As in soccer, where the ball moves forwards, backwards, and sideways, passing from offense to defense and back again until eventually a goal is scored, in today’s go-to-market, sales needs to jump in early, marketing needs to stay in the game all the way until a deal closes, and customer success comes in from the sidelines if the sale involves an existing customer. With the entire revenue organization on the field, alignment is not only nice, it’s essential. These teams must work as one, targeting the same accounts and decision-makers, sharing the same goals, working from the same data — say goodbye to siloed data — and they need to be working from the same playbook.
And because iceland phone data most of the buyer journey is hidden from view, and buyers don’t raise their hands until the journey’s almost over, intent data is now an imperative. Think of it this way, intent is the new lead — the only way to effectively identify the right accounts and decision-makers to target and the right time to engage. Without intent, you’re simply relying on guesswork and hunches, wasting precious time and money chasing prospects who will never buy from you. 2. The escalating rate of change What started out as gradual change has grown into perpetual motion.
Technology, the economy, and the world as a whole are changing faster, and so too must companies as they adapt to these shifting landscapes. They’ve been adjusting to the great resignation since mid-pandemic, followed more recently by layoffs across many industries. The result is a shrinking workforce, now working harder, more stressed and distracted, and having less time to think about purchase decisions. A tightened economy is causing companies to rethink priorities, to curtail budgets, and scrutinize every dollar spent, putting more pressure on revenue teams marketing and selling to them. As well, technology continues to evolve.
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