“Lauren's organized, calm, and strategic approach to managing a rapidly growing marketing organization helped our team navigate the rapid growth stage and many transitions. Her attention to detail and commitment to excellence is clear in everything she does, and I felt seen, supported, and encouraged by her as her direct report. Thank you!”
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Bridging the gap between sales, product and marketing at B2B technology start-ups…
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It's an honor to be ranked #5 on the 2024 LinkedIn Top Startups in the US! It's a testament to the people at Medallion who put their heart and soul…
It's an honor to be ranked #5 on the 2024 LinkedIn Top Startups in the US! It's a testament to the people at Medallion who put their heart and soul…
Shared by Lauren Mitri Abalos
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Spanish
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Elementary proficiency
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Eddie Reynolds
Hey CROs: Want RevOps to actually help grow revenue? - Want a strategic partner, not just an admin? Here's how to do it: - Stop drowning them in requests - Enable them to prioritize impactful work (And hire the right people to start) 1. Create an Intake System - That flood of requests - There's a process for that - To prioritize and schedule them - To identify what's most important 2. Schedule Sprint Planning - Do the above bi-weekly - Sit with RevOps to help them - Decide where you want focus 3. Prioritize Tasks by Roadmap - Use the roadmap to guide you 4. Create Revenue Operations Roadmap - Yep, this roadmap, the one below - A list of your biggest quarter initiatives 5. Align Roadmap with Company Priorities - Identify WHY these initiatives matter - Align them with your company priorities - Outline how they help drive revenue growth 6. Block time to transform data into Insights - Make sure RevOps has time for this - To analyze data on a regular basis - So they can bring you unique insights - And help you generate more revenue - Instead of just administrating the systems 7. Present Insights to leadership with a WHY - Teach them how to present insights to ELT - Empower them to dig deep for why it matters - None of us are born knowing this. It takes training. 8. Schedule Quarterly Reviews w/ Leadership - Review the Roadmap Quarterly - Invest the time to focus on priorities 9. Show Work Done and Impact to Revenue Team - Have RevOps show what's been done - And how it's impacted the GTM motion 10. Encourage push back on urgent requests - You have to give to get - You can't expect RevOps to be strategic - If they have to say yes, immediately, to everything Get the step-by-step guide on how to create and implement a Strategic RevOps Roadmap (including an editable template) here: https://lnkd.in/eRWUffu3 ✌️
21 Comments -
Kacie Jenkins
The biggest mistake marketers are making with ABM? Jumping in before the GTM team is tightly aligned on ICP and the fit + intent signals that matter most. This often comes with additional problems: Letting Sales arbitrarily select target account lists —> we make it much harder on ourselves if we don’t use fit and intent signals to prioritize ICP accounts and prospects that are most likely to buy and get immediate value Spray and pray tactics —> high volume, transactional, low quality, generic outreach just results in your whole TAM blocking and unsubscribing ABM without rigorous data standards —> using dirty/outdated data to multi-thread, to show up everywhere for target accounts, to (gulp) automate any part of your ABM workflows = playing with fire Piping in a bunch of signals without a clear plan of action —> just creating distracting noise (results in wasted $$ and muted Slack channels) Teams taking action on random signals without GTM alignment/coordination = total chaos Sendoso is a direct mail and gifting platform, yes. But gifting is so much more than sending swag or gift cards in exchange for a meeting. It’s a high impact ABM art that helps revenue teams take timely personalized actions with the right people to deepen relationships, increase pipeline conversion rates and speed up deal cycles. To do this well, our team uses a variety of signals to select the right accounts and automate thoughtful, personalized engagement touchpoints across the entire customer journey, from segmented outbound marketing to sales interactions with ABM accounts and creative direct mail campaigns that deliver a delightful experience for buying committees. We’re obsessed with data quality/accuracy, and partnering with the best signal providers is crucial for us. I’m so excited about the UserGems 💎 Signal Platform announcement today! We’re loving their signal library and workflows. If you’re also obsessed with data-driven, account-focused marketing and thoughtfully automated workflows, they’re an amazing addition to the marketing stack.
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Vladlena Mitskaniouk
As someone who was deep into attribution, partnering with internal BI teams and external vendors to create complex models well before it was the standard - it's difficult to admit that marketing has indeed over-rotated on this measurement strategy. It's still a viable tool, but isn't a standalone approach to defining what is working or where to invest - and it definitely can increase silos not only between sales and marketing teams, but even between individual marketing functions. The other unintended consequence is the gated approach to marketing content - something that B2B marketers need to rethink especially with marketing / sales adverse audiences (think - cybersecurity, engineering, developers, etc.). Now is the time to revisit analytics strategies... mix-media modeling, brand awareness measurement tactics, measuring hand-raiser trends, self-reported attribution. And of course, going back to the core fundamentals of marketing - where demand generation isn't confounded with lead generation
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Rohan Punamia
There’s a dramatic divide in how GTM teams are setting up signal-driven outbound. Some teams are thrilled with a 2% conversion rate, and others expect 20%. Here’s why: It comes down to whether your motion is for SMBs or MM / ENT. Companies selling to SMBs have a massive TAM. Using Bluebirds, we found ~500k accounts in the US with less than 200 employees. With smaller ACVs and this large of a TAM, SMB motions need to rely on automation to make the economics work. Here are the benchmarks at an account level: - 0.3% meeting rate with just email sequences, no signals - 1% meeting rate with email sequences that are signal-driven (job change, job postings, fundraising, etc.) - 3% to 5% meeting rate with email, call, connection requests and signals It’s difficult to scale beyond these benchmarks without smaller territories and higher-touch rep involvement, which breaks the unit economics. Luckily this works really well if you can automatically touch thousands of accounts per week using tools like Smartleads, Bluebirds, Clay, dozens of inboxes, Orum / Nooks, etc. On the flip side, companies selling to MM / ENT have a much tighter TAM of ~50k accounts. After tiering, reps might be responsible for 100-200 accounts and need to drive $30k+ ACVs. Three VP of Sales running this GTM motion said they expect their reps to convert at a 15-30% meeting book rate, within 2 weeks of working an account. These teams still want signals to improve productivity and know where to focus, but don’t wan’t extreme outbound automation. Their tech stack looks more traditional, using Outreach instead of Smartleads, a moderate number of inboxes, and something like Bluebirds for signals. One approach isn’t better than the other, it just depends on your GTM motion. Feels like this nuance has been glossed over in the signal-driven outbound conversation on LinkedIn.
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