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