Summit US Case Studies Dun Bradstreet Spotlight

Regain Revenue Confidence in a Crisis: Target Accounts with Fit, Intent, and Risk

Sponsor Name: Dun & Bradstreet

Speakers: Deniz Olcay, Vice President of Product Marketing, Dun & Bradstreet

The coronavirus pandemic has shown how an incident in one location can cascade to affect the entire world and disrupt go-to-market plans in a split second. This is where risk-adjusted go-to-market planning comes into play. The approach is simple – by adding ‘risk’ as an additional dimension for account selection in addition to fit and intent, organizations can identify accounts that have the highest likelihood of facing financial strain and potentially going out of business. This helps sales teams prioritize their time and helps marketing teams allocate their limited resources more wisely.