All revenue organizations buy third-party data, which is critical to strategy, planning, and everyday execution. The importance of data to day-to-day operations continues to grow, especially its role in creating marketing campaigns and outbound prospecting. Artificial intelligence (AI) and machine learning are also driving the demand for data, but the data landscape is changing.
Marketing leaders are encouraging their teams to increase the quantity and quality of leads and prospective accounts at the top of the funnel. Incremental changes in a commoditized environment will not allow teams to meet their goals. There is a series of major shifts in go-to-market (GTM) teams that align with the factors of marketing success and the biggest marketing challenges.
TOPO is actively capturing the impacts of COVID-19 on generating pipeline and how fast moving organizations are offsetting the impact.
Based on over 400 respondents, The Coronavirus (COVID-19) Impact survey highlights a number of changes that have negatively impacted companies’ ability to create pipeline, including buyers working from home (cited by 55% of respondents) and budget freezes (23%). But what is most striking is how quickly factors impacting pipeline have changed from the first week the survey was launched (the week of March 1) until now (partial results for the week of March 15).
The spread of the coronavirus (COVID-19) is impacting daily life, and marketing and sales leaders need to know how to rapidly adjust in this changing business landscape. In our survey of high-growth companies, 79% of respondents indicated that pipeline has moderately or significantly decreased due to the coronavirus.
We have been closely monitoring the evolving Coronavirus (COVID-19) outbreak as we prepare for Summit. We’ve been looking forward to bringing you our fifth annual TOPO Summit, making this the biggest and best event to date. After careful consideration of the current situation, we’ve made the decision to postpone the event.
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.
At the end of every year, TOPO reviews the data we’ve gathered through client interactions and industry surveys to analyze trends and make predictions for the coming year. What sets TOPO apart is that we work with high-growth organizations, meaning the data we review is from businesses that are often far ahead of typical companies. We monitor the early adopters of many innovative technologies and processes, which gives us a unique perspective into what other organizations can expect to happen.
The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.
Marketers spend their time developing their marketing strategies, executing their orchestrated programs, and measuring their account based success, so they don’t have time to do the work required to keep up with all of the latest marketing technology trends. Marketing technology constantly undergoes rapid changes and that’s why TOPO analysts gather data, talk to companies, and watch the entire marketing landscape to discover the latest market trends.
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.