Matt Heinz President, Heinz Marketing Inc @heinzmarketing [email protected] Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account Programs
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Matt HeinzPresident, Heinz Marketing Inc
Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account Programs
Housekeeping• Feel free to madly scribble notes, but you can also have a
copy of this deck• You can also have (for free!) copies of:
• The Modern Marketer’s Field Guide• Our ABM Workbook (including all templates)• My award-winning* bacon recipe
• Just bring me a business card (or send email to [email protected]) noting what you want
Keys to integrating ABM with your sales team1. Make sales an early partner & collaborator
A direct line to revenue growth
Keys to integrating ABM with your sales team2. Work from common objectives & definitions
A common set of metrics
Assumptions
Meaghan ASP $ 65,000 Jennifer ASP $ 75,000 John ASP $ 80,000 Opp/Close % 25.0%Lead/Opp % 5.0%
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 TOTALSMeaghan Sales # 1 1 2 3 2 4 2 2 2 2 2 1 24Jennifer Sales # 1 2 2 2 2 2 2 2 2 2 2 2 23John Sales # 1 1 1 1 2 1 2 2 3 3 2 2 21Total Sales # 2 3 4 5 4 7 6 6 7 7 6 5 62
Meaghan Sales $ $ 65,000 $ 65,000 $ 130,000 $ 195,000 $ 130,000 $ 260,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 65,000 $ 1,560,000 Jennifer Sales $ $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 1,725,000 John Sales $ $ 75,000 $ 75,000 $ 75,000 $ 75,000 $ 150,000 $ 75,000 $ 150,000 $ 150,000 $ 225,000 $ 225,000 $ 150,000 $ 150,000 $ 1,575,000 Total Sales $ $ 215,000 $ 290,000 $ 355,000 $ 420,000 $ 430,000 $ 485,000 $ 430,000 $ 430,000 $ 505,000 $ 505,000 $ 430,000 $ 365,000 $ 4,860,000
Meaghan Pipeline # 4 4 8 12 8 16 8 8 8 8 8 4Jennifer Pipeline # 4 8 8 8 8 8 8 8 8 8 8 8John Pipeline # 4 4 4 4 8 4 8 8 12 12 8 8Total Pipeline # 12 16 20 24 24 28 24 24 28 28 24 20
Meaghan Pipeline $ $ 260,000 $ 260,000 $ 520,000 $ 780,000 $ 520,000 $1,040,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 260,000 Jennifer Pipeline $ $ 300,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 John Pipeline $ $ 300,000 $ 300,000 $ 300,000 $ 300,000 $ 600,000 $ 300,000 $ 600,000 $ 600,000 $ 900,000 $ 900,000 $ 600,000 $ 600,000 Total Pipeline $ $ 860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 $1,720,000 $1,720,000 $2,020,000 $2,020,000 $1,720,000 $1,460,000 Meaghan Leads 80 80 160 240 160 320 160 160 160 160 160 80Jennifer Leads 80 160 160 160 160 160 160 160 160 160 160 160John Leads 80 80 80 80 160 80 160 160 240 240 160 160Total Leads 240 320 400 480 480 560 480 480 560 560 480 400 5440
A common set of definitions
Stage Definition Sales Next Step(s) Marketing Next Step(s)
Leads
Open/Not AttemptedNew lead, has not been attempted or contacted by sales Begin follow-up to get on the phone live to
qualify as opportunityProvide scripts and response offers as needed to increase call-backs
Attempting to ContactSales has begun the process of following the lead follow-up process to reach the prospect live
Continue follow-up attempts via phone, email, "zero out" to reach prospect live
Provide scripts and response offers as needed to increase call-backs
Interested
Prospect has expressed interest in ABC Company and/or achieving better results, and is interested in learning more; full qualification criteria intent/purchase timeline still unknown
Once prospect has been qualified, either move into a "Qualified" opportunity or move to Nurture (if timeline is long-term or undetermined)
Provide collateral, case studies and other information as needed to help prospect determine sales intent
Nurture
Prospect is interested, but there is no near-term opportunity to buy (prospect may have other immediate priorities, or may just need more time to consider interest/intent)
no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again
Unresponsive
Haven't been able to get ahold of prospect after repeated attempts
no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again
No Further Action Lead is not a qualified prospect no action no action
Opportunities
Qualified
Prospect has a need & budget, and is actively evaluating solutions
Get demo commitment, plan next steps and timeline to buy (or at least make decision) with prospect
Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle
Presentation & Demo
Demo has been scheduled or completed; working through objections & questions
Get permission to present formal proposal Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle
ProposalFormal proposal is in process or has been delivered outlining terms, services, fees
Get verbal commitment to buy pending finalization of terms
no action
NegotiationProspect has verbally agreed to do business; both sides are working through final legal/term/service/fee details
Sign, seal and return baby! no action
Close Agreement has been signed and returned victory lap no action
Closed Lost
Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again
Keys to integrating ABM with your sales team3. Build and manage a common set of target lists
What are your data filters?• Companies• Individuals• Full/complete contact information
Data hygiene
Real-time data updates• What’s your platform & integration point(s)?• How do you respond to trigger events & real-time changes?• Who’s following up, how, when, with what?• Where do you record that?
Keys to integrating ABM with your sales team4. Execute from a consolidated engagement plan
A coordination example• The right person at the right company attends your webinar
• How is follow-up different?• Who does it – with what message – in what format and channel?• What next step communication triggers does that imply?• How do you coordinate sales & marketing messages?
Keys to integrating ABM with your sales team5. Think in terms of macro and micro campaigns
Keys to integrating ABM with your sales team6. Develop shared data and insights
Buying signals and trigger events• Inventory• Prioritization• Follow-up sequencing
Keys to integrating ABM with your sales team7. Improve your content precision
Who’s creating content in the first place?
Keys to better content1. Consistency2. Causality3. Practice
Keys to integrating ABM with your sales team8. Practice the OODA Loop
Keys to better feedback loops• Open communication• Constructive feedback• No defensiveness• Failure is part of the journey!
Housekeeping• You can also have (for free!) copies of:
• The Modern Marketer’s Field Guide• Our ABM Workbook (including all templates)• My award-winning* bacon recipe
• Just bring me a business card (or send email to [email protected]) noting what you want
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