Matt Elders

The future of NRR: Will CCOs become the new CROs? (...a 7-figure ARR CCO asked me) A CCO recently asked me, "I've seen CCOs reporting to CROs these days and CCOs becoming CROs. What do you think the future holds? Is this going to be a trend to stay?" It's a fascinating question. Here's what I'm seeing: Companies are laser-focused on improving NRR. But who's directly responsible for it? Marketing, support, CS, AMs, strategic account sales...everyone influences NRR, yet no single executive owns it. That's changing. CCOs are emerging as the "Chief NRR Officers." Why? Because the CCO's ultimate goal aligns perfectly with growing NRR. CCOs are under immense pressure to drive new revenue. However, acquiring new customers is far more expensive than retaining and expanding existing accounts. Putting CCOs in charge of NRR makes strategic sense. But there's another strong candidate for owning NRR: The COO. Retention is a team sport. Every customer touchpoint impacts churn, including product, pricing, sales, onboarding, and support. The COO oversees all these critical functions. They're ideally positioned to drive NRR improvements. Mark my words: Having a dedicated NRR executive will soon become the norm. Will it be CCOs or COOs leading the charge? Only time will tell. I break down the full future of NRR in this video:

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We know revenue leaders are under a ton of pressure to create, convert, and close more pipeline. Today, we’re sharing our 5 biggest learnings on how to run revenue. For context, Clari just passed $4 trillion in revenue under management 🤯 . Yes, you read that correctly—$4 trillion in revenue. That’s how much revenue is flowing through the Clari Revenue Platform. And thanks to our incredible clients, we know more about how to run revenue than any company on 🌏. Swipe to see these unexpected learnings.  I am personally having a blast diving into Learning #4! What learning surprised you or is top of mind?!

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The Q1 Vendr SaaS Trends Report dropped today with great insights for both buyers and sellers. 3 key takeaways: 1. ACV is increasing, and so are sales cycles. 2. Buyers are less likely to renew if they are surprised by a price increase. 3. Buyers are getting multiple bids before they buy. Check it out for free here - https://lnkd.in/g9GNWwPB

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Today’s CRO has two main responsibilities: (1) Predictably hit the company’s revenue number every time. (2) Boost the productivity of revenue-impacting employees. AI cuts across both of these responsibilities. Predictive AI unlocks revenue forecasts with pinpoint precision. This enables CROs to hold their team accountable down to the dollar. Generative and Descriptive AI offer critical opportunities to boost productivity. With the right balance of features, reps and leaders can accomplish more than ever. The bottom line: An AI strategy is essential.

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Evan Liang started digging into buying groups a few years ago, knowing it was going a step beyond the recent ABM trends. And there's a reason everyone at #pavilionCMOsummit2024 had a slide, a section or an entire talk about the buying group or team or committee. Or multithreading. Or a dozen other similar threads. Because an efficient business that isn't mired in GTM bloat needs to look at how quickly and effectively they can weave together individual leads into a larger account map. Then trace different intents, different stakeholder positions, different objections and different outcomes. This webinar is probably your best jumping off point for a entirely new set of adventures in marketing.

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Episode 6 of Dual Source Discourse is live! 🎙️ This week, Sarah Scudder - Sales Leader Turned CMO and I are joined by the data queen 👑 herself Susan Walsh to talk about why it's so hard to get good clean data and what to do about it. Interestingly we talk about how Gen AI can play a role in this as well. Link in the comments. Kearney Lance Younger Shakil Nathoo ❤️ Amanda Prochaska ❤️ Shachi Rai Gupta S. Michael Cadieux Mark Raffan #DualSourceDiscourse #Podcast #procurement #data #dirtydata #genxer #millenial #supplychain

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Congrats to ZoomInfo on their launch of Copilot – a new solution for B2B sellers powered by AI & G2 data. 🎉🎉🎉 I enjoyed chatting with Calen Holbrooks during today’s launch event, discussing the challenges B2B sellers face and how solutions like Copilot are helping to change the game. Here are some of the points we covered: ⚡It's time for B2B selling to catch up to B2C – providing the type of personalization we see with Instagram ads. ⚡Sales teams are often relying on the ineffective spray & pray approach -- wasting time, money & frustrating those being targeted with irrelevant outreach. ⚡With only 5% of a B2B business’ ICP actively in market at a given time, a more tailored, targeted approach is required. ⚡AI-powered solutions like Copilot can help – with accurate data from G2 & ZoomInfo, so sellers can reach the right in-market prospect with the right message at the right time. ⚡This is just one example of how AI will shape the future of go-to-market. Another is connecting software buyers and sellers more seamlessly, pairing up the perfect match. At G2, we are doing this with our #AI assistant Monty. Congrats to our partners Henry Schuck, Bryan Law, & team, and thanks for having me today! If you missed it, you can catch the event on-demand & learn more about Copilot from Henry at the links below. 👇

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Great article by Jon Miller on the importance to resist short-term activity instead of long-term effectiveness. This quote below is great. "When we bombard buyers with unwanted emails, gate content that should be freely available, and sic SDRs on anyone who dares to download an eBook, we're not building relationships — we're burning them. It's not the gating itself that's the problem, it's the terrible experience buyers have after they fill out that form. Think about it: how eager are you to buy from a company that's been calling and emailing you repeatedly just because you registered for a webinar? How likely are you to continue engaging with their content or recommending them to your peers? Short-term, these tactics might boost meetings, but long-term, they erode trust, damage our reputations, and make it harder to engage buyers in meaningful ways." https://lnkd.in/g7dDUQCY

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Embarking on your initial venture into data enrichment? Allow us to significantly cut down your time and effort. Explore our detailed survival manual. Gratitude is unnecessary. Our passion for the field drives us. https://gag.gl/CvnC56 #RevOps #data

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When you’re the CMO of 5 different companies you leverage voice enabled conversational AI to deliver high quality leads to your various sales teams. Of course when one of those companies is a conversational AI company you get to write the scripts and prompts at 3:30am! Revmo AI Providertech

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