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Beyond the Basics of ABM:Using Account-Based Strategies to Unite Sales & Marketing
Tracy EilerChief Marketing Officer
@tracyleiler
Andrea AustinVP of Enterprise Sales
@aaustin94965
Colleen RombachSr. Manager, Demand Gen
@colleenArombach
Ramona ElliottHead of Sales Development
@ramona_elliott
#SDSummit
•An Age-Old Problem
•ABM as a Forcing Function
•What Success Looks Like
Topics
ALIGNMENT(a hot topic for the last 20 years)
What are the biggest challenges in aligning Sales and Marketing?
Source: InsideView Market Report, 2016
Challenges to Alignment
Impact on revenue?
Source: IDC
or more of annual revenue; or $100M for a 1B company
10%
Impact on people?
Source: InsideView Market Report 2016
• Marketing spends most of their time on branding and events (65%)
• Marketing isn’t accountable for pipeline (55%)
• I respect my marketing department (86%)
• Sales people are single-celled organisms that chase revenue (27%)
• Sales people are a bunch of mavericks (26%)
• Sales is a difficult job (94%)
Positive and Negative Attitudes Prevail
Marketing says: Sales says:
ABM as a Forcing Function
Meet with you and give feedback?
Take you on sales calls?
Share their account plans?
Follow up on leads, even if only to reject them?
Use the tools you provide?
Source: SiriusDecisions
How Can You Measure Trust?
Does your sales team…
Be proactive and communicate well in advance
Be overly transparent
Make recommendations, don’t just ask questions
Get feedback from everyone
Listen first
Brainstorm together
Leverage opinion leaders
Back at the Office…
A Plan for AlignmentA Plan for Alignment
Source: Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester report
ABM enriches lead generation with account-specific tactics
Traditional Demand Gen vs. ABM
Several Approaches
LARGE ACCOUNTVery small number of large
existing or targeted accounts
NAMED ACCOUNTModerate or larger number of defined
existing or targeted accounts
DEEPEN CUSTOMER RELATIONSHIPS
Moderate or larger number of existingcustomers that receive differentiated outreach
NEW MARKETSAny number of new or existing accounts in
same vertical or other specific segment
Account-Based Models
The New Funnel
Dominant
• Iconic + magnetic + unfair advantage
• Enterprise-wide alignment
• Data science is a weapon
• Sustained leadership
Fragmented
• Ad hoc, manual• Random acts of sales
enablement• Focused on quantity,
list buying
Automated
• Consistent data collection + volume
• 3rd party data feeds• Islands of MA/CRM
Aligned
• Focused on right campaigns, sales initiatives
• Sales/marketing align• Identified addressable
market: shared view• Single source of truth:
MA/CRM• Continuous refresh
Orchestrated
• Proactive/ prescriptive account-based strategies
• Touch governance across the customer lifecycle
• True consultative selling
• Strategic CIO initiative
Go-to-Market Maturity Model
Targeting Intelligence
Find
Biggest Challenge to Aligning Sales and Marketing
66% say lack of accurate, shared data on target customer accounts
Source: “Aligned to Achieve”, Wiley 2016
ICP > TAM > ABM: Taming the Alphabet
Who are my perfect customers?
Where do they work?
What do they do?
What accounts fit that profile?
Where are they located?
How many are in my database?
Let’s target:
1
2
3
IDEAL CUSTOMER PROFILEDefine your targets.
TOTAL ADDRESSABLE MARKETFind every matching account.
ACCOUNT-BASED MARKETINGTarget them one by one.
Ideal Client Profile Mapping: Before
Industry A
Industry E
Industry C
Industry B
Industry K
Industry D
Industry F
Industry G
Industry I
Industry H
Industry J
Industry L
Re-evaluators Expanders
IdlersDecliners
Ideal Client Profile Mapping: After
Industry A
Industry E
Industry C
Industry B
Industry D
Re-evaluators Expanders
IdlersDecliners
Total Addressable Market
Total ABM Accounts: 307Customers: 169New Logos: 138
Our ABM Breakdown
CUSTOMER ZERO PROJECT
Engage, Close, & Grow
ABM Engagement DesignTypes of Programs Programs Marketing/Field Muscle Target Accounts
Tier 1 Tier 2 Tier 3Direct Mail Low-Cost Direct Mail Low Yes Yes No High-Cost Direct Mail High Yes No NoIn-Person Programs Tradeshows High Yes Yes Yes Tradeshow Extras (dinner, room drop, etc.) High Yes No No Lunch & Learns / Onsite Meetings High Yes No No Customer Advisory Board High Yes Yes NoOnline Programs Paid Advertising Medium Yes Yes No Thought Leadership Webinars Medium Yes Yes Yes Landing Page Personalization High Yes No No Customized Emails Medium Yes No No Broad Emails Low Yes Yes YesSales Outreach Outreach Campaigns Medium Yes Yes No
1:1 Communications for upcoming webinars, events, etc. Medium Yes Yes No
Personalized Coaching High Yes Yes Yes Executive Sponsor Low Yes No No Personalized Content Assets Medium Yes No NoInternal Communications Included in regular review meetings High Yes No No
Source: InsideView
Orchestrate Activity Across Teams
Every touchis a “give”
Success Plan
Build a strong data foundationDefine ICP, TAM, and database build out
Take a contact-specific approachDevelop a unique engagement strategy for both known and unknown contacts.
Drive full team alignmentHold mandatory communication meetings. Agree on success metrics and review them frequently.
Stick ruthlessly to the planYour plan should have touch points with clear beginnings and ends. Stick to it with extreme focus. You’re in this for the long haul!
Measures of Success
What Does Success Look Like?1. Opportunity Goals2. Relationship Goals
SUCCESS METRICS
EARLY• New names in target account
(building out white space)
• Higher program engagement across multiple contacts
• Lift in website traffic from targeted accounts
MID• # of meetings set with target
accounts
• Marketing qualified leads in target accounts
• Program success with a target account
• Call connects with target accounts
LATE• Higher win rates
• Deeper and broader relationships within accounts
• # opportunities in targeted accounts
• Pipeline in targeted accounts
• Deal acceleration
• Multi-product, multi-year deals
Coverage
Customer Zero Project
Awareness
Website Reporting
Collaboration
Marketo Sales Insights
Engagement
Calls & Meetings
Focus on pipeline.
of marketers say that pipeline is the primary way they are measured – more than lead quality or quantity!Source: InsideView Market Report, 995 respondents, Oct 2015
Yay!
65%
Advanced Alignment
Dominant
• Iconic + magnetic + unfair advantage
• Enterprise-wide alignment
• Data science is a weapon
• Sustained leadership
Fragmented
• Ad hoc, manual• Random acts of sales
enablement• Focused on quantity,
list buying
Automated
• Consistent data collection + volume
• 3rd party data feeds• Islands of MA/CRM
Aligned
• Focused on right campaigns, sales initiatives
• Sales/marketing align• Identified addressable
market: shared view• Single source of truth:
MA/CRM• Continuous refresh
Orchestrated
• Proactive/ prescriptive account-based strategies
• Touch governance across the customer lifecycle
• True consultative selling
• Strategic CIO initiative
Go-to-Market Maturity Model
Targeting Intelligence
Back at the Office…Agree with your CEO that you have an alignment imperative.
Measure trust with your sales team and take action.
Review your funnel definitions.
Report on the same metrics. Focus on pipeline.
Bite the bullet and give marketing variable compensation.
Back at the Office…
Source: Sirius Decisions
Ultimate Success
Join us for ABM expert office hours at Booth 324!
@InsideView #SDSummit
Thank You!
Tracy EilerChief Marketing Officer
@tracyleiler
Andrea AustinVP of Enterprise Sales
@aaustin94965
Colleen RombachSr. Manager, Demand Gen
@colleenArombach
Ramona ElliottHead of Sales Development
@ramona_elliott