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© 2019. SalesLoft. All Rights Reserved.
Aligning G2M with
Account-Based Strategies
Sydney Sloan
CMO, SalesLoft
@sydsloan

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© 2019. SalesLoft. All Rights Reserved.

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© 2019. SalesLoft. All Rights Reserved.
Aligning on go to market (G2M)
It’s better to be aligned than to be right.
@sydsloan

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© 2019. SalesLoft. All Rights Reserved.
Establish your strategy
Yes, you have to pick!
@sydsloan
1

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“
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When nothing is sure,
everything is possible.
Margaret Drabble

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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.

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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

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.

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Gather input from stakeholders
Quantify and score options
More than three is too many
REMEMBER
@sydsloan

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Selecting the right accounts
This is the really hard and scary part!
2
@sydsloan

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“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

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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%

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Use intent signals to prioritize which
accounts to work.

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Use data to select accounts
Use intent to prioritize
Make sure reps understand the inputs
REMEMBER
@sydsloan

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Get there first
Because if you don’t somebody else will, duh!
3
@sydsloan

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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

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It takes more effort now than ever to connect.
TOPO

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You have to be where your buyers are.
The highest performing
cadences leveraged at
least 2 LinkedIn touches.
TOPO

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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%

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Codify processes into a system of (sales)
engagement.

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Average number of touches is 15.6
Use a variety of mediums
Don’t give up too soon
@sydsloan
REMEMBER

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Say something meaningful
And keep it short, we’re all busy!
4
@sydsloan

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Stop writing bad emails.

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Source: SalesLoft
Keep it short & sweet.

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Source: SalesLoft
Personalize up to 20%
of your email content.
Make it personal, but not too much.

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Ask directly and you shall receive.
Direct ask words include:
• Request
• Reconnect
• Call
• Meeting
• Direction
• Introduction
Source: SalesLoft

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© 2019. SalesLoft. All Rights Reserved.
Personalize around 20%
Keep it short and direct
Same rules apply to calls as emails
@sydsloan
REMEMBER

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Account based
is all about serving others meaningfully.
@sydsloan
5

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Establish & align on strategy
Get there first
Make every interaction count, always.
REMEMBER
@sydsloan

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© 2019. SalesLoft. All Rights Reserved.
Thank you!
Sydney Sloan
CMO, SalesLoft
@sydsloan

© 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:

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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%