Kristen D.

HubSpot adoption is critical to its success. There's no point investing thousands into your CRM if none of your team are using it. There's also no point if your team are using it, but only because they're being forced to (or need constant reminding from leadership to update their notes). The data that goes in will be the bare minimum to check a box, and won't actually be that valuable in helping you make decisions long term. Instead, show your team how to have the CRM work FOR them, not the other way around. Adoption then becomes a self-driven and self-motivated act by the team. That's what Outbound is all about. Making HubSpot adoption a self-motivated act. How good. #outbound #crm #hubspot

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Have you signed up for tomorrow's 6sense webinar yet? Don't miss out on this incredible opportunity to gain valuable insights from top ABM leaders. Join us as our very own CivicPlus Marketing Operations Manager, Jordan Rochester, takes the panel, alongside other experts, to discuss the transformative journey from lead-based to account-based strategies. In this webinar, you'll: 1. Hear why ABM leaders made the switch to account-based strategies and the challenges they overcame. 2. Learn about the benefits and business impact of an account-based approach. 3. Understand how marketing leaders influenced their organizations to adopt this innovative strategy. 4. Engage in a lively Q&A session with our ABM experts. Secure your spot now for a session packed with knowledge and actionable insights. Click the link to sign up and join this transformative conversation: https://bit.ly/46qS5Ta #6sense #CivicPlus #GovernmentSolutions #Innovation #DigitalOptimization #DigitalTransformation

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🚀 "PLG is not anti-sales." Kyle Poyar, Operating Partner at OpenView, clears up a common misconception about Product-Led Growth (PLG) in this snippet from the Experience-focused Leaders podcast. He dives into how successful PLG companies like Calendly effectively integrate sales teams, showing that PLG and sales work hand-in-hand. Alex Shevelenko 💚✖️🧠 #relayto #podcast #PLG #ProductLedGrowth #Sales #Podcast #Leadership

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“It all comes down to one thing -- I have to prove the ROI.” 💰 Now there’s a buyer interview quote we (and you) have heard across every vertical. Reps shouldn’t have to create this fact-based value story themselves. Product Marketing must ask the tough questions to inform a realistic and compelling enablement tool. The process of getting to an effective final product doesn’t have to be feel daunting. Fluvio consultant John Emmitt breaks how to approach ROI calculators 👇 https://lnkd.in/gC4ms3tR

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If you want to drive impact and influence with your buyers, you want to surround them with the voices they already trust. That’s the simple explanation for the power of nearbound marketing. Including your partners in your GTM motion is a huge unlock for all parties involved. The power of ecosystem at work. At Vena Solutions, we’re focused on growth through this model and the future is bright. Orchestration for greater impact and scale through a combination of partner specialization and account based engagement, will leave you better prepared to withstand whatever comes in the future. Companies and GTM leaders leveraging these ecosystems at scale are driving: 1️⃣ More revenue 2️⃣ More customer delight 3️⃣ Happier sellers 4️⃣ More productive partners 5️⃣ Stronger bonds, both internally and in the market If it sounds too good to be true, that’s because it basically is 😉 If you’re interested in getting into the details, the team at Reveal just released an awesome resource. It’s a blueprint that can help you overlay your account-based segmentation and partner marketing strategy across all GTM teams AND the entire customer journey. Talk about a game changer… You can get a copy (for free!) at the link in the comments. #Nearbound #NearboundMarketing #Partnerships Isaac Morehouse Jessica Fewless Shawnie Hamer

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🚀 CEOs, here's a crucial reminder: your CMO holds untapped power to drive growth and alignment across your GTM team. CMOs don’t just market—they understand the market. From buyer behavior insights to deep market analytics, CMOs have a pulse on what your customers truly need, how competitors position themselves, and where untapped opportunities lie. Too often, CEOs defer to leaders in product, sales, or finance, but your CMO's view is pivotal. They’re not just driving brand awareness; they’re driving alignment across functions, enabling your team to hit growth goals and navigate market challenges with precision. Leverage your CMO's insights as a strategic asset. Invite them into key discussions, especially when evaluating market trends and crafting customer-centric strategies. It’s time to ensure marketing isn't an afterthought—it’s a growth catalyst. Tune into the full conversation with Corey Livingston on Growth Driver on your go-to podcast platform to dive deeper into how your CMO is a go-to resource in your growth journey. #EfficientGrowth #CMOinsights #GrowthMindset #B2Bmarketing #GTM #GrowthDriver John Common Intelligent Demand

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GTM Leaders: Own the Arena When reporting to the board, don’t sugarcoat anything. If things are tough, lead with the red. Boards respect transparency, not fluff. - Master your numbers - Own your challenges - Share insights from failures It’s not about perfection—it’s about showing you’re the right person for the job. Like Roosevelt said: "It’s not the critic who counts, but the one in the arena, marred by dust, sweat, and blood." - Be honest. Be prepared. Be the leader they need #Leadership #CareerAdvice #ProfessionalGrowth #CEO #BoardMeetings #ManInTheArena

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Sharing RevOps co-op community best practices on something we all know is critical - designing territories to ensure the success of your sales force and, by extension, your company. The number of different strategies available make selecting the right one both challenging and critical. The team at RevOps Co-op delve deep into this topic 👇 https://gag.gl/Nm2xoO #RevOps #Data #DataQuality

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Pipeline marketing drives your revenue 🚀 and marketing isn’t just about leads 🤯 Thankfully, I get to work with folks like Lucas and his Corporate Marketing team here at Highspot who know how to use their channels to drive real revenue impact - and I learn from them every day! Today, he's dropping knowledge about strategic marketing to help you get a better understanding of this intricate machine ⚙   Learn more 👇 https://hghspot.co/3zfzltT

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You want to be a great RevOps leader? If you’re not data-driven, you’re flying blind. Data isn’t just numbers it’s the damn roadmap to success. It’s not about dashboards for the sake of dashboards. It’s about using insights to: 🤝 Show sales where to double down. ✅ Make marketing actually measurable. ➡️ Help CS crush churn and grow accounts. The real magic? Aligning it all to business goals. Everything else? You can't Call It RevOps without data. 🧏 Listen to the full conversation here: https://lnkd.in/gvTnihpR #RevOps #DataDriven #RevOpsLeadership #Leadership

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No one's impressed by big words. They're impressed by your ability to translate insights into actionable business strategy. This week on The Marketing Architects Podcast, we chatted with Jason Ing, CMO at Gusto. His advice for applying effectiveness research in real life (and getting the C-Suite on board)? -Filter research into plain language. -Focus on the "so what" behind the data. -Explain impact in business terms, not marketing jargon. Link in the comments to hear more from Jason on marketing effectiveness, timeless principles, and driving growth in both B2B and B2C. #Marketing #Leadership #Research

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Why are marketers so often confused by their own campaign data? 🤔 Turns out, it’s not their fault. Many marketing ops pros were never taught how Salesforce data actually works—which has led to a massive data disconnect nobody’s talking about. Camela Thompson from RevOps Co-op and CaliberMind’s Joe Schattschneider dive into: ❌ Why CRMs and marketing automation platforms just aren’t speaking the same language 😬 The biggest lie Salesforce has told marketers 🤝 How RevOps can bridge the gap and help marketing make sense of their data 🔗 https://bit.ly/3XnEN63 #Salesforce #CRM #MarTech

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Sick of wasting hours on tedious account research? 🙄 Any B2B sales rep knows the feeling of spending 3+ hours per day scouring the web for insights on her target accounts - only to end up with a fragmented, outdated view that leaves her frustrated and unproductive. The root of the problem? The human brain just isn't wired to efficiently process and synthesize the avalanche of account data out there. Our natural cognitive biases lead us to miss critical signals and connections. That's why we built Hawkio - an AI-powered sales alignment and intelligence platform. Hawkio's agentic workflows analyze in real-time all relevant data points in seconds, uncovering hidden patterns and delivering a comprehensive, real-time account profile. If you're ready to break free from the account research grind, it's time to experience the power of Hawkio. Challenge your team to work smarter, not harder - your pipeline will thank you.

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The future of sales is clear: Relationships and ecosystems are key. But how are GTM leaders actually executing these partner-led strategies to drive revenue in 2024? That’s where Pavilion‎ and Crossbeam‎’s latest Future of Revenue survey comes in.  We’re diving deep into the real-world tactics and strategies that are redefining the GTM landscape. By participating in this research, you won’t just be adding your voice to an important conversation, you’ll be among the first to access hard data on how successful leaders are leveraging ecosystems to stay ahead. Your input will help shape these valuable benchmarks — let’s navigate this shift together. Survey closes soon! https://lnkd.in/gBv_cShM

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Thank you Velocity Partners. I'm loving your Big, Beautiful B2B Blueprint. 📌 It's practical with the right level of #theory. 📌 It outlines the basics of #marketing with enough detail. 📌It keeps on stressing these few CRITICAL bits that in B2B #marketing is still a nirvana to reach: - connecting #brand to #revenue, and not just focusing on #pipeline and #leads (actually many CEOs actually get it). Showing how it can be done. - #creativity can be our competitive advantage - let's use it! - sales & marketing alignment may be difficult but not impossible. - importance of #MarTech as the delivery mechanism of the plan we make It's comprehensive, easy to follow, with all the right elements that need to be found in the GREAT B2B Marketing Plan. Thank you!

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Most account-level intent data is vague, hard to action, and ineffective. Without access to explicit and actionable signals, far too many GTM teams settle for poor targeting, ineffective outreach, and lackluster results. It doesn’t have to be that way. 👉 You can have it all: Account-level data with rich context and person-level data that deliver targeted, timely, relevant insights that drive next-level results. To add even more context to the signals we surface and score for you, today we launched: - 150 million job listings signals (think open roles or skills/tech listed in job recs) - 8 million news signals (think fundraising events, 10-Ks, strategic hires) …spanning 40 million companies around the world. That’s just the beginning. With these signals (and the other 100+ product, website, community, and social signals we can surface and score for you), you can better understand company priorities, needs, and intent, and turn those signals into automated GTM plays—all in Common Room. 👀 Here’s a (small) peek at what you can do: - Create target burndown lists that auto-replenish daily - Stack news and hiring signals for even more effective GTM - Find high-fit, high-intent accounts with a keyword search - Drill down into full job descriptions and news articles - Identify decision makers across the account - Pinpoint what matters most to your buyers …all without ever leaving Common Room. It’s what we’re all about: More signals. More context. More intelligent go-to-market. For all the details 👇

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The 3 teams that make up the GTM team each own a set of metrics, but the problem occurs when those metrics live in a silo. The metrics alone are useless if they’re not being mobilized across the entire GTM team for better insights and optimization of strategy. This shows up when marketing, sales, and CS look at a different segment as the ICP than the other. Marketing is looking at who’s coming in the highest volume. Sales is looking at who’s easiest to close. CS is looking at who stays and pays the most. Usually 3 different versions of the ICP. So to correct this, you should observe each determined segment against 4 primary metrics until you find the perfect blend. 1️⃣ CAC: Can you justify CAC against LTV? CAC as a unit of measure doesn’t matter, but in relation to LTV, it does. 2️⃣ Sales Cycle: How long does it take to acquire this segment in relation to other segments or according to profitability? A short or long sales cycle is irrelevant if that segment isn’t profitable. 3️⃣ LTV: Does the LTV of your ICP exceed CAC? And does the LTV ensure profitability to the marketing program and the company overall? LTV has to exceed both CAC and Churn (in terms of time). 4️⃣ Churn: Churn is crucial especially if the target ICP segment churns before Payback period. If the average customer churns after 3 months, but it takes 6 months to break even, regardless of how easy it is to acquire them, you’re unprofitable on the segment if churn is high and occurs before breaking even. Bring the GTM team together for a deep dive session into these metrics. The metrics alone are useless if they’re not being mobilized across the entire GTM team for better insights and optimization of strategy. #RevenueEngineering #GTM #B2BMarketing #DemandGeneration #B2B #Evron #vSaaS #SaaS

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Here's an often-overlooked acceleration hack for content leaders: Spend the time to give good feedback, with clarity. Feedback can either expedite the next rev by empowering your team to take action or send them on a wild goose chase trying desperately to interpret your guidance, slowing down the process and creating chaos and confusion. An extra 5 mins spent can save hours or days of swirling. (Trust me, I've been there, staring at a poorly worded or nebulous response to a piece of content that leaves me scraping the barrel for clarity and next steps.) Not all feedback is created equal. Here's how I think about giving feedback to accelerate work across the team: Level 1: In-Line Edits with Track Changes ✅ Pros: Quick 🔴 Cons: Very little amount of knowledge transfer 👉 When I use: Minor edits, just get it done Level 2: Comments ✅ Pros: Quick + ability to add more context to edits for some knowledge transfer to make future project faster 🔴 Cons: Comments can be misunderstood without precise and specific writing 👉 When I use: Minor knowledge transfer or additional context needed Level 3: Loom Video (my personal favorite method) ✅ Pros: Relatively quick (< 5-10 mins), much better ability to explain complex concepts and provide clarity/context 🔴 Cons: Takes a little more time and effort 👉 When I use: Need to explain detailed instructions or complex feedback Level 4: In-person or Zoom meeting ✅ Pros: Highest fidelity of explanation and ability to provide clarity in real-time 🔴 Cons: Takes the most time and requires scheduling a meeting 👉 When I use: If the possibility of misunderstanding is high or I need more context before giving feedback The best feedback empowers your team to move forward with confidence. The worst feedback creates chaos and confusion. Choose wisely.

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I recently took part in a panel hosted by Dan McGaw, where myself and other Marketing and RevOps leaders to discuss building successful go-to-market strategies. Interestingly enough, much of our discussion veered toward how assumptions can easily derail the best laid plans. From misinterpreting metrics, to skipping what’s often the most simple solution (asking customers directly), we broke down the common missteps in GTM and how to avoid them. Learn all the takeaways from myself, Dan, Nina Wooten, and Kayvan Dastgheib-Beheshti here: https://lnkd.in/eA_dNNWH #twilio #Segment

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