Individually, this may seem like a lot of metrics to keep track of. Collectively, these equate to what your board most cares about: revenue. These metrics put revenue at the forefront of your intentions, helping you identify, track, and predict repeatable success. Best of all, these are metrics marketing and sales can align on, rooted in data and not the subjective sliding scale many MQLs today are based on. SiriusDesicions found companies that align sales and marketing teams achieved 24% faster growth rate over a 3-year period, and during that same 3-year period, saw 27% faster profit growth. Orchestrating account engagement Earlier we touched on the idea of orchestrated programs to help bolster your surround strategy. Simply put, orchestrating engagement involves selecting and targeting the right accounts, as well as the right contacts and personas within those accounts. It involves delivering not only personalized experiences, but relevant ones, based on what buyers care about (like intent keywords or topics) and where they are in the buying journey. And it involves delivering consistent messaging and experiences across channels. However, successfully orchestrating account engagement requires you to have predictive, intent, behavioral, and other account data to dynamically engage the right accounts at the right time. Without an account engagement platform that includes these capabilities, orchestration requires infinitely more manual time, and customer experiences are likely to be less relevant, consistent, and personalized. 6sense.com | (415) 212-9225