Responding to a Crisis: A New Revenue Framework

The global pandemic caused by the coronavirus (COVID-19) had repercussions in the business environment unlike anything we have ever seen. Marketing and sales organizations have had to adjust to new ways of working and communicating with buyers with a previously unimagined degree of speed and agility.

Intent data has emerged as a fast-growing data category

Posted in Marketing by

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.

Demand Generation: Don’t Go Chasing Waterfalls

Posted in Marketing by

“Don’t go chasing waterfalls.” – TLC

TLC didn’t know they were singing to Demand Generation when they wrote their famous song. Too many Demand Generation professionals are chasing waterfalls and its now time for Demand Generation to bring a fresh perspective to align the organization.

73% of Account Based Org’s Are Reinventing Account Selection

Posted in Marketing by

The list of accounts have shrunk and the account based process now begins with re-prioritizing accounts and re-allocating resources accordingly. Marketers need to understand how to prioritize this Account Based GTM approach with a new reliance on an entirely digital set of tactics.

6 Tips To Turn Insights Into Extreme Value Messaging

As we look ahead to the next 3-6 months, organizations need to set up the organization to continuously collect insights and craft relevant messaging to engage customers and buyers. Below is session from our Virtual Summit where Dan Gottlieb our Sales Analyst, shares how companies are setting up “the newsroom,” turning insights into extreme value messaging and plays.

The COVID-19 Pandemic: The New Framework for Revenue Growth

The COVID-19 disruption has created new strategic considerations for sales and marketing, resulting in the need to re-analyze target markets, re-allocate resources, offer extreme value, change tactics, and re-design organizations for the new environment.

Pipeline Survey, 70% of respondents anticipate at least 20% decline in pipeline

The Coronavirus (COVID-19) crisis has created the most disruptive business environment of our lifetime. The speed in which the anticipated impact came to fruition was startling and sudden .

Over the course of four weeks (March 5 to April 2), pipelines increasingly worsened for sales and marketing organizations as buyers took less meetings.

Sales Development Culture, Only Second To Process In Leading Sales Development Teams

This research was fielded before the coronavirus (COVID-19) started having an impact in the United States, take our updated survey to receive updated results, https://go.topohq.com/slsldrcv

Sales development reps (SDRs) across multiple markets face an increasingly commoditized and hyper-competitive buying environment. There is a series of major shifts in go-to-market teams that align with successful sales development strategies and the biggest challenges for organizations.

Heads Up: Account and Contact Data Might Be More Important Than You Think

Posted in Marketing by

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.

46% Relying on Demand Gen For Marketing Success, TOPO survey reveals

Posted in Marketing by

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.