tralized revtech, it will become clear which tech is essential and intercon- nected, and which tech falls into the “shiny object” category. This will allow us to streamline our technolo- gies and keep only those that are truly integral to our success.


CLEAN, CURRENT, AND USEFUL DATA The waste that comes from losing out on deals we should have won might be the most frustrating for sales lead- ers. But it’s also very much within our control to fix. A key to doing that is to have high-quality data that can be turned into the types of insights that get you into the best deals faster than the competition. According to Forrester, “Success in 2023 will require relevant, reliable cus- tomer data to help sharpen audience targeting.” Companies that are still relying on things like form fills instead of data to identify prospects simply can’t be competitive anymore. We know that only 3% of Website visitors raise their hands and identify themselves by filling out a form. That means we’re wasting all the effort and expense we invested to drive the other 97% of people to our Websites unless we have another way of iden- tifying them. But in a recent survey, only 26% of organizations said they could identify Web traffic that doesn’t fill out a form. To identify all those anonymous visitors and alert you to signals that a buyer is interested in what you’re sell- ing, you need several types of data: • First-party intent data from prop- erties that belong to you, like your Website, your CRM, and MAP


• Second-party intent data from sites you don’t own but which contain content about you, such as review sites


• Third-party intent data from every- where else on the Web that lets you know an account could be in the market for a solution like yours It’s also important to have pre-intent


data, which alerts you to prospects before they even begin their buying


VIDEO:


journey – allowing you to get into deals when there’s still plenty of time to help shape and influence them.


PRIORITIZING THE BEST ACCOUNTS In sales, time is our greatest re- source. As sales leaders, it’s our responsibility to give our team the tools they need to prioritize and structure their days to ensure the most success in the least amount of time. The right tech and the best data combine to make that possible. With data that reveals previously anonymous buying activities, as well as technology that distills insights from that data, sales leaders can help their sellers do two very important things: • Identify the best accounts to work


(the ones that are in-market for what you’re selling and are likeliest to buy) • Determine the right sales motions


and all the right individuals to engage to make the deal successful By keeping your sellers laser-focused on right-fit, in-market accounts – and by making it easy for your reps to engage multiple personas on those accounts – you can make sure they’re making the best use of every single day. So instead of low-impact ac-


tivities seemingly done at random, you can serve up the activities that are likely to lead to the outcomes you need. I’ve seen this prioritization approach


work time and again for my own team and for my customers. Within just two quarters of prioritizing accounts that are in-market, companies taking this approach can generate the same amount of revenue with 40% less effort, while improving average deal value and win rates and decreasing cycle times.


NO TIME FOR WASTE In any financial climate, wasting re- sources on the wrong accounts is bad business. But in uncertain economic times, it simply can’t be tolerated. The sales leaders who will pull ahead dur- ing the coming months are those who are best able to focus their efforts and resources toward the most profit- able, likely-to-close accounts. Doing that will require smart technology, high-quality data, and the strategic prioritization they enable. 


Mark Ebert is SVP of Sales at 6sense, where he is responsible for Revenue Operations and Enablement teams.


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