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MassTLC Sales Enablement Summit: ByAllAccounts: Effective Sales and marketing collaboration
 

MassTLC Sales Enablement Summit: ByAllAccounts: Effective Sales and marketing collaboration

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6/3/2011 Cynthia Stevens and Joe Murphy from ByAllAccounts presented at MassTLC's Sales Enablement Summit; Increasing Volume, Velocity & Value through Sales Enablement and Alignment

6/3/2011 Cynthia Stevens and Joe Murphy from ByAllAccounts presented at MassTLC's Sales Enablement Summit; Increasing Volume, Velocity & Value through Sales Enablement and Alignment

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    MassTLC Sales Enablement Summit: ByAllAccounts: Effective Sales and marketing collaboration MassTLC Sales Enablement Summit: ByAllAccounts: Effective Sales and marketing collaboration Presentation Transcript

    • ByAllAccounts: Effective Sales and Marketing Collaboration
      Cynthia A Stephens, VP Marketing
      Joseph A Murphy, EVP Sales
    • ByAllAccountsThe Professional’s Choice for Financial Account Aggregation
      640+ customers (firms) direct
      200+thru channels
      Transaction increase – closing 75-100 deals per quarter up from 38 per quarter in Q1 2010
      Revenue increased 87% over the past two years and 35% in 2009
      SaaS Model
      Starting at $4,000 annually
      Hundreds of Billions of Dollars Flow Through Our Aggregation Engine Daily(Billions of dollars in assets under aggregation)
      2
    • A shared vision drove organizational structure
      Re-define sales rep role on closing business … drive to a shared CMRR target
      Marketing team
      • Acquisition marketing team for lead creation and nurturing
      • Sales development reps for qualification and opportunity creation
      • Marketing interns for market research, analysis and operations
    • Aligned systems, workflow and metrics
      • Adopted a customer-driven, consultative selling approach
      • Understand our buyer’s journey and tie sales tools to messages
      • Built a closed-loop, data-driven marketing system
      • Moved to monthly marketing qualified lead & opportunities quotas
    • Ways that marketing enables the sales team
    • Sales enablement aligned with sales structure
    • Marketing & Sales Process integrated
      Marketing team
      Sales team
    • Change agents
      Changed focus of sales reps to closing NB direct deals only
      • NB deal vs. Partner deals vs. Install base
      Changed compensation to align with MRR and towards monthly business
      Drove lead qualification thru Marketing for better process
      Drove traffic to website and Trusted Advisor SMART campaigns
      • Automation versus chasing cats
      • Measurable results for needed adjustments
      • Integrated systems
      Implemented systems (Marketo/SFDC/Time Trade / Visible Gains etc )
    • What we’re doing well/differently than others
      Aligned all comp plans to support corporate goals
      Integrated team with MRR as singular focus while driving individual performance metrics
      • Telemarketing – lead flow
      • Sales – NB Transactions and MRR
      • Relation Managers – Lift on MRR plus Retention
      Remain as team with strong cross functions to drive all goals
    • Bumps in the road
      Changing old systems and habits
      Getting proof points while implementing system
      Buy in from rest of the Executive team on systems chose
      Balancing headcount with results ..be ahead of power curve
      Aligning Compensation Plans correctly
    • The business challenge we solve
      Financial firms require account data from a vast variety of sources for analysis, allocation and reporting
      Access to this data is a “must have”, not a “nice to have”
      Traditional solutions are costly, requiring people and infrastructure - data is not accessible, standardized, or in the format required
      A new paradigm delivers standardized account data from thousands of sources, eliminating the need for more people and infrastructure
      Business
      Driver
      Business
      Challenge
      ByAllAccounts’
      Solution
      7
    • Questions?
    • Contact Information
      Cynthia Stephens
      VP Marketing
      781-376-0801 x 130
      cstephens@byallaccounts.com
      Joseph A Murphy
      EVP
      781-376-0801 x 145
      jmurphy@byallaccounts.com
      www.byallaccounts.com