We’re excited to see you at The TOPO Open House in SF Nov 20-21st at The Cavalier from 8:30-4pm each day. Whether you’re attending Dreamforce or not, we’d love to have you stop by and check out presentations from our Analyst team and several leader panels taking place over the two days. Stay the whole time or just pop-in, either way come join us for a great time!
What’s Scarier than Zombies? You missing these TOPO Sessions at the upcoming TOPO Open House!
Lots of scary good content at and around Dreamforce this year for marketing and sales leaders who are shaping their 2020 strategic priorities. TOPO Open House is a quick walk from Moscone, and a cross walk away from Ops Stars. Even walking zombies will be able to find us!
If you want to join the ranks of the highest of high-growth companies, do not leave alignment to chance. It’s a fool’s errand to expect a 22-year-old sales development rep (SDR) fresh out of university to develop a consistent, scalable, repeatable prioritization, execution, and qualification process. Be prescriptive in your expectations and methodical in the tools you arm your teams with. I use the sales development team as an example because they bridge the gap between marketing and sales, and are a pivotal piece to the pipeline puzzle.
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.
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.
One of the most critical roles a sales development rep (SDR) plays in an organization is to qualify prospects before they speak to sales. But the pressure to quickly qualify and handoff meetings to sales reps often results in leads that are passed along before the prospect has been fully qualified. This issue is compounded by sales reps with differing opinions of what constitutes qualification and who may ignore qualified leads that have come from SDRs. This lack of alignment causes problems on both sides of the handoff.
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!
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.
Sales development reps (SDRs) are responsible for creating qualified meetings for sales reps. While this seems like a straightforward process, TOPO has identified a breaking point.
Many sales organizations fail to address what happens before and after SDRs set up those meetings. This oversight creates confusion.
SDRs pass leads before they are fully qualified, sales ignores qualified leads, or sales fails to document what happened in the meeting and next steps. More often than not, issues like these lead to a lack of alignment and the SDR program suffers.
A trial provides prospects an opportunity to test a vendor’s solution before purchasing. In the age of Software as a Service (SaaS), many technology companies provide self-serve demos. While this works for single-user purchases, it’s not as effective for more complex purchases where multiple stakeholders are forced to navigate the intricacies of trials on their own.