Adam Greco

Up to 60% of martech spend is wasted - but it doesn’t have to be. In this Martech Zone article, Team Velocity CEO David Boice explores why so much budget goes unused and how leaders can turn fragmented tech stacks into streamlined, revenue-driving solutions. Read the full article 🔗 https://lnkd.in/gmnmna7P

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Sales leaders need clear, actionable insights to coach effectively and drive results (and that starts with data) 👇 Greg Baumann, Senior Director of Enterprise Sales, walks through how he uses Outreach reporting to understand team performance and stay ahead of the curve. Whether you're tracking pipeline creation, meeting hold rates, or persona engagement, learn how to make the most of Outreach’s reporting tools. Get ready to lead with confidence 😎

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RevOps isn’t about data delivery. It’s about being a strategist at the leadership table. “Our job isn’t really to just report data or rehash what we’ve heard from other people,” says Tyler W., VP of Revenue Operations at Intercom. His approach goes beyond traditional RevOps execution: bringing a data-driven perspective. He also talks to Arvinda Bharathi about: 🎯 Building systematic rules and models that scale beyond manual processes 🎯 Using AI to automate low-value tasks while elevating strategic decision-making 🎯 Why communication skills matter as much as analytical mastery in RevOps Watch on YouTube: https://lnkd.in/g3yczyhm Episode streaming live on Spotify & Apple Podcasts 💬 Spotify: https://lnkd.in/gKND22hc Apple Podcasts: https://lnkd.in/gg73AhiX #gotomastersshow #revops #ai #gtm

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In today’s enterprise landscape, automation alone doesn’t cut it. Buyers are more informed, more selective, and more human than ever. Generic outreach gets ignored. But when your message is personalized and your tone reflects real understanding, it builds trust, shortens sales cycles, and drives real engagement. This is your edge in B2B. Humanize every touchpoint. Speak with relevance. Lead with empathy. Watch how personalization and tone transform B2B conversations. #B2BMarketing #Enterprise #HumanizeOutreach #Personalization #SalesLeadership #Empathy #LinkedIn #BuyerExperience #Trust #B2B #ColedaB2B

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New mini-series: Sales intelligence in the age of AI! We’re kicking off a 3-part conversation with Kyle Jepson from HubSpot, diving into some of the most pressing questions for today’s sales and RevOps teams: 💡 What does sales intelligence really mean in the age of AI? 📊 How can sales teams actually make sense of their data? 🔍 Where’s the untapped potential hiding? In this first episode, Kyle shares his insights, plus, we explore how HubSpot + Oneflow integration can turn contract data into powerful sales intelligence. And don’t miss next week’s episode, where we’ll dig into AI in sales and how to truly leverage it for growth. Watch now and start rethinking how you use your data.

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B2B marketing budgeting and forecasting is a new drama theater because of the attribution gaps. CFOs and leadership expect CMOs to present leads and marketing-sourced revenue to justify budgets aligned with their CAC targets. Can't prove leads/pipeline? Cut! But there is our fault as well. Jon Miller nailed it down at our Full-Funnel Summit: "We treated marketing like a gumball machine. I would go to my CFO and say if we need to double the number of leads, then I'm gonna need to double my budget. We taught them to think you put a quarter in, you get an MQL out." The reality we all know: B2B buyer journey is happening across multiple channels and touchpoints. But CRM only captures the last touchpoint, creating a false picture of what actually drives deals. This attribution gap is why marketing gets blamed for pipeline misses when the real issue is measurement, not performance. Here's what's working for me to stop the attribution debates and build partnership with CFO. 1.SET UP A BLENDED ATTRIBUTION MODEL. - Self-attribution («How did you hear about us?» - field in your webforms) - Touchpoints that were identified in the digital analytics (ideally, set up end-to-end analytics) - Customer interviews (ask about the main interactions with your company) 2.BOOK A MEETING WITH CFO AND SUGGEST SOLVING AN ATTRIBUTION & CAC QUIZ TOGETHER. Present a recent deal analysis with multiple touchpoints. Example: 1. Buyer discovers us through webinar promoted in our newsletter 2. Sales rep sends cold email cadence to the buyer, no reply. 3. Buyer shares content from the webinar internally 4. Decision-maker engages with content on LinkedIn 5. Decision-maker meets our sales rep at conference, agrees to reconnect, but doesn't reply to sales follow-ups 6. Decision-maker reads several case studies on the website 7. Buyer independently reaches out to a few clients for reference 8. Buyer sends an email to a sales rep asking for a discovery call Now, play a quiz with your CFO: - Which touchpoint gets attribution credit? - Is this marketing-sourced or sales-sourced opportunity? - How do we calculate CAC across multiple channels? - What's the ROI of that untracked reference call? 3.AGREE WITH CFO AND LEADERSHIP ON TWO TYPES OF REPORTS. Program Report: Define together leading and lagging indicators: - Account coverage metrics - Pipeline influence - High-intent website activity - Discovery calls generated Pipeline & Revenue Report: Dashboard with key revenue metrics: - Sales opportunities - Win rates - Average contract value - Sales cycle length - Pipeline velocity - Revenue 4) AGREE ON BUDGET/CURRENT REVENUE RATIO, AND REPORT ON IT. The result: Your CFO understands the complexity of B2B attribution. You develop together meaningful attribution and define the right metrics. Conversation shifts from "prove me it's marketing-sourced" to allbound revenue. Curtain 🎭

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The difference between "partner attached" and "partner advantaged" isn't just semantics—it's the key to unlocking scalable partner revenue. Most CROs track partner attachment rates as a success metric. But here's the problem: attachment doesn't equal advantage. Partner Attached = Partner associated with an opportunity Partner Advantaged = Partnership contributes to winning through specific, measurable actions The shift changes everything: ❌ Old question: ""Could we have closed this deal without the partner?"" ✅ New question: ""Did we win bigger, faster, and with more confidence because of the partner?"" Traditional Sales Process limitations: Generic account targeting Limited decision-maker access Single-vendor credibility Price-centered negotiations Standard procurement cycles Partner Advantaged Process delivers: ⭐ AI-powered partner recommendations ⭐ Partner-enabled access to Economic Buyers ⭐ Combined partner credibility & proof points ⭐ Joint value propositions ⭐ Simplified marketplace transactions The result? Higher win rates, larger deals, faster cycles, and access to new budgets. As Steve Lucas from Boomi puts it: ""Partner Advantaged Process versus direct sales is about control versus scale. You can maintain predictability while leveraging your ecosystem."" By leveraging AI, the Partner Advantaged Sales Process shifts partnering strategy from a limited relationship model (two companies, one relationship) to an expansive account model (one company, 1,000 accounts, infinite partner influence opportunities). Ready to transform partnerships from cost centers to revenue engines? 📖 Learn the complete Partner Advantaged framework in our new ebook: https://bit.ly/41o0tl2 #PartnerAdvantage #PartnerEcosystem #RevenueGrowth #SalesStrategy

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RFPs are a critical (and painful) part of the sales experience. They can take forever. So teams are creating AI answer libraries to cut response times by 90%. Here's how they do it: https://lnkd.in/gTJBiqAg Instead of wasting hours looking for information, response libraries help: 🟣 Centralize all internal knowledge (product docs, previous questionnaires, compliance reports) 🟡 Automate answers using your own content 🟠 Train AI on user-corrected responses and answer updates 🔵 Cut response times by up to 90%, freeing up your team to focus on selling The result? Faster deal cycles, consistent responses, and a happier sales team. Here's how to do this in 3 steps. 1. Compile Your Responses: Pull together 5-10 of your best recent questionnaires and supporting docs to form the foundation of your answer library. 2. Create One Master Q&A Template: Normalize your responses into a clean, consistent Q&A format so your AI learns from accurate, uniform inputs that map directly to desired outputs. 3. Automate Answers with a Tool: Centralize everything into a Sales Knowledge Base that retrieves, answers, and can improve responses instantly (here's our shameless plug for 1up). We'll keep saying it. AI cannot and will not replace your sales team. But it can free them up from painful work to focus on deals.

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Tech should amplify your strategy — not replace it. Sarah Cameron, Director of Revenue Operations at Exclaimer, shares why long-term thinking, proper training, and accountability for outcomes matter more than just tracking system usage. With AI and other tools, success isn’t about adoption rates—it’s about achieving real results. 🎥 Watch the full video now: https://bit.ly/4nvLHS0

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Juggling disconnected tools? That’s time you’ll never get back. Go-to-market teams move fast, and the last thing they need is nine different platforms slowing them down. Eric Olson, CMO at Cority, shares how ZoomInfo unites every part of their GTM strategy, connecting the back end to the front lines so his team can: ✔️ Access the right data ✔️ Spot the signals that matter ✔️ Deliver the right message at the right time When your GTM stack works as one, your team can focus less on managing tools and more on driving measurable growth.

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