How PGi Achieves Marketing-Sales Alignment, Consistently Grows Pipeline and Takes the Guesswork out of ABM with 6sense


With all the new technologies that enable B2B marketers to use the sharp minds they were born with, it really is a whole lot more fun than it used to be. There are so many new tools and solutions to geek out about that it’s not surprising Marketing has become one of the largest stakeholders for IT investments in the enterprise.  So when PGi decided to shift our strategy from traditional demand generation to an Account-Based-Marketing (ABM) approach, we were excited to go shopping for new tech.

Obviously the core of every ABM strategy is the account list. Since all the outreach activity is tied directly to those accounts, if you don’t choose the right ones, you’re hosed.     And if you don’t get your sales and marketing teams aligned on the same accounts, you’re also hosed.

But with literally thousands of companies in our CRM fitting what we thought was our “sweet spot” from a profile standpoint, we realized that to be successful, we’d need data to build the target account list for us.

This is where our partnership with 6sense comes in. Having data that clearly spells out which accounts have the greatest potential to buy makes everyone feel good about the energy and resources invested to engage those accounts.

And when you start seeing results like we have, you wonder why every B2B company isn’t adapting this approach.  In just a few short months, PGi is seeing:

  • 58% faster time-to-close
  • 33% lift in win rates
  • 4x the average deal size

Our team employed a full funnel activation strategy and we now have the ability to identify active in-market buyers, reach them at the right time and ultimately measure our success and impact to the entire organization. As we’ve gained a better understanding of our buyers, their needs and timing, there are 3 key areas that we’ve witnessed the biggest impact:

1. Taking the guesswork out of ABM

While it’s not really anything new to have a named account list for sales and marketing to align around, it’s a lot more efficient to start with a pre-qualified list. Customer’s needs and journeys are apt to change at any point in time, so you want to be engaged with that customer when they are in-market.  With 6sense’s insights, we now have complete visibility into who we should allocate our marketing resources to and it’s had a huge impact on our revenue outcomes and ROI.

2. Finding in-market buyers to pass to sales

One of the biggest accomplishments we’ve witnessed is having marketing and sales truly speak the same language. Our sales team is now hyper alert during the marketing-to-sales handoff because they understand the quality of the leads they’re being given. Thanks to the unprecedented intelligence we’ve gained about our buyers and their behaviors, our efforts are focused, effective and smarter.

3. Entering sales conversations early and often

All marketing and sales teams across B2B face the similar task of reaching the right buyer at the right time. But for companies in fiercely competitive spaces like us, that struggle is further intensified. Not only must we reach our buyers at a time when they’re in an active buying cycle, we must also reach them first – before they’re swarmed by the competition.

Data-driven decision-making has allowed us to optimize our marketing and sales efforts to increase the speed with which we identify, win and rebook business. In a business where the company who gets to the prospect first has the strongest advantage, pinpointing in-market prospects, finding net-new accounts and increasing sales efficiency has been game changing.

If you’re interested in hearing more about how 6sense has impacted our win rates, deal sizes and pipeline velocity, come hear my presentation at SiriusDecisions’ Summit 2017 on May 16, 2017 at 11:15 AM.

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