AlignYourSales&MarketingTeamsforABMSuccessTiffanyXia— MarketingLead,ChiliPiperAllieButter— AccountDevelopmentManager,BrightFunnel

Agenda

1. TheSales&MarketingLandscapeHasEvolved2. HowtoSetYourTeamupforanAccount-BasedApproach3. HowtoMinimizeLeaksinYourInboundProcess4. BestPracticesonAccount-BasedTerritoryManagement5. KnowledgeSharingAcrossRevenueTeams6. HowtoMeasuretheSuccessofYourABMEfforts

TheSales&MarketingLandscapeHasEvolved

Account-BasedSales&MarketingisWidespread

“Areyoucurrentlypracticingaccount-basedmarketing?”#FlipMyFunnelaskedmorethan250B2Bmarketers.Thedifferencewithin12monthsinastronomical.

Sales&MarketingGoalsareAligning

Historically,Marketerscaredaboutleads.• NumberofMQLs• NumberofSQLs• Numberofmarketing-sourcedopps• SubjectiveapprovalfromleadershipToday,Marketersarefocusedonrevenue.• Marketingsourcedpipeline&revenue• Marketinginfluencedpipeline&revenue• ROIofcampaigns&channels

“WhatisyourmaingoalwithABM?”

SalesDevelopmentisNowEssential

“In2016,we’veseensalesdevelopmentshiftfromatactical,juniorsalesroletoastrategicfunctionthatiscriticaltodrivingrevenuegrowth.”

- TOPO’s2016BenchmarkReport

“Salesdevelopmentrepsgenerateanaverageof12.3acceptedopportunitiespermonth.”

- InsideSales.comTheStateofSalesDevelopmentReport(Sept.2017)

“100%ofhigh-growthorganizationshavesalesdevelopmentorganizations.”

- TOPO’s2017BenchmarkReport

SettingYourTeamupforanAccount-BasedApproach

DefineYourIdealCustomerProfile

Analyzeyourbusiness:• Whoareyourcurrent

customers?Mostsuccessfulcustomers?Mostloyal?Mostprofitable?

• Whatareyourintegrationsandtechnologyrequirements?

• Whatareyourbusinessgoals?• What’sonyourproduct

roadmap?

DefineyourICP:• Desiredindustry(ies)• Companysizerange• Company’sexistingtechstack• Buyerpersona

PlanYourTerritories

Determinehowyouwouldliketosegmentyourtargetaccounts• HQgeographiclocation• Companysize• Industry/Vertical

Determinehowyouwouldliketosegmentyourreps:• Ownershipbyaccountsegmentationvs.evendistribution• ADR/AEPairingModelvs.RoundRobinSetup

SelectYourTargetAccounts

ApplyyourdesignatedICP—companysize,industry,techstack,etc.

Leveragepredictivetechnologytohelpyoufindtherightaccountsandcontacts.• Predictiveanalyticstoolswillidentifynew

“audiences”bothwithinandoutsideyourexistingdatabase.

• DateEnrichmentsolutionswillsupplementyourexistingcontactdatabaseandenableadd-onofnewcontactsatscale,helpingyourrepsreachdecision-makersfaster.

DefineYourCRMProcess&Parameters

1. Tieryouraccountstoenableprioritization2. Selectfield(s)thatwilldesignatetargetaccountsinyourCRM

a. Whatfieldsareessentialforyourreporting?(i.e.companysize,accounttier,ADRowner)

b. Defineclearrulesaroundaccountownershipforyourreps:• Salesforcepermissions(i.e.accountownershipchanges)• Guidelinesaroundexistingunnamedaccounts• Guidelinesaroundaddingnewaccounts

HowtoMinimizeLeaksinYourInboundProcess

Agreeingondefinitionsandprocessesacrossyourrevenueorganizationisimperative.• Definitionofaqualifiedmeeting• FollowupSLA• Ifleadisnotintargetaccount,wheredoesitgo?

Toolsoverlabor• Besuretomapleadstothe

correctaccountowners• Marketo• Salesforceprocessbuilder

• Availablesoftware• ChiliPiper• LeanData Data from the 2017 State of Inbound Report

Matchinginboundleadstothecorrectaccount

MarketingtoSalesHandoff

Currently,themarketingtosaleshandoffposesablackholeinyourfunnelwhereprospectscanloseengagementbetweenfillingoutyourformandbeingcontactedbysales.Painpoints:• Salesstillhastochasedowninbounds• Ensuringfairnessamongreps• Prospectsgoingdark• Schedulingbackandforthbetweenprospectandaccountteams

Test,optimize,andautomate!• A/Btestformlength• Usepredictivescoring• Connectprospectto

salesimmediately

MarketingtoSalesHandoff

• Decreases#fieldsinyourformwhileautomatingqualification

• Ensureallleadsarefollowedupwithintimelymanner

• Ensuredataisaccurate

Bestpracticespotlight

Considerthefollowingtodistribute• InboundSDR• Roundrobin• Companysize• Industry• Geographiclocation

Whatiftheleadisnotapartofyourtargetlistofaccounts?

BestPracticesonAccount-BasedTerritoryManagement

Unfairnessamongreps• Nowaytoaccountforvacations

andsickdays• ChangesmadeinSFDClaterare

notreflectedcorrectlyinthespreadsheet

LimitManualEntry

Automatecalendaravailabilityforyourdistributionstrategysorepscanschedulemeetings.

ChangesshouldautomaticallyreflectinSalesforce

VisibilityControls

Toolsoverlabor• Configure“queues”foryour

distributionrules• Accountownership• Geography• Companysize

• Distributemeetingsevenly

VisibilityControls

KnowledgeSharingAcrossRevenueTeams

HowtoMeasuretheSuccessofYourABMEfforts

• Weeklysales&marketingemailwithcontentcalendarforthecurrent/nextweek

• Internalresourcehub(i.e.Uberflip)

• Makeiteasy!• Summarizecontent• Prewritesocialcopy

Useyoursalesteamtopromoteyourcontent

Goal:1. Understandhowyourmarketingprogramsandsalesactivitieshave

influencedyourtargetaccounts.2. Determinetogetherhowyoucanbetterplanforfuturesuccess.

EstablishaGoal

1. TargetAccountPipelineandRevenue2. Account-basedRevenueFunnelAnalysis3. Account-basedSales&MarketingEngagement

DefinetheMetricsYou’dliketoTrack

• Whatpercentageofyourpipelineismadeupofyourtargetaccounts?

• Whatpercentageofnetnewrevenuehascomefromyourtargetaccounts?

• Targetaccountconversionratesvs.overallconversionrates

• TargetaccountACV• Targetaccountdealvelocity

ABMPipeline&Revenue

Account-BasedRevenueFunnelAnalysis

Analyzehowleadsfromyourtargetaccountsprogressfromstage-to-stageinyoursalesfunnel.

• Howareyourtargetaccountsengagingwithmarketing?Withsales?

• Whataccountsneedmoremarketing?Needmoreattentionfromsales?

• Howengagedaretargetaccountsbysegment?Bypersona?

Account-BasedMarketing&SalesEngagements

Lastly,leveragemulti-touchattributiontounderstandwhichmarketingprogramsaremosteffectivelydrivingtargetaccountpipelineandrevenue.

Account-BasedMarketing&SalesEngagements

ThankYou!