Choose the Right Tactics to Make Marketing Plans Successful

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Orchestration design is about creating high-intensity, short duration, high-impact programs designed to advance a select set of target accounts to a desired outcome. These marketing programs only succeed at meeting their objectives if they include the right tactics.

87% of Top Performing Org’s Use High Value Meeting Offers

Marketers target the most important prospects with cross-functional plays designed to drive meetings, and frequently send a unique gift as the core of the orchestrated play. The hope is that the gift will stand out to the prospect and they will agree to a meeting. With 87% of top-performing account based organizations using meeting plays, that’s a lot of iPads, drones, and bottles of wine shipped to corporate executives. Corporate gift policies—and the sheer volume of such gifts—can limit a marketer’s ability to be effective with this approach.

Gartner Acquires TOPO To Help Clients Grow Revenue Even Faster

The only thing growing faster than our clients revenue today is the change they face in order to sustain growth. 

With our mission to help sales and marketing organizations grow revenue faster, we are excited to share that TOPO has agreed to be acquired by Gartner, the world’s leading research and advisory company. 

Double Funnel: Measure the Impact of Multiple Go-To-Market Results Side-by-Side

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Marketing organizations need to accurately track and measure results for account based and volume efforts separately, but require the ability to view them side-by-side. The world’s fastest-growing companies understand how all go-to-market (GTM) approaches contribute to revenue. Reviewing common metrics together demonstrates how account based and volume initiatives move through the sales process to generate results.

TOPO Summit 2020 Returns for 5th Year

TOPO is excited to share that Summit 2020 will be April 23-24th, in San Francisco on the Embarcadero overlooking the waterfront. With over 86% of attendees expected to return, we are grateful for 5 years of ongoing support and are excited to welcome new attendees to make Summit 2020 the best yet!

The Why and How For Marketing and Sales Assessments

Before joining TOPO as a Research Analyst, I was a marketing strategist at high growth B2B tech companies and always looking for ways to drive efficiency (more quality revenue with less effort). I usually did this by understanding and then intentionally breaking processes. I used industry research (including TOPO best practices!) in order to justify my gut decisions, which helped me maintain my credibility and drive results in the face of uncertainty.

Orchestration Design Solves Short-Term Challenges With Cross-Functional Efforts

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Marketing teams look for ways to improve results with every program. Marketers can accomplish that goal with an orchestrated program that leverages multiple channels and functions to meet a specific objective for a specific list of target accounts. These programs do not replace existing always-on marketing programs—whether account based or demand generation—but instead create greater impact with stronger results, more focused messaging, and better calls-to-action.

Create and manage a successful demand generation strategy with the TOPO framework

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Every marketing organization includes a demand generation strategy to raise awareness and bring more leads into the funnel. Adhering to best practices and measuring deep into the sales process helps to identify areas of improvement, eliminate stalled pipeline, and show the impact of marketing to the business.

An Account Based Approach to Marketing with the TOPO Framework

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More and more organizations are adopting and leveraging an account based strategy to drive business growth. Therefore, organizations must identify the most impactful activities for an account based strategy and align internal expectations around the expected outcomes.

Sales Development Framework For High-Growth Results

A world-class sales development organization starts with a plan. As the team on the front lines communicating the value of the company to prospects every day, they need to be prepared. TOPO’s framework helps define the necessary strategy, development of processes and procedures, and assembling sales development tech stack for company growth.