Focus on increasing ACV when deal volume and velocity levers stall
Michael Burns · How to turn your sales playbook into a revenue machine that adds $Xm in new ARR per quarter · Dec 21, 2023 · at 19:44
Michael Burns, CRO at vFairs, explains his post-pandemic go-to-market strategy after deal velocity and virtual event demand decreased.
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“So for me, you know, volume is not a lever I'm going to pull. Demand is not what it was. Velocity is not a lever I'm going to pull because, you know, the buying cycle is longer. Size is, right? So I'm going to pull the lever on ACV because now I'm able to sell to an entire enterprise.”
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