As marketing and sales operations have become more sophisticated and go-to-market (GTM) processes have become increasingly complex, the technology to enable GTM activity has flourished. Lead-to-account matching and routing solutions have become a critical piece of the infrastructure required to support these sophisticated GTM organizations.
• Automated workflows required for efficient revenue processes
Learn how demand generation teams are utilizing integrated campaigns to align go-to-market teams. During this transformational time, stop chasing waterfall (funnels) and establish a new system for evaluating, managing, and leading your go-to-market efforts. Regardless if you are account based, volume-based or both, this webinar will provide you the framework that will provide greater clarity of what's working, what's not and the guidance on how to align your team faster into action.
Watch or download the sessions related to Go-To-Market Strategy. The playbook for 90-second response time from the CEO of Zoominfo to reimagining the marketing function with Cisco during the reinvent phase of revenue recovery. If you are reinventing your go-to-market strategy and/or tactics these 6 sessions are a must.
All revenue organizations utilize third-party data, which is critical to strategy, planning, and everyday execution. The importance of data in day-to-day operations continues to grow, especially its role in creating marketing campaigns and outbound prospecting. Artificial intelligence (AI) and machine learning are driving the demand for accurate and up-to-date data, allowing organizations to make informed decisions and to develop more scalable, repeatable processes.
The insights in this market guide helps organizations understand how to effectively harness data solutions and determine their next investment.
Intent data reveals the topics that companies are actively consuming across the web. This data may be collected from a single publisher such as TechTarget or from a broad array of sites such as Bombora. Significant increases in research about a specific topic can be used to identify companies that are actively researching new solutions.
Resources for addressing the most important topics in marketing and sales today. A playlist of content that will provide insights into the 5 strategic imperatives that marketing and sales should be addressing:
- Re-analyze Your Target Market
- Re-allocate Resources to High-value Segments
- Offer Extreme Value with Every Customer Interaction
- Change Marketing and Sales Tactics
- Re-design Your Organization for the New Environment
The Coronavirus (COVID-19) crisis has brought rapid and disruptive changes in a manner that we have never experienced before. Organizations are urgently revising business plans and forecasts in the face of this crisis. As these plans come together, this unexpected disruption has created a new set of strategic considerations for sales and marketing.
These five strategic changes are:
- Re-analyze your target markets
- Re-allocate resources to high-value segments
- Offer extreme value with every customer interaction
- Change marketing and sales tactics
- Re-design your organization for the new environment
Eric Wittlake, Senior Marketing Analyst, TOPO
Dan Gottlieb, Sales Analyst, TOPO
TOPO surveyed over 350 marketing, sales, and sales development organizations to better understand the impact of the Coronavirus on pipeline and what organizations are doing to offset its impact. Attend this webinar to hear the results first-hand and what you can do in a time of uncertainty.
Key Topics Include:
* What impact teams expect the Coronavirus to have on their ability to create pipeline
* How the Coronavirus is currently impacting pipeline creation
* What teams are doing to offset the impact of the Coronavirus
A revenue process approach, with its shared accountability for revenue and lifetime value beyond traditional silos, is becoming a must-have in this age of hyper-competition. Marketing, sales, customer success, account management, channel and retention processes are all managed to guide a customer’s experience across the entire lifecycle—and to drive consistent revenue at scale. When backed by a strong revenue operations function to coordinate execution, the result is a data-driven, end-to-end approach that enables better customer targeting, more flexibility, and greater coordination across functions.
Our guest speaker, Michael Hargis from Axiom shares his experience on achieving company growth of 20% by expanding and aligning his team around a revenue operations model. Learn how a focus on people, process and technology enabled Axiom to scale.
Key Topics Include:
* Why build a revenue process and revenue operations function
* How to structure revenue operations in your organization
* How to get started on revenue operations
Sales development teams spend their time communicating with prospects to understand their specific challenges, qualify them as a potential customer for the solution, and schedule a meeting with sales. The more they know about the specific personas that they are communicating with, the more relevant their messaging becomes and the more successful that they will be at achieving all three of their objectives.
A well-crafted buyer persona, especially one with actionable challenges and corresponding benefit statements, serves as SDR building blocks for persona storytelling. These statements can be inserted into all touchpoints of the prospecting process. It is critical that SDRs learn and understand buyer personas, but being able to translate these documents into valuable conversations is the fundamental core of their job.
The sales technology stack follows the strategy for how an organization goes to market. It is the collection of software tools that help sales teams develop, enable, implement, and manage sales programs that resonate with prospects and customers. A tech stack is built like a house, according to a plan, with every component designed to serve a specific purpose. The tools should interact with each other in ways that create maximum efficiency.
Sales technology and sales professionals should work together harmoniously to drive sales success. Many of the technologies discussed here also serve marketing and sales development, and, in fact, can help drive alignment across the functions.
The sales technology stack is one of the most important elements of how teams go to market. This report combines technology usage by high-growth companies with TOPO recommendations and analysis of the technology marketplace to guide sales leaders in their technology investment. Our webinar will discuss key insights from the report, and the impact it will have on sales organizations and their tech stack.
TOPO invites you to download an executive summary of our recently released Marketing Technology Report.
The marketing technology stack supports every marketer’s strategy for how their organization goes to
market. It is the collection of software tools that help marketers develop, enable, implement, and manage marketing programs that resonate with prospects and customers. Organizations often purchase
technology as they need it, however, a tech stack should be built according to a plan with every
component designed to serve a specific purpose. The tools interact with each other in ways that provide
Technology, along with people and process, is responsible for delivering marketing results. Many of the
technologies discussed in this report also serve sales and sales development teams, and
implementation and management of these software tools can encourage alignment across all three
TOPO invites you to download an executive summary of our recently released Sales Development Technology Report.
The sales development technology stack supports how an organization prospects, regardless of the
go-to-market strategy used. It is the collection of software tools that help sales development
representative (SDR) leaders develop programs and processes for the SDRs who— in turn—plan, execute, track, and optimize their interactions with prospects and customers. Organizations often purchase technology as they need it. However, a tech stack should be built according to a plan with every component designed to serve a specific purpose. The tools interact with each other in ways that provide maximum efficiency.
Technology, along with people and process, is responsible for delivering results. Many of the
technologies discussed in this report also serve sales and marketing teams. Implementation and
management of these software tools can improve alignment across all three functions.
The sales development technology stack is one of the most important elements of how teams go to market. This report combines technology usage by high-growth companies with TOPO recommendations and analysis of the technology marketplace to guide sales development leaders in their technology investment. Our webinar will discuss key insights from the report, and the impact it will have on sales development organizations and their tech stack.
Key Topics Include:
* How data is driving much needed innovation
* The fight for ownership of the SDR platform
* The importance of AI in the background
The marketing technology stack is one of the most important elements of how teams go to market. The TOPO Marketing Technology Report combines technology usage by high-growth companies with TOPO recommendations and analysis of the technology marketplace to guide marketers in their technology investment. Our webinar will discuss key insights from the report, and the impact it will have on marketing organizations and their tech stack.
Key Topics Include:
How marketing technology acquisitions broaden vendor offerings
The major growth of intent data
Tracking multiple go-to-markets through to closed-won
TOPO invites you to download an executive summary of our recently released Account Based Benchmark Report.
Many organizations are leveraging an account based strategy to drive business growth. Therefore, organizations must identify the best tactics, necessary budgets, and resources for adopting an account based strategy, and align internal expectations around the expected outcomes. To address this requirement, TOPO surveyed more than 150 practitioners at leading account based organizations and compiled the strategies and metrics that support them into the 2019 Account Based Benchmark Report.
The executive summary highlights insights organizations can apply to evolve their account based strategy in 2019 and beyond.
Sales development is arguably the most critical investment for developing pipeline in today’s B2B businesses. To better understand the impact and best practices, TOPO surveyed 179 sales development leaders and compiled the results and strategies in this 2019 Sales Development Benchmark Report. This executive summary provides insights organizations can apply to adopt or evolve their sales development practice in 2019 and beyond.