© Folloze 2023

Transform to ABX Now: 2024 Rebound Strategies from Top GTM Leaders: Outreach, Postal, Qualified & Folloze

Tuesday, November 14, 2023

© Folloze 2023

Speakers

Melinda Monaco Dir. of Rev. Marketing

& Ops at Folloze

Mary Gilbert CMO at Folloze

Lauren Alt Kishpaugh VP of Marketing

at Postal

Angela Garinger VP of Global Sales Development

at Outreach

Sarah McConnell VP of Demand

Gen at Qualified

© Folloze 2023

How marketers really feel about 2023

What critical pivots we've made to thrive in these conditions

Our big bets and priorities for 2024 and beyond

Webinar Objectives / Agenda During this webinar you’ll hear marketing and sales leaders discuss:

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Shake off 2023 Highs, lows, and hidden opportunities that only come available in volatile markets.

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One word to describe 2023

Source: GTM Leader feedback to “What is your one word to describe 2023”

Customer obsession, operational obsession, employee obsession; Ensuring that we’re taking care of everyone inside and outside of the organization in the most efficient way possible.

2023 demanded prioritization, focus, and clear and honest communication, and tough decisions were made.

2023 highlighted the strength of character we all had.

As budgets got smaller, 2023 made us all focus on what mattered most and what could be cut.

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Wisdom from the journey

“2023 has proven so much can change in just a short time. We are trying to find the balance of looking ahead and starting planning, but knowing we will have to be flexible.”

“It takes 3 tries to do something right. The first time you learn what not to do. The second time you learn what to do. And the third time you do it right. I feel like that perfectly describes the trajectory of the 3 previous quarters.”

“You have to accept that the market is what it is. We’re doing all of the right things, we’re doing it smarter, and we clearly see the opportunity that is ahead of us.”

“You can only hold onto “it’s just a fluke” for so long. Listen to critical signals and make quick adaptations.”

© Folloze 2023

business-outcomes

product-innovation

gtm-team non-negotiables

autonomous-pipeline

goals

tech-utilization

product-momentum gtm

marketing

brand

roi

improve

value

driving quant-marketing orchestrated

consolidationdemand

technology

scale

buyer cross-functional

passionaterevenue

alignment process

automation

opportunistic

personalization

need

want

tech

team

ensure

product

drive

succeed

stack

2024: Non-Negotiables

Source: GTM Leader feedback to “What are your 2024 non-negotiables?”

understand

ai

using

focus

people retaining

impact

tech-stack

activities

hiring

© Folloze 2023

business

success

customer-obsessed

outcomes

garner

need

revenue

employee-obsessed

gtm-team generate

use

internally

incentivising

team

ethical scalable

efficient

figuring effort-based

leadership

gtm-operations

customer-marketing

demand research

buyer-experience

thought-leadership

lagging-demand capitalize

content

lead

account-executives

business-development

around

peer-network

conversation lean-teams

account-managers

martech

reps

leading-indicators

Source: GTM Leader feedback to “What are your 2024 non-negotiables?”

2024: Big Bets

creative

6sense

finite resources

partner-marketing

teams

ai

power

partnerslean

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Alignment is non-negotiable.

With increasing demands on revenue teams, alignment is critical to efficiency. Siloed data and technology, along with process misalignment across GTM teams, results in…

● Different sales and marketing goals

● Conflicting strategies and workflows

● Poor-quality pipeline, which causes…

○ Finger-pointing

○ Job dissatisfaction, and

○ Missed revenue targets

● And a significant amount of wasted time, resources, and energy.

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Unified, Multi-Purpose Value Proposition System (build once, customize across the stage and audience)

Segment A Segment B Segment C

Lifecycle Stage Content Channel GTM Involvement Content Channel GTM Involvement

Content Channel GTM Involvement

TOFU

MOFU

BOFU

Onboarding

Expansion

Renewal

Effective Full-Funnel, Omni-Channel Playbooks

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REQUIRED TO GET TO $1M IN REVENUE

REQUIRED TO GET TO

Source: 6sense 2023 Annual Report: Unlocking The Revenue Potential of AI for B2B

AI Impact

Deal Sizes are 2x+ bigger 5.4x more accounts required to create enough opportunities to reach $10M

$17K more revenue for every opportunity worked

2.3x more opportunities needed to be worked to reach $10M

123.6% less effort required to make $1M

2.2x more opportunities need to be worked to reach $1M

91.3% faster deal velocity 6.2 more work years to get to $10M

With AI Without AI

WITH AI $1M IN REVENUE

WITHOUT AI

https://6sense.com/research/ai-b2b-revenue-report/#chapter-5

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2025: Why it will be our year.

Source: GTM Leader feedback to “Why 2025 will be our year.”

We are more resilient versions of ourselves

2024 will transform how we go-to-market

One platform from insight to action

Leveraging the foundation we built to double-down and test

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Up next, AI for Content Marketing

GenAI 2.0: The real life impact on marketers now! Explore how Folloze has been leveraging GenAI to scale content experiences for our own marketing and create a new level of scale for our users December 14th at 9 am PT - follow us on LinkedIn for details.

Contact the team here:

mary.gilbert@folloze.com melinda@folloze.com

linkedin.com/in/maryalicegilbert linkedin.com/in/melindamonaco linkedin.com/in/lauren-alt/ linkedin.com/in/sarahmcconnellmarketing/ linkedin.com/in/angelagaringer/

Upgrade Your ABX Strategy Now

mailto:mary.gilbert@folloze.com