A strong GTM strategy gives sellers three things: a short list of in-market accounts, the signals that explain why those accounts matter now, and the right contacts to reach first. Most sellers start the week with a long account list, a fuzzy sense of priority, and a CRM full of contacts who may or may […]
Pipeline leaks rarely announce themselves. A qualified account sits untouched while sellers chase hotter leads. A stalled opportunity goes quiet. A BDR seat stays open for a quarter. Each gap looks small until you add them up. Reltio found a way to cover them. Michael Brown, Head of Global Business Development, put it this way: […]
The best CSM teams boost NRR by knowing their customers well and making sure they’re getting real value from what they bought. The hard part is that a lot happens between check-ins, and not all of it shows up in a product dashboard. A team might be exploring a new use case, sizing up […]
Three accounts. All showing strong buying signals. All squarely in the ideal customer profile. By every available measure, they looked like sure buyers. Years before joining 6sense, now-CMO Kelly Hopping walked into a meeting with her former sales team feeling good about those three accounts. Then a rep asked: “Wait, why are we chasing these?” […]
Most teams default to the same GTM strategy move, no matter the situation: compete harder, differentiate louder, take share from whoever’s in the way. It’s the reflexive answer to almost any growth question, and often it’s the right one. But not always. Sometimes competing harder is the exact move that backfires, confusing the buyers you’re […]
B2B vendors are reporting significant declines in web traffic, and many marketers have a question is obvious and urgent: Are AI summaries siphoning potential buyers? The answer is counterintuitive: No. Research into buying group behavior shows roughly the same number of vendor interactions as in previous years. Understanding this seeming contradiction requires a deeper […]
When B2B revenue teams evaluate their GTM stack, they’re usually trying to solve one of two problems. The first: my team doesn’t have good enough data to work effectively — we’re missing contacts, our records are incomplete, and we’re spending too much time on research. The second: my team has plenty of data, but we’re […]
Your B2B advertising campaign did its job, and an account landed on your qualified account list. Marketing is excited. Then the handoff to the sales team happens, and momentum slows to a crawl. This is a challenge of account-based marketing: You can drive account engagement, but that engagement doesn’t automatically become pipeline until you start […]
Ask any demand gen leader whether their programmatic campaigns are reaching the right accounts, and most will say yes. Ask them whether those accounts are actively in-market right now — evaluating solutions, building shortlists, moving toward a decision — and the answer gets murkier. That gap is the core problem with how most B2B advertising […]
Most B2B revenue teams aren’t failing because of bad execution. They’re failing because they’re executing well against assumptions that stopped being true a long time ago. Data from more than 10,000 B2B buying journeys reveals a consistent pattern: The mental models that govern how most teams allocate budget, measure success, and deploy sellers are systematically […]
For most B2B revenue teams, signals stream in from many different sources: website behavior, keyword searches, intent signals, and so forth. The problem for GTM teams isn’t having too few signals; it’s having no context to understand what they mean together. What signals can and can’t tell you A signal is an observable event or […]
Understanding buying signals is a lot like sussing out a potential new relationship. Misreading signals is a reliable path to an uncomfortable situation for everyone involved. Let’s talk about what happens when someone completely misreads the room. A brief, highly relatable disaster You’re somewhere social. A work event, a friend’s birthday party, a coffee shop […]
