keys to sales and marketing alignment success

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


Marketing is integral to the Sales process

- SiriusDecisions, 2013

67% of the buyers journey is

now done digitally.


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


MA

TU

RIT

Y


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


B2B Marketer


• 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


Marketing OperationsSales

Senior Leaders in…

Build Your ABM Leadership Team



ABM Leadership Team: Responsibilities

Staff to New ABM Focus Communicate Objectives Reset Expectations Ensure Compliance Collaborate Regularly Reinforce the Target Account List

ESTABLISHING ALIGNMENT


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:


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


Segment your target account list

Segments you select must have discrete business objectives that marketing can build programs to support


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


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


B2B Marketer


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


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


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


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


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?


2. Build Believers







9. Share Success



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?


2. Build Believers







9. Share Success



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.)


2. Build Believers







9. Share Success



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.


2. Build Believers







9. Share Success



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.


2. Build Believers







9. Share Success



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.


2. Build Believers







9. Share Success



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.


2. Build Believers







9. Share Success




2. Build Believers







9. Share Success


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!


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.


2. Build Believers







9. Share Success



ABM – Practical Lesson #11

ABM is a Catalyst

Real Sales and Marketing Alignment

Shared Accountability

New Energy!

THANK YOU

#ABMwebseries@Demandbase