MassTLC Sales Enablement Summit: ByAllAccounts: Effective Sales and marketing collaboration


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6/3/2011 Cynthia Stevens and Joe Murphy from ByAllAccounts presented at MassTLC's Sales Enablement Summit; Increasing Volume, Velocity & Value through Sales Enablement and Alignment

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MassTLC Sales Enablement Summit: ByAllAccounts: Effective Sales and marketing collaboration

  1. 1. ByAllAccounts: Effective Sales and Marketing Collaboration<br />Cynthia A Stephens, VP Marketing<br />Joseph A Murphy, EVP Sales<br />
  2. 2. ByAllAccountsThe Professional’s Choice for Financial Account Aggregation<br />640+ customers (firms) direct <br />200+thru channels <br />Transaction increase – closing 75-100 deals per quarter up from 38 per quarter in Q1 2010<br />Revenue increased 87% over the past two years and 35% in 2009<br />SaaS Model<br />Starting at $4,000 annually<br />Hundreds of Billions of Dollars Flow Through Our Aggregation Engine Daily(Billions of dollars in assets under aggregation)<br />2<br />
  3. 3. A shared vision drove organizational structure<br />Re-define sales rep role on closing business … drive to a shared CMRR target<br />Marketing team<br /><ul><li>Acquisition marketing team for lead creation and nurturing
  4. 4. Sales development reps for qualification and opportunity creation
  5. 5. Marketing interns for market research, analysis and operations</li></li></ul><li>Aligned systems, workflow and metrics<br /><ul><li>Adopted a customer-driven, consultative selling approach
  6. 6. Understand our buyer’s journey and tie sales tools to messages
  7. 7. Built a closed-loop, data-driven marketing system
  8. 8. Moved to monthly marketing qualified lead & opportunities quotas</li></li></ul><li>Ways that marketing enables the sales team<br />
  9. 9. Sales enablement aligned with sales structure<br />
  10. 10. Marketing & Sales Process integrated <br />Marketing team <br />Sales team <br />
  11. 11. Change agents<br />Changed focus of sales reps to closing NB direct deals only <br /><ul><li>NB deal vs. Partner deals vs. Install base </li></ul>Changed compensation to align with MRR and towards monthly business <br />Drove lead qualification thru Marketing for better process<br />Drove traffic to website and Trusted Advisor SMART campaigns<br /><ul><li>Automation versus chasing cats
  12. 12. Measurable results for needed adjustments
  13. 13. Integrated systems </li></ul>Implemented systems (Marketo/SFDC/Time Trade / Visible Gains etc ) <br />
  14. 14. What we’re doing well/differently than others <br />Aligned all comp plans to support corporate goals <br />Integrated team with MRR as singular focus while driving individual performance metrics <br /><ul><li>Telemarketing – lead flow
  15. 15. Sales – NB Transactions and MRR
  16. 16. Relation Managers – Lift on MRR plus Retention</li></ul>Remain as team with strong cross functions to drive all goals <br />
  17. 17. Bumps in the road<br />Changing old systems and habits <br />Getting proof points while implementing system<br />Buy in from rest of the Executive team on systems chose <br />Balancing headcount with results ahead of power curve<br />Aligning Compensation Plans correctly <br />
  18. 18. The business challenge we solve<br />Financial firms require account data from a vast variety of sources for analysis, allocation and reporting<br />Access to this data is a “must have”, not a “nice to have”<br />Traditional solutions are costly, requiring people and infrastructure - data is not accessible, standardized, or in the format required<br />A new paradigm delivers standardized account data from thousands of sources, eliminating the need for more people and infrastructure<br />Business<br />Driver<br />Business<br />Challenge<br />ByAllAccounts’<br />Solution<br />7<br />
  19. 19. Questions?<br />
  20. 20. Contact Information<br />Cynthia Stephens <br />VP Marketing <br />781-376-0801 x 130<br /><br />Joseph A Murphy <br />EVP<br />781-376-0801 x 145<br /><br /><br />