After reading this recent blog from 6sense, I felt a tectonic plate shifting under my feet.
Here's the earth moving quote for all #GTM leaders: "Studies have found that the typical win rate for inbound leads is 1.5x-2.5x higher than outbound leads. This makes sense from a logical standpoint: inbound leads are raising their hands and saying, “hey I want to talk.” Whereas outbound leads are typically associated with cold outreach, meaning they might not be in-market or at the right stage of their journey. But a funny thing is happening at 6sense: our win rates for outbound are higher than inbound."
Wait. What? Outbound wins rates are higher than inbound?
Yes, the new variables for #b2b sales success are timing and intent. "When you get into a deal first — and especially when you have unparalleled intelligence about an account — your odds of winning jump dramatically. That’s why 6sense places huge importance on outbound, a channel that has typically been relegated as less important than inbound."
Leading firms are creating #GTM motions that are woven together by sales, marketing and sales engineering/solutioning plays. 6sense states: "Better data + stronger focus = massive results. #Showpad increased its close rate 289% by prioritizing sales using 6sense intent data. #Qualtrics increased sales opportunities 26% and reduced cost-per-opportunity by 67%."
Wow! GTM teams leveraging buyer intelligence platforms create an unfair advantage for their sales teams.
They know which accounts to focus their marketing dollars on.
They have the info needed to set up campaigns based on which accounts are interested in specific topics.
With the aid of AI, they can predict which buying stage an account is in, so you can deliver content suitable to their buying journeys.
When they know an account’s buying stage and topics of interest, they can reach out when they are nearing a purchase decision and focus on the topics that concern them.
BOOM!
There are many #b2bsales teams still using pre-pandemic playbooks or adjusted playbook they tweaked when buyers and sellers went remote. Both are expired approached. Today's digital first buyers are completing nearly 80% of their research and evaluation BEFORE contacting a solutions provider or seller. Old playbooks are not built on how buyers are buying today. After reading the blog above, look at your pipeline health & velocity metrics. Beginning to see the issue?
Shifting go-to-market strategies is hard, but necessary. We can help.
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