#FlipMyFunnel Boston 2016 - Matt Senatore and Bob Basiliere - Marketing And Sales Alignment: The Key to ABM Success
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© 2016 SiriusDecisions. All Rights Reserved 1
Flip My Funnel
Account-Based Marketing (ABM): no longer a Big S and a small m
Matt SenatoreService Director – Account-Based Marketing
August 11, 2016
@SiriusDecisions@MattSenatore#ABM
© 2016 SiriusDecisions. All Rights Reserved 2
@SiriusDecisions@MattSenatore#ABM
© 2016 SiriusDecisions. All Rights Reserved 3Not drawn to scale
One Key Reason for Mis-Alignment
Account Type
Sales
focu
s,
costs
H
L
Marketing focus,
costsH
L
SMB/Unnamed
Enterprise Named/
Industry/Segment
Large/Strategic
@SiriusDecisions@MattSenatore#ABM
© 2016 SiriusDecisions. All Rights Reserved 4
The Promise of ABM
87%REV
PIPE
ALIGN
% of respondents that said ABM is “extremely” or “very” important to their overall marketing initiatives
Source: SiriusDecisions State of ABM Report, 2016
@SiriusDecisions@MattSenatore#ABM
Top 3 reasons stated why
© 2016 SiriusDecisions. All Rights Reserved 5
ABM Builds Alignment…
Source: SiriusDecisions State of Account-Based Marketing Survey (2016)
22%“Tightly aligned”
68%“Moderately/Somewhat aligned”
2%
“Not aligned”
“AS A SALESPERSON, THIS IS EXACTLY WHAT I WOULD HOPE FOR FROM ABM − ANOTHER AVENUE TO MEET AND DEVELOP RELATIONSHIPS WITH PEOPLE AS CUSTOMERS AND PROSPECTS.”
“OUR ABM PRACTITIONER IS AWESOME. SHE IS THOUGHTFUL AND PROVIDES STRATEGIC IMPACT AT THE ACCOUNT LEVEL. SHE IS LOOKED AT AS PART OF THE TEAM.”
89% OF SALES WOULD RECOMMEND ABM TO OTHER SALES COLLEAGUES.
84% OF SALES SAID ABM UNCOVERED NEW OPPORTUNITIES
@SiriusDecisions@MattSenatore#ABM
© 2016 SiriusDecisions. All Rights Reserved 6
…and Alignment Fuels Growth@SiriusDecisions@MattSenatore#ABM
Source: SiriusDecisions Economics of Sales Marketing and Product Alignment Study (May 2015)
19%faster revenu
egrowth
higher profitabilit
y
15%
© 2016 SiriusDecisions. All Rights Reserved 7
Three Considerations for ABM M&S Alignment
REIMAGINERELATIONSHIP
What will Sales now say about you?
RECASTPLANNING
Support sales goals? Will the accounts
even care?
REVISITMEASUREMENT
Are we in the same boat? Is our money where our mouth
is?
@SiriusDecisions@MattSenatore#ABM
© 2016 SiriusDecisions. All Rights Reserved 8
A Client Story of Alignment: SAP
© 2016 SiriusDecisions. All Rights Reserved 9
A Client Story of Alignment: SAP
© 2016 SiriusDecisions. All Rights Reserved 10
A Client Story of Alignment: SAP
© 2016 SiriusDecisions. All Rights Reserved 11
A Client Story of Alignment: SAP
© 2016 SiriusDecisions. All Rights Reserved 12
Introducing ABM Superhero Bob Basiliere
@BobBasiliere
© 2016 SiriusDecisions. All Rights Reserved 13
© 2016 SiriusDecisions. All Rights Reserved 14
© 2016 SiriusDecisions. All Rights Reserved 15
© 2016 SiriusDecisions. All Rights Reserved 16
Key Takeaways
• ABM promotes alignment; alignment yields better results
• Reset expectations
• Laser focus
@SiriusDecisions@MattSenatore#ABM
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