Lucas Lam, Partner & Client Solutions Manager, LeanData
Today companies leverage a wide variety of GTM strategies and tactics to grow their revenue. In this session, LeanData product experts will walk you through the process, metrics, and future state of multiple GTM strategies - such as inbound, outbound, ABM, Demand Unit Waterfall, etc. Learn best practices from real-world examples of how businesses leverage LeanData Matching, Routing and Marketing Attribution to ensure they get to revenue faster. Irrespective of how you design your sales and marketing funnel, the LeanData platform can be customized to connect your CRM data to the right people in the organization who can use it to win deals. Attend this session to learn how to thrive with multiple GTM strategies and optimize them constantly.
3. Workshop Agenda
• Introduction – Why GTM Change is Mission Critical
• Deep Dive into Inbound GTM
• Deep Dive into ABM GTM
• Deep Dive into Customer GTM
• Deep Dive into Partner GTM
• Summary of Key Takeaways
6. The LeanData Revenue Ops Platform: Manage Across All GTM Motions
Improve the Buyer
Experience
Increase Speed to
Revenue
Improve Sales & Marketing
Alignment / ROI
API / INTEGRATIONS
CONTEXT ENGINE: MATCHING
CRM
MARKETING STACK SALES STACKEXECUTION ANALYTICS
7. …but most GTM change initiatives fall short
70%
New, large-scale
strategic initiatives
fail
84%
Marketing programs
are decidedly
second-rate
Copernicus Marketing ConsultingMcKinsey & Company
13. Poor Execution Slows Down Time to Revenue
All numbers in $ Millions
TODAY YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
#OFGTMMOTIONS
DIRECT
DIRECT+
CHANNEL+
INTERNATIONAL
COMPANY 1
COMPANY 2
$100M
$125M
$156M
$195M
$244M
$305M
$150M
$225M
$338M
$506M
$759M
14. Impacts Valuation In a Big Way
All numbers in $ Millions
TODAY YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
#OFGTMMOTIONS
$100M
$125M
$156M
$195M
$244M
$305M
$150M
$225M
$338M
$506M
$759M
$1.2B
$4.6B
15. How Can Companies Succeed?
Process
Data
The ability to THRIVE with
dynamic Sales & Marketing
GTM changes will be the
key to B2B revenue growth.
Culture
22. Inbound Challenges
• Speed to lead
• Dealing with Customer
Accounts
• Activating the Sales Cycles
• Sales headcount turnover
• Too little inbound volume
• Too much inbound volume
23. Inbound Best Practices
• Segment & prioritize incoming leads
(score, source, opp stage)
• Identifying Leads from existing
Customer Accounts.
• Identify leads from the same
company already in the sales cycle
24. Inbound Best Practices
• Give reps a fixed time to follow up
(SLAs + re-routing)
• Scoring based pools (distribute
equal interest vs. assuming equal
volume)
• Chat with Matching Integration
• Integrating Sales Cadences
26. LeanData Feature Highlights
• Round Robin – Working Hours,
Capping, Vacations
• Time-Based Routing
• Account-based Routing
• Related Lead Matching & Routing
• Territory Management
• Drift Integration
• Outreach / SalesLoft Integration
27. Metrics (How to track it)
• Conversion Rate (MQL → SAL → SQL)
• Web Tracking (Google / Adobe Analytics
/UTM)
• # leads per segment
• Avg. # minutes to follow up
• Revenue attribution by lead source
32. ABM Best Practices
• Clarity on Target Account
Criteria & Buy-in from Revenue
Teams
• Route target accounts to field
(AE/SDR mappings)
• High-confidence matching &
tagging for ABM
• Auto-Convert & Merge
33. ABM Best Practices
• Route on update based on
matched account score (MQA)
• Non Target Account-based
selling
• Whitespace / early ABM
(Related Lead Matching + auto
account creation)
• Integrating Sales Cadence Tools
40. Customer Challenges
• Routing existing account leads
• Removing closed won from SDR
accounts
• Defining AE and CSM domains (upsell
versus cross-sell or renewals)
41. Customer Best Practices
• Customers trump all else
• Fast track new leads to customer
account owners
• Routing based on Opportunity context
• Enabling CSM Sales Motion (rise of
CSM)
• Notifications + Cadences
48. Partner Challenges
• Identifying partner – prospect fit
• Quality and speed of response
from channel
• Sync between AE – Channel Sales
49. Partner Best Practices
• Deal Registration
• Separate Partner Routing branch
• No Auto-Conversion, high confidence
matching (in-country only matching)
• Route to channel manager for
accept/reject
• Auto-create Opp if accepted, set to
closed in rejected
50. Partner Best Practices
• Channel Sales
• Route to Channel Manager &
Create task for Partner rep
• Notify auxiliary sales reps (portfolio
selling)
52. LeanData Feature Highlights
• Separate Partner Branches in Flow
• Matching Filters & Tie-Breakers
• Notifications / Tasks to other Reps
• Route on Update
53. Metrics (How to track it)
• Deal Registration
• Avg. Time to Accept/Reject
• Win % for Deal Registration
• Channel Sales
• Win % by Channel Partner
• Sales Cycle by Channel Partner
• ASP for Channel sales vs. Internal
57. Key Takeaways
• Consider Account and Related Lead context when Routing Leads
• Re-route existing Leads based on time or activity
• Accommodate different selling motions for different teams
• Orchestrate different buying signals and buying groups
• Iterate on your strategy quickly and with confidence. Flexibility is critical.
• Integrate the different pieces of your tech stack for a seamless process
• No one single GTM fits all - Your GTM is a blend of multiple strategies
60. OpsStars General Info
#OpsStars
Thank you so much for joining as at
OpsStars NY - Journey to Revenue Operations!
QUESTIONS FOR
OUR SPEAKERS?
Speakers will be
available outside of the
session room to answer
any questions post
session.
QUESTIONS FOR
LEANDATA?
Come visit us at the
LeanData booth
Join us for our cocktail and networking reception
immediately following the closing keynote - 5:30PM - 7:30PM
GET SOCIAL!
#OpsStars
#RevenueOps