Scrappy ABM EP. 86 - Creating Personalized Sales Experiences For Pipeline Acceleration w/ Tara Pawlak of Revenue Grid | Scrappy Playbooks
In this episode, host Mason Cosby is joined by Tara Pawlak, SVP of Marketing at Revenue Grid, to discuss a practical playbook for pipeline acceleration and enabling your sales team to create highly personalized experiences for best-fit potential customers.
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Best Moments:
(01:16) Tara explains her focus on pipeline acceleration and enabling the sales team to create highly personalized experiences for best-fit potential customers
(02:04) Emphasizing the importance of starting with highly engaged customers/prospects
(03:09) Figuring out the data: roles, personas, pains, challenges, and targeting the full buying committee
(04:03) Highlighting the importance of collaborating with sales from the beginning
(06:07) Core metric of success: engaged and highly qualified accounts leading to demos or meetings with the right stakeholders
(08:08) Building a map with sales and marketing ownership of different tactics, starting with marketing warming up the accounts
(10:23) Sales team taking over and nurturing the account towards an opportunity, sometimes with joint calls alongside marketing
(13:01) Using industry data, use cases, and customer stories to showcase their solution as a "need to have" for target accounts
(15:54) Curating third-party research and data to add credibility and validation to their messaging
(19:25) Challenge of personalization and multithreading taking longer than anticipated
(22:25) Building around 20 new opportunities within the first 90 days, an incredible result for not being a net new, cold outbound program
(25:49) Tara's advice: find a passionate, growth-minded partner on the sales side to collaborate with, even if it's not the sales leader
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Guest Bio:
Tara Pawlak is the SVP of Marketing at Revenue Grid, a revenue intelligence platform that enables sales teams to create highly personalized experiences for their best-fit potential customers.