High-growth companies are more likely than lower-growth firms to use account-based sales approaches, focus on cold-calling, and employ tech-savvy salespeople, according to recent research from DiscoverOrg.
The report was based on data from a survey of 200 executives who work for businesses of all sizes (53% of firms employ 1-499 people; 24% employ 500-4,999; 24% employ 5,000+). The firms included in the survey span a wide range of verticals, with software and IT services the most heavily represented.
The researchers defined high-growth businesses as those that had three-year (2013-2016) revenue growth rates of 40%+.
High-growth companies are more likely than low-growth companies to employ account-based strategies of all types, the analysis found.
That includes account-based sales (65% of high-growth companies use it vs. 50% of low-growth companies); account-based sales development (58% vs. 30%); account-based customer success (48% vs. 26%); and account-based marketing (48% vs. 19%).
High-growth companies are twice as likely to say they see great results from cold-calling than arelow-growth companies (30% vs. 15%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji