🧐 How Many Activities does it Take to Convert a 6QA to an Opportunity?

Hanna Martin

6sense IS the Secret Sauce, but not the only ingredient…

Hi there, Hanna Martin here from 6sense's marketing operations team! 🤗

Of course we wish we could have a 6QA magically turn into a million dollar closed-won opportunity overnight. While a 6QA shows the whole revenue team where to prioritize, when and with what messaging, a qualified outbound opportunity still requires a few ingredients: 

• BDR Activities 
• AE Activities 
• Time 

Our Director of Sales Development, Van Miner, incorporates this data into his BDR 6QA Dashboard. I wanted to inspect this a bit further to see what story the data tells- over time and by segment: 

• After a certain point, the total number of BDR & AE Activities doesn’t yield more opportunities. Not that we didn’t already know spamming is ineffective (I think I’ve heard of a book about this 😉)  
  • For instance, our highest 6QA open opportunity quarter had less outbound activity than lower performing quarters. On average, for FY24 across all segments, it took 28 BDR activities, 10 AE Activities, with 9 contacts and 22 days (about 2 and a half weeks) to open an opportunity on a 6QA.

• It takes nearly 5x the number of contacts outreached to open an opportunity in large Enterprise accounts than in SMB. (14 vs 3) The iFrame Persona Map makes it easy for our BDRs to know who to reach out to, and they can easily acquire any missing contact data with RevenueAI for Sales🔥. 

 

• SMB accounts on average took 14 days (about 2 weeks) to go from 6QA to booked opportunity, whereas Mid-market took 28 days (about 3 and a half weeks).  

 

• I could see crystal clear in the data where certain segment field events yielded more 6QAs. Say it with me- Thank👏 You👏 Marketing. 

6sense’s marketing team generated 70% of 6sense’s pipeline last year (holy wow) so while there’s no way to deny the power of the 6-Q-A, none of that came without the alignment of sales, business development and marketing working as ONE TEAM. Sugar, spice and everything nice.  

Kimberly Conklin

@Hanna Martin thanks for posting! This is awesome

Samantha Jones

This is SO great!

Hannahduenke

@Hanna Martin this is so spot on! Show me Marketing and Sales alignment 👏

Brandon McBride

@Hanna Martin Any special fields needed to put this together? It's going on my list. I want to build it for our markets.

Hanna Martin

Thanks for commenting, @Brandon McBride! I think @Chris Dutton does a great job of highlighting fields we report on in his RevCity post titled 'How to Track and measure 6QAs over time!' We have a Custom Object related to the Account Object called '6QA Details' where we track activities, contacts, and days in 6QA. It all starts with time stamping your 6QA start dates in your CRM and from there, you can build formulas around that date. I hope this helps!

Kristen Mendenhall

Thanks for posting! This is AMAZING!

Hanna Martin

Thanks for reading and commenting, @Kristen Mendenhall! I'm glad it was helpful😊

JD Yaklich

@Sharon Troia what we discussed today.

JD Yaklich

@Cassie Coke reviewed with Vivien today, thought it was interesting!

Gina Occhipinti

@Bertrand Salord @Celine Hi Bertrand and Celine - very interesting post to check out here.

Renee Belina

Just re-read this, @Hanna Martin - it never gets old!!!! 😍