Insights and Research for Marketing, Sales Development and Sales

RevOps is the modern operating model for driving efficient, predictable revenue. Organizations are always looking for revenue growth, and that need increases following a period where sales are flat or negative. Sales and marketing teams scale their efforts to accelerate growth in response to improving economic conditions through a series of specific actions. In other words, specificity wins and bias-towards action will matter most.

The sales enablement function continues to grow— forty-six percent (46%) of teams plan to increase in size in the next 12 months. This growth in headcount will be accompanied by continued spend in technology. The category has seen strong expansion outside of the B2B technology market into new verticals such as Financial Services, Manufacturing, and Life Sciences. While the current extreme work from home environment will subside, a substantial level of remote selling will likely remain and continue to drive demand for sales tech. 

Sales and SDR teams spend their time communicating with prospects to understand their specific tactical challenges, qualify them as a potential customer for the solution, and schedule a more detailed meeting. The more they know about the specific buyer personas that they are communicating with, the more relevant their messaging becomes and the more successful they will be at achieving their objectives.  

Drive prospect engagement by aligning to the attributes of high value offers. A primary function of the go-to-market team is to determine how best to engage prospects in order to progress deals and drive revenue. Organizations that have the most success in driving prospect engagement are those where cross-functional teams come together to create and execute offers that are so compelling and relevant that prospects consider it worth their time to engage. This gets the various teams acting together to make connections with targeted accounts rather than working in silos.

Lead-to-account matching and routing solutions have become a critical piece of the infrastructure required to support these sophisticated GTM organizations. As marketing, sales and the emerging function of revenue operations have become more sophisticated and go-to-market (GTM) processes have become increasingly complex, the technology to enable GTM activity has flourished.

As companies reinvent their sales and marketing efforts, the number one challenge remains how to effectively engage buyers. Based on the popular keynote from Virtual Summit and On-Demand Webinar from CEO and Founder of TOPO covers the topic of how to engage buyers right now.

Over the past few months, TOPO has covered the importance of using extreme value in differentiating during a time of uncertainty. Here is the difference between extreme value and high value offers and how to use high value offers to drive virtual selling success:

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.

Every seller is now learning to navigate this virtual selling environment. To achieve success, they must focus on the mission critical needs of their prospects, tighten their message, and find the right stakeholders to engage in this new environment.

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.