From the course: Account-Based Marketing Foundations
Join today to access over 22,600 courses taught by industry experts or purchase this course individually.
Case study: Accelerating pipeline
From the course: Account-Based Marketing Foundations
Case study: Accelerating pipeline
- Now here's the crazy truth. Many companies don't have a demand challenge. They actually have more of a pipeline problem. The reason this is so important is that accelerating pipeline by a few percentage points can mean millions of dollars added to your bottom line, which can significantly reduce the pressure on net new demand generation. Masergy was familiar with this situation. They are a software solutions company for enterprise global networks, cybersecurity, and cloud communications. And they needed to shorten their sales cycle by accelerating their pipeline velocity. To achieve this, they dramatically transformed their organization by applying the simple yet powerful TEAM framework, which is target, engage, activate, and measure. First, let's look at the target strategy. Once Masergy created a new opportunity, then a new phase of outreach and account-based support was needed. Based on the sales stage that needs the most help, they crafted a well-thought-out personalized digital…
Practice while you learn with exercise files
Download the files the instructor uses to teach the course. Follow along and learn by watching, listening and practicing.
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.