Downloads

  • Sales Enablement Market Guide - Summary Report

    The sales enablement function continues to grow— forty-six percent (46%) of teams plan to increase in size in the next 12 months. This growth in headcount will be accompanied by continued spend in technology.

    Key Takeaways:
    * Key elements to an effective sales enablement technology stack
    * Overview of the five core capabilities: conversation intelligence, sales readiness, sales content management, real-time knowledge, and digital adoption platforms.
    * Eight market drivers driving the evolution of sales enablement

  • (Resource Center) Lead To Account Matching and Routing

    Get access to the latest webinar and resource center for all things Lead To Account Matching. As revenue 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.

    Key Topics Include:
    * More complicated GTM strategies require more robust technology.
    * Lead-to-account matching is critical for having a complete picture of engagement.
    * Buyers need to select solutions that can support the full revenue process.

  • (Webinar) High Value Offer: Book More Meetings With Engaging Offers

    Organizations that have the most success in driving prospect engagement are those where cross-functional teams come together to create and execute offers that are so compelling and relevant that prospects consider it worth their time to engage. In this webinar, Chris will present TOPO’s High Value Offer tool which helps organizations build extremely valuable, prospect-focused meetings or experiences that drive engagement and progress deals to the next stage.

    Key Topics Include:

    Leverage high value offers to secure a meeting with prospects.

    Focus offer content around key prospect challenges.

    Bring together cross-functional teams from marketing, sales, and sales development to develop high value offers.

  • (Webinar) Getting Better With Revenue Operations

    In this webinar, Craig Rosenberg the Chief Analyst of TOPO, will present the key components of Revenue Operations (RevOps), examples of the RevOps functions that are emerging inside world-class go-to-market organizations, and actionable recommendations on how to get started.

    Key Topics Include:

    Key attributes that describe a successful RevOps organization

    Definitions for all critical elements in each RevOps category

    Examples of how different organizations are standing up RevOps functions

  • Lead-to-Account Matching Tech Market Guide (Summary)

    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.

    Key Takeaways:

    • Automated workflows required for efficient revenue processes

    • Increased productivity leads category benefits

    • Increasing go-to-market complexity drives adoption

  • (Webinar) Don't Go Chasing Waterfall (Funnels)

    Host: Chris Moody, Marketing Analyst, TOPO

    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.

  • Messaging Sessions From Virtual Summit

    These 4 sessions are designed to spring you and your team into action. These actionable sessions cover topics to help your SDR's and Sellers with more effective messaging.

  • Go-To-Market Sessions From Virtual Summit

    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.

  • 5 High Value Offer Sessions From Virtual Summit

    Watch or download slides from the five sessions related to high value offers. Learn what they are, how to apply them, and how to enable your SDR's and Virtual Sellers.

  • Data Market Guide (Summary Report)

    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.

  • (Webinar) Intent Data Market Guide

    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.

  • TOPO Virtual Summit Session Showcase

    Looking to binge watch over 8 hours of the most important topics in sales and marketing today? A collection of 9 sessions from TOPO Virtual Summit: What To Do Now.

  • COVID-19: Resources for Revenue

    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

  • (Webinar) 5 Strategic Sales and Marketing Imperatives

    Host: Craig Rosenberg, Chief Analyst, TOPO

    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

  • (Webinar) Coronavirus (COVID-19) Impact: What Marketing and Sales Are Doing About It

    Hosts:
    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

  • (Webinar) Doing Revenue Operations Right

    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

  • (Webinar) Building Buyer Personas

    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.

  • 2019 Sales Technology Report Executive Summary

    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.

  • 2019 Sales Technology Report Webinar Recording

    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.

  • 2019 Marketing Technology Report Executive Summary

    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
    maximum efficiency.

    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
    functions.

  • 2019 Sales Development Technology Report Executive Summary

    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.

  • 2019 Sales Development Technology Report Webinar

    Who: Dan Gottlieb, Analyst, Sales Development

    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

  • 2019 Marketing Technology Report Webinar

    When: Tuesday January 14th, 2020

    Who: Jeffrey L. Cohen, Analyst, Marketing

    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

  • 2019 Account Based Benchmark Executive Summary

    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.

  • 2019 Sales Development Benchmark Report Executive Summary

    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.

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