First ever business value application for pipeline builds at the front of the sales cycle
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How a Data Management Vendor used Account-specific business Outcomes (value) to access new C-suite accounts based on thier strategic and financial wants and needs.
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First ever business value application for pipeline builds at the front of the sales cycle
- 1. TURNING PROSPECTS INTO CUSTOMERS Edward Golod, CEO & Founder John Seaner, CMO Revenue Accelerators 1010data
- 2. Revenue Accelerators Revenue Accelerators GLOBAL PHENOMENON 57% sales propositions resolutely product focused. - Huthwaite Research 25% companies more likely becoming large-accounts sold on value. - McKinsey & Company 46% C-Suite engaged in buying technology. - Forbes, Trust Your CEO 80% Executive buyers say sales rep meetings waste of time. - Forrester Research 100% largest transactions are done selling the CEO. - Mark Benioff, CEO, Salesforce
- 3. Revenue Accelerators Revenue Accelerators Differentiate? Noise? Compete? ABM?
- 4. SHIFT FROM SELLING TO PERSONALIZED RELATIONSHIPS Product Centric Consultative ROI Challenger 1:1 Business Outcomes 1960s - 1970s 1970s – 1990s 2000-2010 2011 - 2016 Age of Distraction
- 5. ABM office and system Target Account Intent • Surge Intent Modeling of 1500+ Target Accounts via Intelligence Desk using OSINT and SIGINT • Precision Account and Programmatic Campaign Selection based on Indexing and Scoring Buying Center Propensity • Buying Center Completion • Target Persona Mapping • Digital Body Language/Social Footprint Scoring • Internal Connectivity and Linkages Deal Desk • Intelligence Briefing • Deal Team Coverage & Alignment • Strategic Account Plan • Quality Control Account Playbook • Plays, Progressions & Audibles • Conversation Roadmap • Personalized Decision Assistance Package Pursuit and Engagement • In-Pipeline “Concierge” Services • Value Engagement • Account Governance • Value Recognition & Acknowledgment • Client Reference Account Intelligence • Target Account Dossier • Business Value Opportunity Assessment • Winnable Outcomes-Based Value Propositions Tied to Business Value Opportunities Precision Connectivity • Microsite and Video • Direct Mail, Handwritten Notes and 1x1 email • SDR Phone Support • Inclusion in Appropriate Programmatic ABM Campaigns Sales/Marketing Alignment Continuous Measurement, Learning, Renovation and Quality Control
- 6. THE WAY EXECUTIVES BUY HAS CHANGED FOREVER #yougot5minutes KNOW MY BUSINESS Insightful 1:1 C-Suite Use Cases BUSINESS OUTCOMES Quantifiable Use Cases PERSONALIZED 10K – Use Case – Business Value CONTINUOUS VALUE Business Outcomes on Demand
- 7. ABM stack Accounts Identify and prioritize target accounts based on surge purchasing intent modeling Contacts Identify, map and complete relevant target personas and buying center via propensity modeling Insights Uncover forces, trends, priorities and triggers that impact value perception and buyer behavior Content Create decision assistance package and a POV/buying vision w/urgency and contrast Engagement Deploy multi- channel, buyer’s journey-based messages with appropriate transitions Orchestration Coordinate, synchronize and align sales & marketing plays, audibles and progressions Foundation