B2B Fusion

Ever wondered how SDRs can go beyond just filling quotas? Discover how dedicated SDR teams are now enhancing their strategy by focusing on existing accounts, digging deeper to uncover new buying centers, and even supporting renewal processes. Steve Richard, Senior VP of Revenue Enablement at Mediafly, shares his insights on this multi-threading approach and how it's transforming the sales game in this week’s Account Based Friday conversation. Here’s an excerpt from his discussion with Jon Russo and Megan Heuer: “I like simple because I could have answered the question with saying “Okay well you know we could have an SDR dedicated to existing accounts “. I'm seeing that now a lot of SDR teams are taking a portion of the team dedicate to existing account go broader and deeper find new buying centers Or even go find members of the buyer group for the existing renewal So they're essentially doing the multi-threading on behalf of a CSM or an account manager I actually sometimes see that taking place for the the quota-caring sales team another thing you could insist on” Check out the full episode here: https://lnkd.in/gnfuTqe8 ___________ 👏 Follow B2B Fusion on Go To Market best practice strategies. 👍 Like and subscribe to B2B Fusion YouTube channel of 200+ GTM videos 🤙🏽 Struggling with faster, more efficient growth? Let's talk.

"𝐖𝐞'𝐫𝐞 𝐦𝐨𝐯𝐢𝐧𝐠 𝐮𝐩 𝐦𝐚𝐫𝐤𝐞𝐭, 𝐡𝐨𝐰 𝐝𝐨 𝐈 𝐬𝐤𝐢𝐥𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐟𝐨𝐫 𝐀𝐁𝐌/𝐀𝐁𝐗?" ...CMO with transactional B2B GTM, contemplating ABM/ABX For an ABM Strategy Lead role working within Marketing, skills in our experience that are valuable to have as your leader of your initiative: 😎 𝐀 𝐒𝐞𝐥𝐥𝐞𝐫𝐬 𝐦𝐢𝐧𝐝𝐬𝐞𝐭 Know how your Sales team operates, live in their shoes as much as possible before bringing in shiny new tools or new ideas. 🎯 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐓𝐡𝐢𝐧𝐤𝐢𝐧𝐠 𝐚𝐧𝐝 𝐏𝐥𝐚𝐧𝐧𝐢𝐧𝐠 Crafting a comprehensive ABM strategy intertwined with GTM objectives. Key tasks include defining ideal customer profiles, selecting target accounts, and planning multi-channel campaigns. 🤝 𝐂𝐫𝐨𝐬𝐬-𝐅𝐮𝐧𝐜𝐭𝐢𝐨𝐧𝐚𝐥 𝐀𝐥𝐢𝐠𝐧𝐦𝐞𝐧𝐭 Strong leadership to unite marketing, sales, product, and customer success teams for successful ABM execution. 📊 𝐃𝐚𝐭𝐚 𝐀𝐧𝐚𝐥𝐲𝐬𝐢𝐬 𝐚𝐧𝐝 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 Leveraging intent platforms to identify in-market accounts, analyze research patterns, to help prioritize personalized outreach. 📧 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭 Experience in managing multi-channel campaigns, tailored for specific accounts, with a strategic orchestration approach. 📈 𝐌𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭 𝐚𝐧𝐝 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧 Defining KPIs and metrics beyond leads/opportunities, optimizing campaigns based on engagement data and revenue impact. 💼 𝐒𝐚𝐥𝐞𝐬 𝐄𝐧𝐚𝐛𝐥𝐞𝐦𝐞𝐧𝐭 Equipping sales teams with resources for effective engagement and opportunity progression (eg battle cards, training in platforms). Or having an awareness that this will be needed. A blend of strategic thinking, data-driven execution, cross-functional leadership and revenue focus are critical for an ABM Strategy Lead to drive impact. What else would you add to this list? _________ 🖱 Click to follow B2B Fusion on Go To Market best practice strategies. 👍 Like and subscribe to B2B Fusion YouTube channel of 259+ GTM videos. ☎ Need faster, more efficient pipeline growth? Let's talk. #pipelinegrowth #pipelinevisibility #GTM #ABM, #ABX,

Struggling to make your LinkedIn posts stand out?🚀📈 Justin M. Nassiri, CEO of Executive Presence, drops some truth bombs about LinkedIn and consistency. He compares it to exercise, arguing that it’s not about finding hacks but about showing up every day. Just like with fitness, consistency on LinkedIn means more opportunities to hit it big. In this clip from a conversation with Jon Russo and Megan Heuer, Justin reveals the surprising truth about LinkedIn success and why it's more about consistency than you might think: “I think that the great news is also the worst news with LinkedIn is, it's like anything else. It's all about consistency, right? And when I think about exercise, it feels like everyone's always looking for a hack. And the truth is like, if you just go for a 20 minute walk every day, that's better than nothing. And what I find is when you're consistent or that phrase, you're more likely to win the lottery if you buy more tickets. The trick here isn't to go for virality. It feels great when you have a post that just hits at home. But I believe that the only way to do that is just to have a lot of at bats.” Watch the full podcast here: https://lnkd.in/e97-mQtA ___________ 👏 Follow B2B Fusion on Go To Market best practice strategies. 👍 Like and subscribe to B2B Fusion YouTube channel of 200+ GTM videos 🤙🏽 Struggling with faster, more efficient growth? Let's talk.

"What do you think of (insert technology here)?"...Sales/Marketing GTM peep This question comes up frequently in the US - less so in outside of US. People often buy technology first before defining processes for a few key reasons: 1️⃣ 𝐄𝐱𝐜𝐢𝐭𝐞𝐦𝐞𝐧𝐭 𝐚𝐛𝐨𝐮𝐭 𝐧𝐞𝐰 𝐭𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲 There is a tendency to get excited about shiny new marketing technologies and tools without fully thinking through how they will integrate with existing processes and systems. The novelty and perceived benefits drive the purchase decision. 2️⃣ 𝐋𝐚𝐜𝐤 𝐨𝐟 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐚𝐥𝐢𝐠𝐧𝐦𝐞𝐧𝐭 In some cases, there is a disconnect between marketing, sales, and leadership on priorities and strategies. This lack of alignment leads to ad-hoc technology purchases without a clear process vision. 3️⃣ 𝐑𝐞𝐚𝐜𝐭𝐢𝐯𝐞 𝐩𝐫𝐨𝐛𝐥𝐞𝐦-𝐬𝐨𝐥𝐯𝐢𝐧𝐠 Teams sometimes purchase point solutions reactively to address immediate pain points or gaps, without taking a holistic view of how it fits into their overall processes and tech stack. This band-aid approach creates disjointed systems. 4️⃣ 𝐏𝐫𝐞𝐬𝐬𝐮𝐫𝐞 𝐟𝐫𝐨𝐦 𝐯𝐞𝐧𝐝𝐨𝐫𝐬 Persuasive marketing and sales tactics from technology vendors can influence teams to buy tools before fully mapping out integration requirements and process changes. 5️⃣ 𝐋𝐚𝐜𝐤 𝐨𝐟 𝐩𝐫𝐨𝐜𝐞𝐬𝐬 𝐝𝐨𝐜𝐮𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 If existing processes are not well-documented, it becomes difficult to analyze gaps and determine where new technology should plug in, leading to haphazard purchases. The core issue is that buying technology in isolation, without tying it to overarching strategies and processes, often leads to poor adoption, integration challenges, and suboptimal results. Defining processes first allows organizations to be more intentional about their technology investments.

"My CRO colleagues are saying 6sense and DemandBase platforms may not be worth the money they’re spending." (from a CMO prospect of ours). ⛳ When the golfer's ball lands in the water, is it the clubs fault or the golfers? 🔟 𝐫𝐞𝐚𝐬𝐨𝐧𝐬 𝐲𝐨𝐮 𝐚𝐫𝐞𝐧'𝐭 𝐠𝐞𝐭𝐭𝐢𝐧𝐠 𝐑𝐎𝐈 𝐨𝐮𝐭 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐀𝐁𝐗 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐢𝐧𝐯𝐞𝐬𝐭𝐦𝐞𝐧𝐭 (based on our experience of hundreds across a variety of industries - more details in comments). What else would you add to this list?

How OpenAI and Moderna are Leading the Charge with AI Adoption In a recent podcast with Jon Russo and Megan Heuer, Liza Adams, AI expert and Fractional CMO discussed a groundbreaking initiative announced by OpenAI and Moderna. This strategic move aims to integrate AI into all facets of their operations. This innovative approach is expected to enable the development with their current workforce. Here's an excerpt: "So this was an announcement by Open AI and Moderna about a few weeks ago But essentially it was a top-down initiative for the business It was a very strategic effort CEO and the entire executive team are basically saying “Hey this is the future” And they have now infused it in literally all of their tasks and and workflows Interestingly enough, their chief legal officer was one of the first to adopt AI into her department They have 100% adoption of AI in the legal department of all departments, right? And it's their act saying that they'd be able to develop 15 products within the next three to five years with the same amount of people" Here's the link to the full episode: https://lnkd.in/eSCUKB7C ___________ 👏 Follow B2B Fusion on Go To Market best practice strategies. 👍 Like and subscribe to B2B Fusion YouTube channel of 200+ GTM videos. 🤙🏽 Struggling with faster, more efficient growth? Let's talk.

5 𝐭𝐢𝐩𝐬 𝐟𝐨𝐫 𝐜𝐫𝐞𝐚𝐭𝐢𝐧𝐠 𝐞𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞 𝐀𝐈 𝐩𝐫𝐨𝐦𝐩𝐭𝐬 - from our special vlog guest Nicole Leffer who recently spoke on this topic (see comments for full interview): Paraphrasing today's most recent conversation on how to create effective AI prompts: 1️⃣ 𝐄𝐬𝐭𝐚𝐛𝐥𝐢𝐬𝐡 𝐚 𝐂𝐥𝐞𝐚𝐫 𝐂𝐨𝐧𝐭𝐞𝐱𝐭: Provide essential company information Define your target audience Specify desired tone and style 2️⃣ 𝐒𝐞𝐭 𝐂𝐥𝐞𝐚𝐫 𝐄𝐱𝐩𝐞𝐜𝐭𝐚𝐭𝐢𝐨𝐧𝐬: Offer an example of the desired end result Outline key metrics or goals for the task 3️⃣ 𝐅𝐨𝐬𝐭𝐞𝐫 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧: Use professional language throughout your prompts Encourage step-by-step thinking for complex tasks 4️⃣ 𝐃𝐫𝐢𝐯𝐞 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞: Articulate the task's importance to your marketing objectives Set clear deadlines and priorities 5️⃣ 𝐑𝐞𝐟𝐢𝐧𝐞 𝐚𝐧𝐝 𝐈𝐭𝐞𝐫𝐚𝐭𝐞: Request specific areas for improvement or variation Be prepared to provide feedback for optimal results For our own business, we've been using Perplexity, @Claude, ChatGPT, Jasper.AI, Otter.ai, Humantic AI, and Sybill among others trying to calibrate around a Sales and Marketing use case - her suggestion is to stick with one and get good at it. What AI tools are you seeing effective in your GTM strategy?

5 common missed revenue reasons related to Sales and Marketing Recently, a CEO said they didn't know the cause of why they were missing revenue. Here are 5 reasons and a blog post (in comments) 1️⃣ Misalignment between marketing and sales strategies. 2️⃣ Misalignment on the ideal customer profile (ICP) 3️⃣ Failure to evolve strategies for changing buyer behaviors. 4️⃣ Ineffective quota-setting process. 5️⃣ Lack of a data-driven investment model. Read the detailed blog in comments

Unifying Sales and Marketing: The Power of Collaboration Joining us again this coming Friday is Terry Flaherty, Vice President and Principal Analyst from Forrester. In our previous conversation, he discussed how organizations can transform their culture by viewing themselves as a cohesive go-to-market team. Together with Jon Russo and Megan Heuer, they’ll continue that discussion and dive deeper into the strategies that can drive meaningful change. Here’s an excerpt from last time: “So often still, you know, their silo functions, marketing produces, leads, throws or the BDR and they qualify. BDR throws it over to the sales and they sell. And there's like no collaboration, no communication that's going on between those functions on what's happening right now. And how do we make it better? Right? And then the last piece, I think it's the biggest piece actually, is change the culture. And we wind up with this ingrained sort of view and culture I will sales does this marketing does this. It's separate functions. But one of the things that we're seeing I think is brilliant is in a lot of our clients, now, they're not even calling themselves sales and marketing, right?  They're calling themselves go-to-market. And yet they have different roles within that function, but they're part of the go to market team, not the sales team or the marketing team. Right? So I think those three things are. Changing focus, change the work, change the culture, and when I do that, that's how I really mean. If I don't, it's really nothing more than a cafeteria poster.” Watch the full episode here: https://lnkd.in/ep9RKef9 ___________ 👏 Follow B2B Fusion on Go To Market best practice strategies. 👍 Like and subscribe to B2B Fusion YouTube channel of 200+ GTM videos. 🤙🏽 Struggling with faster, more efficient growth? Let's talk.

❓ This week's question, "How does Marketing work with GTM teams?' ⛳ Marketing works closely with the go-to-market (GTM) teams to drive efficient and profitable growth for the company. 7️⃣ ways marketing collaborates with GTM teams based on our experience: 1. Aligning on target markets, ideal customer profiles, and account prioritization through shared data and insights. This is where technology helps a Marketer - be armed with data! 2. Developing targeted content and messaging to address specific pain points and challenges of the accounts being pursued. No excuse not to get here with recorded calls and AI. 3. Executing multi-threaded campaigns across multiple channels (email, events, direct mail, etc.) to engage buying committees at target accounts. This is a VERY hot topic right now and correlates to closed won revenue. 4. Providing sales with quality leads and insights into prospect engagement and intent signals from marketing interactions . Tablestakes - yet challenging to pull off operationally. 5. Measuring full-funnel impact of marketing activities on pipeline and revenue through unified attribution models. Full disclosure, this is an area we consult in - it is amazing how many companies fall short here in describing Marketing's impact or any BDR or partner impact to the business. 6. Collaborating on account-based marketing (ABM) programs to deliver personalized messaging and experiences to high-value accounts 7. Sharing customer data, feedback and insights to optimize the end-to-end experience across marketing, sales and customer success motions. This is where running a Pipeline Council or standing cross-functional tiger team helps. Effective alignment between marketing and GTM teams is critical, as marketing's ability to generate demand and provide a seamless experience directly impacts the productivity and success of the entire revenue engine. This requires consistent communication, shared goals, and an integrated tech stack to enable data sharing across the full customer lifecycle. #GTM