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Shoppers are adding to cart for the holidays
Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.
The Q4 Compression Strategy
Shorten cycles when urgency is highest
Q4 changes everything. Decisions speed up. Budgets loosen. Timelines shrink. And while most teams “hope” deals close faster, elite teams engineer it. That’s the magic of Q4 Compression the strategy of tightening every part of your sales cycle right when urgency is at its peak.
Compression isn’t about pushing harder. It’s about removing the invisible delays that normally add friction: slow follow-ups, open-ended next steps, vague proposals, loose qualification. In Q4, those tiny inefficiencies cost you deals. Not next year, this quarter.
Most reps think Q4 is about doing “more.” More calls. More emails. More meetings. But high performers know the real win isn’t volume it’s velocity. Q4 is the only time of year where prospects want to move faster too. They have budgets to use, problems to solve before January, and internal pressure pushing them forward.
The question is whether your system helps them accelerate or slows them down.
Compression means tightening handoffs, shortening your follow-up cadence, tightening discovery, and running hyper-specific next steps that move deals from “maybe” to “done.” It’s about building a machine that thrives under pressure while competitors are cracking under it.
When you compress the right way, you don’t just shorten the sales cycle you multiply your close rate. And the beauty? This strategy doesn’t require more leads, more reps, or more marketing. Just better system design.
CALL TO ACTION: Apply the Q4 Compression Strategy
Tighten Every Next Step
No vague follow-ups set time, date, and deliverables every time.Accelerate Response Windows
Move from 24–48 hours to same-day or same-hour touchbacks.Condense Discovery
Ask only the questions that drive decisions, cut the fluff.Run Micro-Demos Instead of Full Walkthroughs
Show only what moves the deal forward.Audit Your Pipeline for Slow Points
Identify your longest stage and shorten it by 30% this week.
This is the quarter where speed wins. Compress the cycle, and you’ll compress time between you and your next closed deal.
