Companies Focused on 6QA Engagement See More Pipeline and Revenue

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Dave DiMillo
Dave DiMillo Posts: 20 6senser
edited November 2024 in Reporting HQ

This just in: We identified the top 10% of 6sense customers who had the highest 6QAs Worked rates and then compared their opportunity performance against the 6sense customer average. The results are striking: 

  • 40% faster engagement on newly qualified 6QAs compared to the average 
  • 2.5x higher 6QA to Opportunity Rate than the average 
  • 8x more 6QA opportunities created per quarter than the average 

 So, What are Worked 6QAs? 

Worked 6QAs are the percentage of 6QAs with one or more sales activities logged in CRM (think phone call, email sent, voicemail left.) In this context, sales refers to the organization responsible for outbound prospecting which is typically a team of Business Development Reps (BDRs), Sales Development Reps (SDRs), or individual salespeople.  These teams engage qualified prospects to generate pipeline.  Read about Worked 6QAs in this RevCity discussion.

The Impact of Worked 6QAs on Opportunity Performance 

In our analysis of the 6sense customer base, we consistently observe that opportunities with 6QA accounts outperform those with non6QAs. Specifically, “6QA opportunities” have higher Average Opportunity Values and higher Average Deal (closed-won) Values. This trend underscores the importance of working 6QA accounts as part of the pipeline-building process. The volume of 6QA opportunities is a critical driver of pipeline generation, and this volume correlates directly with the percentage of 6QAs worked by sales teams. Therefore, companies that engaged on a higher percentage of their 6QAs tend to see an increase in both pipeline and revenue. 

Measured Downstream Value: Pipeline and Revenue Impact 

Not only do companies with higher 6QA engagement create more opportunities, but these opportunities delivered superior results. When comparing the performance of the 6QA opportunities to their non6QA opportunities over a one-year period, we found the following:  

  • The Average Opportunity Value of 6QA opportunities was 1.7x (154%) higher than opportunities with non6QA accounts. 
  • The Averaged Deal Value in closed wins was 2.2x (111%) higher with 6QA wins versus wins with non6QA accounts. 

The Main Takeaway

Companies that prioritize engaging with 6QAs see clear, measurable benefits, including higher pipeline growth and ultimately greater revenue. By focusing on increasing the percentage of 6QAs worked, sales teams can capitalize on higher-value opportunities, resulting in a more robust pipeline and revenue.

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