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Keys to Sales and Marketing Alignment Success

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Based off the Fundamentals workshop, we take a deep dive into the timelines, communications and best practices for getting your Sales and Marketing teams committed to and working towards the same ABM goals and metrics.

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Keys to Sales and Marketing Alignment Success

  1. 1. KEYS TO SALES AND MARKETING ALIGNMENT SUCCESS HIGH PERFORMANCE ABM Lisa Ames VP Demand Generation | Demandbase Geoff Kahler Director, Global B2B Digital & Media | CenturyLink
  2. 2. FRI Metrics, Measurements and KPIs Keys to Sales & Marketing Alignment SuccessTUES WED THURS Building Your Target Account List ABM Across the Funnel MON ABM Fundamentals @Demandbase #ABMwebseries HIGH PERFORMANCE ABM WEBINAR SERIES EVERYDAY 10 AM PT
  3. 3. © 2016 Copyright Demandbase GEOFF KAHLER Director, Global B2B Digital & Media CenturyLink @geoffkahler TODAY’S PRESENTERS LISA AMES VP Demand Generation Demandbase @lisa_m_ames
  4. 4. • The basics • Identifying stakeholders • Establishing alignment • Institutionalizing alignment • Achieving that alignment • Q&A AGENDA
  5. 5. THE BASICS
  6. 6. © 2016 Copyright Demandbase Marketing is integral to the Sales process - SiriusDecisions, 2013 67% of the buyers journey is now done digitally.
  7. 7. © 2016 Copyright Demandbase Metrics and Goals Alignment Operational Alignment Philosophical Alignment SALES & MARKETING ALIGNMENT TARGET ACCOUNTS MARKETING PROGRAMS MEASUREMENT Positioning/Attribute Targeting Company Size or Industry Targeting Sales Cycle Targeting Analog and Digital Full Funnel Bottom of the Funnel /Lead Generation Full Funnel Digital Business Outcomes Campaign Performance Revenue Performance TIER1TIER2TIER3 Alignment is the Cornerstone for ABM ABM Maturity Model © 2016 Copyright Demandbase MATURITY
  8. 8. © 2016 Copyright Demandbase Getting to That Alignment Institutionalizing Alignment Establishing Alignment Identifying Stakeholders Metrics and Goals Alignment ► shared across teams ► connected to business impact Operational Alignment ► target account selection ► planning and execution cadence Philosophical Alignment ► shared belief in account-based approach ► commitment to collaboration MATURITY
  9. 9. © 2016 Copyright Demandbase B2B Marketer
  10. 10. © 2016 Copyright Demandbase • Less time wasted sifting through unqualified leads • Focused pipeline generation and acceleration • Visibility into Marketing’s impact MARKETING Benefits of Sales & Marketing Alignment SALES • Efficient use of resources • Collaborative relationship with Sales • Direct impact to the company’s revenue goals
  11. 11. IDENTIFYING STAKEHOLDERS
  12. 12. © 2016 Copyright Demandbase Marketing OperationsSales Senior Leaders in… Build Your ABM Leadership Team © 2016 Copyright Demandbase
  13. 13. © 2016 Copyright Demandbase ABM Leadership Team: Responsibilities  Staff to New ABM Focus  Communicate Objectives  Reset Expectations  Ensure Compliance  Collaborate Regularly  Reinforce the Target Account List
  14. 14. ESTABLISHING ALIGNMENT
  15. 15. © 2016 Copyright Demandbase Build & Brand Your Target Account List These are the companies that are most likely to buy from you, due to characteristics that set them up for success. Shares Focus Aligns Resources Facilitates Compliance Role of the List:
  16. 16. © 2016 Copyright Demandbase Approaches to Target Account List Building How You Build the List TARGET MOST SUCCESSFUL SEGMENT(S) USE AN ACCOUNT IDENTIFICATION TOOL ITERATIVE/ COMBINATION List Focus: By Geo By Product Target Type By Industry By Company Size 1 2 3 4 5
  17. 17. © 2016 Copyright Demandbase Segment your target account list Segments you select must have discrete business objectives that marketing can build programs to support
  18. 18. © 2016 Copyright Demandbase Target Account List It’s a collaborative process Build and brand an initial list Secure agreement from ABM Leadership Team Verify and iterate with field sales and inside sales Update at regular intervals 1 2 3 4
  19. 19. INSTITUTIONALIZING ALIGNMENT
  20. 20. © 2016 Copyright Demandbase Aligning Metrics and Goals Creates the right behaviors  Encourages open lines of communications  Necessitates collaboration Sets expectations and accountability  Marketing production  Sales executions Connects Marketing to business outcomes  Use campaign metrics as leading indicators for Pipeline, Revenue, ACV, Velocity, Close Rate
  21. 21. © 2016 Copyright Demandbase B2B Marketer
  22. 22. © 2016 Copyright Demandbase Look Backward to Move Forward Set benchmarks based on past performance  Campaign/Event Evaluation  Target vs. Non-Target  MQL Pipeline  Close  Velocity, ACV, Close Rate Understand your sales cycle  Determine pipeline goals based on revenue projections and historical conversion metrics  Build goals at each level within the organization to support these numbers
  23. 23. © 2016 Copyright Demandbase Supply your Teams with Useful Data Base reporting and dashboard on Target Account List  Unique Target Accounts touched  Inquiries from Target Accounts  Target Accounts on Website Review pipeline  Pipeline goal & achievement  Pipeline & won by campaign type  Pipeline & won by sales rep  Pipeline available to close  Pipeline trends
  24. 24. ACHIEVING THAT ALIGNMENT
  25. 25. © 2016 Copyright Demandbase ABM – Top 10 Practical Lessons 1. Have A Reason (Why ABM?) 2. Build Believers 3. Find Pockets Of Opportunity 4. Get Your Technology In Place 5. Make Ops Your Best Friend 6. Dig In On Account Planning 7. Evaluate Your Content 8. Prep Your Sellers 9. Share Success 10. Be Nimble And Evolve
  26. 26. © 2016 Copyright Demandbase ABM – Top 10 Practical Lessons  What’s the problem you’re trying to solve?  Where is there pain?  Where is the opportunity?  Be sure you can state it simply, and directly. 1. Have A Reason (Why ABM?) 2. Build Believers 3. Find Pockets Of Opportunity 4. Get Your Technology In Place 5. Make Ops Your Best Friend 6. Dig In On Account Planning 7. Evaluate Your Content 8. Prep Your Sellers 9. Share Success 10. Be Nimble And Evolve
  27. 27. © 2016 Copyright Demandbase ABM – Top 10 Practical Lessons  Identify your lead evangelist.  ABM is an organizational philosophy, not a marketing or sales strategy.  Take every opportunity to sell the ABM story internally.  Customize your story (Sales, Marketing, Ops, Execs, Field Marketing).  What’s in it for them? What’s your ask? 1. Have A Reason (Why ABM?) 2. Build Believers 3. Find Pockets Of Opportunity 4. Get Your Technology In Place 5. Make Ops Your Best Friend 6. Dig In On Account Planning 7. Evaluate Your Content 8. Prep Your Sellers 9. Share Success 10. Be Nimble And Evolve
  28. 28. © 2016 Copyright Demandbase ABM – Top 10 Practical Lessons  Stack the deck in your favor and find places to pilot and win.  Where do you have a distinct advantage? (customer segments, verticals)  Is there a core team in your org that gets it?  In what accounts do you have the best sales relationships? 1. Have A Reason (Why ABM?) 2. Build Believers 3. Find Pockets Of Opportunity 4. Get Your Technology In Place 5. Make Ops Your Best Friend 6. Dig In On Account Planning 7. Evaluate Your Content 8. Prep Your Sellers 9. Share Success 10. Be Nimble And Evolve
  29. 29. © 2016 Copyright Demandbase ABM – Top 10 Practical Lessons  Carve out a team to get your ABM technology stack in order.  Get the core components in place to support your ABM pilot…  …but be sure you have your bigger integration points on radar. Define the reports you want and get your tagging in place. (We are still working on this. It’s a process.) 1. Have A Reason (Why ABM?) 2. Build Believers 3. Find Pockets Of Opportunity 4. Get Your Technology In Place 5. Make Ops Your Best Friend 6. Dig In On Account Planning 7. Evaluate Your Content 8. Prep Your Sellers 9. Share Success 10. Be Nimble And Evolve
  30. 30. © 2016 Copyright Demandbase ABM – Top 10 Practical Lessons  We are a Salesforce.com company.  It was critical that our Sales Ops team understood what we were doing.  They worked with us to make exceptions, pass data, created custom dashboards and reports. 1. Have A Reason (Why ABM?) 2. Build Believers 3. Find Pockets Of Opportunity 4. Get Your Technology In Place 5. Make Ops Your Best Friend 6. Dig In On Account Planning 7. Evaluate Your Content 8. Prep Your Sellers 9. Share Success 10. Be Nimble And Evolve
  31. 31. © 2016 Copyright Demandbase ABM – Top 10 Practical Lessons  See point #3.  Don’t over engineer account selection at this stage.  DO NOT let Marketing select accounts without Sales alignment.  Plan. Execute. Learn. Modify.  Get more granular on account selection based on learning. 1. Have A Reason (Why ABM?) 2. Build Believers 3. Find Pockets Of Opportunity 4. Get Your Technology In Place 5. Make Ops Your Best Friend 6. Dig In On Account Planning 7. Evaluate Your Content 8. Prep Your Sellers 9. Share Success 10. Be Nimble And Evolve
  32. 32. © 2016 Copyright Demandbase ABM – Top 10 Practical Lessons  See point #3 again.  Where do you have the best story to tell and the content to tell it?  Be sure you have content to support the entire buyer journey – top of funnel through sales engagement  Anticipate the dialogue that will take place at each step. 1. Have A Reason (Why ABM?) 2. Build Believers 3. Find Pockets Of Opportunity 4. Get Your Technology In Place 5. Make Ops Your Best Friend 6. Dig In On Account Planning 7. Evaluate Your Content 8. Prep Your Sellers 9. Share Success 10. Be Nimble And Evolve
  33. 33. © 2016 Copyright Demandbase ABM – Top 10 Practical Lessons  ABM with Demandbase offers sellers new insights and capabilities.  Tell ‘em what they’ll get, where to find it and how to use it.  Be sure they are ready. Data starts flowing immediately.  Jump on it. 1. Have A Reason (Why ABM?) 2. Build Believers 3. Find Pockets Of Opportunity 4. Get Your Technology In Place 5. Make Ops Your Best Friend 6. Dig In On Account Planning 7. Evaluate Your Content 8. Prep Your Sellers 9. Share Success 10. Be Nimble And Evolve
  34. 34. © 2016 Copyright Demandbase 1. Have A Reason (Why ABM?) 2. Build Believers 3. Find Pockets Of Opportunity 4. Get Your Technology In Place 5. Make Ops Your Best Friend 6. Dig In On Account Planning 7. Evaluate Your Content 8. Prep Your Sellers 9. Share Success 10. Be Nimble And Evolve ABM – Top 10 Practical Lessons  The true impact of ABM takes place over time – the first year.  Talk to sellers, find use cases, and wins. Start sharing small victories. It will build momentum.  If you have done #6 right, it’s mutual ownership and success!
  35. 35. © 2016 Copyright Demandbase ABM – Top 10 Practical Lessons  ABM is a journey. It’s not without its bumps and some bruises.  Don’t be surprised if you say, “I wish I’d thought of that before…”  Just get going. Learn. Keep pushing. 1. Have A Reason (Why ABM?) 2. Build Believers 3. Find Pockets Of Opportunity 4. Get Your Technology In Place 5. Make Ops Your Best Friend 6. Dig In On Account Planning 7. Evaluate Your Content 8. Prep Your Sellers 9. Share Success 10. Be Nimble And Evolve
  36. 36. © 2016 Copyright Demandbase ABM – Practical Lesson #11 ABM is a Catalyst Real Sales and Marketing Alignment Shared Accountability New Energy!
  37. 37. Q&A
  38. 38. THANK YOU #ABMwebseries @Demandbase

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