"Transitioning Your Sales Organization to Account-Based Marketing" presented by Todd McCormick and Lucas Ulloque at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.

1. Transitioning your Sales Organization to
Account-Based Marketing
Todd McCormick & Lucas Ulloque

2. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
INTRODUCTION
TODD McCORMICK
Chief Revenue Officer at Terminus
@TMcCormick2011
#OneTeam #FlipMyFunnel

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INTRODUCTION
LUCAS ULLOQUE
VP of Sales Development at Terminus
@UlloqueLucas
#OneTeam #FlipMyFunnel

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A TRUE TALE
OF ACCOUNT-BASED MARKETING
TRANSFORMATION
#OneTeam #FlipMyFunnel

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#OneTeam
#OneTeam #FlipMyFunnel

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Once upon a time there was a sales team…
and a marketing team.
Every day, sales was sales and
marketing was marketing.

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To drive efficient growth, we needed world-class ABM
● High volume, high growth, but low conversion
rates
● Wasting time on bad-fit accounts
● Inefficient, unpredictable,
unsustainable
● Lower volume, high growth, high
conversion rates
● Efficient, predictable, sustainable
● Work only best-fit accounts

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So as #OneTeam, we started preparing
for a long and exciting journey.

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● CEO buy-in midyear
● SDR leadership buy-in
● AE leadership buy-in
● Support from finance on
new comp model
● Build an ABM financial model
● Benchmark account conversion rates
● New tech for fit, intent, and
engagement data
● Marketing ready for real operational action!
Preparing for ABM vs High-Velocity

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#OneTeam = Fist Bump

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What We Changed (Really, Really Fast)
● Marketing owns account
selection and prioritization
● Defined target pool of
high-fit accounts
● Only work accounts with ICP
& predictive fit
● Selected quarterly Tier 1 with
Fit + Intent + Engagement for
ABM multi-channel campaigns
● We created a data-driven, dynamic
process for account prioritization and
sales triggers = working status
● Reduced numbers of SDR accounts
and quotas
● Focused on highly personalized
cadences and content
● Shifted to Account-Based SDRs (18)
and Inbound SDR (1)

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The ABM wizards got to work.

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Work only the accounts
that fit your ICP!
● Use Fit + Intent + Engagement
to select accounts
● Trigger campaigns and sales activity
from Intent & Engagement
● Marketing’s job is to deliver value
to target buyers and create
engagement
● Stop running your business on form fills!
● Stop muscling through with high-velocity outbound!

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Armed with a new revenue model and the right
technology, the #OneTeam set off on our journey.

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Account-Based Value Stream
Account Prioritization
Promote
Engaged Accounts
Expand to Additional Contacts as
Needed to Set Appt.
Gather Account Insight
Create Tailored,
Personalized Content Run the Play: Personalized
Phone + Social + Email + Video
Build Target Contacts
Progressive account-
based campaigns
+ +

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Surge Data within Salesforce

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Account Insights from Salesforce
Reps get daily insights to prioritize the accounts most likely to buy

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Marketo Insights within Salesforce

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Content & Cadences
Personalization @ scale
TIER 1
TIER 2
TIER 3
TIER LEVEL OF PERSONALIZATION EXAMPLE
Highly Personalized
• H2H to people
• 1:1 to companies
✓ Personalized cadences, executive touchpoints, H2H
videos, content streams, personal notes w/ direct mail
✓ 1:1 account-focused display ads, videos, content
portals, articles, collateral
Tailored
• By segment
• By industry
• By intent
Hundreds of Accounts
Tens of Accounts
✓ Vertically focused ads + content portals
+ blogs, collateral, papers, videos
✓ Intent-driven ads + content portals
+ video
Blogs, white papers, web pages, etc.
Broad
• Your most generic content built for
your target audienceUp to Thousands
of Accounts
ABMACCOUNTSEGMENTATION

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Triggers, Plays, & Campaigns
What happens when something happens?
This account
Enterprise Account
Does this
SELECTED AND TIERED
ENGAGEMENT ON HIGH
VALUE WEB PAGES
OPPORTUNITY - STAGE 2
This happens ● Account assigned to SDR
● SDR begins personalized
cadence
● Terminus account-based ads
● LinkedIn Sponsored Content
● Webinar & event invites
● SDR alerted
● SDR personalized
video
● SDR promotes key
content
● 1:1 Ad
● 1:1 Content Stream
● 1:1 ad progresses
● ABM book mailed
● CMO email & social
connect
● CRO email & social
connect
● Event lunch/dinner
invite

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• Win Rate from 1st Demo: +125%
• Demo to Interest Conversion Rate: +58%
• Average Deal Size: +35%
• Sales Cycle Length: -20 days
• Accounts are better qualified earlier in the
sales cycle
• AEs are only spending time on good-fit
accounts
• More time to tailor content and sales
conversations for each account and persona
• Seamless alignment between marketing and
sales
Results
QUANTITATIVE QUALITATIVE

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Lessons Learned
Marketers, be brave
and lead
The buck stops with
the CEO
Get aligned around the
right account-based
metrics
Arm Sales with Insights
and attack ABM
with continuous
improvement
No adventure worth having is without its challenges.
Communicate fearlessly, and you can overcome them!

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Together, we continue to scale the ABM mountain.

25. THANK YOU!