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

Published in: Business, Career
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Transcript

  • 1. ByAllAccounts: Effective Sales and Marketing Collaboration
    Cynthia A Stephens, VP Marketing
    Joseph A Murphy, EVP Sales
  • 2. 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
  • 3. 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
    • 4. Sales development reps for qualification and opportunity creation
    • 5. Marketing interns for market research, analysis and operations
  • Aligned systems, workflow and metrics
    • Adopted a customer-driven, consultative selling approach
    • 6. Understand our buyer’s journey and tie sales tools to messages
    • 7. Built a closed-loop, data-driven marketing system
    • 8. Moved to monthly marketing qualified lead & opportunities quotas
  • Ways that marketing enables the sales team
  • 9. Sales enablement aligned with sales structure
  • 10. Marketing & Sales Process integrated
    Marketing team
    Sales team
  • 11. 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
    • 12. Measurable results for needed adjustments
    • 13. Integrated systems
    Implemented systems (Marketo/SFDC/Time Trade / Visible Gains etc )
  • 14. 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
    • 15. Sales – NB Transactions and MRR
    • 16. Relation Managers – Lift on MRR plus Retention
    Remain as team with strong cross functions to drive all goals
  • 17. 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
  • 18. 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
  • 19. Questions?
  • 20. 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

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