Great article Hayes - thank you! I get the concept and am trying to figure out how including “signals” from prospects affects the math? Any suggestions there?
Thanks! The way I see it, there’s a continuum from completely cold outbound -> signal-based outbound -> warm outbound -> inbound.
In theory, as you move from “cold” to “hot” on that continuum, your opportunity creation rate (OCR) should increase AND the amount of engagement required per account to create an opp should decrease (e.g. 15 touch sequences for cold outbound to 1 email replies for inbound).
If one of your big bets is signals then you might be able to model in a reduction in total touches per account. The only issue is that truly useful signals on high quality accounts may be fairly rare so the impact on the required number of touches may not be massive.
You also need to be agile so reps can quickly shift to high-quality accounts where signals are present. Dynamic books with signal-based assignment is my preferred approach there vs over-allocating a static territory and hoping the rep properly prioritizes signal within their territory.
Great article Hayes - thank you! I get the concept and am trying to figure out how including “signals” from prospects affects the math? Any suggestions there?
Thanks! The way I see it, there’s a continuum from completely cold outbound -> signal-based outbound -> warm outbound -> inbound.
In theory, as you move from “cold” to “hot” on that continuum, your opportunity creation rate (OCR) should increase AND the amount of engagement required per account to create an opp should decrease (e.g. 15 touch sequences for cold outbound to 1 email replies for inbound).
If one of your big bets is signals then you might be able to model in a reduction in total touches per account. The only issue is that truly useful signals on high quality accounts may be fairly rare so the impact on the required number of touches may not be massive.
You also need to be agile so reps can quickly shift to high-quality accounts where signals are present. Dynamic books with signal-based assignment is my preferred approach there vs over-allocating a static territory and hoping the rep properly prioritizes signal within their territory.