Eps.45 | Sales: Winning 84% of B2B Deals Through Intelligent Targeting with 6sense's Andy Champion

A must-listen for: B2B sales leaders, marketing professionals, and revenue operations teams looking to increase win rates through data-driven selling.

In this episode, Tim Bond speaks with Andy Champion, Senior Vice President of International Sales at 6sense, about how modern B2B sales teams can increase their win rates through intelligent targeting and early engagement. Andy shares insights from his journey from British military officer to sales leadership, explaining how technology and human connection combine to create winning sales strategies.

Join the conversation as Andy discusses:

• Why early engagement leads to 84% win rates in B2B sales
• How buying groups now spend only 17% of their time with vendors
• The importance of multi-threading relationships across buying groups
• Ways to achieve 12-15x higher meeting conversion rates
• Strategies for sales and marketing alignment
• The role of AI in amplifying human sales capabilities

Timestamps:

01:47 Meet Andy Champion: From military to sales leadership

03:39 The evolution of sales techniques

05:30 The role of technology in sales

08:06 Insights from the Breakthrough conference

09:15 Leveraging AI in sales

12:57 The importance of intent data

19:14 Setting up for success with 6sense

23:40 Aligning sales and marketing for optimal results

26:48 Driving towards success: Shared objectives and reporting

28:16 Measuring success: Individual vs blueprint approaches

30:04 Understanding ideal customer profiles (ICP)

32:03 The rise of buying groups

38:29 Building relationships with multiple stakeholders

45:57 Sales and marketing collaboration

52:05 Adapting to changing sales environments

55:19 Key takeaways and final thoughts

Want to learn more?

Visit 6sense website: https://6sense.com/

Connect with Andy Champion on LinkedIn: https://www.linkedin.com/in/andychampion/

Connect with Tim Bond: https://www.linkedin.com/in/tngbond/

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