The document discusses how data and technology are transforming go-to-market strategies. Key points include: 1) The future of sales is already here in the form of dynamic, continuous customer engagement across the entire buyer journey and lifecycle. 2) Account-based approaches are more important than ever, and intent data in particular provides valuable insights into accounts to improve targeting and messaging. 3) Building an end-to-end data platform allows organizations to deliver personalized, relevant engagements at scale through orchestration of automated workflows and a "communal data share" between functions.

1. The Data-Driven GTM

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1. Brief intro
2. Current Market Environment
3. GTM Implications
4. Key takeaways
The Modern GTM

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Whats Happening in the Market

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1. Re-invent
2. Buyer-Seller access continues to decline
3. Buyers are agnostic to human v digital touches
4. The content marketing revolution went too well
5. Today’s buyer is increasingly digital, but the next set of buyers will
be all digital
Current Market Trends

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2021-2022: Rescale and Reinvent
Top Two Post-Pandemic Recovery Paths Sales Organizations Are Most Likely to Pursue
Percentage of Chief Sales Officers (CSOs)
0%
8%
10%
64%
80%
Retire
Reduce
Return
Reinvent
Rescale
n=61 CSOs
Source: Gartner CSO Priorities Pulse Survey (January - February 2021)
Rescale
Prioritize highly effective or highly
efficient routes to market, including
virtual and digital channels.
Reinvent
Reposition the sales strategy to areas of
greater differentiation and relevance to
be more competitive post-pandemic.
Return
Reestablish legacy sales strategy and
deployment.
Reduce
Trim investments and dedicated
resources to specific markets.
Retire
Divest resources and operations where
pre-pandemic concerns and post-
pandemic issues exist.
Most CSOs
anticipate rescaling
and/or reinventing
their sales
organizations for
growth; very few
expect to return to
their pre-pandemic
sales strategy and
deployment.

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Limited Access to Customer Buying Journey
Proportion of Time Spent on Key Buying Activities
18%
Researching
Independently, Offline
17%
Meeting With
Potential Suppliers
16%
Other
27%
Researching
Independently, Online
22%
Meeting With
Buying Group
Meeting
With a
Single
Supplier
n = 750 B2B buyers
Source: 2019 Gartner B2B Buyer Survey

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B2B Buying Is Channel-Agnostic
Proportion of Buyers Who Used Supplier Information Channels to Complete a Job
Q: “Which information channels did you use to accomplish this activity set?”
Source: 2019 Gartner B2B Buyer Survey
82%
92%
85%
90%
79%
88%
82%
86%
0%
50%
100%
Problem Identification Solution Exploration Requirements Building Supplier Selection
Supplier Sales Rep Supplier Website

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n = 1,174 B2B Buyers
50%
Agree
31%
Disagree
19%
Neutral
Making Informed
Trade-Offs Between
Vendors Was Difficult
n = 1,174 B2B Buyers
55%
Agree
30%
Disagree
15%
Neutral
Amount of Trustworthy
Information Was
Overwhelming
n = 1,174 B2B Buyers
43%
Agree
39%
Disagree
18%
Neutral
Supplier Information
Was Trustworthy
but Contradictory
B2B Was Too Good at Content

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n= 1,040 B2B buyers with completed purchases
Source: 2019 Gartner B2B Buyer Survey
17%
29%
44%
0%
25%
50%
Baby Boomer
(55 and Older)
Generation X
(35 to 54 Years Old)
Millennial
(25 to 34 Years Old)
Percentage of Buyers Preferring Rep-Free Experience
Overall
Average:
33%
Emerging Preference for a Rep-Free B2B Purchase

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The GTM

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1. The future of sales is…
2. What happened to account based?
3. It may have something to do with the data
4. The era of dynamic customer engagement (DCE)
5. Data should be end-to-end (e2e) and communal (and then it becomes powerful)
6. Orchestration: Before (cool word) Now (do-able and mission-critical)
7. Don’t worry – you can still just use data now and get lift
8. Hello Double/Triple Funnel – track all your GTM strategies.
The Data-Driven GTM

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Future of sales (isn’t really in the future)

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Account Based is More Relevant Than Ever

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And Data is the Key (especially intent data)
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For questions, email analyst@topohq.com
go-to-market planning should begin with one use case and expand into additional use cases over time.
Intent Data Use Cases (Figure 1)
USE CASE DESCRIPTION EXAMPLE
Marketing Use Cases
Account
Selection
Accounts are selected for
programs based on high
intent scores.
Marketing adds all high-intent accounts with more than 1,000
employees to a 30-day integrated program.
Account
Segmentation
Accounts are segmented
based on current intent
topics.
Marketing develops a re-engagement program for cold contacts
and uses intent data to assign each contact to one of three
topic-specific tracks.
Lead Generation Accounts with high intent are
sent directly to SDRs and
included in outbound
programs.
Marketing purchases intent data as part of a lead generation
program, routing accounts and associated contacts to sales
development reps (SDRs), and evaluates the outcome on cost per
lead and lead conversion rate.
Sales Development and Sales Use Cases
Prioritization Leads and accounts are
prioritized for SDR outreach
based on intent scores.
• Each week, SDRs add contacts from the five highest-intent
accounts in their territory to outbound touch patterns.
• Sales development prioritizes inbound lead follow-up by starting
with leads from accounts with the highest intent scores.
Account Insights Specific intent topics for
each account are used to
inform messaging.
Sales development uses top intent categories to customize
messaging and select content to share in touch patterns.

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Hello Dynamic Customer Engagement (DCE)

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DCE is enabled by a data-driven tech platform

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Revops centralizes end-to-end revenue creation
Buyer
S
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s
C
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o
m
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S
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S
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§ RevOps removes the siloed approach
by:
– One end-to-end owner of revenue
production in the CRO
– Centralizes all Ops functions under
one RevOps leader
– Creates a Communal Data Share
between functions and ops
– Enables continuous feedback loops
between all revenue production teams
based on buyer behavior
Core Function
Operations
Communal Data
CRO
+
+
+
+
+ +
+
+

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The Power of Shared Data

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Communal data is key
Account Based Platform

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From the communal data, machines (and people)
can make great workflow decisions
Account Based Platform

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Orchestration- Because we can and we have to
Video
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Phone
Email
Executive Outreach
Direct Mail
Marketing Email
LinkedIn
Web Personalization
Digital Ads

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BE DATA-DRIVEN NOW: FOCUS ON ENGAGEABILITY
SDR and outbound prospecting programs have shifted from cold accounts and contacts to those that have shown signs of engageability.
This is about:
• Speed – The faster one can get to 1:1 engagement, the faster they can get to pipeline
• Agility – Have the infrastructure to immediately load engageable targets and activate programs
QUALIFY
HIGH
VALUE
OFFER
MEETING
TOUCH
PATTERNS
DISCOVERY
Previously engaged contacts
Lower inbound scoring thresholds
CRM + SEP PIPELINE
Handoff
Re-engage - SDR
Thread in previously engaged accounts
Intent data scored accounts/contacts
New ICP targets
High engagement scored contacts
High Engageability Sources
Current customers

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Support and track multi-gtm strategies (3+)
Opportunity
Managed
Product
Activation
Closed-Won
Self-Serve
Purchase
Self-Serve
Product
Activation
Product-
Qualified
Lead
Engaged Lead
SDR-Qualified
Lead
Lead
Engaged
Account
Target
Account
PRODUCT-LED
VOLUME
ACCOUNT
BASED

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There is a metrics model for your business

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1. The future of sales isn’t really the future…it’s today
2. Everything is account based
3. Data makes account based real and scalable; intent data makes it exciting
4. Build an end-to-end data platform to deliver relevant engagement continuously
and across the entire lifecycle
5. Take data, then orchestrate. You can do it.
6. If you can’t orchestrate, data can still drive lift NOW
7. Multiple GTM strategies? No problem. You can track it all.
The Data-Driven GTM