Meeting the demands of a globally distributed workforce

I joined Seismic in February 2021 to drive critical projects within core services and infrastructure. These services power our sales enablement platform which touches every aspect of the content journey, including campaign orchestration, activation, and measurement. 

Our global customers expect a seamless experience for their sellers and the buyers they engage with. In addition to the robust sales enablement capabilities of our platform, they expect high performance and reliability. 

We have launched a powerful set of geo-performance features and capabilities that allow us to provide a local performance experience to your globally distributed workforce and customer base. 

Being remote is the new reality

The adoption of remote sales models has been a learning experience for most B2B companies. After more than a year of Zoom and Microsoft Teams meetings, one thing is certain: consistent geo-performance, connectivity, and buyer experience matter. 

If you’ve ever waited while a host shares their screen or tries to load a presentation, those moments of awkward silence can feel like an eternity for the buyer and seller. 

As a company, we recognize that digital selling is here to stay. As organizations prepare for the future of digital sales, we’re making an investment to ensure that our customers have a consistent experience with their Seismic instance, no matter where they or their buyers are. 

This summer, we are wrapping a year-long initiative to provide an enterprise-grade set of features and capabilities to improve performance for geographically distributed companies and sales forces. 

Enterprise grade content delivery network

In a globally distributed workplace, users who are geographically distant from their employer’s tenancy location sometimes experience greater latency when accessing Seismic content. 

This summer, we introduced Seismic Edge Network to reduce latency and improve responsiveness. Seismic Edge Network utilizes extensive infrastructure from a leading CDN provider to improve network experience. The full-featured content delivery network (CDN)  supports consistent, quality content delivery and improved download times. By redirecting requests to the closest location where there is a Points of Presence (PoP) server deployed, users have a consistent experience, no matter where they’re located. 

PoP servers store (cache) content in strategic locations in order to reduce the load of one or more origin servers. By moving static assets like images, HTML, and JavaScript files as close as possible to the requesting client device, an edge server cache can reduce the time it takes to load a web resource. On average, we have observed a 10-30% improvement in network latency for remote users.

Multi-region content delivery optimization 

In 2020, Seismic deployed its storage service to several geographically distributed data centers and instances of the service. The new infrastructure allowed us to store content in a memory cache for better performance when the same content is requested again. However, since the cache is finite, it cannot simultaneously hold everything, especially large files that are not being cached.

To make further improvements, Seismic is introducing additional infrastructure to replicate storage to multiple data centers. By replicating content to multiple data centers, users no longer need to retrieve content from the primary data center. Instead, the content is retrieved from the closest data center. Combined with our caching strategy, this latest enhancement provides optimal performance.

Here’s a look at what you can expect from this new feature. During our internal testing, we downloaded a 280 Mb content asset and simulated the test from several locations: Sydney, Singapore, Hong Kong, London, Washington, and San Francisco. The original content was stored in a data center on the west coast of the United States.

As you can see from the chart, the download time increased based on the distance from the storage location. For example, it took less than 10 seconds to download from San Francisco, a little more than 10 seconds from Washington, DC, and less than 40 seconds for locations in Asia-Pacific.

By default, when multi-region content delivery optimization is enabled, we are replicating the content into two additional regions. In our example, since the Americas was our primary region, we additionally replicated it to EMEA and APAC regions. Once enabled, we had noticeable download time improvements, where most of the test locations showed performance similar to San Francisco, in some cases, improving download speed by more than 4X.

With the above improvements, organizations around the world can experience the best in class performance you expect from Seismic’s leading global sales enablement solution.

Learn more

To learn more about our geo-performance features and request a demo of the Seismic sales enablement platform, please speak with an expert.

    Vladimir Gerasimov
    Vladimir Gerasimov
    Sr. Director, Product Management
    Vladimir Gerasimov is a senior director of product management at Seismic. He oversees key initiatives within the platform services group that include, but are not limited to, tenant and feature management, authentication, geo performance, content transformation, and search. Prior to joining Seismic, Vladimir worked on the Salesforce platform.