How to strengthen your revenue team: Insights from industry leaders

Serve as moderator of an insightful panel discussion G2 arrives in 2023I had the unique opportunity to discuss revenue strategies with senior executives from some of G2’s partner companies.

Panel members include: Udi LedgoChief Evangelist gong; Brian LoweChief Marketing Officer Zoom message; and Diana LuCanada Country Manager and Senior Director of Strategic Accounts LinkedIn.

Below are just three of the many points we discuss to help B2B organizations think strategically about how best to strengthen their revenue teams.

Embrace automation and supplier integration

Udi made a compelling point about automation, urging attendees to “automate everything that can be automated” to increase efficiency. He regarded artificial intelligence as an important weapon in the modern sales arsenal and emphasized the need for enterprises to invest in artificial intelligence tools to improve efficiency. Instantly analyze and interpret data, provide account and message recommendations, automate content creation, and facilitate a more effective sales process.

Udi emphasized the value of AI to revenue teams, stating, “We use generative AI to help salespeople personalize every service.” By removing labor from repetitive tasks, resources can be reallocated to revenue A more important strategic role in the organization.

Another way to improve efficiency is to consolidate suppliers, Udy suggests. In an era of technological regulations and multiple vendors offering various services, managing and streamlining operations can become challenging and costly. By consolidating suppliers, organizations can reduce expenses, increase productivity and improve the buyer experience.

Identify and leverage intent data

The conversation also touched on intent data, Brian explains the different types to consider. Known intent can result from actions that clearly demonstrate a clear interest in a particular product or service, such as a prospect subscribing to a newsletter, filling out a form or requesting a product demo, he said.

Champion actions, on the other hand, are actions taken by decision makers within a prospect’s organization that indicate a high likelihood of purchase.

By focusing on known intent and champion initiatives, companies can effectively engage prospects, deliver customized experiences, improve the customer journey and ultimately achieve successful conversions.

To determine which type of intent data to use, Bryan suggests: “You should start with [answering] What is the strategy you want to achieve? “

Ensure optimal use of data and technology

In addition to Udi and Bryan’s advice on leveraging Intent data and AI to work smarter and more efficiently, Diana discussed the need for technology to play an integral role in driving valuable customer experiences.

She emphasized the importance of evaluating technology tools, noting that any tool that doesn’t help sales teams deliver an improved customer journey should be considered redundant.

She suggested that data should be used to help marketers validate their target audiences to develop effective messaging strategies. She points to how LinkedIn itself uses its data to empower sales teams, helping them identify new buyers and engage with their customer base.

Specifically, she shared: “We really evaluate all the tools that we have. If it doesn’t provide the sales team with…a better customer experience, we’re not going to use them.”

Revenue growth to accelerate in 2024

Accelerating revenue growth is a focus and key challenge for today’s B2B organizations—and I’m grateful to these G2 partners for sharing their advice on how to empower revenue teams—making it easier for them to gain insights, guidance, tweaks, and adjustments to drive deals faster.

The most important takeaway I took away from the discussion is that rapid innovation and keeping up with industry shifts require a coordinated interplay of technology, data, and teams. Take Udi, Bryans, and Diana’s advice for 2024 to heart and it’s a more efficient and consistent future!

If you missed it, you can watch the recorded panel discussion on our G2 Reach website.