[InsideView Webinar] Account-Based Marketing & Selling: Evolving Your Customer Engagement
Webinar | Zero to Account Plan in 6 Contact Hours
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Transcript of Webinar | Zero to Account Plan in 6 Contact Hours
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Zero to Account Plan in 6 Contact Hours
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© The TAS Group 2014
Before We Begin 1 You will receive a link to a recording of today’s webinar.
Watch for it in email.
2 The recording will also be available on our website thetasgroup.com, in the Resources section.
3 Enter your questions in the Questions box or tweet to @thetasgroup.
4 Join the conversation on Twitter: #AccountPlanning
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© The TAS Group 2014
Billy Martin Sr. Manager, Salesforce Marketing Cloud,
Global Sales Enablement
Mark Handron VP Strategic Alliances
Maureen Blandford EVP Marketing
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© The TAS Group 2014
maximize revenue from key accounts 53% + 41% gain access to key players 54% + 30%
Sales Reps who say they can … Increase quota attainment by …
Source: Dealmaker Index Global Sales Benchmark Study
uncover customer business problems 61% + 28%
We Know…
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© The TAS Group 2014
Cost of Acquiring Business – Existing / New Customers
6 Times More Costly to Acquire
1x 2x 3x 4x 5x 6x
$1
$6
Source: (1) Marketing Metrics, (2) Bain & Company 50% 0%
Existing Customer
75% 25%
5% - 20%
Existing Customer
New
60% - 70%
New Customer
Probability of Winning Business – Existing / New Customers
Growth Matters
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© The TAS Group 2014
Source: Account Planning in Salesforce, Daly 2013
The Customer Lifecycle
1. Prospect
2. Customer
3. Loyal Customer
4. ______________
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© The TAS Group 2014
Source: Account Planning in Salesforce, Daly 2013
1. Prospect
2. Customer
3. Loyal Customer
The Customer Lifecycle
4. Former Customer
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Billy Martin Salesforce Marketing Cloud Global Sales Enablement Team [email protected]
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Corporate Landscape
BLUE Salesforce Org
ORANGE Salesforce Org
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<10 ACCOUNTS
Single Account Growth Plan
<20 ACCOUNTS
Single + Multi Account Growth Plan / Portfolio Plan
>30 ACCOUNTS
Multi Account Portfolio Plan
Strategic Enterprise BU
Install Base BU
Enterprise BU
Our Slice of the World Top-Down and Bottom-Up Approach
Sol-Con
Biz-Con
CSM’s
BDR’s
Extended Team Participants
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Tracking Impact on the Business Generating Pipeline and Driving Collaboration
250+ Portfolio Plans 180+ Growth Plans 4000+ Opportunities $600+M in Pipeline
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The Account Executive’s Journey “Zero to Portfolio Plan” in Six Contact Hours
On Demand Videos
(1 Hour)
Hands-On
Build Webinar
(2 Hours)
1:1 Virtual Office
(1 Hour)
Self-Tweak Plan
(2 Hours)
On-Site Session (Optional)
(6 Hours)
Coaching and Peer Review
(1 Hour)
Present Plan to Leaders
(30 Minutes)
Maintain and QBR
LEARN PHASE APPLY PHASE
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Whitespace = Like
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Political Maps = Like
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Key Program Goals
“Plan to Make Plan”
Clear & Articulate Strategy
Pipeline Coverage & Whitespace
Relationships
Strategic Objectives & Tactical Actions
How will you achieve your revenue goal for this account / territory?
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Tracking and Coaching It’s all about coaching both management and sales teams.
In The Plan In Dashboards
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Present Like (and To) an Executive Playbook for AEs and RVPs
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Prescriptive Guidance and Coaching Set Expectations for Adoption
Frequency
The Play
Payoff
Game Plan
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Ultimate Goal One Plan – One Tool – One Story
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Lessons Learned What worked … and what we need to focus more on.
• Executive Sponsorship • Management Support • Team Collaboration • On-Site Workshops
• Driving Continued Adoption • Providing Quality Coaching • Supporting the High Touch Model • Tracking Lift from Planning Process
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© The TAS Group 2014
Q A
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Zero to Account Plan in 6 Contact Hours