In this PG Tuesdays session, Saima Rashid, SVP of Marketing and Revenue Analytics at 6sense, shared valuable insights on how marketing and sales can work together to drive pipeline growth in B2B companies.
Key Takeaways:
- Marketing owns the pipeline number and should set the Ideal Customer Profile (ICP) to identify the most winnable accounts for sales.
- Creating engaging content tailored to the ICP’s pain points and leveraging omnichannel campaigns are crucial for reaching the target audience.
- During 6sense’s own PG Tuesday meetings, marketing collaborates closely with sellers on specific deals, providing support and insights to help close business.
- Leveraging technology, such as conversational email and AI assistants, can help streamline repeatable tasks and allow BDRs to focus on high-value activities.
- Measuring pipeline progress daily and setting clear plans based on qualified accounts are essential for hitting revenue goals.
Saima emphasizes the importance of a “can-do attitude” within the marketing organization, encouraging every team member to contribute ideas and work closely with their sales counterparts. By fostering collaboration, leveraging technology, and maintaining a data-driven approach, B2B companies can unlock the full potential of their marketing efforts to drive pipeline growth.
As Saima puts it, “Whether you are leading marketing like me or you are an individual contributor, come up with a great idea, work with your sales counterparts, make sure that it resonates, test it and iterate it.” With the right strategies and a strong marketing-sales partnership, B2B organizations can achieve their revenue goals and scale their success.
