YextHow Yext stays ahead of the competition with Airtable

Yext | Airtable
  • 2006

    Founded

  • New York City

    Headquarters

  • 500-1,000

    Company size

The need for a way to flexibly model the rapidly changing processes and organization of the growing company led Yext to turn to Airtable.

Choosing tools that scale

When Howard Lerman founded Yext in 2006, his goal was simple: “build an impactful, great company with super talented people.” It’s fair to say he succeeded: Yext has been named one of Fortune’s Great Places to Work, a Best Workplace for Women, and has more than 980 employees worldwide. Since its inception, Yext’s service offering has gone through various transformations, from its early days providing lead generation for local businesses to its current-day status as the leading provider of location data management services.

Seeking a product that could flexibly model the rapidly changing processes and organization of a growing company, Jonathan Kennell, Yext’s VP of Product Development, turned to Airtable in 2015. Kennell’s first step was to build a comprehensive competitive database in Airtable, although they quickly began using the product for other business objectives, such as streamlining the product development process.

“The value of Airtable is that it allows you to jumpstart the process of building software,” says Kennell. “You can essentially create whatever enterprise software you want. It makes it easier for everyone to be a programmer.”

You can essentially create whatever enterprise software you want. It makes it easier for everyone to be a programmer.

Jonathan Kennell

Vice President of Product Management

Workflow highlights

  • Yext identifies and tracks comparable features offered by their competitors with color-coded multiple select fields. Designers and writers can turn to the base to research solutions that others have developed, and determine the best ways to both serve their customers and stand out from the rest of the pack.
  • To get a better sense of the broader market landscape, Yext keeps a detailed list of “incidents”—press or customer mentions—involving the competition. The incident is then linked to the specific competitor in the “Companies” table for easy reference in the future.
  • With this base, team members throughout the company can quickly summon the context they need to make informed decisions: if a customer or prospect mentions a competitor, their salesperson is able to see where its comparable features fall short. The communications team can determine how competitors have been positioned with different members of the press, so that they can properly differentiate themselves in subsequent conversations.

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