4. greatness
Greatness is not a function of circumstance.
Greatness, it turns out, is largely a matter of
conscious choice.
– Jim Collins
@SangramVajre
6. GOOD TO
GREAT
PARENTING
Good Parenting Great ParentingAverage Parenting
▶︎ Watch TV
Feed
Play
Watch Finding Nemo Watch the entire Rocky
series
@SangramVajre
7. GOOD TO
GREAT
PARENTING
Good Parenting Great ParentingAverage Parenting
Feed Healthy Snacks Feed EPIC proportions
of pancakes!
Watch TV
▶︎ Feed
Play
@SangramVajre
9. GOOD TO
GREAT
Average Parenting
Good Parenting
Great Parenting
PARENTING
Watch TV
Feed
Play
Watch kids movies
Feed Healthy Snacks
Play XBOX
Watch all the Rocky movies
Feed EPIC proportions of pancakes
Go flying
@SangramVajre
13. ABM is B2B.
4-year journey
2016
Better
Acquisition
2017
Pipeline
Velocity
2018
Account
Expansion
2019
ABM is B2B
@SangramVajre
14. The TEAM Framework
Simple, Powerful, Connected Capabilities that Drive Account-Based Success
TARGET ENGAGE
ACTIVATEMEASURE
TEAM
Drive authentic long-term relationships with companies that will love you
@SangramVajre
16. “It’s very easy for us to think we
live in this mass-market world,
but we don’t. We live in a
micro-market world.”
— SETH GODIN on the FlipMyFunnel podcast
TARGET
@SangramVajre
17. GOOD TO
GREAT
MARKETING
TARGET
ENGAGE
ACTIVATE
MEASURE
Where you might be Where you are goingWhere you’ve been
Static: “Top 100 accounts” Dynamic: “Always On”Disconnected
25,000
leads at Masergy
~7X
Opportunity
Creation
50%
Higher
pipeline
10%
Sales Cycle
Reduction
5x more
engagement from
targeted accounts
70% to 90%
NPS score
skyrocketed with
upserving
@SangramVajre
18. “I can pay more attention to your
content if it can suck less.”
ENGAGE
@SangramVajre
19. GOOD TO
GREAT
MARKETING
TARGET
ENGAGE
ACTIVATE
MEASURE
Where you might be Where you are goingWhere you’ve been
Quality ExperientialQuantity
Traffic: “All” traffic is equal.
- Events
- Website
- Webinars
- Emails
70% of the traffic from non-
target accounts.
Traffic: Website traffic is
down by 15% but now 70%
is from the “right” target
accounts.
Tools: 22 technologies
Tools: Went from 22 to 6
tools to do B2B at scale.
Cost of customer
acquisition: A 60% drop
Tech Stack
- Terminus
- Pardot
- Salesforce
- Salesloft
- DealSignal
- LinkedIn Sales Navigator
@SangramVajre
20. “My title is Account Executive ,
not Lead Executive.”
— MEG ZELMAN on the FlipMyFunnel podcast
ACTIVATE
@SangramVajre
21. GOOD TO
GREAT
MARKETING
TARGET
ENGAGE
ACTIVATE
MEASURE
Where you might be Where you are goingWhere you’ve been
Proactive PrioritizedReactive
Accounts: 250
Team Structure: 4 FTE’s
dedicated to ABM
Win rate: 95% win-rate
from target account
strategy
Sales a customer:
2X annually survey for
satisfaction.
YOU’VE GOT
MAIL
@SangramVajre
22. “Great companies create business
model innovation and not just
product innovation.”
—BRIAN HALLIGAN on the FlipMyFunnel podcast
MEASURE
@SangramVajre
23. GOOD TO
GREAT
MARKETING
TARGET
ENGAGE
ACTIVATE
MEASURE
Where you might be Where you are goingWhere you’ve been
Double Funnel One ScorecardFunnel
Measure everything:
Inbound / Outbound
B2B at scale: Over 500
concurrent ABM 1:1
campaigns
Metrics: Time on site,
Velocity, Penetration
“Now Marketing can
forecast how many reps
are needed in which
territory and can also
predict win-rate with
engagement insights.”
–Daniel Day
@SangramVajre
24. GOOD TO
GREAT
Average Marketing
= Inefficient Growth
Good Marketing
= Efficient Growth
in Isolation
Great Marketing
= Efficient Growth
at Scale
MARKETING
TARGET
ENGAGE
ACTIVATE
MEASURE
B2B Maturity Curve
T - Disconnected
E - Quantity
A - Reactive
M - Funnel
T - Static
E - Quality
A - Proactive
M - Double Funnel
T - Dynamic
E - Experiential
A - Prioritized
M - One Scorecard
@SangramVajre
25. GOOD TO
GREAT
Average
Good
Great
PARENTING
Mom and Dad Aligned
Mom and Dad
as OneTeam
Many Activities
Few Activities
Marketing and Sales Aligned
Many Tools
Marketing and Sales
as OneTeam
Few Tools
MARKETING
@SangramVajre
26. So, what matters to you?
“Good is the enemy of Great.”
– Jim Collins
@SangramVajre
27. to the Daily
#FlipMyFunnel Podcast
LISTEN CONTENT
text now
to get these slides
Text
ABMisB2B to 33777
@SangramVajre