The Crow's Nest: B2B Sales Engagment with the TCA framework

<p>{% if customer.account_clearbit-geo_country == "France" %}
	Bonjour
	{% if customer.first_name != blank %} {{ customer.first_name | capitalize }}{% else %}{% endif %}!
 	{% else %}
 	Hi
 	{% if customer.first_name != blank %}{{ customer.first_name | capitalize }}{% else %}there{% endif %},{% endif %}
 </p>

<p>This week we’re sharing the sales pattern we see the fastest growing sales teams all adopting.</p>

<p>{% if customer.clearbit-employment_role != "sales" %}Even if you're not in sales, everyone depends on deals closing. And despite having the best tools and the right sales leadership, we still see sales teams getting stuck trying to move deals forward.
{% else %}Yes - most SaaS sales teams have their core tools &amp; sales leadership in place. But their reps are still struggling to prioritize their day and move deals forward, and sales leadership can’t coax more results without blindly focusing on increasingly sales activities.
{% endif %}</p>

<p><strong>This is where sales triggers come in</strong>.</p>

<p>Instead of reps arbitrarily reaching out to leads, they react to each leads progress through the buying journey.</p>

<ul>
    <li>What they do in your product</li>
    <li>... or read on your website</li>
    <li>... or view on G2 Crowd</li>
    <li>... talk about on social</li>
</ul>

<a href="https://www.hull.io/blog/sales-enablement/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=spotted&amp;"><img src="https://images.ctfassets.net/nffxf5qv6v6n/5rMKtwEzPGGuQm2caKms4c/124d48a3c37d5e8d908a72345c56b325/data-flow-product-sales-triggers-small.jpg?h=250">
</a>

<p>We call this the <strong>TCA framework for sales engagement: Triggers + Context => Action</strong>. It’s the consistent pattern we’re seeing amongst the fastest growing sales teams. We’ve broken down how you can implement it in today's Spotted post.</p>

<p><strong>Read: <a href="https://www.hull.io/blog/sales-enablement/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=spotted&amp;">Spotted: B2B sales enablement through automated triggers</a></strong></p>

<p><em>And if you’re really curious to explore sales triggers,</em> just reply to this email - I can send you our new template{% if customer.is_approved == "false" %} we share with Hull customers{% endif %}.</p>

<p><em>And if you’ve even more curious to explore sales triggers,</em> we’re doing a joint webinar with the crew at MadKudu (our sister Alven company) on engineering demand with intelligent customer data at the end of the month. <a href="https://www.hull.io/start/engineering-demand-webinar/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=madkudu_nbm&amp;">Details and registration here!</a></p>

<p>That’s all for this week – as always, if you have any questions (or if you want the template we use with our customers), just hit reply.</p>

<p>Cheers }}<br><br></p>

<p>Ed Fry<br>
<strong>'Ed of Growth, <a href="https://www.hull.io/">Hull.io</a></strong><br>
<em>For {% if customer.clearbit-employment_role == "sales" %}people in sales{% elsif customer.clearbit-employment_role == "marketing" %}marketers{% else %}people{% endif %} who like curly brackets }}</em></p>

<p>P.S. Want to see the templated personalization behind this email? <a href="https://shr.it/4g">Checkout this gist.</a></p>