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How do you leverage customer evidence (case studies, references, peer reviews) to accelerate enterprise pipeline and improve win rates?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2mo

Customer evidence works best when it is used at the right moment in the buying process. A case study on its own is helpful, but the real value comes from matching the rig...

364 Views

How do you forecast enterprise pipeline coverage to hit revenue targets, and communicate risk and upside to leadership?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2mo

I would start by reverse engineering the revenue target. If you know the bookings target, average deal size, win rate, and sales cycle, you can estimate how much pipeline...

394 Views

How do you calculate CAC and payback for enterprise vs commercial segments, and how does that inform your channel mix and budget?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2mo

I would start by separating enterprise and commercial because the economics are usually very different. Enterprise programs often have higher upfront costs and longer sal...

374 Views

How do you design experiments and holdouts for enterprise programs given long feedback loops and smaller sample sizes?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2mo

With enterprise programs, I think you have to be realistic about what you can actually prove. You usually do not have the volume or short sales cycles needed for perfectl...

368 Views

What tactics have you found most effective for accelerating stalled enterprise opportunities (executive programs, workshops, ROI tools)?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2mo

The first step is not picking a tactic, but rather understanding why the opportunity is stalled. I typically start by working directly with the internal champion and the ...

421 Views

What reporting and dashboards best convey enterprise demand impact to the CRO/CFO, and which metrics matter most?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2mo

I think the best dashboards do two things: they tell a consistent story, and they make that story defensible. CROs and CFOs do not just want activity reporting. They want...

457 Views

Demand Generation Subteams · Enterprise Demand Gen

How do you leverage customer evidence (case studies, references, peer reviews) to accelerate enterprise pipeline and improve win rates?

How do you forecast enterprise pipeline coverage to hit revenue targets, and communicate risk and upside to leadership?

How do you calculate CAC and payback for enterprise vs commercial segments, and how does that inform your channel mix and budget?

How do you design experiments and holdouts for enterprise programs given long feedback loops and smaller sample sizes?

What tactics have you found most effective for accelerating stalled enterprise opportunities (executive programs, workshops, ROI tools)?

What reporting and dashboards best convey enterprise demand impact to the CRO/CFO, and which metrics matter most?