Jeff Wharton

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 using dirty/outdated data to multi-thread, to show up everywhere for target accounts, to (gulp) automate any part of your ABM workflows = playing with fire Piping in a bunch of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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What are the root causes of poor GTM team alignment? Our recent survey sheds some light on what your revenue team Ops peers are saying. These comprehensive reports provide all the information. https://gag.gl/4YHwRD #RevOps #DataQuality #RevTeamAlignment

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Curious what our SFDC custom object for funnel/lifecycle/pipeline looks like? We get a ton of questions on this, so here is a demo: https://lnkd.in/gyRtmnGQ We demo a few use cases, the Lifecycle records themselves, and a quick overview of how you can leverage the data. Let us know if you have questions and/or what else you would want to see from it. ____________________ If you don't know what it is: (1) Tracks your buying process from Sales Ready (aka MQL) > Closed Won on a custom object in SFDC. (2) Unifies the data across Lead, Contact, Campaign, Account, Opportunity objects for EASY reporting. (3) Enables a 1:many relationship between a buyer and a sales process to account for non-linear buying journeys without overwriting data (e.g. buyer gets recycled and re-MQLs and you'd previously have to overwrite the last MQL date). (4) Unifies the data in CRM (and not BI) for easier paper trail and troubleshooting, but custom object data can still be leveraged in BI for more advanced reporting. (5) Ties pipeline back to "tipping point" (aka the reason the buyer was sent to sales) which is better than original source or last touch/primary campaign source. (6) Also, works for tracking sales outbound, partner, product qualified leads, customer expansion. (7) Unmanaged SFDC package (meaning you have access to all the flows/object/metadata/etc and there is no subscription fee). You can install in SFDC (with our help). Hundreds of hours put into it to account for edge cases, 35 different Lead conversion scenarios, merging, and more. (8) We're coming up to our 20th deployment in the last 18 months in complex B2B SaaS orgs. 20 is a lot for a small agency like CS2 that has most clients on long term retainers (and not in the business of churn/burn through clients). Case studies coming soon.

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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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🚀 HubSpot Product Update Spotlight! 🔦 Admins can now configure default columns in the forecasting deal table for individual reps! This new feature makes it easier for sales teams to focus on the most relevant information, leading to more productive 1:1 conversations and efficient forecasting updates. No more cluttered views or tedious setups—admins can now set relevant defaults across the entire portal, helping reps get set up quickly and without extra enablement work. To set it up, head to Settings > Objects > Forecast and select the columns you want to include. You can even choose to override or preserve users' customisations. Available to Professional and Enterprise customers on Sales and Service plans. 🌟 #HubSpot #SalesEnablement #Forecasting #SalesManagement

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A poorly executed #customersuccess strategy will kill your #NRR for years to come. I've seen it first-hand too many times over the years. Here is how you deliver a well-executed CS strategy to drive great NRR and ultimately, business growth: 🛣️ 𝐔𝐬𝐞 𝐭𝐡𝐞 𝗗𝘆𝗻𝗮𝗺𝗶𝗰 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 & 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐉𝐨𝐮𝐫𝐧𝐞𝐲 The first step in any customer success strategy is understanding the full & dynamic revenue & customer journey. This means not just knowing what your customers do, but why they do it. How and why did they buy your services? How do they move through their journey with you (rarely ina straight line!)? By understanding their motivations, you can better anticipate their needs and deliver solutions that truly add value. And don't forget, the old-school customer journey is not the standard anymore, you need to use the full, dynamic revenue & customer journey to get the full picture. This stretches from pre-sale to post-sale and allows for the customer to move in and out of journey phases/stages dynamically. 📈 𝐏𝐫𝐨𝐚𝐜𝐭𝐢𝐯𝐞 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 Customer success is not a reactive function. It's about being proactive, anticipating customer needs, and addressing them before they become issues. You have to ensure that your strategy is aligned around, and fosters, a proactive CS culture and process that allows your team to execute effectively. This not only improves customer satisfaction, but also reduces churn, and creates more expansion opportunities. Both key factors in improving NRR. 📊 𝐃𝐚𝐭𝐚-𝐃𝐫𝐢𝐯𝐞𝐧 𝐃𝐞𝐜𝐢𝐬𝐢𝐨𝐧 𝐌𝐚𝐤𝐢𝐧𝐠 In the #SaaS & #CS world, we have access to a wealth of data. By leveraging this data, we can make informed decisions that drive customer success. This could be anything from identifying usage patterns to predict churn, to understanding which features drive the most value for customers and beyond. And it needs to go beyond telemetry, usage etc. Also capture, track and understand customer goals and other qualitative data points. One problem is that this data is often siloed or hard to access, so make sure you have systems (like RevSetter) that can bridge that gap and allows CSMs to effectively action the data & insights. 🤝 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐚 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫-𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐂𝐮𝐥𝐭𝐮𝐫𝐞 Customer success should not be the responsibility of a single department. It should be ingrained in the company culture. When everyone in the organization understands the value of customer success, it becomes a strategic priority that drives business growth. This is why the dynamic revenue & customer journey, the engagement focus, and the proactive mindset are so important. When those are present - and a strategic & customer-centric approach is adopted by the CEO & leadership - the sky is the limit. Leverage these four building blocks and your CS strategy and execution will thank you for it ✅ *** 🛎️ If you enjoy my content, follow me for more ♻️ Repost to share with your network

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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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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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There's a big discrepancy between how content marketers and the rest of the GTM org measure content success: - Content skews toward defining success by leads and conversions - The rest of the org (marketers, sales, and product folks) are split equally between leads, revenue, and brand awareness. This is surprising. Content marketers usually aren't growth marketers; we focus on building brands and educating people over time. Leads and conversions are short-term metrics, while content plays the long game. So, why are we thinking like this? And what can we do to actually prove content's value? Step 1 (Beginner): Be strategically collaborative on important projects Step 2 (Intermediate): Choose your brand awareness metrics Step 3 (Advanced): Add content pipeline metrics to the mix Lauren Lang goes deep on each of these steps in our latest blog in the Darkroom. How do YOU prove the value of your content?

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Join ZoomInfo’s Kaitlin Sanders, an ABX expert and Go-to-Market strategist on May 1st as they shed light on the practical approaches adopted by industry experts to measure the real impact of ABM campaigns. Kaitlin will delve into key topics including: - Redefining ABM Today: What is the current definition of ABM today and its significance in shaping modern marketing strategies? - Key Metrics for ABM Success: Identify essential metrics for evaluating the effectiveness of ABM campaigns and how to communicate the impact of ABM initiatives to stakeholders. - Future Advancements in ABM: How technology and predictive analytics are revolutionizing how organizations measure the success of ABM campaigns. Don't miss it ➡️ https://bit.ly/3UedVng #Ad #Webinar #ABM #ABMMetrics

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Revenue leak. It’s the slow, steady, sneaky loss of revenue that is killing your pipeline. It happens from breaks in your revenue processes. So how do you identify and eliminate these leaks? Just ask Ben Fiechtner (CRO, Clari) and Rachel Roberts (CRO, Cisco). Together, they’re hosting a session at Charge: The Revenue Summit on May 8th to show you how CROs stop revenue leak and achieve outsized returns. You’ll get real-world examples and strategies on how to identify and eliminate these leaks, so you can build a high-performing and predictable revenue engine. RSVP here to save your spot: https://lnkd.in/g2t7n5A4

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The Campaign Member object should be the center of GTM ops. Here are all the things I do by simply adding leads/contacts into Salesforce Campaigns... 1.) Multi-touch attribution - Each Campaign Member record is a "touch point" or "signal" that then gets associated to an Opportunity. On the Opportunity I can see every Campaign Member record that contributed to helping "source" and "accelerate" that Opportunity. 2.) Side-by-side comparison of 4 attribution models - I like to have 4 attribution models run side-by-side on the Campaign Member record: First Touch, Last Touch, Equal Weight, and U-Shaped. Each model tells me a little something different around how that campaign/campaign type/etc is performing and where to invest more resources and budget dollars. 3.) Funnel conversion - I can track a Campaign Member record as a "touch point" or "signal" from Lead/Contact all the way through to Opportunity creation and closed won. Being multi-touch and on the Campaign Member record, I can filter/group my funnel by an field on the Campaign (name, type, etc), Campaign Member (UTMs, etc), Lead/Contact (persona, etc), Account (industry, country, tier, etc), and Opportunity (type, manager, owner, etc). 4.) Hand-off with sales - I build a "sales follow-up" dashboard in Salesforce that is simply table views of Campaign Member records. The dashboard is filterable by Lead/Contact Owner and Follow Up Status (open, attempting, connected, opportunity created, already an open opportunity) as well as other custom filters like Account Grade. I track first attempt date/time, number of attempts, number of connects, and then my multi-touch attribution will automatically associate the Opportunity when/if it gets created. 5.) KPIs - I've moved away from the traditional MQL and lead scoring model. Instead, marketing's goal is to generate high intent "touch points" or "signals" within Accounts that are in our ideal customer profile. We simply track how many of these "touch points" or "signals" happened over a specific period of time (ie Q1 2024) and how many converted to an Opportunity, qualified Opportunity, and eventually Closed Won. Ultimately marketing is responsible for qualified pipeline, but high intent "touch points" or "signals" are the best leading indicator of the value marketing is delivering in the moment. Have questions on any of these topics? Post a comment and I'll try to create a Loom video of exactly how I set it up and implement it.

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You spend a ton of time gathering case studies, customer stories, and testimonials that'll support your GTM team. But customer evidence is so much more than the standard "problem-solution-outcome" narrative. And putting as much (if not more) process and intention behind smaller, specific proof points as you do white-whale case studies will make your evidence way more persuasive in the long run. When we sling around lingo like "customer evidence" and "proof points", here's specifically what we're talking about. ⤵️

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I like money. A lot. I also like saving money. (So I can spend more of it later 😂). So when looking at what SaaS to integrate into our marketing and sales stack, Total Cost of Ownership is a pretty huge metric for us. https://buff.ly/3SexH1J #salesforce #hubspot #finance #marketing

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🚨 Here’s a list of HubSpot updates a CRO needs to know about in 2025. 🚨 And in Q4, we updated or created a Playbook for Every. Single. One. At RevPartners, our Playbooks team takes the time and effort to stay on top of every new HubSpot feature. Why? We want to support CROs in the changing dynamic of their role. List Here: CRM Hub: 💻 CRM UI/UX Design ❌GDPR Enablement 🏡CRM Infrastructure + Asset Mgmt 🔮HubSpot Native AI Features Marketing Hub: 🧘‍♂️Intro to Attribution and GTM 📩GTM Sources (formerly Lead Acquisition Channel) 💯Lead Scoring Beta Sales Hub: 💸CPQ Discovery & Alignment 🖨️Sales Workspace 💝Non-Profit Foundational Playbooks Service Hub: 🤖Hubspot Chatbot 🖥️Help Desk Workspace Setup 🫶Customer Success Workspace Reporting & Analytics: 📉Reporting & Analytics 📈90 Day Trailing Conversion Rate Template 📊Secondary KPI Dashboards Ops Hub: 👨‍👨‍👦‍👦Data De-Duplication ✳️Token Rotation and Private Apps Commerce Hub: 💰Revenue Recognition + NRR (FinOps) 💡Pro-Tip: Clear data visibility is the KEY to knowing which lever to move to generate more revenue and grow your business. We'd love to help you achieve this and more in 2025! 🙌

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We all know segmentation is key, but it's often limited to company firmographics. So when Clay announced their integration with HG Insights today, I have been geeking out layering in new insights to our ABM list. Instead of rattling off a bunch of features or "what this means," I'm going to explain exactly how I plan on using this to paint the picture: 1) We know which accounts we want to go after, but that's often based on things like their location, size, industry, etc. What we *don't* know is if they currently have a solution in place to solve for what we want to help them with, or if we do, it's either sketchily acquired or probably out of date 2) To create a truly relevant message, knowing what an organization does isn't enough. We need to go beyond that by understanding how they're approaching what they do today, and that execution is often a function of the tech they use 3) Enter Clay x HG Insights. I can now further prioritize our target account list by going beyond firmographics and layering in technographics. What are our prospects currently using? Which competitors are low-hanging fruit that we can beat? Which competitors are going to be uphill battles because they've got a great product? This is a huge help in resourcing our overall GTM efforts. 4) Enrich the rest of the account data appropriately. Find the relevant contacts + engage them in a HIGHLY relevant way based on all of the above. 5) Sit back and watch your win rates increase, sales cycles decrease, and your GTM team (AEs, BDRs, Marketing, etc.) breathe a HUGE sigh of relief as acquisition has just become a lot easier. HG Insights has historically only been used by companies with big budgets because it's not a cheap product. That all changes today.

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𝐆𝐫𝐞𝐚𝐭 𝐆𝐓𝐌 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 + 𝐁𝐚𝐝 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 = 𝐃𝐢𝐬𝐚𝐬𝐭𝐞𝐫 🚨 A brilliant Go-to-Market (GTM) strategy can grab attention, spark excitement, and drive traffic like wildfire. But here’s the catch: if your product doesn’t back it up, it can all crumble—and fast. Here’s why a great GTM paired with a bad product can hurt more than help: 1. 𝐇𝐲𝐩𝐞 𝐓𝐮𝐫𝐧𝐬 𝐢𝐧𝐭𝐨 𝐁𝐚𝐜𝐤𝐥𝐚𝐬𝐡 When your GTM promises the world and your product underdelivers, disappointment quickly turns into mistrust. The louder the hype, the harder the fall. 2. 𝐑𝐞𝐩𝐮𝐭𝐚𝐭𝐢𝐨𝐧 𝐃𝐚𝐦𝐚𝐠𝐞 𝐢𝐬 𝐂𝐨𝐬𝐭𝐥𝐲 Your GTM strategy doesn’t just introduce your product—it introduces your brand. A product that doesn’t meet expectations risks being labeled a scam, and reputations are hard (and expensive) to rebuild. 3. 𝐑𝐞𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐀𝐥𝐰𝐚𝐲𝐬 𝐖𝐢𝐧𝐬 GTM can get people in the door, but only a strong product keeps them there. If your product can’t create loyal customers, all your marketing efforts amount to wasted spend. The truth is, an average GTM with a great product will always outperform the reverse. Your GTM should amplify your product’s strengths—not cover its weaknesses. Have you ever experienced a GTM strategy that overpromised but underdelivered? Let’s discuss how to ensure product and strategy alignment. 🚀 Is your GTM built for the future? Lead the shift with us. 👉 gtmfusion.com #GoToMarket #GTMfusion #MarketingTips #ProductDevelopment #CustomerRetention #GrowthStrategy #ProductLaunch #StartupSuccess #MarketingLeadership #B2BMarketing

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