20Sales: Five Lessons Scaling Snowflake to $1BN ARR, Why Customer Success is BS and Should Be Removed, Why All Sales Reps Should Do Eight Calls Per Week & Why You Should Hire a Head of Sales Sooner Than You Think with Chris Degnan, CRO @ Snowflake
The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch
Prioritize Pipeline Over Product Marketing
Startups often misallocate their marketing resources by prioritizing product marketing over pipeline generation. While founders may favor product marketers to create marketing literature, the true focus should be on generating leads and meetings. The marketing team’s primary role is to fill the sales pipeline, leveraging feedback from the sales team, which is actively engaging with prospects. Founders should hire skilled pipeline generation marketers to ensure successful outreach. Accountability in pipeline generation is crucial, and instead of traditional metrics like MQLs and SQLs, focusing solely on qualifying meetings offers a clearer success framework that drives performance and aligns marketing efforts with sales outcomes.
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