Colby Ring

𝗧𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝗶𝘀𝗻’𝘁 𝘆𝗼𝘂𝗿 𝗦𝗗𝗥 𝘁𝗲𝗮𝗺. 𝗜𝘁’𝘀 𝘆𝗼𝘂𝗿 𝘀𝗶𝗴𝗻𝗮𝗹. In most B2B orgs today, the real challenge isn’t effort or headcount, it's focus.  • SDRs spend hours chasing leads that aren't in-market  • Personalization often defaults to "Hi {First Name}"  • Sales cycles are longer than ever, while buyer engagement is happening behind closed tabs 𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁? Wasted touches, burned budget, and pipelines that look full… until the quarter closes. 𝗡𝗼𝘄 𝗹𝗲𝘁’𝘀 𝗿𝗲𝗳𝗿𝗮𝗺𝗲 𝗶𝘁: 𝘄𝗵𝗮𝘁 𝗶𝗳 𝘆𝗼𝘂𝗿 𝗦𝗗𝗥 𝘁𝗲𝗮𝗺 𝗼𝗻𝗹𝘆 𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗼𝗻 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝘀, 𝗮𝘁 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗺𝗼𝗺𝗲𝗻𝘁, 𝘄𝗶𝘁𝗵 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝘁𝗮𝗶𝗹𝗼𝗿𝗲𝗱 𝘁𝗼 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲 𝗯𝘂𝘆𝗲𝗿 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗰𝗮𝗿𝗲𝘀 𝗮𝗯𝗼𝘂𝘁? This is where intent data becomes a revenue lever, not just another tool. According to Demand Gen Report:  • Companies using intent data see 2.5x conversion rates  • Sales cycles shrink by 28%  • 68% of marketers say it’s critical for ABM performance At S2W Media, we help marketing leaders solve this with a full-funnel, intent-driven strategy:  • 𝗜𝗻𝘁𝗲𝗻𝘁 + 𝗳𝗶𝗿𝘀𝘁-𝗽𝗮𝗿𝘁𝘆 𝗱𝗮𝘁𝗮 𝗳𝘂𝘀𝗶𝗼𝗻, pinpoint buyers already researching your solution or evaluating your competitors  • 𝗣𝗿𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗹𝗲𝗮𝗱 𝘀𝗰𝗼𝗿𝗶𝗻𝗴, SDRs focus on verified, high-intent accounts  • 𝗛𝘆𝗽𝗲𝗿-𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝘁 𝗼𝘂𝘁𝗿𝗲𝗮𝗰𝗵, informed by real behavioral signals, not assumptions The outcome? Predictable pipeline. Faster velocity. Higher ROI. No more guessing games. No more wasted touches. As marketers, we don’t need "more leads."We need better intelligence to drive a meaningful pipeline. If you're ready to align sales & marketing on who to target, when to engage, and what to say, let’s connect. 𝗥𝗲𝗮𝗱 𝗳𝘂𝗹𝗹 𝗯𝗹𝗼𝗴 𝗵𝗲𝗿𝗲 - https://lnkd.in/dq3Qbvzt

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"How can CS be a revenue-driver when I can fire half my team and NRR stays the same?" Until Customer Success can find quantifiable evidence that they have a higher ROI than another AE hire, they'll always be a cost center. That's what happens when you solve for churn. You start playing not to lose. You meet with every account regardless of tier. You fret over each escalation, not by the amount of ARR at stake, but by how angry the account seems. Fear of conflict drives your decision-making. You have every customer insight at your fingertips. You have 360-degree customer intelligence. You reach out proactively at the first sign of trouble. But it doesn't make a difference. And it won't. Because the people who make CS tools are ALSO solving for churn. And CS can't be accretive with tools made for support and risk reduction. Just listen to the man himself: "Customer Success has gotten worse over the years. Much worse…We're seeing a fundamental shift where CSMs are expected to be revenue generators, but they're using systems designed for customer support." - Jason M. Lemkin If I'm honest, I'm kinda over Customer Intelligence. And I'm not even 100% sure what Commercial Intelligence is. We need Expansion Intelligence. #customerexpansion #nrr #customersuccess

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Looking to improve NRR? Start with your commission plan. John Descalzi, VP of Commercial at a Series C rocketship Flipdish, broke it down👇 “We used to pay reps 100% of their commission on month 1 MRR. Guess what happened? - Reps sold to anyone with a pulse - Deep discounts - No skin in the game after the deal closed - Major early churn So they flipped the model. Now, reps earn residual commissions based on the next 6 months of actual order revenue, which reflects real adoption. ✅ Forces better qualification ✅ Aligns reps with long-term value ✅ Tightens the sales process If you’re seeing signs of early churn or struggling to expand accounts… 👉 Revisit your comp structure. Full clip in comments.

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Dialler Infrastructure, Compliance & SDR Efficiency — Field Notes from a Recent Roundtable As pressure builds to do more with less, revenue teams are re-examining the dials behind the dial: what tools actually connect, what workflows scale, and what practices stand up to scrutiny across global markets. An independent session this week brought together GTM leaders and RevOps to compare experiences. Key signals below — zero hype. Infrastructure > InterfaceMost diallers rely on third-party carriers (Twilio, Bandwidth, etc.). That means performance is often a black box — with up to 9 carrier-level hops before a call connects or fails. Ask your vendor: • Who controls your carrier infrastructure? • Do you monitor and manage spam flagging? • How much of the stack is built vs. borrowed? Sentiment: ConnectAndSell vs. Parallel DiallersIn regulated markets — think DACH, Southern Europe, and parts of APAC — ConnectAndSell stands apart. Human-assisted outreach avoids early recording, navigates switchboards, and clears legal reviews (including German works councils and corporate counsel sign-off). It’s not built for volume blitzing. But it is built for trust and precision. By contrast, US-style parallel diallers (Nooks, Orum) perform well in North America. Outside that, success is patchy — particularly where recording or line spoofing laws require careful handling. Call Behaviour Still Matters • Office lines are making a comeback. Teams training SDRs to navigate reception outperform those relying on scraped mobiles. • Persistence wins. Most meetings are set on the 2nd, 3rd or even 7th attempt. One-and-done is a mindset issue, not a strategy. Common SDR Time-Wasters • ‘Admin’ that’s really last-mile enrichment • Tool fatigue and constant context switching • Overthinking messaging mid-sequence Solutions: Pre-enrichment, tighter call blocks, cleaner workflows. Compliance as a Competitive Advantage Navigating regulated markets isn’t just about avoiding penalties — it’s about gaining access. • Human-led calling = better deliverability + legal clarity • Early recording and heavy automation = red flags in some jurisdictions • Local trust matters — especially in multi-region GTM Final Word: Don’t be distracted by dashboards. Focus on infrastructure, behaviour, and legal fit. Velocity is great — until it trips compliance. Sometimes the best strategy is to slow down just enough to land the call and keep the door open. — If your dialler strategy needs pressure-testing — or you’re balancing multiple regions with mixed results — happy to compare notes.

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