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Sydney Sloan- 2019 APPEALIE SaaS Conference Featured Speaker

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Account-based marketing (ABM) is a game-changer, but it’s not uncommon for sales to push back against implementing it as a new strategy.

Salesloft Chief Marketing Officer (CMO), Sydney Sloan shows how aligning sales and marketing resources on targeting your top accounts work.

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Sydney Sloan- 2019 APPEALIE SaaS Conference Featured Speaker

  1. 1. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Aligning G2M with Account-Based Strategies Sydney Sloan CMO, SalesLoft @sydsloan
  2. 2. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved.
  3. 3. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Aligning on go to market (G2M) It’s better to be aligned than to be right. @sydsloan
  4. 4. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Establish your strategy Yes, you have to pick! @sydsloan 1
  5. 5. © 2019. SalesLoft. All Rights Reserved. “ © 2019. SalesLoft. All Rights Reserved. When nothing is sure, everything is possible. Margaret Drabble
  6. 6. © 2019. SalesLoft. All Rights Reserved. Market 9 Market Attractiveness to Competitors Our Ability to Execute Market 3 Market 1 6 7 Market 2 4 8 Low High Low High *Bubble equates to potential market size Analyze current and potential markets.
  7. 7. © 2019. SalesLoft. All Rights Reserved. Evaluate and score the options. Market sizing Sales training / change mgt Product investment required Identifiable target customer Compelling reason to buy Product-Market fit Pace of tech adoption Competition / barrier to entry
  8. 8. Revenue Goal + Customer NPS + Employee NPS Our Vision Core Strategies Our Mission Metrics Customers First - Glass Half Full - Bias Toward Action - Team Over Self - Focus On Results Our Values LEVERAGE CULTURE Protect and enhance our organization health to drive results DELIGHT USERS Be the best, most reliable and easy to use product in the category COMMAND UPMARKET Land the most enterprise logos, driving credibility and geographic expansion GROWTH ENABLING DELIVER FULL CYCLE Develop solutions for all customer facing roles to add stickiness and impact OWN INTERNATIONAL Secure first international foothold in key markets as a competitive moat % Employee Engagement # NPS Score Enterprise ARR ARR by Function / Team Outside US ARR Goals #1 Market Leader + Revenue Goal 1-YEAR 3-YEAR Equip companies to maximize revenue by creating a fantastic buying experience Every seller is loved by the buyers they serve #saleslove INTERNAL USE ONLY Codify G2M in your corporate strategy.
  9. 9. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Gather input from stakeholders Quantify and score options More than three is too many REMEMBER @sydsloan
  10. 10. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Selecting the right accounts This is the really hard and scary part! 2 @sydsloan
  11. 11. © 2019. SalesLoft. All Rights Reserved. “Account based doesn’t deliver better leads. It delivers better pipeline.” more likely to run account-based 2.5x High growth companies are Craig Rosenberg
  12. 12. © 2019. SalesLoft. All Rights Reserved. Selecting & Tiering Accounts 25% 5% Tier 3 Fits basic firmographic characteristics Aligned with findings from Total Addressable Market analysis Tier 2 Tier 3 qualified, plus technographic or other critical qualifiers, technology, industry, intent Tier 1 Hand-picked by marketing and sales leadership Personalization Resources 70%
  13. 13. © 2019. SalesLoft. All Rights Reserved. Use intent signals to prioritize which accounts to work.
  14. 14. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Use data to select accounts Use intent to prioritize Make sure reps understand the inputs REMEMBER @sydsloan
  15. 15. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Get there first Because if you don’t somebody else will, duh! 3 @sydsloan
  16. 16. © 2019. SalesLoft. All Rights Reserved.
  17. 17. © 2019. SalesLoft. All Rights Reserved. The world is crowded with great information. And buyers are spending 62% of their evaluation time on their own, searching. Gartner, 2019 study of 1,900 B2B Buyers
  18. 18. © 2019. SalesLoft. All Rights Reserved. It takes more effort now than ever to connect. TOPO
  19. 19. © 2019. SalesLoft. All Rights Reserved. You have to be where your buyers are. The highest performing cadences leveraged at least 2 LinkedIn touches. TOPO
  20. 20. © 2019. SalesLoft. All Rights Reserved. It takes time, don’t give up too quickly. The optimal number of days to engage with a prospect was between 24-26 days. 1 3 9 12 21 24 30 Cadence Duration in Days Average Contact Rate 60% 50% 40% 30% 20% 10% 5% 0% 6 15 18 27 58.7% 51.9% 31.8%
  21. 21. © 2019. SalesLoft. All Rights Reserved. Codify processes into a system of (sales) engagement.
  22. 22. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Average number of touches is 15.6 Use a variety of mediums Don’t give up too soon @sydsloan REMEMBER
  23. 23. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Say something meaningful And keep it short, we’re all busy! 4 @sydsloan
  24. 24. © 2019. SalesLoft. All Rights Reserved. Stop writing bad emails.
  25. 25. © 2019. SalesLoft. All Rights Reserved. Source: SalesLoft Keep it short & sweet.
  26. 26. © 2019. SalesLoft. All Rights Reserved. Source: SalesLoft Personalize up to 20% of your email content. Make it personal, but not too much.
  27. 27. © 2019. SalesLoft. All Rights Reserved. Ask directly and you shall receive. Direct ask words include: • Request • Reconnect • Call • Meeting • Direction • Introduction Source: SalesLoft
  28. 28. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Personalize around 20% Keep it short and direct Same rules apply to calls as emails @sydsloan REMEMBER
  29. 29. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Account based is all about serving others meaningfully. @sydsloan 5
  30. 30. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved.
  31. 31. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Establish & align on strategy Get there first Make every interaction count, always. REMEMBER @sydsloan
  32. 32. © 2019. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. Thank you! Sydney Sloan CMO, SalesLoft @sydsloan
  33. 33. © 2019. SalesLoft. All Rights Reserved. ABM aspires to be ‘zero-waste’ marketing. It’s a model that targets only the companies and contacts that are likely to buy your product and that sales has pre-committed to try to close. Joe Chernov, VP of Marketing at Pendo With ABM, you’re creating this really strategic, orchestrated set of activities that makes you rise above the noise of what everyone else out there is doing and gets that account to say, ‘Hey, I want to talk to you.’ Trish Bertuzzi, Bridge Group President & Chief Strategist Marketing says: Sales says:
  34. 34. © 2019. SalesLoft. All Rights Reserved. Use a variety of mediums to communicate. 161% increase by optimizing for 5 media types during the account engagement process, including phone, email, LinkedIn, video and content. Number of Media Types Average Contact Rate 50% 40% 30% 20% 10% 5% 0% 1 2 3 4 5 5.3% 10.4% 19.6% 33.2% 43.4%

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