Align Your Sales & Marketing Teams for ABM Success Tiffany Xia — Marketing Lead, Chili Piper Allie Butter — Account Development Manager, BrightFunnel
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AlignYourSales&MarketingTeamsforABMSuccessTiffanyXia— MarketingLead,ChiliPiperAllieButter— AccountDevelopmentManager,BrightFunnel
Agenda
1. TheSales&MarketingLandscapeHasEvolved2. HowtoSetYourTeamupforanAccount-BasedApproach3. HowtoMinimizeLeaksinYourInboundProcess4. BestPracticesonAccount-BasedTerritoryManagement5. KnowledgeSharingAcrossRevenueTeams6. HowtoMeasuretheSuccessofYourABMEfforts
TheSales&MarketingLandscapeHasEvolved
Account-BasedSales&MarketingisWidespread
“Areyoucurrentlypracticingaccount-basedmarketing?”#FlipMyFunnelaskedmorethan250B2Bmarketers.Thedifferencewithin12monthsinastronomical.
Sales&MarketingGoalsareAligning
Historically,Marketerscaredaboutleads.• NumberofMQLs• NumberofSQLs• Numberofmarketing-sourcedopps• SubjectiveapprovalfromleadershipToday,Marketersarefocusedonrevenue.• Marketingsourcedpipeline&revenue• Marketinginfluencedpipeline&revenue• ROIofcampaigns&channels
“WhatisyourmaingoalwithABM?”
SalesDevelopmentisNowEssential
“In2016,we’veseensalesdevelopmentshiftfromatactical,juniorsalesroletoastrategicfunctionthatiscriticaltodrivingrevenuegrowth.”
- TOPO’s2016BenchmarkReport
“Salesdevelopmentrepsgenerateanaverageof12.3acceptedopportunitiespermonth.”
- InsideSales.comTheStateofSalesDevelopmentReport(Sept.2017)
“100%ofhigh-growthorganizationshavesalesdevelopmentorganizations.”
- TOPO’s2017BenchmarkReport
SettingYourTeamupforanAccount-BasedApproach
DefineYourIdealCustomerProfile
Analyzeyourbusiness:• Whoareyourcurrent
customers?Mostsuccessfulcustomers?Mostloyal?Mostprofitable?
• Whatareyourintegrationsandtechnologyrequirements?
• Whatareyourbusinessgoals?• What’sonyourproduct
roadmap?
DefineyourICP:• Desiredindustry(ies)• Companysizerange• Company’sexistingtechstack• Buyerpersona
PlanYourTerritories
Determinehowyouwouldliketosegmentyourtargetaccounts• HQgeographiclocation• Companysize• Industry/Vertical
Determinehowyouwouldliketosegmentyourreps:• Ownershipbyaccountsegmentationvs.evendistribution• ADR/AEPairingModelvs.RoundRobinSetup
SelectYourTargetAccounts
ApplyyourdesignatedICP—companysize,industry,techstack,etc.
Leveragepredictivetechnologytohelpyoufindtherightaccountsandcontacts.• Predictiveanalyticstoolswillidentifynew
“audiences”bothwithinandoutsideyourexistingdatabase.
• DateEnrichmentsolutionswillsupplementyourexistingcontactdatabaseandenableadd-onofnewcontactsatscale,helpingyourrepsreachdecision-makersfaster.
DefineYourCRMProcess&Parameters
1. Tieryouraccountstoenableprioritization2. Selectfield(s)thatwilldesignatetargetaccountsinyourCRM
a. Whatfieldsareessentialforyourreporting?(i.e.companysize,accounttier,ADRowner)
b. Defineclearrulesaroundaccountownershipforyourreps:• Salesforcepermissions(i.e.accountownershipchanges)• Guidelinesaroundexistingunnamedaccounts• Guidelinesaroundaddingnewaccounts
HowtoMinimizeLeaksinYourInboundProcess
Agreeingondefinitionsandprocessesacrossyourrevenueorganizationisimperative.• Definitionofaqualifiedmeeting• FollowupSLA• Ifleadisnotintargetaccount,wheredoesitgo?
Toolsoverlabor• Besuretomapleadstothe
correctaccountowners• Marketo• Salesforceprocessbuilder
• Availablesoftware• ChiliPiper• LeanData Data from the 2017 State of Inbound Report
Matchinginboundleadstothecorrectaccount
MarketingtoSalesHandoff
Currently,themarketingtosaleshandoffposesablackholeinyourfunnelwhereprospectscanloseengagementbetweenfillingoutyourformandbeingcontactedbysales.Painpoints:• Salesstillhastochasedowninbounds• Ensuringfairnessamongreps• Prospectsgoingdark• Schedulingbackandforthbetweenprospectandaccountteams
Test,optimize,andautomate!• A/Btestformlength• Usepredictivescoring• Connectprospectto
salesimmediately
MarketingtoSalesHandoff
• Decreases#fieldsinyourformwhileautomatingqualification
• Ensureallleadsarefollowedupwithintimelymanner
• Ensuredataisaccurate
Bestpracticespotlight
Considerthefollowingtodistribute• InboundSDR• Roundrobin• Companysize• Industry• Geographiclocation
Whatiftheleadisnotapartofyourtargetlistofaccounts?
BestPracticesonAccount-BasedTerritoryManagement
Unfairnessamongreps• Nowaytoaccountforvacations
andsickdays• ChangesmadeinSFDClaterare
notreflectedcorrectlyinthespreadsheet
LimitManualEntry
Automatecalendaravailabilityforyourdistributionstrategysorepscanschedulemeetings.
ChangesshouldautomaticallyreflectinSalesforce
VisibilityControls
Toolsoverlabor• Configure“queues”foryour
distributionrules• Accountownership• Geography• Companysize
• Distributemeetingsevenly
VisibilityControls
KnowledgeSharingAcrossRevenueTeams
HowtoMeasuretheSuccessofYourABMEfforts
• Weeklysales&marketingemailwithcontentcalendarforthecurrent/nextweek
• Internalresourcehub(i.e.Uberflip)
• Makeiteasy!• Summarizecontent• Prewritesocialcopy
Useyoursalesteamtopromoteyourcontent
Goal:1. Understandhowyourmarketingprogramsandsalesactivitieshave
influencedyourtargetaccounts.2. Determinetogetherhowyoucanbetterplanforfuturesuccess.
EstablishaGoal
1. TargetAccountPipelineandRevenue2. Account-basedRevenueFunnelAnalysis3. Account-basedSales&MarketingEngagement
DefinetheMetricsYou’dliketoTrack
• Whatpercentageofyourpipelineismadeupofyourtargetaccounts?
• Whatpercentageofnetnewrevenuehascomefromyourtargetaccounts?
• Targetaccountconversionratesvs.overallconversionrates
• TargetaccountACV• Targetaccountdealvelocity
ABMPipeline&Revenue
Account-BasedRevenueFunnelAnalysis
Analyzehowleadsfromyourtargetaccountsprogressfromstage-to-stageinyoursalesfunnel.
• Howareyourtargetaccountsengagingwithmarketing?Withsales?
• Whataccountsneedmoremarketing?Needmoreattentionfromsales?
• Howengagedaretargetaccountsbysegment?Bypersona?
Account-BasedMarketing&SalesEngagements
Lastly,leveragemulti-touchattributiontounderstandwhichmarketingprogramsaremosteffectivelydrivingtargetaccountpipelineandrevenue.
Account-BasedMarketing&SalesEngagements
ThankYou!
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