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#FlipMyFunnel Atlanta: Marketing-SDR Orchestration: The Fastest Path to Success
© 2016 TOPO. All rights reserved. www.topohq.com
TODAY’S AGENDA
1. My Background
2. Account Based Everything Overview
3. The Challenge of Orchestration (and the Solution)
4. Success Requirements
5. The Use Case (that happens to include a Use Case)
6. Takeaways
@funnelholic
© 2016 TOPO. All rights reserved. www.topohq.com
QUICK BACKGROUND
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© 2016 TOPO. All rights reserved. www.topohq.com
MEET TOPO
We’re an analyst firm that helps 100s of demand generation, sales development, and sales
organizations grow revenues in a scalable manner.
@funnelholic
© 2016 TOPO. All rights reserved. www.topohq.com
3 WAYS OF DELIVERING SCALABLE REVENUE GROWTH
1. PLAYBOOKSA customized “owner’s manual” for various sales or marketing functions
2. ADVISORYAnalyst support for big issues like process, org, and technology
3. TRAININGDetailed, engaging training on playbooks and best practices
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© 2016 TOPO. All rights reserved. www.topohq.com
OVER $20B IN REVENUE DEPENDS ON TOPO
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© 2016 TOPO. All rights reserved. www.topohq.com
HELLO, ACCOUNT-BASED EVERYTHING
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© 2016 TOPO. All rights reserved. www.topohq.com
WHAT IS ACCOUNT-BASED EVERYTHING?
Account-Based Everything is the coordination of personalized marketing, sales development, sales, and customer success efforts to
drive engagement and conversion at a targeted set of accounts
Account-Based
Mar
ketin
g
Sale
s D
evel
opm
ent
Sale
s
Cus
tom
er
Succ
ess
TargetedIntelligence-
driven
Orchestrated
Personalized
High Frequency
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© 2016 TOPO. All rights reserved. www.topohq.com
5 DEFINING ATTRIBUTES OF ACCOUNT-BASED EVERYTHING
ATTRIBUTE EXAMPLE
1. Targeted, high value accounts Accounts that meet pro forma CLTV target based on # of employees
2. Intelligence-driven programs/campaigns
Account insights inform custom campaigns with high conversion rates
3. Orchestration across marketing, sales, sales development…
Outbound sales development is today’s most effective Account-Based tactic
4. Valuable and personalized buyer experiences
Customized customer workshop leveraging their data
5. Coordinated high effort/frequency outreach
Executive outreach is coordinated with key marketing event
@funnelholic
© 2016 TOPO. All rights reserved. www.topohq.com
5 DEFINING ATTRIBUTES OF ACCOUNT-BASED EVERYTHING
ATTRIBUTE EXAMPLE
1. Targeted, high value accounts Accounts that meet pro forma CLTV target based on # of employees
2. Intelligence-driven programs/campaigns
Account insights inform custom campaigns with high conversion rates
3. Orchestration across marketing, sales, sales development…
Outbound sales development is today’s most effective Account-Based tactic
4. Valuable and personalized buyer experiences
Customized customer workshop leveraging their data
5. Coordinated high effort/frequency outreach
Executive outreach is coordinated with key marketing event
@funnelholic
© 2016 TOPO. All rights reserved. www.topohq.com
THE ORCHESTRATION CHALLENGE (AND THE SOLUTION)
@funnelholic
© 2016 TOPO. All rights reserved. www.topohq.com
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MARKETING/SALES DEVELOPMENT
Deep discoveryAccount-
based ads
Custom pitch
Custom workshop
BU
YE
R E
NG
AG
EM
EN
T
Custom LP/content
Custom webinar
Physical event
Physical promo
Executive outreach
Personalized outreach
Deep research
Content share
Account-Based ads
Custom demo
Content selling
White glove trial
Custom proposal/ business case
Hands-on onboarding
Account insights
Customer events
Use case campaign
Use case campaign
Personalized outreach
Executive outreachCustomer workshop
SALES PROCESS CUSTOMER SUCCESS/ACCOUNT MGMT
Coordination of different activities, programs and campaigns used by marketing, sales development, and sales to:• Distribute offers to the target account, or set of accounts• Connect with multiple stakeholders within the target account(s), and;• Drive higher engagement within the account(s).
ORCHESTRATION IS THE EXCITING PART
@funnelholic
© 2016 TOPO. All rights reserved. www.topohq.com
BUT IS ALSO THE SCARIEST…
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9
10
MARKETING/SALES DEVELOPMENT
Deep discoveryAccount-
based ads
Custom pitch
Custom workshop
BU
YE
R E
NG
AG
EM
EN
T
Marketing
Sales Development
Sales
Customer Success
Account Management
Custom LP/content
Custom webinar
Physical event
Physical promo
Executive outreach
Personalized outreach
Deep research
Content share
Account-Based ads
Custom demo
Content selling
White glove trial
Custom proposal/ business case
Hands-on onboarding
Account insights
Customer events
Use case campaign
Use case campaign
Personalized outreach
Executive outreachCustomer workshop
SALES PROCESS
CUSTOMER SUCCESS/ACCOUNT
MGMT
@funnelholic
© 2016 TOPO. All rights reserved. www.topohq.com
MARKETING - SDR COLLABORATION IS THE FASTEST PATH TO ORCHESTRATION…AND RESULTS
100% OF ORGANIZATIONS THAT ARE MEETING OR EXCEEDING THEIR OBJECTIVES IN LESS THAN A YEAR ARE
LEVERAGING SALES DEVELOPMENT
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© 2016 TOPO. All rights reserved. www.topohq.com
AND SALES DEV IS READY FOR YOU
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© 2016 TOPO. All rights reserved. www.topohq.com
THE KEY REQUIREMENTS FOR MARKETING-SDR ORCHESTRATION
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© 2016 TOPO. All rights reserved. www.topohq.com
SUCCESS REQUIRES MINDSET CHANGE
1. Kill the MQL and focus on the SQL
2. Work on the same set of ICP accounts (and contacts)
3. Transform outbound SDR team to Account-Based SDRs
4. Design orchestration across SDRs and Demand Gen
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© 2016 TOPO. All rights reserved. www.topohq.com
Contact MQL SDR MEETING OPPORTUNITY WON
WIN METRICS• Deal Velocity• Win Rates• Average Contract Value
(ACV)• Lifetime Value (LTV)
MQA
1. MOVE FROM MQLS TO PIPELINE & WIN METRICS
Shift in Focus
PIPELINE METRICS• SDR Meetings• Target Account Pipeline
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© 2016 TOPO. All rights reserved. www.topohq.com
Status Quo = 3 (or more) distinct databases
ACCOUNT-BASED = Unified ICP database
2. CREATE ONE COMPLETE ICP DATABASE
MARKETING CONTACTS
SDR DATABASE
SALES DATABASE
ICP DATABASE
ICP Alignment
ATTRIBUTE DEFINITION
Ad Spend >$50M/year ad spend
Geos North America, EMEA, APAC
Industries • Financial Services• Automotive
Behaviors • $15M/year tech spend• 25+ campaigns
70-100% complete CRM
data (target accounts and key personas
Target List Unified Database
Campaign Account Selection
CAMPAIGN DB
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© 2016 TOPO. All rights reserved. www.topohq.com
3. DESIGN ACCOUNT-BASED SDR ORGANIZATION
Account-Based SDRsHybrid (inbound/outbound)Maniacally focusedSupported by Marketing
Inbound SDRsImmediate follow-up on non-assigned MQLs.
< 60 min response
time
ICP DATABASEOutbound Marketing Touches
Response
Outbound Multi-Channel
Pattern
Meeting Set
Lead Follow-up M.C. Pattern
Auto-Convert
Marketing Campaigns
Meeting Set
Touch PatternResponse
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© 2016 TOPO. All rights reserved. www.topohq.com
4. DESIGN AN ORCHESTRATION PLAN
DAY PLAY OWNERDay 1 Account-based Ads MarketingDay 1 Launch web personalization MarketingDay 4 Direct Mail Invite MarketingDay 4 Digital invite MarketingDay 6 Triple Touch (could include Twitter) SDR
Day 8 Double Touch: Top of inbox email SDRDay 11 Double Touch: Personalized Video SDRDays 11-13 War-Dial SDRDay 17 Event MarketingDay 19 Digital Event Follow-up MarketingDay 20 Double Touch: Event highlight email SDR
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© 2016 TOPO. All rights reserved. www.topohq.com
THE USE CASE (THAT HAPPENS TO BE ABOUT A USE CASE)
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© 2016 TOPO. All rights reserved. www.topohq.com
USE CASE - FASTEST PATH TO RUNNING CAMPAIGN
A use case that covers methodology, process, strategic initiatives (vs. simply product examples) has shown equally results to templatized research calls-to-action
• SDRs/sales identify relevant use case for prospect
• SDR/sales call-to-action is to talk specifically about the use case
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© 2016 TOPO. All rights reserved. www.topohq.com
EXECUTE ORCHESTRATED CAMPAIGNS AND DRIVE BETTER OUTBOUND RESULTS
SDRs send customized outreach based on persona. Messaging centers on the use case
Marketing Air Cover
ICP DATABASE
Response
Outbound Outreach
High-Value CTA
Lead Follow-up
Auto-Convert
AB-Ads
Campaign is focused on relevant target accounts
LinkedIn Ads Targeted SEO Personalization
Pre-SDR Campaign
Direct Mail
Digital Send (Use Case)
Marketing begins 3 days to 2 weeks before SDRs
Blog Post
Marketing “air-cover” begins immediately and runs throughout the campaign
Call-to-action is to discuss the use case (not pitch)
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© 2016 TOPO. All rights reserved. www.topohq.com
TAKEAWAYS
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© 2016 TOPO. All rights reserved. www.topohq.com
ORCHESTRATION – IT’S NOT THAT HARD
1. Start with marketing – SDR collaboration before full-scale orchestration
2. Just aligning efforts on the same accounts and contacts will reap benefits
3. The SDR org will need a slight re-design to support your efforts
4. Create a plan – not just for you but for the SDRs as well
5. Campaign content doesn’t have to be complex just relevant and consistent
6. And remember, it’s not about the MQL anymore
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#FlipMyFunnel #ABM@funnelholic