference Process
Before you touch any software, get clear on how you’re handling references now. Ask yourself:
- Where do you keep your list of potential references?
- Who manages the process (Sales? CS? A random Slack channel)?
- How do you track who’s been used, and how often?
- What falls through the cracks?
Pro tip: Be brutally honest. If your “system” is a Google Sheet last updated in 2022, write that down. You can’t improve what you don’t see.
2. Kick Off Your Deeto Setup
Time to log in. Here’s what you’ll want to do out of the gate:
- Import your existing reference data. Deeto lets you upload CSVs or connect via CRM. Realistically, you’ll need to clean your list first—duplicates, bad contact info, and old champions who’ve left their companies are common.
- Define your reference types. Not all references are equal. Some are fine with a 5-minute email exchange; others will do full hour-long calls. Tag accordingly.
- Set usage limits. Decide how often you want to tap each reference. Deeto can automate reminders and enforce limits, so use this to keep your customers from burning out.
What to watch: Don’t get bogged down in over-customizing. Set up the basics, then improve as you go.
3. Recruit and Refresh Your Reference Pool
Deeto won’t magically fill your reference pool. You still need to:
- Identify your happiest, most articulate customers (ask your CS team for input).
- Get explicit opt-in—don’t assume everyone’s up for it.
- Regularly check in and refresh your list. People change roles, new champions emerge, and some folks just get tired of being asked.
Pro tip: Treat your references like VIPs. Send them thank-yous, small gifts, or early product updates. Deeto can remind you, but you still have to do it.
4. Set Up Automated Workflows
This is where the tool pays off. In Deeto, you can:
- Route requests: Sales submits a reference request; Deeto matches the ask to available, relevant customers.
- Automate scheduling: Deeto can handle calendar invites and reminders for both sides.
- Track outcomes: Log whether the call or email happened, and (if you want) how it affected the deal.
Where things get tricky: Automation is only as good as your process. If people ignore the tool and go back to ad hoc emails, you’re back to chaos. Make sure everyone understands how and why to use Deeto—and hold people to it.
5. Integrate With Your CRM (But Don’t Expect Magic)
Deeto can connect to Salesforce, HubSpot, and others. This lets you:
- Link reference activity to specific deals.
- Pull in updated customer info automatically.
Reality check: Integrations break. Fields don’t always map cleanly. Test your setup, and check for data drift every so often. Don’t assume it’s “set and forget.”
6. Report and Optimize
Here’s where you get actual insight:
- Which customers are your most effective references?
- Are you overusing certain folks?
- Which references lead to closed deals, and which just eat time?
Deeto’s reporting can help, but you still need to ask: “Is this helping us close more, faster—or just adding overhead?” Cut what doesn’t move the needle.
Honest Pros and Cons of Using Deeto
What’s great: - Saves time and admin overhead, especially for bigger teams. - Makes it harder to burn out your best advocates. - Clear audit trail—who was asked, when, and for what.
What’s meh: - Still need to recruit and nurture references yourself. - Integrations require attention—don’t expect perfection. - Another tool for your stack (and another bill to justify).
Who gets the most out of it:
If you manage a lot of reference requests, across multiple reps and regions, Deeto is a lifesaver. If you only get asked for references a few times a quarter, you probably don’t need all this machinery.
Tips to Keep It Simple (and Actually Useful)
- Don’t over-engineer. Start with the basics and adapt as your process matures.
- Keep talking to your references—automation isn’t a substitute for relationships.
- Review your reference pool quarterly. People move on, get acquired, or burn out.
- Make it easy for sales reps to request references—otherwise, they’ll ignore the system.
- Celebrate your references. A little gratitude goes a long way.
If your reference process is a mess, Deeto can help you get organized and keep your best customers happy. But don’t expect miracles—set it up simply, get buy-in from your team, and keep an eye on what actually helps you close. Start small, tweak as you go, and don’t let “perfect” get in the way of “done.”