What is Relationship 360 and Why GTM Leaders Need It

January 15, 2025

Morgan Zombolas

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In a world of data overload, B2B Go-to-Market (GTM) Leaders need more than just data and analytics—they need actionable executive engagement insights to drive strategy.

We know firsthand how B2B leaders are often inundated with data, but the raw numbers alone don’t guarantee results. Metrics like intent data, email opens, and clicks provide pieces of the puzzle but often fail to reveal the full story behind decision-making and the influence of buyer groups. What sets successful GTM leaders apart is their ability to transform that data into strategic opportunities. This is where Relationship 360 plays an integral role.

What is Relationship 360?

Relationship 360 is the process of mapping and analyzing enterprise-wide professional connections to uncover valuable business growth opportunities. Unlike traditional data insights that focus on transactions or demographics, a Relationship 360 solution emphasizes understanding the networks of decision-makers in buying groups—who they are connected to, their roles, and how these relationships can influence deals.

For GTM leaders, this means gaining a competitive edge by leveraging these connections to build trust within buyer groups, foster engagement, and ultimately drive growth. Whether you're running account-based marketing (ABM) campaigns or enabling sales-marketing alignment, Relationship intelligence helps ensure your efforts are focused and effective. We encourage our clients to take advantage of features like Quota Buster in Equilar ExecAtlas to easily visualize how their executive network is connected to key personas at target accounts for a real-time Relationship 360 view.

Why GTM Leaders Need Relationship 360

Hyper-Targeted Campaigns

Real-time relationship intelligence enables marketing teams to segment audiences with precision based on the strength of network relationships, identifying key players within buying groups at target accounts. Instead of casting a wide net, GTM leaders can focus resources on high-value prospects in their networks who are most likely to convert.

Smarter Account-Based Marketing

ABM thrives on knowing who holds buying group influence within target organizations. Accurate relationship intelligence helps uncover these influencers and the relationship maps to reach them, allowing GTM leaders to craft tailored campaigns that resonate with specific decision-makers.

Sales and Marketing Alignment

Relationship 360 helps bridge the gap between sales and marketing by unifying data on executive connections, offering real-time actionable insights into warm leads or untapped opportunities.

Practical Applications of Relationship 360

• Identify Key Influencers: If you target Fortune 500 accounts, for example, ExecAtlas, Equilar’s Relationship 360 solution, can reveal not just the decision-makers within the target buying group but also the professional connections that may provide warm introductions, enabling more strategic executive engagement.



• Re-Engage Cold Leads: Lost touch with a promising lead? Relationship 360 can highlight mutual connections that can reintroduce you, helping to revive dormant opportunities.

• Optimize Executive Outreach: Use relationship intelligence to create personalized, data-driven messaging that cuts through the noise and resonates with C-suite contacts.

Ready to Learn More About Relationship 360?

Relationship 360 is a game-changer for GTM leaders looking to break through the noise and deliver measurable results. Equilar ExecAtlas takes you to the next level by connecting you with over three million executives with 500+ million professional relationships, helping you uncover opportunities for warm introductions, and driving customization that yields results.

With ExecAtlas, you can seamlessly integrate relationship intelligence insights into your existing CRM, enabling your team to identify key influencers, engage prospects at the right time, and accelerate your marketing ROI.

Ready to see the difference? Explore ExecAtlas with us today and take your marketing strategy to the next level.

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