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6sense The State of Predictable Revenue Growth Report

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6sense & Heinz Marketing | The State of Predictable Revenue Growth 49 Reset Expectations and Processes Achieving predictable revenue growth requires efficiencies that can only come by prioritizing audiences, tools, and metrics that set your sales and marketing teams up for success. Effective prioritization enables teams to be more focused and precise in how they go to market, and also ensures that precious time and budgets go towards activities most likely to generate results. Here are some key considerations: Arm your teams with data that eliminates guesswork: If your sales and marketing teams lack the data they need to make strategic decisions, guesswork will inevitably trump smart prioritization. Examine the quality, comprehensiveness, and sources of data in use today, and then determine whether gaps are the result of processes, technology, or both. Assess the account-based sales and marketing capabilities of your tech stack: When it comes to your tech stack, think critically about your tools and capabilities. Are components configured correctly and integrated strategically, and do they enable you to drive meaningful engagement with the leads and accounts you care most about? While every tool serves a purpose, think about whether or not your tools are serving the right purpose for your sales and marketing teams. Provide experiences that help the right leads and accounts buy: The experience a prospect has from their first touchpoint to their last is critical in accelerating and enabling the decision making process. When prospects from good-fit accounts start engaging, ensure that you can identify that engagement (even if it's anonymous) and make the most of it. Additionally, your sales and marketing teams need to know how and when to prioritize these accounts over others. Develop nurture processes designed to continue the experience and increase engagement with key accounts, and eliminate tools and processes that stifle it. 6sense & Heinz Marketing | The State of Predictable Revenue Growth

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