Orchestration is the sequenced coordination of different activities, programs and campaigns across marketing, sales development, sales and customer success to drive engagement with multiple stakeholders in target accounts. Orchestration is key to a successful account-based strategy.
There is a movement underway to deliver more valuable engagement with buyers. TOPO’s ongoing research on sales organizations shows that sales leaders overwhelmingly rank “improving the quality of engagement with buyers” as their top priority. The key to achieving better quality engagement is to arm the sales reps for buyer-responsive selling.
In an earlier post on the TOPO blog, Sales Enablement Best Practices: Sales Process is the Foundation, author Robert Koehler describes the TOPO Sales Enablement framework. One of the key elements of the framework is content enablement, which will be the focus of this post along with the different types of sales content.
The ultimate measure for sales development success is closed won business. If SDRs are not contributing opportunities to the pipeline that result in closed business, it’s hard to justify the effort. That said, looking at other key conversion steps in the overall sales and marketing process can highlight needed improvements to sales development process and execution.
Over 25 demand generation leaders from the Bay Area’s fastest growing companies gathered last Friday for TOPO’s tenth Demand Gen Council. These Councils offer a unique forum for marketing leaders from high growth companies to learn from each other and share best practices. Each Council features three speakers who share the processes, plays, organizational elements, and technologies they use to drive key revenue metrics.
In a previous post, Sales Enablement Best Practices: Sales Process is the Foundation, we laid out the TOPO Framework for sales enablement. One of the pillars of sales enablement is skills development. The ideal skills development program has 5 key elements tied to each play in the sales process:
Over 25 sales leaders from the Bay Area’s fastest growing companies once again gathered last Friday for TOPO’s third Sales Council. These Councils offer a unique forum for sales leaders from high growth companies to learn from each other and share best practices. Each Council features three speakers who share the processes, plays, organizational elements, and technologies they use to drive key revenue metrics.
Sales and marketing technology leaders joined us at the Four Seasons SF for our 3rd Sales and Marketing Technology Council. These particular councils offer leaders from high growth companies perspective on their target markets and the opportunity to learn from each other. This council featured three speakers in panel format allowing for questions from attendees as well as moderated questions from our CEO, Scott Albro.
In a previous post, The Framework for Ideal Customer Profile (ICP) Development, we defined the Ideal Customer Profile and provided the framework for ICP Development. In this post, we provide recommendations for the key questions to answer when collecting qualitative data in the ICP development process.
For the last year, TOPO analysts have researched Account-Based Everything (ABE) programs across marketing, sales development, and sales. The purpose of this post is to present a number of plays that sales organizations execute today to drive conversion as part of their evolving role in an ABE-driven organization. Before exploring these sales plays, it’s important to understand the Account-Based Everything strategy and how it affects sales’ approach.
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