Date post: | 20-Jan-2017 |
Category: |
Marketing |
Upload: | demandbase |
View: | 417 times |
Download: | 0 times |
KEYS TO SALES AND MARKETING ALIGNMENT SUCCESSHIGH PERFORMANCE ABM
Lisa AmesVP Demand Generation | Demandbase
Geoff KahlerDirector, Global B2B Digital & Media | CenturyLink
FRI Metrics, Measurements and KPIs
Keys to Sales & Marketing Alignment SuccessTUESWEDTHURS
Building Your Target Account List
ABM Across the Funnel
MON ABM Fundamentals
@Demandbase #ABMwebseries
HIGH PERFORMANCE ABM WEBINAR SERIESEVERYDAY 10 AM PT
© 2016 Copyright Demandbase
GEOFF KAHLERDirector, Global B2B Digital & MediaCenturyLink@geoffkahler
TODAY’S PRESENTERS
LISA AMESVP Demand GenerationDemandbase@lisa_m_ames
• The basics
• Identifying stakeholders
• Establishing alignment
• Institutionalizing alignment
• Achieving that alignment
• Q&A
AGENDA
THE BASICS
© 2016 Copyright Demandbase
Marketing is integral to the Sales process
- SiriusDecisions, 2013
67% of the buyers journey is
now done digitally.
© 2016 Copyright Demandbase
Metrics and Goals Alignment
Operational Alignment
Philosophical Alignment
SALES & MARKETING ALIGNMENT
TARGETACCOUNTS
MARKETINGPROGRAMS
MEASUREMENT
Positioning/Attribute Targeting
Company Size or Industry Targeting
Sales Cycle Targeting
Analog and DigitalFull Funnel
Bottom of the Funnel/Lead Generation
Full Funnel Digital
Business Outcomes
Campaign Performance
Revenue Performance
TIER 1
TIER 2
TIER 3
Alignment is the Cornerstone for ABMABM Maturity Model
© 2016 Copyright Demandbase
MA
TU
RIT
Y
© 2016 Copyright Demandbase
Getting to That Alignment
Institutionalizing Alignment
Establishing Alignment
Identifying Stakeholders
Metrics and Goals Alignment► shared across teams► connected to business impact
Operational Alignment► target account selection► planning and execution cadence
Philosophical Alignment► shared belief in account-based
approach► commitment to collaboration
MA
TU
RIT
Y
© 2016 Copyright Demandbase
B2B Marketer
© 2016 Copyright Demandbase
• Less time wasted sifting through unqualified leads
• Focused pipeline generation and acceleration
• Visibility into Marketing’s impact
MARKETING
Benefits of Sales & Marketing Alignment
SALES
• Efficient use of resources
• Collaborative relationship with Sales
• Direct impact to the company’s revenue goals
IDENTIFYING STAKEHOLDERS
© 2016 Copyright Demandbase
Marketing OperationsSales
Senior Leaders in…
Build Your ABM Leadership Team
© 2016 Copyright Demandbase
© 2016 Copyright Demandbase
ABM Leadership Team: Responsibilities
Staff to New ABM Focus Communicate Objectives Reset Expectations Ensure Compliance Collaborate Regularly Reinforce the Target Account List
ESTABLISHING ALIGNMENT
© 2016 Copyright Demandbase
Build & Brand Your Target Account List
These are the companies that are most likely to buy from you, due to characteristics that set them up for success.
Shares Focus
Aligns Resources
Facilitates Compliance
Role of the List:
© 2016 Copyright Demandbase
Approaches to Target Account List Building
How You Build the
List TARGET MOST SUCCESSFUL SEGMENT(S)
USE AN ACCOUNT IDENTIFICATION TOOL
ITERATIVE/COMBINATION
List Focus:
By Geo
By Product Target
Type
By Industry
By Company Size
12
345
© 2016 Copyright Demandbase
Segment your target account list
Segments you select must have discrete business objectives that marketing can build programs to support
© 2016 Copyright Demandbase
Target Account ListIt’s a collaborative process
Build and brand an initial list
Secure agreement from ABM Leadership Team
Verify and iterate with field sales and inside sales
Update at regular intervals
1
2
3
4
INSTITUTIONALIZING ALIGNMENT
© 2016 Copyright Demandbase
Aligning Metrics and GoalsCreates the right behaviors
Encourages open lines of communicationsNecessitates collaboration
Sets expectations and accountabilityMarketing productionSales executions
Connects Marketing to business outcomesUse campaign metrics as leading indicators for Pipeline, Revenue, ACV, Velocity, Close Rate
© 2016 Copyright Demandbase
B2B Marketer
© 2016 Copyright Demandbase
Look Backward to Move ForwardSet benchmarks based on past performance
Campaign/Event EvaluationTarget vs. Non-Target
MQL Pipeline CloseVelocity, ACV, Close Rate
Understand your sales cycleDetermine pipeline goals based on revenue projections and historical conversion metricsBuild goals at each level within the organization to support these numbers
© 2016 Copyright Demandbase
Supply your Teams with Useful DataBase reporting and dashboard on Target Account List
Unique Target Accounts touched
Inquiries from Target Accounts
Target Accounts on Website
Review pipeline Pipeline goal & achievement
Pipeline & won by campaign type
Pipeline & won by sales rep
Pipeline available to close
Pipeline trends
ACHIEVING THAT ALIGNMENT
© 2016 Copyright Demandbase
ABM – Top 10 Practical Lessons1. Have A Reason (Why ABM?)2. Build Believers3. Find Pockets Of Opportunity4. Get Your Technology In Place5. Make Ops Your Best Friend6. Dig In On Account Planning7. Evaluate Your Content8. Prep Your Sellers9. Share Success10. Be Nimble And Evolve
© 2016 Copyright Demandbase
ABM – Top 10 Practical Lessons What’s the problem you’re trying to
solve?
Where is there pain?
Where is the opportunity?
Be sure you can state it simply, and directly.
1. Have A Reason (Why ABM?)
2. Build Believers
3. Find Pockets Of Opportunity
4. Get Your Technology In Place
5. Make Ops Your Best Friend
6. Dig In On Account Planning
7. Evaluate Your Content
8. Prep Your Sellers
9. Share Success
10. Be Nimble And Evolve
© 2016 Copyright Demandbase
ABM – Top 10 Practical Lessons Identify your lead evangelist.
ABM is an organizational philosophy, not a marketing or sales strategy.
Take every opportunity to sell the ABM story internally.
Customize your story (Sales, Marketing, Ops, Execs, Field Marketing).
What’s in it for them? What’s your ask?
1. Have A Reason (Why ABM?)
2. Build Believers
3. Find Pockets Of Opportunity
4. Get Your Technology In Place
5. Make Ops Your Best Friend
6. Dig In On Account Planning
7. Evaluate Your Content
8. Prep Your Sellers
9. Share Success
10. Be Nimble And Evolve
© 2016 Copyright Demandbase
ABM – Top 10 Practical Lessons Stack the deck in your favor and find
places to pilot and win.
Where do you have a distinct advantage? (customer segments, verticals)
Is there a core team in your org that gets it?
In what accounts do you have the best sales relationships?
1. Have A Reason (Why ABM?)
2. Build Believers
3. Find Pockets Of Opportunity
4. Get Your Technology In Place
5. Make Ops Your Best Friend
6. Dig In On Account Planning
7. Evaluate Your Content
8. Prep Your Sellers
9. Share Success
10. Be Nimble And Evolve
© 2016 Copyright Demandbase
ABM – Top 10 Practical Lessons Carve out a team to get your ABM
technology stack in order.
Get the core components in place to support your ABM pilot…
…but be sure you have your bigger integration points on radar.
Define the reports you want and get your tagging in place. (We are still working on this. It’s a process.)
1. Have A Reason (Why ABM?)
2. Build Believers
3. Find Pockets Of Opportunity
4. Get Your Technology In Place
5. Make Ops Your Best Friend
6. Dig In On Account Planning
7. Evaluate Your Content
8. Prep Your Sellers
9. Share Success
10. Be Nimble And Evolve
© 2016 Copyright Demandbase
ABM – Top 10 Practical Lessons We are a Salesforce.com company.
It was critical that our Sales Ops team understood what we were doing.
They worked with us to make exceptions, pass data, created custom dashboards and reports.
1. Have A Reason (Why ABM?)
2. Build Believers
3. Find Pockets Of Opportunity
4. Get Your Technology In Place
5. Make Ops Your Best Friend
6. Dig In On Account Planning
7. Evaluate Your Content
8. Prep Your Sellers
9. Share Success
10. Be Nimble And Evolve
© 2016 Copyright Demandbase
ABM – Top 10 Practical Lessons See point #3.
Don’t over engineer account selection at this stage.
DO NOT let Marketing select accounts without Sales alignment.
Plan. Execute. Learn. Modify.
Get more granular on account selection based on learning.
1. Have A Reason (Why ABM?)
2. Build Believers
3. Find Pockets Of Opportunity
4. Get Your Technology In Place
5. Make Ops Your Best Friend
6. Dig In On Account Planning
7. Evaluate Your Content
8. Prep Your Sellers
9. Share Success
10. Be Nimble And Evolve
© 2016 Copyright Demandbase
ABM – Top 10 Practical Lessons See point #3 again.
Where do you have the best story to tell and the content to tell it?
Be sure you have content to support the entire buyer journey – top of funnel through sales engagement
Anticipate the dialogue that will take place at each step.
1. Have A Reason (Why ABM?)
2. Build Believers
3. Find Pockets Of Opportunity
4. Get Your Technology In Place
5. Make Ops Your Best Friend
6. Dig In On Account Planning
7. Evaluate Your Content
8. Prep Your Sellers
9. Share Success
10. Be Nimble And Evolve
© 2016 Copyright Demandbase
ABM – Top 10 Practical Lessons ABM with Demandbase offers sellers
new insights and capabilities.
Tell ‘em what they’ll get, where to find it and how to use it.
Be sure they are ready. Data starts flowing immediately.
Jump on it.
1. Have A Reason (Why ABM?)
2. Build Believers
3. Find Pockets Of Opportunity
4. Get Your Technology In Place
5. Make Ops Your Best Friend
6. Dig In On Account Planning
7. Evaluate Your Content
8. Prep Your Sellers
9. Share Success
10. Be Nimble And Evolve
© 2016 Copyright Demandbase
1. Have A Reason (Why ABM?)
2. Build Believers
3. Find Pockets Of Opportunity
4. Get Your Technology In Place
5. Make Ops Your Best Friend
6. Dig In On Account Planning
7. Evaluate Your Content
8. Prep Your Sellers
9. Share Success
10. Be Nimble And Evolve
ABM – Top 10 Practical Lessons The true impact of ABM takes place
over time – the first year.
Talk to sellers, find use cases, and wins. Start sharing small victories. It will build momentum.
If you have done #6 right, it’s mutual ownership and success!
© 2016 Copyright Demandbase
ABM – Top 10 Practical Lessons ABM is a journey. It’s not without its
bumps and some bruises.
Don’t be surprised if you say, “I wish I’d thought of that before…”
Just get going. Learn. Keep pushing.
1. Have A Reason (Why ABM?)
2. Build Believers
3. Find Pockets Of Opportunity
4. Get Your Technology In Place
5. Make Ops Your Best Friend
6. Dig In On Account Planning
7. Evaluate Your Content
8. Prep Your Sellers
9. Share Success
10. Be Nimble And Evolve
© 2016 Copyright Demandbase
ABM – Practical Lesson #11
ABM is a Catalyst
Real Sales and Marketing Alignment
Shared Accountability
New Energy!
Q&A
THANK YOU
#ABMwebseries@Demandbase