What You'll Learn: - Best practices for building effective account maps and influence maps - How to leverage account maps to conduct better discovery calls, improve targeting, and increase win rates - How to improve effectiveness of 1:1s and deal reviews through influence mapping - How account maps have helped sales reps at Box and LookBook close bigger deals

1. How to 10x Your Sales
Productivity by Mapping Your
Account Contacts
SALES HACKER WEBINAR
@saleshacker

2. Hosted by:
Dan Cook
SVP of Sales and Customer Success
Max Altschuler
Founder and CEO

3. The Evolution
in the Sales
Landscape
The Gap in
Today’s Sales
Technology
Account Maps:
The Underutilized
Key to Success
Agenda
How We Use
Account Maps at
Lucidchart
9 Steps to
Building Account
Maps

4. Dan Cook
“ “ Joined Lucid in 2014 and has played a critical role in
scaling Lucid’s sales and customer organizations
 Built key sales motions in helping Lucid transition from a
solely freemium modeled company to a robust B2B sales
company.
“TBD based on how this webinar goes”
-- Max Altschuler

5.  Earned results for brands such as: MLB, Grainger, Mattermark,
Contactually, DocSend, Klipfolio, Pipedrive, Sales Hacker, GoSkills.
 Built a conversion focused SEO program @ Pipedrive, ranking #1 for
high-vol. terms like “Sales Management”
“His SEO and content strategy chops, auditing, and analysis skills are
world-class. Gaetano's SEO audits contained a level of depth that was far
superior to any agency I have ever seen.”
– Brad Zomick, VP Marketing @ Pathgather
Max Altschuler
“ “

6. The Evolution
in the Sales
Landscape
The Gap in
Today’s Sales
Technology
Account Maps:
The Underutilized
Key to Success
9 Steps to
Building
AccountMaps
How We Use
Account Maps at
Lucidchart

7. The Old School Sale
DisorganizedDisconnected

8. Today’s CRM

9. Every sale is a complex sale
5.4
people
have to sign off in
today’s B2B
purchase decision
Group conflicts peak
in the sales journey
early
It’s no longer about
getting to the
1 person
that will sign off.
“The best way to build
customer
consensus
is… to more effectively
connect customer
stakeholders...”
-CEB

10. Every sale is a complex sale
5.4
people
have to sign off in
today’s B2B
purchase decision
Group conflicts peak
in the sales journey
early
It’s no longer about
getting to the
1 person
that will sign off.
“The best way to build
customer
consensus
is… to more effectively
connect customer
stakeholders...”
-CEB
Consensus is key

11. The Evolution
in the Sales
Landscape
The Gap in
Today’s Sales
Technology
Account Maps:
The Underutilized
Key to Success
9 Steps to
Building Account
Maps
How We Use
Account Maps at
Lucidchart

12. Today’s CRM

13. What we’ve seen at Lucidchart

14. Our Results
Larger deal sizes
Deeper executive sponsorship
Increased upsell value and frequency
Deeper awareness across all teams and accounts
Increased engagement and relationships

15. The Evolution
in the Sales
Landscape
The Gap in
Today’s Sales
Technology
AccountMaps: The
Underutilized Key
to Success
9 Steps to
Building Account
Maps
How We Use
Account Maps at
Lucidchart

16. Account Maps: The Missing Piece

17. o Discover and understand key relationships
o Identify new potential avenues for revenue
o Streamline deal reviews and 1:1s
o Ease the pain of onboarding and territory
realignment
Purpose of an Account Map

18. The Evolution
in the Sales
Landscape
The Gap in
Today’s Sales
Technology
Account Maps:
The Underutilized
Key to Success
9 Steps to
Building Account
Maps
How We Use
Account Maps at
Lucidchart

19. Pro Tip:

20. Bring all relevant contacts into view1

21. Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Attach relevant information2
Add key notes,
references, and
other critical
information

22. Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Build out the org chart / hierarchy3

23. Name
Title
Champion
Name
Title
Name
Title
Influencer
Name
Title
Blocker
Name
Title
Blocker
Name
Title
Decision Maker
Name
Title
Influencer
Recommended:
• Decision Maker
• Blocker
• Champion
• Influencer
Identify key roles4

24. Identify key relationships5
Name
Title
Champion
Name
Title
Name
Title
Influencer
Name
Title
Blocker
Name
Title
Blocker
Name
Title
Decision Maker
Name
Title
Influencer
Name
Title
Influencer

25. Name
Title
Influencer
- Close with Angie on Marketing
- Hesitation with cloud-based
products
Name
Title
Do Not Contact
- Bad experience with us in
past – do not reach out.
Add additional glances6

26. Share and collaborate7
Supporting BDRs
Sales Engineer
Customer Success

27. • Deal Reviews
• Executive Briefings
• 1:1s
• Internal stakeholders
Share with leadership and beyond8

28. Add Contacts
Attach contact
details
Build the
hierarchy
Identify key
roles
Identify key
relationships
Add notes
and key
information
Share with
sales org
Maintain,
maintain,
maintain
Account Maps
Maintain, maintain, maintain9

29. The Evolution
in the Sales
Landscape
The Gap in
Today’s Sales
Technology
Account Maps:
The Underutilized
Key to Success
9 Steps to
Building Account
Maps
How We Use
Account Maps at
Lucidchart

30. Account Maps at Lucidchart

31. Q&A

32. marketing@saleshacker.com @saleshacker