#FlipMyFunnel Boston 2016 - Matt Senatore and Bob Basiliere - Marketing And Sales Alignment: The Key to ABM Success

© 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 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



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


Top 3 reasons stated why


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



…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%


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?



A Client Story of Alignment: SAP








Introducing ABM Superhero Bob Basiliere

@BobBasiliere





Key Takeaways

• ABM promotes alignment; alignment yields better results

• Reset expectations

• Laser focus
