The Nitty Gritty:

Maturing a B2B SaaS org’s sales pipeline takes channel diversity, close integration with sales, and tooling that keeps everyone on the same page. Even with this in mind, the notion of “timing is everything” drove the unique solution set required to get this Series C company its next funding round.

At the time of Ceruleo’s entrance, leadership was making the shift from product-led growth to sales-led growth. Bespoke integrations into every new customer had made way for packaged SKUs and DIY onboarding documentation. This freed up veteran personnel in the growth org to start moving up market towards potential enterprise customers. 

The first steps in developing aligned ABX goals were to implement:

• The rubric required to prioritize accounts based on likeliness to convert into pipeline

• Tiered, geographical account lists for all enterprise reps

• Coordinated inbound/outbound motions across marketing, inside sales, and enterprise sales reps

• Intelligent 6sense configurations to help score accounts and deanonymize intent and web visits

• Metrics and reporting to determine efficacy and provide transparency to leadership

Chasing the world’s largest prospect accounts required a shift in demand gen strategy to help support the new account-based motions. The demand gen function was lightweight enough to be flexible to the enterprise team’s needs, and so the focus shifted to a “less is more” approach.

The inherited attribution model dictated that goals were based on pipeline created within the current quarter. Sales and marketing were both held to this standard, and this drove close alignment as demand gen motions started to shift. Singular, unified quarterly themes based on ICP research/purchase cycles kicked off right as the current quarter ended with:

• Omnichannel support of unified quarterly webinar, whitepaper, case study, and other assets

• Focused ad spend on ABM display/retargeting ads, confined to only a few pain points within defined time windows

• Database building based on all stakeholder titles within tiered account list helped

Keeping organized proved difficult for the young marketing team at first, so we leveraged the Asana project management tool to manage both internal and external contributors. The team created templates for the core types of programmatic campaigns for quick spin up quick projects that auto-assigned teams and workback schedules. 

All this resulted in 37 meetings across the top 110 accounts within the first 6 months of launch. The sales pipeline swelled to 4x YoY growth with reduced ad spend and wasted time on manual tasks.