Sidney Waterfall’s Post

Inbound-led outbound is a hot new term. Isn’t any unsolicited outreach from first-party data considered inbound-led outbound? This is any sales outreach to a contact who has not asked to talk to sales but is interacting with your owned properties. Here are some common examples: - Lead/contact scoring - Product usage thresholds - Content downloads - Person-level website Visitor data  - Webinar attendee …and so on. What about sales-led outbound or partner-led outbound? Just kidding. When can we just drop the department-level classification and work as an integrated GTM team? Let’s drop the team names and focus on why we spend human (or AI-assisted) capital to drive a sales conversation. An alternative approach is to track all signals across your entire GTM and not categorize them by department. An actioned signal is logged when outreach occurs. You classify information about the event and track the disposition of that effort. AKA, what happened? Scrap the department or team and focus on the trigger, source, and channel of the information. Trigger = what occurred Channel = Where did this come from? if applicable  Tech source = What technology sourced this signal trigger? Track the effectiveness of outreach based on those dimensions. Looking at all these action signals without a department lens helps you focus on the facts and not semantics about who “sourced.” Track the data in the right model, remove the department, and optimize investments and resources as one integrated unit. It’s simple but hard to execute. #gtm #signalbasedselling #gtmsignals

We've been quietly hosting Unified GTM Live, and the live audience's topics, questions, and deep dives are electric. It's like Demand Gen Live but expanded to the whole GTM. The live audience has expanded beyond demand marketing and leaders to executives and leaders across all departments. Topics we've recently discussed: 1 - Optimizing Go-to-Market Investments 2 - Budget allocation for the entire GTM based on Growth Rate and NRR 3 - Signal-Based Selling 4 - How to track signals in your tech stack 5 - How companies are generating signals and where signals come from You can register to attend live. There are about 50 people who attend live every week! You can submit questions in advance if you can't make it live. You can also listen to audio on the B2B Revenue Vitals podcasts. It drops every Saturday. You can also watch the event on Chris Walker's YouTube channel. Also, I'd love feedback on the content and topics we're disucssing. Feel free to DM me or comment. #liveevent #unifiedGTMlive #gtm

Today I'm snacking on growth with Stephanie Crugnola and discussing attribution and funnel tracking 101. Snacks are meant to be short, enjoyable little treats in your day. My favorite childhood snack was hands-down fruit by the foot. Hopefully, this is a nice work snack for you or someone on your team. More dropping soon. You can check out all the Refine Labs snacks on their new YouTube channel. #b2b #attribution #stackinggrowth

Last week was Passetto's first company off-site in Austin, TX 🤠 We used the time to brainstorm, check in on strategic initiatives, plan, and enjoy some delicious food. Since only three of us are at the company, if two people are in the same city, hosting an all-company meeting just makes sense. Here’s what our agenda looked like: 🍽️ Team Dinner 👉 2024 Strategic Initiatives Review 👉 Revenue Plan Updates & Modeling 👉 Product Planning & Roadmap 🍽️ Lunch 👉 Customer Journey and Offer Brainstorm 👉 Hiring plan and timing 👀 🤓 Sidney/Trevor technical working session 🍽️ Team Dinner 🤓 🍽️ Working discussion over brunch 📅 Action items finalized and assigned asyncrousouly We did more in a 6-hour working session than I thought we would. We had more time planned for the following day but used it for work or free time. It is not about how much you work but how effective you are. In a three-person company, things move quickly, so it is crucial to check in and ensure everyone is aligned on short-term initiatives and long-term vision. We're ready to keep the momentum going and finish 2024 strong 💪 #gtm #b2b #companyoffsite

Conversations > pictures. I spent so much time focused on deepening my connections with people I know and creating new connections with people I didn’t know that I only took three photos! Spryng by Wynter was a blast! Shoutout to Peep Laja and Erik MacKinnon for creating a unique event experience. Chill vibes all the way 😎 I met old co-workers in person for the first time, people from LinkedIn I’ve connected with over zoom, Vault members, former clients, Unified GTM live members I see every week, LinkedIn connections, and many new faces! Victoria Sakal 🏴 and Erik, how did we not get a pic together? Chas Larios Mark Huber Anthony Pierri 🎸 Robert Kaminski 🎯 Trinity Nguyen💎 Alina Vandenberghe Madeleine Work Kelsey Baird Tim Davidson 🍍🫐 John Rougeux ⛰️ Corrina Owens Jane Serra Trinity Nguyen💎 💡Manny Ataebi Nivas Ravichandran And so many more!

Shifting your marketing strategy requires a mindset shift on the entire team's part, not just the leader or one person. Step 1: Make the case for change Step 2: Get buy-in Step 3: Train your team (for free) Refine Labs has partnered with Aspireship to launch a new B2B Marketing Strategy course with content from The Vault. This partnership has been in the works for a while, and I am PUMPED that it is finally live. This course and certification is free for companies and teams in the US (check the 🔗 for all the details). The program includes 11 sections with projects and assessments. This is a great way to give your team top-tier training at no cost. Win-win! 💥 The Vault also brought back individual monthly and annual plans (a highly requested plan). 👀 The Vault has a special place in my heart since it was the first product I helped build. From creating content, helping members, and scaling revenue. It was my first taste of building something from the ground up. The people I've met and learned from have been so rewarding. Now, more people can access The Vault and enroll in this course. Shoutout to everyone who helped with this product! Ashley Lewin Anne Badalamenti Kortney Melchiorre MJ Smith Victoria Sakal 🏴 Trevor Gibson Ekaterina Kovaleva and many more!

I'll be in Austin tomorrow for Spryng by Wynter. Let me know if you'll be in town or are an Austin local. I'd love to meet up with you. I'm excited to finally meet so many LinkedIn friends in person and learn 🤓 P.S. Drop your top brunch spots in Austin!

Blended pipeline reporting leads to mild insights. Standardizing pipeline and segmenting your reporting to 🌶️ insights that generate more revenue. How? Standardize your pipeline definition to compare apples to apples AND segment your pipeline reporting by how the buyer entered the funnel. I wrote a detailed article to walk you through this entire process. I cover the three problems with blended reporting. #1 - Too much subjectivity in “qualified” pipeline definitions #2 - Pipeline converts to revenue at different rates depending on how the buyer engaged #3 Focusing on volume vs. quality Check out the full guide with step-by-step instructions for standardizing and segmenting your reporting. It is something you can start on today! I challenge you to review your data like this. Shifting away from a blended funnel approach and adopting a standardized definition of “pipeline” allows you to see the dynamics in your funnel to more reliably forecast, resource, and plan your revenue programs. An added bonus is that it drives sales and marketing alignment. Who doesn't need help with that? P.S. This is my first guest post. Let me know what you think in the comments. Thanks 💡 Nolan McCoy and Chili Piper for working with me on this! #gtmstrategy #funnelreporting #b2bmarketing

VP of Department vs VP of Skill? Small and large companies are over-indexing on VPs of Departments and do not have enough skill expertise internally. Amanda Natividad authored a genius article on the topic. It resonates with me since I am the VP of Skill (GTM Strategy) at Passetto, a three-person startup. It got me thinking. *The best type of content always does.* There's a difference between a VP of Skill and bringing in an expert consultant for a limited period of time. Consultants or fractional expertise are very valuable, but they are usually more focused on a specific problem that can be solved in 3-12 months. A VP of Skill is inside the company and can move from strategic to execution to ensure that what needs to be done actually gets done. They are aligned with the CEO's vision and share similar goals. The key to a successful VP of Skill is that they can self-manage, communicate well, and produce results. I'll also challenge that this role is only for smaller companies. I think it can be massively beneficial for larger companies. I often work with VPs of Departments, and they are mainly focused on people and project management rather than results. You need both. This concept made me reflect on our company dynamic. Each of us at Passetto, is a VP of Skill, and I enjoy how we all work together and the company dynamic. It is a different style of working, for sure. How could it not be? We're a three-person startup. I get the most career fulfillment out of achieving big goals from end to end. I like to own the strategy, experimentation, and execution. I guess you could say I like to build, and I am fueled by impact. Currently a VP of Skill and loving it ✊ Anyone else on this path? #gtm #career #marketing

I started my career in sales and then went into marketing. Aligning sales and marketing through data is something I really can't shut up about. I'm excited to chat about it with these great people tomorrow! Laura Erdem, Sales Leader - North America at Dreamdata Kimberly Pencille Collins, VP, Strategy and Enablement at #samsales Consulting#samsales Consulting Jason Hasenberg, Community & Social Media Leader at SalesIntel.io Here’s what we’ll be covering: 1) Creating Strategic Alignment How B2B data intelligence aligns marketing and sales strategies. 2) Informed Decision-Making How comprehensive insights improve efficiency, effectiveness, and overall performance throughout the GTM process. 3) Cultivating a Culture of Success How to foster a culture of data-driven decision-making, collaboration, and innovation within your organization. https://lnkd.in/gK6X_SGG #alignment #b2bsales #b2bmarketing