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Align Your Sales and Marketing Teams for ABM Success


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Sales and marketing teams are working closer than ever before, but getting things to align across your entire revenue org isn't always easy. BrightFunnel and ChiliPiper share their tips for aligning your sales and marketing teams for account-based marketing success!

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Align Your Sales and Marketing Teams for ABM Success

  1. 1. Align Your Sales & Marketing Teams for ABM Success Tiffany Xia — Marketing Lead, Chili Piper Allie Butter — Account Development Manager, BrightFunnel
  2. 2. Agenda 1. The Sales & Marketing Landscape Has Evolved 2. How to Set Your Team up for an Account-Based Approach 3. How to Minimize Leaks in Your Inbound Process 4. Best Practices on Account-Based Territory Management 5. Knowledge Sharing Across Revenue Teams 6. How to Measure the Success of Your ABM Efforts
  3. 3. The Sales & Marketing Landscape Has Evolved
  4. 4. Account-Based Sales & Marketing is Widespread “Are you currently practicing account-based marketing?” #FlipMyFunnel asked more than 250 B2B marketers. The difference within 12 months in astronomical.
  5. 5. Sales & Marketing Goals are Aligning Historically, Marketers cared about leads. • Number of MQLs • Number of SQLs • Number of marketing-sourced opps • Subjective approval from leadership Today, Marketers are focused on revenue. • Marketing sourced pipeline & revenue • Marketing influenced pipeline & revenue • ROI of campaigns & channels “What is your main goal with ABM?”
  6. 6. Sales Development is Now Essential “In 2016, we’ve seen sales development shift from a tactical, junior sales role to a strategic function that is critical to driving revenue growth.” - TOPO’s 2016 Benchmark Report “Sales development reps generate an average of 12.3 accepted opportunities per month.” - The State of Sales Development Report (Sept. 2017) “100% of high-growth organizations have sales development organizations.” - TOPO’s 2017 Benchmark Report
  7. 7. Setting Your Team up for an Account-Based Approach
  8. 8. Define Your Ideal Customer Profile Analyze your business: • Who are your current customers? Most successful customers? Most loyal? Most profitable? • What are your integrations and technology requirements? • What are your business goals? • What’s on your product roadmap? Define your ICP: • Desired industry(ies) • Company size range • Company’s existing tech stack • Buyer persona
  9. 9. Plan Your Territories Determine how you would like to segment your target accounts • HQ geographic location • Company size • Industry/Vertical Determine how you would like to segment your reps: • Ownership by account segmentation vs. even distribution • ADR/AE Pairing Model vs. Round Robin Setup
  10. 10. Select Your Target Accounts Apply your designated ICP — company size, industry, tech stack, etc. Leverage predictive technology to help you find the right accounts and contacts. • Predictive analytics tools will identify new “audiences” both within and outside your existing database. • Date Enrichment solutions will supplement your existing contact database and enable add-on of new contacts at scale, helping your reps reach decision-makers faster.
  11. 11. Define Your CRM Process & Parameters 1. Tier your accounts to enable prioritization 2. Select field(s) that will designate target accounts in your CRM a. What fields are essential for your reporting? (i.e. company size, account tier, ADR owner) b. Define clear rules around account ownership for your reps: • Salesforce permissions (i.e. account ownership changes) • Guidelines around existing unnamed accounts • Guidelines around adding new accounts
  12. 12. How to Minimize Leaks in Your Inbound Process
  13. 13. Agreeing on definitions and processes across your revenue organization is imperative. • Definition of a qualified meeting • Follow up SLA • If lead is not in target account, where does it go?
  14. 14. Tools over labor • Be sure to map leads to the correct account owners • Marketo • Salesforce process builder • Available software • Chili Piper • LeanData Data from the 2017 State of Inbound Report Matching inbound leads to the correct account
  15. 15. Marketing to Sales Handoff Currently, the marketing to sales handoff poses a black hole in your funnel where prospects can lose engagement between filling out your form and being contacted by sales. Pain points: • Sales still has to chase down inbounds • Ensuring fairness among reps • Prospects going dark • Scheduling back and forth between prospect and account teams
  16. 16. Test, optimize, and automate! • A/B test form length • Use predictive scoring • Connect prospect to sales immediately Marketing to Sales Handoff
  17. 17. • Decreases # fields in your form while automating qualification • Ensure all leads are followed up with in timely manner • Ensure data is accurate Best practice spotlight
  18. 18. Consider the following to distribute • Inbound SDR • Round robin • Company size • Industry • Geographic location What if the lead is not a part of your target list of accounts?
  19. 19. Best Practices on Account-Based Territory Management
  20. 20. Unfairness among reps • No way to account for vacations and sick days • Changes made in SFDC later are not reflected correctly in the spreadsheet Limit Manual Entry
  21. 21. Automate calendar availability for your distribution strategy so reps can schedule meetings. Changes should automatically reflect in Salesforce Visibility Controls
  22. 22. Tools over labor • Configure “queues” for your distribution rules • Account ownership • Geography • Company size • Distribute meetings evenly Visibility Controls
  23. 23. Knowledge Sharing Across Revenue Teams
  24. 24. How to Measure the Success of Your ABM Efforts
  25. 25. • Weekly sales & marketing email with content calendar for the current/next week • Internal resource hub (i.e. Uberflip) • Make it easy! • Summarize content • Prewrite social copy Use your sales team to promote your content
  26. 26. Goal: 1. Understand how your marketing programs and sales activities have influenced your target accounts. 2. Determine together how you can better plan for future success. Establish a Goal
  27. 27. 1. Target Account Pipeline and Revenue 2. Account-based Revenue Funnel Analysis 3. Account-based Sales & Marketing Engagement Define the Metrics You’d like to Track
  28. 28. • What percentage of your pipeline is made up of your target accounts? • What percentage of net new revenue has come from your target accounts? • Target account conversion rates vs. overall conversion rates • Target account ACV • Target account deal velocity ABM Pipeline & Revenue
  29. 29. Account-Based Revenue Funnel Analysis Analyze how leads from your target accounts progress from stage-to-stage in your sales funnel.
  30. 30. • How are your target accounts engaging with marketing? With sales? • What accounts need more marketing? Need more attention from sales? • How engaged are target accounts by segment? By persona? Account-Based Marketing & Sales Engagements
  31. 31. Lastly, leverage multi-touch attribution to understand which marketing programs are most effectively driving target account pipeline and revenue. Account-Based Marketing & Sales Engagements
  32. 32. Thank You!