Expert ABM: Bringing Sales and Marketing Together

EXPERT ABM

#ExpertABM

Jay Tuel, Sr. Dr. of Sales Development, DemandbaseJessica Fewless, Sr. Dr. of Field & Partner Marketing, Demandbase

BRINGING SALES & MARKETING TOGETHER

TODAY’S PRESENTERS

JAY TUELSr. Dr. of Sales DevelopmentDemandbase@JayTuel

JESSICA FEWLESSSr. Dr. of Field and Partner MarketingDemandbase@JFewlessB2B

AGENDA

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§ Before Jay§ Jessica and Jay meet§ Jay gets to work§ Jay and Jessica Create the Plan § Time to Celebrate!§ Q&A

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BEFORE JAYAKA BEFORE ABM

© 2017 DEMANDBASE｜SLIDE 5

UNFOCUSED STRATEGY

§ We had FOMO§ The SDR team focused on Inbound§ Sales felt Marketing wasn’t invested

in their success (and they weren’t wrong)

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JESSICA AND JAY MEET…

© 2017 DEMANDBASE｜SLIDE 7

THE INTERVIEW

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JAY GETS TO WORKIMPLEMENTING ACCOUNT-BASEDSALES DEVELOPMENT

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SPECIALIZE SDR TEAM

§ Separate Inbound & Outbound Function§ Split SDRs up into focus areas and

compensate accordingly§ Align AE:SDR ratio to be 2:1§ Assign Key Field Marketing Territories evenly

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PROCESS OVERVIEW

It’s always collaborative!

Secure Agreement

from leadership

Verify & Iterate with sales

Update at regular intervals

Build an initial list

4321 5

Reps select their top

accounts

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DAILY ACTIVITIES

Social Selling Personalized Emails

Calls/Connects Voicemails

60 Activities

1. Website Activity Report

2. Personalized prospect or company news

3. Rank Marketing Campaigns and Review Inquiries

4. Check email tracking reports

5. Check Spiderbook

6. Reach out to AE Top 20

7. Closed/Lost Deals

8. Former Customers at New Companies

9. Competitors of Customers

© 2017 DEMANDBASE｜SLIDE 12

ACCOUNTSELECTION

RESEARCH

FIND BUYINGCOMMITTEE / ORG CHARTS

GET CONTACTINFO

CREATEMESSAGING

FREE TOOLS – FINDING EMAILS ACCOUNT INFO, TECH STACK,

WEB TRAFFIC

DEVELOP A SALES TECH STACK

EMAIL LIBRARY &TRACKING

ENGAGEMENT TRACKING

© 2017 DEMANDBASE｜SLIDE 13

AND NOW IT WAS TIME TO GET TO WORK…

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JAY AND JESSICA CREATE THE SALES AND MARKETING PLAN

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CAMPAIGN STRATEGY

1. Ideation2. Prioritization and Selection3. Messaging4. Execution5. Sales Enablement6. Goals & Reporting

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SALES ENABLEMENT

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ACCOUNT-BASED REPORTING

MaryBobSueDonPaul

AnneJohnNathanKimMarie

MikeRyanEmilyKateLaura

KristenCaitlinAnthonyTristanMia

JaneKevinPeterKyle

1,250,000

180,000

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MEET REGULARLY

MON TUE WED THU FRI30 31 1 2 3

6 7 8 9 10

SDR Team Meeting - Q1 DM Campaign - Rory

SDR & Marketing Leadership Meeting

Funnel Working Group

13 14 15 16 17

SDR & Marketing Leadership Meeting

Monthly SDR/Marketing Meeting

Funnel Working Group

20 21 22 23 24

SDR Team Meeting - Field Events - Jessica

SDR & Marketing Leadership Meeting

Funnel Working Group

SDR & Marketing Leadership Meeting

Funnel Working Group

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NOW IT’S TIME TO CELEBRATE!ABM + ACCOUNT-BASED SALES DEVELOPMENT WORKS!

© 2017 DEMANDBASE｜SLIDE 20

ABM WORKS

Metrics 2014 2015 2016

SAL Count 1,268 1,671 3,061

Pipeline Count 677 927 1,816

SAL-Pipe Conversion 53% 55% 59%

Closed/Won 176 202 485

Close Rate 26% 22% 27%

ACV $52,140 $63,056 $70,881

Funnel Velocity(days MQL-Close) 78 85 79

© 2017 DEMANDBASE｜SLIDE 21

SDR TEAM PERFORMANCE

The quarterly pipe output of each SDR has tripled since the beginning of 2015

8.9 9.47.9

17.319.7

28.026.2

27.2

0.0

5.0

10.0

15.0

20.0

25.0

30.0

Q115 Q215 Q315 Q415 Q116 Q216 Q316 Q416*

Aver

age

Pipe

Cou

nt p

er S

DR

BY THE NUMBERS

Inbound Reps: 2Outbound Reps: 11Pipe/Quarter/Rep: 24

Inbound: handle all inbound from non-DB3k accountsOutbound: handle inbound & outbound efforts for DB3k

© 2016 DEMANDBASE / SLIDE 22

MARKETING EFFICIENCY

2013 2014 2015 2016*0%

20%

40%

60%

80%

100%

PIPELINE GENERATED COST PER OPP

* CALCULATED FOR FIRST HALF OF YEAR

Baseline

+50%

+150%

+250%

© 2017 DEMANDBASE｜SLIDE 23

DEMANDBASE FUNNEL METRICS- DB3K vs NON DB3K

57%

19%

97%

61%

37%

ñ7%

ñ99%

MQL SAL PIPELINE CLOSE

© 2017 DEMANDBASE｜SLIDE 24

DEMANDBASE BUSINESS METRICS- DB3K vs NON DB3K

Sales Team Close Rate ACV Funnel Velocity

Enterprise +174% +45% +10%

Mid Market +110% +35% +48%

Advertising +131% +1% +8%

© 2017 DEMANDBASE｜SLIDE 25

Q&A

© 2017 DEMANDBASE｜SLIDE 26

THE ABM EVENT OF THE YEAR!

April 5-6, 2017 Pier 27, San Francisco

JOIN US FOR

MarketingInnovationSummit.com

THANK YOU

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