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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%).

Respondents from high-growth and low-growth companies alike say their sales teams' top attributes are knowledge about products and the market.

Salespeople for high-growth companies are more likely to be seen as being tech-savvy, adaptable to change, and skilled at prospecting.

Salespeople for low-growth companies are more likely to be seen as being experienced, disciplined, and good at handling objections.

About the research: 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 researchers defined high-growth firms as those which had a three-year revenue growth rate of 40%+ between 2013 and 2016.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji