Aligned to Achieve:HOW TO UNITE YOUR TEAMS INTO A SINGLE FORCE

FOR GROWTH

Tracy EilerChief Marketing Officer,

InsideView

Andrea AustinVP of Enterprise Sales,

InsideView

• An Age-Old Problem

• A Plan for Alignment

• 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:

A Plan for Alignment

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

ABM enriches lead

generation with

account-specific tactics

Traditional Demand Gen vs. ABM

Source: Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester report

Several Approaches

LARGE ACCOUNT

Very small number of large

existing or targeted accounts

NAMED ACCOUNT

Moderate or larger number of defined

existing or targeted accounts

DEEPEN CUSTOMER

RELATIONSHIPS

Moderate or larger number of existing

customers that receive differentiated outreach

NEW MARKETS

Any 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

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: 169

New Logos: 138

Our ABM Breakdown

CUSTOMER ZERO PROJECT

Engage, Close, & Grow

ABM Engagement Design

Types of Programs Programs Marketing/Field MuscleTarget Accounts

Tier 1 Tier 2 Tier 3

Direct Mail Low-Cost Direct Mail Low Yes Yes No

High-Cost Direct Mail High Yes No No

In-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 No

Online 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 Yes

Sales 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 No

Internal Communications Included in regular review meetings High Yes No No

Orchestrate Activity Across Teams

Every touch

is a “give”

Source: InsideView

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 Goals

2. 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

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

Get Aligned

and Stay in Touch!

• Expert office hours at Booth 831

• Book signing Tuesday 1-1:30 PM

Thank You!