Announcing the TOPO Weekly Brief

Posted in Marketing, None, Sales by

We’re excited to announce TOPO’s first newsletter: the TOPO Weekly Brief. Every Sunday morning, members receive a roundup of the week’s most important sales and marketing news, recently published TOPO research and tools, and announcements about upcoming events and research initiatives. If you’re a sales, marketing, or sales development professional, the TOPO Weekly Brief has to be on your reading list.

4 Best Practices for Sales Demo Success

The sales demo, or product demonstration, is a critical piece of the sales process—and it’s easier than ever to deliver via a variety of channels, such as video or a web conference. A demo can mean the difference between closing a deal and losing a prospect.

The Age of Multi-Channel Prospecting: Despite the Hype, Nothing is “Dead”

Every day on LinkedIn there is a post with a long comment string discussing how some prospecting methodology is “dead” –  cold-calling, social-selling, etc. These provocative arguments dominate our LinkedIn feed. It’s understandable because cracking the code of prospecting in today’s world is the holy grail. The real message here is that prospecting is hard and many techniques in isolation are frustratingly inefficient and ineffective.

Account-Based Learnings From the Trenches

In 2017, Account-Based is moving from cool idea to reality. The results for early adopters have been exciting – 82% of organizations executing account-based marketing for 1+ year(s) are meeting or exceeding their objectives (TOPO research on behalf of ABMLA). As their peers see success, more organizations are moving to account-based.

The Unsung Hero of High Growth Companies – Culture

For many (this author included), culture has been relegated to an HR topic, not something a sales or marketing leader would take time defining and enforcing. That mindset is changing.

Top Trends from TOPO Summit Sponsors – Sales Development and Sales Enablement

We surveyed our sponsors for TOPO Summit 2017 and asked them to identify three trends their companies are following in 2017.  Based on those responses, we will be publishing a series of blog posts over the next several weeks, categorizing their thoughts into five themes: Account-Based, Sales Development, Data, Tech Stack, and Sales Enablement.

Top Trends from TOPO Summit Sponsors – Tech Stack and Data

We surveyed our sponsors for TOPO Summit 2017 and asked them to identify three trends their companies are following in 2017.  Based on those responses, we will be publishing a series of blog posts over the next several weeks, categorizing their thoughts into five themes: Account-Based, Sales Development, Data, Tech Stack, and Sales Enablement.

Want to hear more from these companies? Be sure to meet with them at TOPO Summit, where these topics, and more, will be covered by our speakers and our sponsors.

TOPO Sales Council #4 – A Recap

Sales leaders from the Bay Area’s fastest growing companies once again gathered last Friday for TOPO’s fourth 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.

TOPO Sales Development Funnel

The proliferation of sales development teams in B2B companies over the past decade has been unprecedented. While the sales development (SD) function has existed for at least 30 years, many great companies safeguarded their sales development process as a “secret sauce.” Today, sales development is considered a requirement for any normally functioning B2B sales and marketing organization, and SD practices have become virtually standardized across companies. In fact, TOPO’s research has shown that 100% of high-growth organizations have sales development organizations.

A Very Large List of Account-Based Pitfalls (and How to Avoid Them)

In nearly every TOPO engagement with clients who are launching an account-based GTM strategy, a common question we hear goes like this:

“How can we learn from others’ mistakes so we can realize the benefits of account-based (e.g., higher ACV, LTV) faster?”

We love hearing this question because we have, indeed, observed the habits of many clients as they implement their account-based programs. We’ve seen them get awesome results and we’ve seen them struggle, too. Here is a summary of their struggles, with recommendations for how your company can overcome them.