PipelineIQ

The LAST and BEST installment of our #ABMEFFECTIVENESS study. Key Area No. 4 - Revenue Productivity, THE MOST IMPORTANT METRIC, and the main reason why #CROs embrace and support #ABM. In our study, we found that accounts with an ABM treatment showed higher revenue productivity. They had more opportunities, booked more revenue, had a higher closed opportunity value (bigger deals), and had a higher opportunity value conversion percentage (they closed more of the deals) versus accounts with no ABM treatment. During the study, on average: The ABM accounts had 172 opportunities created, versus the non-ABM accounts at 63. Nearly 3X!!! The ABM accounts Avg. Total Opportunity Value was $7.75M versus the non-ABM accounts at $2.46M. Over 3X!! The ABM accounts had 69 Closed/Won deals versus the non-ABM accounts had 13. Over 5X! The ABM accounts had $3.49M in closed revenue versus the non-ABM accounts at $774K. Over 4X!! How did we get these results? We invested ~$10K per ABM account and created highly custom value propositions and messaging based on the company and the target audience(s) within the company. We pushed this messaging to the targets via custom social/digital ads, email, direct mail, webinars, and events. Want more details? Reach out to me. I'm happy to share how we designed our ABM Program to deliver these amazing results. Thanks to all the partners who have helped over the years. HUT 3 Draup Salesforce Folloze Uberflip | A PathFactory Company LinkedIn Adobe Marketo Sendoso Momentum ITSMA PipelineIQ Reachdesk 6sense Demandbase and for the amazing Marketing Leaders who have empowered me, especially Kathi Kaplan.

I am beyond thrilled to share the latest salestech technology landscape. This iteration marks its 10th edition and has been the most complex to assemble for several reasons: 1. Explosion of Players: The number of vendors has surged to 2,100, a 34% increase from just 14 months ago. This massive growth, driven by AI lowering barriers to entry, counters the notion of consolidation. 2. Fluid Categories: The salestech space remains dynamic with many mini-categories. These mini-categories emerge quickly, but very few graduate. Many solutions target specific workflows but struggle to expand beyond supporting a few tactics. 3. Generic Claims: The proliferation of websites with similar claims makes it challenging to discern what products actually do and how they work. 4. Frequent Pivots: The pace of pivots has reached an all-time high, making it difficult to keep track of changes. This edition features 5 new categories: • Autonomous BDRs • Autonomous SDRs • Instant Qualification-Routing-Booking • Pipeline Intelligence and Revenue Analytics • AI Role-Play It’s worth noting 2 emerging categories: • Warm Introduction & Referral (now part of Relationship Intelligence) • RFP Response (now part of Sales Content & Collaboration) I anticipate these categories will 'graduate' in the next iteration. Here are the 3 fastest-growing categories: Signals & Intent Data: With over 80 participants (+200%), this category is rapidly evolving beyond monitoring content consumption and job changes to pursue the holy grail: uncovering buyers in market by tracking activities on the open internet and social channels (dark funnel). Sales Data & Signals Aggregation Platforms: This category has grown by 190% and represents the evolution of B2B Customer Data Platforms (CDPs). It unites players from various domains: • ABX platforms that orchestrate sales motions • B2B-focused CDPs (account-aware) • Crossovers from Product-Led Growth CRM • New entrants that let you build a unified data repository by federating multiple data sources, processing signals, and driving various GTM motions Sales (AI) Assistants: This category now includes 150 players (+165%) and features assistants that help sellers with tasks such as account research, uncovering personalities, personalizing engagement, writing communications, sequencing interactions, and preparing and managing meetings. AI’s influence is pervasive across every category and is also driving the development of new ones, such as Autonomous SDRs, Autonomous BDRs, and AI Role-Play. Given the rapid changes in this ecosystem, a LinkedIn post can only cover so much. For a deeper discussion or to brief me on new offerings, please book time during my office hours (link in the first comment of this post). Salestech is buzzing with innovation and rapid change. This is an exciting time to be part of such a dynamic industry. Link to the landscape hi-res PDF in the second comment to this post. #salestech #gtm #ai