Operations Teams Orchestrating to Revenue!

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Saima
Saima Posts: 60 6senser
in 6th Street

One of the key tenets of a successful ABX program is building out the buying team on an account record – in fact one of the leading KPIs we track at 6sense is completeness and contact coverage of our buying team on accounts that we care about.

By the time an account hits that magical stage we call 6QA – essentially a high intent account READY to be passed to sales - we want to ensure that we’ve got a warmed up and complete buying team to pass to the BDR team, not just a skeleton of an account record. How do we do that?

Enter, 6sense Orchestrations. We know which personas we sell to – and so when an account hits awareness stage, we run a 6sense orchestration to acquire any missing personas that are important to us. See the starred items in this slide from my webinar on operationalizing ABX.

orchs.png

Our team has setup two types of orchestrations:

  • Contact orchestrations for each persona that is a part of the buying teams. So, when an account reaches the "awareness" buying stage the account becomes a part of those orchestrations acquiring those personas to help fill any contact gaps. The orchestration adds the new contacts to the account record in CRM and then they are synced into MAP. We nurture those contacts, which helps drive up intent in the accounts.
  • We also run Account orchestrations that add high intent accounts that are not in our CRM to SFDC for us.

What’s the impact of these orchestrations? Well, this past quarter 25% of total closed won business came from contacts and accounts that we added to CRM. This is easily quantifiable and meaningful impact that MOPs was able to drive to the company bottom line. When adding contacts and accounts to CRM tag the source as ‘6sense’ so you can easily measure impact 💥

Are you running orchs?

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