Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account Programs

0 views

Published on

ABM can’t exist and succeed separate from your sales department. Whereas traditional marketing strategies and tactics can be executed without sales being involved, successful ABM requires tight coordination to achieve optimal results. Matt Heinz outlines eight essential elements for a successful integration of ABM with your sales team’s target account program.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account Programs

  1. 1. MARKETING INNOVATION SUMMIT FOR B2B presented by Eight keys for Integrating ABM with your sales team’s existing Target Account programs Matt Heinz President, Heinz Marketing Inc @heinzmarketing matt@heinzmarketing.com
  2. 2. Housekeeping Feel free to madly scribble notes, but you can also have a copy of this deck You can also have (for free!) copies of: The Modern Marketer’s Field Guide Our ABM Workbook (including all templates) My award-winning* bacon recipe Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want
  3. 3. Keys to integrating ABM with your sales team 1. Make sales an early partner & collaborator
  4. 4. A direct line to revenue growth
  5. 5. Keys to integrating ABM with your sales team 2. Work from common objectives & definitions
  6. 6. A common set of metrics Assumptions Meaghan ASP $ 65,000 Jennifer ASP $ 75,000 John ASP $ 80,000 Opp/Close % 25.0% Lead/Opp % 5.0% Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 TOTALS Meaghan Sales # 1 1 2 3 2 4 2 2 2 2 2 1 24 Jennifer Sales # 1 2 2 2 2 2 2 2 2 2 2 2 23 John Sales # 1 1 1 1 2 1 2 2 3 3 2 2 21 Total Sales # 2 3 4 5 4 7 6 6 7 7 6 5 62 Meaghan Sales $ $ 65,000 $ 65,000 $ 130,000 $ 195,000 $ 130,000 $ 260,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 65,000 $ 1,560,000 Jennifer Sales $ $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 1,725,000 John Sales $ $ 75,000 $ 75,000 $ 75,000 $ 75,000 $ 150,000 $ 75,000 $ 150,000 $ 150,000 $ 225,000 $ 225,000 $ 150,000 $ 150,000 $ 1,575,000 Total Sales $ $ 215,000 $ 290,000 $ 355,000 $ 420,000 $ 430,000 $ 485,000 $ 430,000 $ 430,000 $ 505,000 $ 505,000 $ 430,000 $ 365,000 $ 4,860,000 Meaghan Pipeline # 4 4 8 12 8 16 8 8 8 8 8 4 Jennifer Pipeline # 4 8 8 8 8 8 8 8 8 8 8 8 John Pipeline # 4 4 4 4 8 4 8 8 12 12 8 8 Total Pipeline # 12 16 20 24 24 28 24 24 28 28 24 20 Meaghan Pipeline $ $ 260,000 $ 260,000 $ 520,000 $ 780,000 $ 520,000 $1,040,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 260,000 Jennifer Pipeline $ $ 300,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 John Pipeline $ $ 300,000 $ 300,000 $ 300,000 $ 300,000 $ 600,000 $ 300,000 $ 600,000 $ 600,000 $ 900,000 $ 900,000 $ 600,000 $ 600,000 Total Pipeline $ $ 860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 $1,720,000 $1,720,000 $2,020,000 $2,020,000 $1,720,000 $1,460,000 Meaghan Leads 80 80 160 240 160 320 160 160 160 160 160 80 Jennifer Leads 80 160 160 160 160 160 160 160 160 160 160 160 John Leads 80 80 80 80 160 80 160 160 240 240 160 160 Total Leads 240 320 400 480 480 560 480 480 560 560 480 400 5440
  7. 7. A common set of definitions Stage   Defini+on   Sales  Next  Step(s)   Marke+ng  Next  Step(s)   Leads   Open/Not  A+empted   New  lead,  has  not  been  a/empted  or  contacted  by  sales   Begin  follow-­‐up  to  get  on  the  phone  live  to  qualify   as  opportunity   Provide  scripts  and  response  offers  as  needed  to   increase  call-­‐backs   A+emp.ng  to  Contact   Sales  has  begun  the  process  of  following  the  lead  follow-­‐up   process  to  reach  the  prospect  live   ConBnue  follow-­‐up  a/empts  via  phone,  email,   "zero  out"  to  reach  prospect  live   Provide  scripts  and  response  offers  as  needed  to   increase  call-­‐backs   Interested   Prospect  has  expressed  interest  in  ABC  Company  and/or   achieving  be/er    results,  and  is  interested  in  learning  more;  full   qualificaBon  criteria  intent/purchase  Bmeline  sBll  unknown   Once  prospect  has  been  qualified,  either  move   into  a  "Qualified"  opportunity  or  move  to  Nurture   (if  Bmeline  is  long-­‐term  or  undetermined)   Provide  collateral,  case  studies  and  other   informaBon  as  needed  to  help  prospect   determine  sales  intent   Nurture   Prospect  is  interested,  but  there  is  no  near-­‐term  opportunity  to   buy  (prospect  may  have  other  immediate  prioriBes,  or  may  just   need  more  Bme  to  consider  interest/intent)   no  acBon   Drip  markeBng  to  prospect  1-­‐2  Bmes  per  month   with  value-­‐added  offers,  unBl  they're  ready  to   engage  in  a  short-­‐term  buying  cycle  again   Unresponsive   Haven't  been  able  to  get  ahold  of  prospect  aTer  repeated   a/empts   no  acBon   Drip  markeBng  to  prospect  1-­‐2  Bmes  per  month   with  value-­‐added  offers,  unBl  they're  ready  to   engage  in  a  short-­‐term  buying  cycle  again   No  Further  Ac.on   Lead  is  not  a  qualified  prospect   no  acBon   no  acBon   Opportuni+es   Qualified   Prospect  has  a  need  &  budget,  and  is  acBvely  evaluaBng   soluBons   Get  demo  commitment,  plan  next  steps  and   Bmeline  to  buy  (or  at  least  make  decision)  with   prospect   Provide  addiBonal  support  tools  as  needed  (case   studies,  etc.)  to  help  accelerate  prospect  interest   and  buying  cycle   Presenta.on  &  Demo   Demo  has  been  scheduled  or  completed;  working  through   objecBons  &  quesBons   Get  permission  to  present  formal  proposal   Provide  addiBonal  support  tools  as  needed  (case   studies,  etc.)  to  help  accelerate  prospect  interest   and  buying  cycle   Proposal   Formal  proposal  is  in  process  or  has  been  delivered  outlining   terms,  services,  fees   Get  verbal  commitment  to  buy  pending  finalizaBon   of  terms   no  acBon   Nego.a.on   Prospect  has  verbally  agreed  to  do  business;  both  sides  are   working  through  final  legal/term/service/fee  details   Sign,  seal  and  return  baby!   no  acBon   Close   Agreement  has  been  signed  and  returned   victory  lap   no  acBon   Closed  Lost   Opportunity  has  stalled  indefinitely  or  is  dead   no  acBon   Drip  markeBng  to  prospect  1-­‐2  Bmes  per  month   with  value-­‐added  offers,  unBl  they're  ready  to   engage  in  a  short-­‐term  buying  cycle  again  
  8. 8. Keys to integrating ABM with your sales team 3. Build and manage a common set of target lists
  9. 9. What are your data filters? Companies Individuals Full/complete contact information
  10. 10. Data hygiene
  11. 11. Real-time data updates What’s your platform & integration point(s)? How do you respond to trigger events & real-time changes? Who’s following up, how, when, with what? Where do you record that?
  12. 12. Keys to integrating ABM with your sales team 4. Execute from a consolidated engagement plan
  13. 13. A coordination example The right person at the right company attends your webinar How is follow-up different? Who does it – with what message – in what format and channel? What next step communication triggers does that imply? How do you coordinate sales & marketing messages?
  14. 14. Keys to integrating ABM with your sales team 5. Think in terms of macro and micro campaigns
  15. 15. Keys to integrating ABM with your sales team 6. Develop shared data and insights
  16. 16. Buying signals and trigger events Inventory Prioritization Follow-up sequencing
  17. 17. Keys to integrating ABM with your sales team 7. Improve your content precision
  18. 18. Who’s creating content in the first place?
  19. 19. Keys to better content 1.  Consistency 2.  Causality 3.  Practice
  20. 20. Keys to integrating ABM with your sales team 8. Practice the OODA Loop
  21. 21. Keys to better feedback loops Open communication Constructive feedback No defensiveness Failure is part of the journey!
  22. 22. Housekeeping You can also have (for free!) copies of: The Modern Marketer’s Field Guide Our ABM Workbook (including all templates) My award-winning* bacon recipe Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want
  23. 23. Thank you! Ma;  Heinz   President,  Heinz  Marke0ng   @heinzmarke0ng   ma5@heinzmarke0ng.com  

×