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5 Keys to the Ultimate Sales Development Playbook

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Everywhere you turn, people are talking about account based strategies, but what does implementing this truly entail?

A successful account based strategy depends on coordinating personalized marketing and sales efforts to open doors and deepen engagement at specific accounts. These efforts are referred to as "plays". So what does a coordinated play look like? Who on my team needs to get involved? What actions does each team member take?

This SlideShare will answer these questions and show you how to draw up the right plays for your Account Based Sales and Marketing Playbook.

We reveal:
-The 5 essential elements of effective sales development outreach
-How to coordinate a multi-touch, multi-channel and multi-player campaign for your target accounts
-Our most effective sales development plays straight from our current playbook
-How to truly orchestrate human connection at scale
-And more!

Download Engagio's ebook "How to Not Send Really Crappy Cold Emails" at Engagio.com/crappy-email-ebook

Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio

Published in: Business
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5 Keys to the Ultimate Sales Development Playbook

  1. 1. 5 Keys to the Ultimate Sales Development Playbook
  2. 2. @Engagio #SalesPlaybook
  3. 3. Brandon Redlinger, Director of Growth Elliott Lowe, Director of Account Orchestration
  4. 4. Agenda Engagio’s Playbook Types of Plays The 5 Elements 1 2 3
  5. 5. • More complex decisions • More decision makers • Longer sales cycles • Higher stakes The Changing Landscape of Sales Development
  6. 6. “A Play is a series of steps that orchestrates interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts.” Orchestrating Plays
  7. 7. The 5 Elements
  8. 8. 1. Players 2. Touches 3. Channels 4. Timing 5. Content Key Elements of a Playbook
  9. 9. Get your team involved! It takes a village. #1 - The Players Sales Sales Dev. Marketing Customer Success Exec. Mgmt. Solutions Eng.
  10. 10. Find and map the important roles inside every target account’s buying team. It could look something like this: • Initiator • Decision Maker • Buyer • Influencer • User • Gatekeeper Mapping Your Target’s Org
  11. 11. #2 – The Number 75% • Play touch nomenclature X (touches) * Y (days) * Z (players) Example: 8 x 21 x 5 • It’s ok to start small and build
  12. 12. Not All Touches Are Created Equal 75% Rep A • Day 1 • Day 2 • Day 4 • Day 7 Rep B • Day 0 • Day 1 • Day 2 • Day 4 • Day 6 • Day 7 + + + + + +
  13. 13. #3 – The Channels 75% The Triple Threat • Email • Call • Social
  14. 14. Channels Diversity 75% • CofffeSender • PFL • Social • Text messages • Personal video • Google Hangout • Door to door • Free standing inserts in newspapers • Personal website • AngelList profile • Slideshare • Fax • Ads
  15. 15. #4 – The Timing 75% “The difference between lettuce and garbage is timing.”
  16. 16. 75% • Persona • Time of day • Day of week Know Thy Buyer
  17. 17. Content Personalization Spectrum 75% #5 – The Content
  18. 18. 75% “The phrases ‘Touching base’ and ‘checking in’ are two of the most meaningless phrases in sales. It means there’s no reason for your call, so therefore there’s no reason for me to talk to you” -John Barrows
  19. 19. Avoid at all costs! Instead: • Reemphasize business value • Offer insight • Educate • Share news The “Touching Base” Email
  20. 20. Engagio.com/crappy-email-ebook
  21. 21. Types of Plays
  22. 22. Sales & Sales Development Plays • Core Prospecting Plays • Door Opener Plays • Trigger Event Plays • Deal Acceleration Plays • Executive Alignment Plays • “Shake the Tree” Play • Handoff Plays
  23. 23. Marketing Plays • Event Plays • Upsell/Cross-Sell Plays • Customer Advocacy/Marketing • Surprise and Delight Plays
  24. 24. Customer Success Plays • User Onboarding Plays • 90 Days From Renewal Play • Declined Use Plays • Churn Prevention Plays
  25. 25. When to Use an Account Orchestration Platform • A large dynamic set of plays • Account level engagement visibility and analytics • Synchronize interactions across multiple players and channels • Personalize communications
  26. 26. Example Plays
  27. 27. Core Prospecting Plays • Core prospecting Play • True multi-channel, multi-player Play • Creativity is a plus
  28. 28. Core Prospecting Play Overview: • Manually launched • 12 steps Players: • Our Team – Marketing – CEO – ADR • Their Team – Head of Marketing – Head of Sales – Head of Sales Dev.
  29. 29. Core Prospecting Play
  30. 30. Core Prospecting Play
  31. 31. Core Prospecting Play
  32. 32. Core Prospecting Play To: Head of Marketing From: CEO
  33. 33. Handoff Plays • Change of contacts – ADR  AE – AE  CSM
  34. 34. ADR  AE Handoff Play Overview: • Auto triggered – 5 steps Players: • Our Team – ADR – AE • Their Team – Contact 1 – Others
  35. 35. Handoff Play
  36. 36. Handoff Play
  37. 37. Mutual Connection Play • Opens the door • Leverage your network
  38. 38. Mutual Connection Play Overview: • Manually launched • 9 steps Players: • Our Team – ADR – Executive • Their Team – Contact 1
  39. 39. Mutual Connection Play
  40. 40. Mutual Connection Play
  41. 41. Mutual Connection Play To: Contact 1 CC: ADR From: CEO
  42. 42. Mutual Connection Play
  43. 43. Marketing Qualified Account Play • What is an MQA? • Sales and marketing alignment is crucial
  44. 44. Marketing Qualified Account (MQA) Play Overview: • Auto triggered • 12 steps Players: • Our Team – ADR – VP of Sales – CEO • Their Team – Head of Sales – Head of Demand Gen
  45. 45. MQA Play
  46. 46. MQA Play
  47. 47. MQA Play
  48. 48. MQA Play
  49. 49. Hiring Trigger Event Play • Opens the door • Short window of opportunity • Leverage external tools (e.g., LinkedIn)
  50. 50. Hiring Trigger Event Play Overview: • Auto triggered • 10 steps Players: • Our Team – ADR – VP of Sales • Their Team – Hiring manager – VP of CXO
  51. 51. Hiring Trigger Event Play
  52. 52. Hiring Trigger Event Play
  53. 53. Hiring Trigger Event Play
  54. 54. Questions and Answers @Engagio #SalesPlaybook
  55. 55. Engagio.com/LeadMD-report
  56. 56. For more Account Based treasures… How to Not Send Really Crappy Cold Emails Engagio.com/crappy-email-ebook

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