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TOPO Marketing Council #11 – A Recap

Over 25 demand generation leaders from the Bay Area’s fastest growing companies gathered last Friday for TOPO’s eleventh Marketing 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.

As usual, we started Council with a lightning round of introductions and asked attendees to share a “hot-button” issue. Some hot-button issues that were raised include:

  • Attribution for touchpoints in multichannel orchestration.
  • Balancing metrics for success dependent on different market segments.
  • Scaling back MQL language and measurements while implementing Account-Based programs.

Highlights from Speakers

TOPO Senior Marketing Analyst, Eric Wittlake, started off the council with a deep dive into TOPO’s recently published Account-Based Funnel.

Takeaways from his session include:

  • How to measure success at an account by replacing the MQL with the Account Engagement Score.
  • Using Target Account Pipeline and Revenue Based Metrics when forecasting.
  • There is no such thing as a simple handoff between teams anymore, and processes need to be adjusted to reflect that.

Discussion points included the following:

  • The challenges of measuring engagement objectively and developing a system of attribution that works for all teams.
  • How to orchestrate between sales development and marketing for more effective prospecting messaging.

Our second set of speakers were Beth McCullough, Director of Demand Gen, and Avi Bhatnagar, Director of Digital Marketing, from WhiteHat Security who walked us through their phases of ABE implementation in their team.

Discussion points included:

  • The challenges of measuring engagement objectively and developing a system of attribution that works for all teams.
  • How to effectively build your technology stack to minimize function overlap and ensure high quality ROI.
  • Build an account-based workflow in order to ensure the organization is on the same page about which teams own which touchpoints and handoffs

Our third speaker was Maria Pergolino, SVP of Global Marketing at Apttus, who led a highly interactive session on the challenges of implementing ABM at Apttus.

Discussion points included:

  • Building better attribution models by source to help understand marketing ROI for target accounts.
  • Changing rhetoric around success by measuring Life Time Value and Target Account Pipeline based on Target Account List.

Thank you to our speakers for presenting and giving the group several helpful insights into operationalizing account-based strategies for marketing teams!

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