Achieving Account-Based Orchestration via Marketing and SDR Collaboration

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.

Demand Gen Council #10 – A Recap

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

Sales Council #3 – A Recap

Over 25 sales leaders from the Bay Area’s fastest growing companies once again gathered last Friday for TOPO’s third Sales Council. These Councils offer a unique forum for sales 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.

Sales and Marketing Technology Council #3 – A Recap

Sales and marketing technology leaders joined us at the Four Seasons SF for our 3rd Sales and Marketing Technology Council. These particular councils offer leaders from high growth companies perspective on their target markets and the opportunity to learn from each other.  This council featured three speakers in panel format allowing for questions from attendees as well as moderated questions from our CEO, Scott Albro.

Best Practices in ICP Development: Qualitative Analysis

In a previous post, The Framework for Ideal Customer Profile (ICP) Development, we defined the Ideal Customer Profile and provided the framework for ICP Development. In this post, we provide recommendations for the key questions to answer when collecting qualitative data in the ICP development process.

12 Sales Plays for Account-Based Everything

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.

Should SDRs report into Sales or Marketing?

One of the strategic decisions an organization must make is determining where sales development will report. It’s an important question with significant repercussions for the success of the SDR team.

The Account-Based Everything Framework

TOPO launched its Demand Generation Practice with a mandate to help companies adopt account-based go-to-market strategies. A year later, the account-based movement dominates the B2B sales and marketing landscape. During this time, the TOPO Analyst team has identified two major trends that dictate whether companies will succeed or fail with their account-based efforts.

Strategic Sales Development: The 2016 TOPO Sales Development Benchmark Report

TOPO recently completed its 2016 Sales Development Benchmark Report. It represents the most in-depth study of over 150 world-class sales development organizations. The focus of our research was to understand what separates exceptional sales development teams from their peers. We discovered a number of unique characteristics that drive the highest growth, including strategy, organizational design, process, plays, and technology.

TOPO Sales Development Council #13 – A Recap

Over 30 sales development leaders from the Bay area’s fastest growing companies once again convened last Friday for TOPO’s Sales Development Council #13. These Councils offer a unique forum for sales development 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. This Council produced a few key themes, including discussions about SDR effectiveness and performance, how companies define qualification criteria and creating effective outbound emails.