Revenue Orchestration Playbook

40+ sales and marketing plays to run across your GTM to drive growth

What is the Revenue Orchestration Playbook?

The Orchestration Playbook helps you run automated “plays” that drive revenue across your sales, marketing and customer success teams. It’s focused on responding to real-time signals to drive impact on the right accounts at the right time. There’s a decent amount of information about the concept out there (6sense, LeanData, Spiceworks) and it’s something that is core to efficient B2B marketing.

The Revenue Orchestration Playbook will help you:

Revenue orchestration includes important new concepts that are core to an efficient market strategy.

• Deliver “real-time” personalized sales & marketing touch points at scale
• Automate the “next best step” for front line teams that create revenue
• Focus on funnel progression
• Drive stage-specific KPIs at scale
• Monitor for key events and buying triggers
• Use your budget to make the biggest impact
• Help deliver best practices across teams
• Do more with less headcount
• Stay on track with your plan

How does the Revenue Orchestration Playbook work?

Use the Google Sheets template to create ideas on how to create revenue

🔀 If this, then that - Each play has steps to automated with your tech stack

• Each play has a trigger that drives the initial action based on specific segmentation
• Each response to a trigger can be automated to your tech stack capabilities

This is just like marketing automation but across all your tools and teams.

How can I do it?

• This strategy can be run with most of the ABM platforms as well as custom solutions.
• Orchestration is a product / functionality for both Demandbase and 6sense — and both of these platforms work very well for this if you have them in place.
• The biggest requirement is connecting all of your marketing platforms (HubSpot/Marketo, Outreach/Salesloft, LinkedIn, etc) to make this happen.

Once you do that, it’s up to you to design plays to help your sales, marketing and customer success teams scale what they are doing. This template helps you do that.