Insights and Research for Marketing, Sales Development and Sales

TOPO Summit is an opportunity to see exactly how over 50+ leading companies have achieved scalable revenue growth. Every speaker at TOPO Summit shares specific marketing and sales best practices, as well as insights on what’s working (and what’s not). We’re excited to share what some of those speakers will be presenting on, but we also encourage you to keep an eye on our agenda for more information.

We recently surveyed the sales and marketing technology vendors who are partnering with us at TOPO Summit to gather their thoughts on the most important trends in revenue. A few big themes emerged: account based, customer engagement, sales effectiveness and enablement, sales and marketing alignment, and how data and technology are driving scale. If you want to learn more about the latest trends in sales and marketing technology, make sure you check out the Marketplace at TOPO Summit where you’ll find 40 of the world’s leading marketing and sales technology vendors.

Sales engagement, interactions between sales reps and buyers or customers, is overwhelmingly named by sales leaders as their top priority. They are focused on the quality and volume of sales reps’ engagement with buyers as they look to drive higher conversion rates and larger average deal sizes. Sales engagement is such a high priority that 90% of sales leaders plan to invest in technologies and methodologies to help their sellers engage effectively with prospects and customers.

We’re excited to announce that TOPO Summit 2019 will take place April 17 – 18 in San Francisco. TOPO Summit is the only event where the world’s best companies share exactly what they do to achieve scalable revenue growth. With over 2,000 sales and marketing professionals in attendance, Summit is a great opportunity to learn about the specific best practices, insights, and behaviors that drive exceptional growth.

According to TOPO’s 2018 Sales Benchmark, 60% of companies lack a well-designed sales process. That’s a remarkable statistic given that the sales process provides sales reps with a specific, prescriptive framework to manage opportunities from prospect to close. Without a standard process, individual sellers are on their own and the organization simply cannot scale. Moreover, a standard sales process is backed by data and experience which will result in higher close rates, larger average deal sizes, and shorter sales cycles.

Account-based marketing (ABM) is the hottest topic in B2B marketing. While the hype around ABM can seem overwhelming, in reality, less than 20% of companies are running mature account based marketing programs. Marketers name various obstacles when it comes to getting started, including lack of resources, strategy, and technology. The fact that account based is so nascent makes it hard for marketers to just get started – lack of confidence in the strategy, second guessing technology options, and often struggling to secure the resources required to make account based marketing work.

Account-Based Technology is a market that has grown significantly in the past two years. Marketers are planning to broadly adopt data and technology tools that support Account-Based, and for good reason: today’s solutions are making Account-Based more scalable than ever before. Yet many marketing organizations are still in the early stages of their Account-Based journey.

We surveyed our sponsors for TOPO Summit 2018 and asked them to identify three trends their companies are following in 2018.  Based on those responses, we will be publishing a series of blog posts over the next several weeks, categorizing their thoughts into six themes: AI and Data, Everything Account-Based, Content and Experience, Sales and Marketing Alignment, Marketing and Sales Development Orchestration, and Sales Focused. 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.

We surveyed our sponsors for TOPO Summit 2018 and asked them to identify three trends their companies are following in 2018.  Based on those responses, we will be publishing a series of blog posts over the next several weeks, categorizing their thoughts into six themes: AI and Data, Everything Account-Based, Content and Experience, Sales and Marketing Alignment, Marketing and Sales Development Orchestration, and Sales Focused. 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.

We surveyed our sponsors for TOPO Summit 2018 and asked them to identify three trends their companies are following in 2018.  Based on those responses, we will be publishing a series of blog posts over the next several weeks, categorizing their thoughts into six themes: AI and Data, Everything Account-Based, Content and Experience, Sales and Marketing Alignment, Marketing and Sales Development Orchestration, and Sales Focused. 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.