Winning Upmarket with Revenue Intelligence and Knowing Your "Closed Won DNA"

This week, we have Patrick Thorp, co-founder and CRO of Ebsta, on the podcast to discuss the move upmarket and the importance of deep, actionable sales and revenue intelligence. Patrick starts the episode with tips and tactics for go-to-market teams looking to effectively engage upmarket businesses, including moving from lead-based to account-based strategies, the importance of phone calls over emails (and other saturated channels), the right metrics for measuring productivity, and the value of multi-threaded, multi-contact relationships. We then move into revenue operations and its role in enabling an upmarket sales motion. We discuss how a successful revenue operations function yields revenue intelligence—which increases sales velocity. Patrick references “Closed Won DNA”, and speaks to the impact the visibility into what drives revenue for a business can have for how it can generate more revenue. It isn’t just about reaching more prospects—it could be pulling the right levers for the prospects already in your pipeline. Patrick wraps with the implications for customer success teams as well, and how this level of intelligence can improve retention and create expansion opportunities.