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.
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.
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.
The B2B sales and marketing universe has been writing and talking about buyer personas and the buyer journey for the last ten years. Many organizations have built buyer personas and attempted to map the associated buyer journey. For those organizations that have partaken in the buyer persona exercise, their results far exceed those organizations that have not. However, buyer personas are still very subjective and include a lot of opinion. The next step for many organizations is the opportunity to quantifiably narrow in on the personas that have a higher propensity to buy. Predictive analytics provides the opportunity to use a wide set of data to do this.
Predictive analytics is one of today’s hottest B2B marketing technologies. Fueled by drivers such as big data, SaaS delivery models, and data-driven marketing and sales, predictive analytics garners a tremendous amount of attention, particularly given how few customers are in actual production. While the hype can sometimes be excessive, early adopters are realizing demonstrable ROI as they use statistical modeling, machine learning, and scoring technologies to identify and prioritize accounts, leads, contacts, and customers at specific points in the marketing and sales funnel. It’s this demonstrable ROI that’s causing more and more marketing organizations to look at predictive analytics as a new, non-negotiable element of their marketing technology stacks.
Earlier this month Demandbase raised $30 million in its latest round of funding. After starting in 2006 as the “iTunes for contacts,” the company has pivoted and morphed over time into one of the early leaders in the emerging Account Based Marketing (ABM) stack. As a matter of fact, Demandbase was one of the first vendors to start talking about Account Based Marketing in 2011. Its funding is further validation that Account Based Marketing is one the biggest trends in B2B sales and marketing. At TOPO, we have been tracking and researching Account Based Marketing for the last two years and have seen a surge in analyst inquiries over the last six months. Now, an ABM technology stack is emerging.
TOPO is committed to bringing the sales development community the latest trends, data, and best practices from the world’s fastest-growing companies. Today, we interview Daniel Barber, the Director of Sales Development and Operations at ToutApp. He’ll share his thoughts on sales development best practices, goals, challenges, technology, and metrics.
The TOPO Sales Development Councils have been a tremendous success. At each council, we bring together sales development practitioners to listen to presentations from a TOPO Analyst, as well as two sales development leaders. The room is filled with some of the best sales development leaders in the business and the conversations are lively. This event had 40 attendees who shared best practices and collaborated on high growth strategies for sales development organizations.
TOPO is committed to bringing the sales development community the latest trends, data, and best practices from the world’s fastest-growing companies. Today, we interview Chris Flores, the Manager of Inside Sales at Namely. He’ll share his thoughts on sales development best practices, goals, challenges, technology, and metrics.
TOPO is committed to bringing the sales development community the latest trends, data, and best practices from the world’s fastest-growing companies. Today, we interview David Dulany, the Manager of Sales Development at OpenDNS. He’ll share his thoughts on sales development best practices, goals, challenges, technology, and metrics.
David will be speaking at our upcoming Sales Development Council meeting on April 10.