Courtney McAra 🤠

Tomorrow at 10AM Pacific I'm hosting a live webinar about how to build high-converting lead lists. In my experience, 80% of your success in sales comes down to who you're targeting in the first place, but this topic doesn't get much love in the popular discourse. So, tomorrow we'll dive into how to build highly segmented, targeted lists that will set you up to have meaningful conversations with your prospects. Dropping the registration form as a comment — hope to see you there!

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I am going to take the other side. In my experience, metrics that people are judged by drive behavior. I understand why retention dollars is an important CCO metric, but any flavor of sales metrics into a CCO role impacts their behavior and that of their staff. I have always believed that the CCO and their organization is meant to be the advocate and the voice of the customer. The moment that the CCO and their organization's comp/performance is driven by selling to the customer, their intentions come into question. I still believe there is immeasurable value in being able to tell the customer, truthfully, that no one's compensation in the CCO's organization, including the CCO, is driven by selling them anything. The moment you put the CCO under a CRO, unless you structure their role, performance, and compensation under the CRO as net retention only, you lose legitimacy. I think that there is value in having positive friction between the customer and sales groups at any company. There needs to be an ongoing push/pull between them to ensure that the customer is getting the value that they deserve. Customer advocacy needs to continue. Retention should be the driver, not revenue expansion, for the CCO and their organization.

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Quick note to #marketing professionals developing email campaigns. 👉 Subject Line: Keep it short & tell me why I should care. "A personalized product demo" is vague for a hot lead; for a cold Marketo lead? No. 👉 Headline: Tell me why I need to read on: "Want to See the Industry-Leading Product?" What industry? Where's the 'ripped from the headlines' moment /a well-known business challenge? 👉 Body Copy: Tell me why I need to take action now and why hesitating to engage, even if its just for a look, puts me behind the curve to meeting business goals or seizing a window of opportunity. I know, it's fundamentals, but I am seeing a lot of things like this from vendors of late. Is it because marketing teams are stressed and being asked to reboot things to often - even as they oversaturate database touches? Maybe. But I suspect there's an influence of #ai generated items that miss the mark by a mile.

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Yes. This is the role of data in growth and marketing. Whether you have a full ops function or you’re folding it into the roles on lean teams. It’s also one of the hardest things, especially in marketing. A creative pursuit inherently requires a certain level of energy and optimism. It’s easy to lose the forest for the trees because you’re so determined to find the green shoots in what you’ve been doing.

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Email unsubscribe landing pages fall into a few categories: * Impossibly complex trees of various sublists that I was involuntarily added to that I need to opt out of * The 'sad cat' gif that guilts me into staying * Broken Hubspot, Marketo, Pardot, Eloqua, etc. pages that were never designed properly in the first place * Or this one... from my second favorite app, Cornell's bird-call identifier (tweet! tweet!). Super simple, and it makes a surprising sweepstakes offer for re-subscribing. Which I did. What could make it better? Would adding something about the mission of the app or something about the quality of the content have been better or just noisier?

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Is your team maximizing HubSpot's capabilities? Explore how user-friendly app builders can empower even novice coders to enhance their HubSpot experiences. Check out our Nintex interactive quiz on our blog to assess if your team is fully utilizing your HubSpot account: https://lnkd.in/gbggzZkG #CRM #HubSpot #AppDevelopment

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There’s a conundrum when it comes to measuring sales training impact… I’ve worked with a lot of enablement teams that use leading indicators to measure training impact: Workshop Attendance Gong Recordings SFDC Hygiene Rep Surveys The problem: There’s no clear way to connect these metrics to business outcomes. Then, on the other side, you have teams that focus mainly on lagging indicators: Win Rate Pipeline Creation Sales Cycle Length Average Contract Value The problem: It takes a minimum of 3 months to see any results, and even if you do, no one believes that the changes can be attributed to sales training. Basically, if you focus too far down the funnel, no one believes you, but if you focus too far up the funnel, no one cares. Here are the only 3 questions you need to be able to answer to know if your training worked: 1/ Did reps use the training? Did they show up and engage during the session? Are they practicing the skills covered? Are their skills improving as a result of practice? 2/ Is there a clear change in outputs as a result of the new behavior? This is where you can think about leading indicators like (talk ratio, buyer engagement, and business case creation) 3/ Did the the new behavior lead to a change in key outcomes. This is where you tie a thread from the leading indicator to the lagging indicator. (Eg. What’s our win-rate on opportunities that include a business case?) The team over at Replicate Labs are taking what used to be a long drawn out process of measuring impact (that involved lots of help from RevOps), and turning it into a few simple steps. They’ve built one of the only training adoption platforms I’ve seen that allows you to see how practice produces outputs that lead to outcomes. If you’re tired of relying on surveys or waiting 3+ months to see results that no one believes your team influenced, reach out to James Pursey, and see for yourself.

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"There are features/tools that I never got with Salesforce and still can’t get to this day that HubSpot did right out of the box." - Davey Warren 🍐 In Ep. 12 of Fast and Tierious Davey chronicles: How Pearagon won the Customer First Award in 2020, 2021, and was top 10 in 2022 and 2023. AND more! He shares much about his journey - including: Getting Started in HubSpot - Initial CRM Consultancy: Started as a general CRM consultant, not initially focused on HubSpot. - Shift from Salesforce: Transitioned from using Salesforce after realizing HubSpot's features, user-friendliness, and partnership. - Full Commitment to HubSpot: Decided to become a dedicated HubSpot partner after successful implementation experiences. Scaling Challenges - Rapid Expansion: Grew too quickly at first, which led to inefficiencies and the need to scale back. - Finding the Right Talent: Challenges in hiring the right people, especially avoiding hiring friends and family. - Outsourcing Difficulties: Initially struggled with finding the right outsourcing partners which matched their business model and pace. Advice for new partners 1) Understand HubSpot Deeply: Invest time in learning all aspects of HubSpot’s functionalities and tools to provide comprehensive solutions to clients. 2) Focus on Customer Retention: Prioritize keeping clients happy and engaged long after the initial sale, as this is critical for sustainable growth and building a positive reputation. 3) Build Strong Relationships with HubSpot: Engage actively with HubSpot’s support and management teams to gain insights, support, and resources that can help enhance your offerings. 4) Adopt Lean Business Practices: Be cautious with rapid expansion. Focus on maintaining quality and manage growth in a sustainable manner that aligns with your business capabilities and market needs. 5) Strategic and Calculated Risk-Taking: Be prepared to make significant strategic bets if they are well-aligned with market trends and your business model, similar to Davey's full pivot to HubSpot. 6) Participate in Community and Educational Events: Organize or participate in events that foster community engagement and technical training, such as the Winter Bound event organized by Paragon, to enhance visibility and networking opportunities. What He Said He Would Never Do Again / Do Earlier - Never Again: Avoid hiring friends and family to prevent personal biases and complications. - Do Earlier: Master effective outsourcing strategies to avoid financial losses and operational inefficiencies. Their Big Bet: - Enterprise Market Focus: Betting on HubSpot’s move towards the mid-market and enterprise segments, aligning Paragon’s services to cater to larger, more complex clients and projects. ----------------- Fast and Tierious = Real, practical advice learned from building a HubSpot service business.

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If 3 times is a charm than 4 times is a legend in the making!!! "Legends are made of the courage to dream and the grit to achieve" For the fourth year in a row, 6sense was named a Leader in the 2024 Gartner® Magic Quadrant™ for ABM Platform report! 6sense is positioned highest for Ability to Execute and furthest for Completeness of Vision in the Leaders Quadrant. We love to see it and believe that being named a Leader by Gartner validates the immense value 6sense delivers to our customers every day! Dig into the industry research and ABM trends in the full report (no form, of course!) https://okt.to/Ji0CsO

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Unparalleled flexibility? A user-friendly interface? What more can you ask for in a CMS! Learn more about Optimizely's new SaaS CMS and Visual Builder in this recent MarTech article: https://ow.ly/EoPl30sFco7

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📬 "We get it. You're just trying to check your email..." 😅 #Oktane aftermath hits hard. Vendors are piling into your inbox like it’s WrestleMania, each one claiming to be the solution you need. 👋 Hey there, we’re Acsense. We know you’ve got a lot of vendors in your face right now. We promise we’re different—but not in a cheesy, salesy kind of way. Here's why: 1. No fluff: We cut straight to how we help keep your IAM resilient, especially in those disaster recovery situations no one else likes to talk about. 2. Resilience, not just backup: Sure, everyone says they have backups. But is that enough when disaster strikes? We think not. We go the extra mile to ensure your business keeps running smoothly. 3. IAM-focused: Because why wouldn’t you want a solution dedicated to your IAM resilience? So next time you’re ducking those “just checking in” emails, remember—we’re the vendor who’s got your IAM back (not your inbox). 😉 #Oktane2024 #Okta #IAMResilience #NotJustAnotherVendor

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I love working with GTM teams during territory allocation season. Soooo much pain for RevOps - but also so much impact. The main things I have learned are: 1) Simplify everything: If you don’t think you need corporate hierarchies, don’t have them. If you don’t think you need to worry about lead-contact relationships in the CRM, don’t do it. Variables compound in complexity. 2) Poor data quality is the root of most problems: Allocating accounts at scale depends almost entirely on the ability to slice and dice a market with accuracy. Poor data makes that impossible. 3) Establish feedback loops with reps: Things are never perfect, so the better the feedback loop the more it will feel like a team effort. — P.S. If you’re a RevOps leader planning your next territory allocation exercise, drop me a DM 🚀

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Question for: previous Marketo die-hards now using Hubspot (and liking it) What do you like about Hubspot and what changed your perception? I still hear the old perception that Hubspot is the SMB tool you grow out of. Personally, I believe the old persecption is incorrect (this coming from someone who was a Marketo diehard myself). These days, at CS2, a good chunk of our clients (who are complex, scale-up B2B tech companies) are on Hubspot and have no need to move off it. Our POV is that Hubspot has been killing it when it comes to product development and they are neck and neck with Marketo. So, I am curious about what convinced others that Hubspot has caught up. #marketo #hubspot #gtmoperations #marketingoperations #revenueoperations  

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ZoomInfo Copilot is working 24/7 — surfacing important updates you should know about your top accounts.  With breaking alerts delivered via Slack, you'll never miss when a buying group shifts or a key account spikes on intent. 🔔 Have a question about one of your accounts? Ask Copilot's interactive, AI-powered chat and get answers in seconds.  Ready to give Copilot a try? Request a demo: bit.ly/3Kj4myP #ZoomInfoCopilot

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GTM Ops or Revops. The answer? Nobody cares. This absurd debate reinforces some of the worst habits found in revops professionals. Nothing says “I’m going to bog down your org in pedantic nonsense” more than wasting effort on developing a strong opinions on something so meaningless and unproductive. This message is for people evaluating and sourcing revops talent: Ask this question. If the person answering the question thinks this is important, don’t hire them.

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Happy Renewal season to those who celebrate. Marketo and Hubspot are hiking prices for Q3/Q4 renewals, without adding functionality. ...which drove over $1MM in pipeline for us last month. Sometimes the best inbound comes from your competitors! If you're in the same boat, let's talk. In most cases, we replace mkto and HS in weeks, not months. Check out our public, transparent, value-based pricing here: inflection.io/pricing

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🚨PRICE BOOKS IN HUBSPOT🚨 Finally getting a full chance to show you the at-launch capabilities of quote•hapily Price Books for native HubSpot Quoting. 🚀At launch: Use price books to enforce what products from your HubSpot Product Library can be sold under whatever circumstances you want. If you are a team with multiple products at different prices trying to fake a price book and all you can do is shove them into folders and hope for the best, now you don't have to. Adding the right products to the price book catalog makes sure your team can only sell what they should be able to sell under any circumstances you can imagine. Combine these with quote rules and your reps won't even have to guess any more. ⏲️COMING SOON: Pricing Rules for Price Books. More on this soon ;)

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