Input gathered from Tom Sadtler, VP Product Marketing, CATS via a meeting arranged by Karen Hocchhauser. Pilot goal was to better understand account’s business and needs. CA ADs already know most of this and document via account plan in SFDC.
Input gathered from Ruth Rensink, AD for Best Buy, Medtronic, SuperValu by Pam Brantley Pilot goal was to better understand account’s business and needs. CA ADs already know most of this and document via account plan in SFDC.
Input gathered from Dave Earhart, SVP Solution Sales; Brian Bentzen, Director Solution Sales; Jeff Ginter, VP Technical Sales; Sergio Perez, VP Area Sales; Adam Levy, Customer Alliance Program Manager
Input gathered from Ginelle Osworth, AD for USDA by Elliott; Roger Homan, AD for CANADIAN IMPERIAL BANK OF COMMERCE by Regan; Tammy Hope AD for JP Morgan Chase and GE; Ruth Rensink, AD for Best Buy, Medtronic, SuperValu. No knowledge of CIDB
Input gathered from Ginelle Osworth, AD for USDA by Elliott; Roger Homan, AD for CANADIAN IMPERIAL BANK OF COMMERCE by Regan; Tammy Hope AD for JP Morgan Chase and GE; Ruth Rensink, AD for Best Buy, Medtronic, SuperValu. No knowledge of CIDB EITM collateral not meaty enough. Sales currently creating their own x-brand collateral. Example is piece created by Chris Cox for US Treasury.
Input from Tom Hayes, VP Product Marketing; Roger Pilc, SVP & GM
25% of the top 120 accounts are Prospects 36% of the top 386 accounts are Prospects There is only a 60% correlation between an account’s four year actual NCV and the NCV quota. For example, 150 accounts contributed 50% of actual NCV over a four year period, but there are 386 accounts quotas contributing to 50% of FY09 NCV.
Examples of PR with account – article in Smart Enterprise magazine, success story, industry conference speaking, CA event speaking, etc.
Account-Based Marketing is a strategic approach that helps companies bring greater business value to their most important accounts. By treating each account as a market of one, companies broaden and strengthen their account relationships, increase awareness and demand for their services and solutions and gain superior financial results.
We are doing ABM selectively across North America today; our goal is to provide a framework for consistent execution and measurement that is scalable to a larger number of accounts.
Charity event sponsorships / table where they mingle with account execs
Hospitality (sporting events)
Account-specific marketing literature and events
Hire industry expert with great understanding of account’s business – someone who would be able to get to the c-levels and board members (suggested we look at Accenture – they are a master at ABM and see how they study and go after an account with a full team of people)
Case Study: State Street December 2008 Account Based Marketing Proposal Initial Outreach Establish CA’s Relevance Executive Sponsors Women’s RT Speaking Opps Northern Innovations CA Days Case Study & Video Internal PR CW Honors Award Premier 100 Award Smart Enterprise keynote Smart Enterprise Article Award Celebration Long Term Relationship Building Limited Deeper & Broader 71 Executive Interactions $5.8 Million in pipeline moved/touched $4 Million in pipeline created Strong relationship Compelling events: New CIO Large ELA renewal Identify & assess contacts Baseline Assessment Results & Relationship Status Relationship Spectrum
December 2008 Account Based Marketing Proposal