Speaker: Craig Rosenberg, Co-Founder/Chief Analyst @ TOPO

2. Sales and Marketing Alignment: How
ABM Brings Everyone Together
Craig Rosenberg

3. Today’s Agenda
 Intro to TOPO
 Journey to Alignment
 The Definition of Account-Based
 6 Key Areas of Alignment
 Key Takeaways

4. Meet TOPO
We’re an analyst firm that helps 100s of high growth sales
development, demand generation, and sales organizations grow
revenues in a repeatable, scalable manner.
1. PLAYBOOKS
A customized “owner’s
manual” for various sales
and marketing functions
2. ADVISORY
Analyst support for big
issues like process,
org, and technology
3. EVENTS
Detailed, engaging events
like quarterly councils and
our annual Summit

5. Over $100B in Revenue Now Depends on TOPO

6. The Journey to Alignment
0
20
40
60
80
100
Pre-1999 2000 2005 2007 2008 2009 2011 2012 2015 2016 2018
Sales had no
idea marketing
even existed
Adwords launches –
digital provides hope
Sirius Creates
the Demand
Waterfall
Marketo founded in
2006 – Marketing
Automation starts
heating up
Predictable Revenue
is released
Account-Based
gets hot
Mistakes are
made, doubters
surface
It’s on!
Marketing attempts
to apply volume
tactics to everything
Volume and Velocity Demand Gen Account-Based

7. Account-Based is Reborn…And It’s Better Then Before
Account-Based is the coordination of personalized marketing, sales development,
sales, and customer success efforts to drive engagement and conversion at a
targeted set of accounts
Account-Based
Marketing
Sales
Development
Sales
Customer
Success
Targeted
Intelligence-driven
Orchestrated
Personalized
High Frequency

8. Account-Based = Alignment
PRE- ACCOUNT-BASED ACCOUNT-BASED
1 STRATEGY “More leads” Strategic Business Decision
2 TARGET
MARKET
Total Available Market (TAM) Agreed-upon Target Account List
3 FUNNEL MQL  SQL (hard handoffs) The Aligned Account-Based Funnel
4 GO-TO-
MARKET
”I get leads and you (sales) follow-up
on them”
”We create an orchestrated plan to
drive opportunities together”
5 METRICS Marketing Qualified Leads (MQLs) Target Account Pipeline (TAP)
6 OPERATIONS Segmented marketing, sales, and CS Customer operations

9. 1. From Campaigns to Strategic Biz
Solutions
Before Account-Based:
It’s all about
Marketing Metrics
After Account-Based:
Strategic Metrics

10. Not Just Aligned to Sales – Aligned to the
Organization
ACV LTV CHURN
CLOSE RATE SALES CYCLE

11. 2. From Target Market to Target Accounts
TARGET MARKET
(the bigger, the
better)
TARGET MARKET
IDEAL
CUSTOMER
PROFILE
TARGET
ACCOUNT
LIST
BEFORE AFTER
Quality is determined
by disposition and
activity
AKA not aligned
Aligned on quality
before resources
are applied

12. The Process: Data, Conversation, and a
“We Got This”
DATA ICP TARGET LIST
ATTRIBUTE DEFINITION
Ad Spend >$50M/year ad spend
Geos North America,
EMEA, APAC
Industries • Financial Services
• Automotive
• Travel
• Retail
Behaviors • $15M/year tech
spend
• In-house
programmatic
function
• 25+ campaigns
The target list is
your target
market
3. External (e.g.
predictive
analytics)
2. Internal (e.g.
closed-won by
segment)
1. Qualitative
(e.g. sales rep
feedback) Sales:
“We got this”
ALIGNMENT

13. 3. From Chasing Waterfalls to…
SQLs
Closed
SALs
INQUIRIES
MQLs
MARKETING
SDR
SALES
HOT POTATO
Hand-off
Hand-off

14. The Account-Based Funnel

15. The Account-Based Funnel
No lead handoff

16. We work together to
create
opportunities/pipeline
The Account-Based Funnel

17. And we don’t stop
there
The Account-Based Funnel

18. 3. A Joint Task Force for Opportunity
Creation
I am marketing, I
create “leads”
BEFORE AFTER
I am an SDR, I can’t
create opps with
these leads
If sdrs/sales can’t
create opps, it’s
on them
And when I do
create opps, sales
complains
MARKETING SDR MARKETING SDR
Marketing-SDR
Orchestration
A Joint—
Opportunity
Creation Operation

19. The Marketing-SDR Orchestration
Machine
ACCOUNT
SELECTION
SDR
OUTREACH
MEDIA AND COMMUNICATIONS
PROGRAM
DESIGN
SALES
PROCESS
DIRECT
MAIL OPPORTUNITY
YES
OUTBOUND OUTREACH
LEAD FOLLOW-UP
HIGH VALUE
OFFERS
ORCHESTRATION
PLAN
CAMPAIGN
DATABASE SALES
CYCLE
PRE-SDR
CAMPAIGN
DIRECT MAIL
EMAIL
PERSONAL-
IZATION
NO
AB-ADS LINKEDIN ADS TARGETED SEM RETARGETING BLOG POSTS
SALES
MEETING

20. 4. Align on Metrics That Matter
BEFORE
Marketing Qualified Lead
MQL  SQL Conversion
Total Pipeline
BEFORE
Engagement Score
Opportunity Rate
Target Account Pipeline (TAP)

21. 1,000
450
300
100
Target Accounts
Engaged Accounts
Opportunity Accounts
Closed-Won Accounts
Accounts Value
$100,000,000
$50,000,000
$35,000,000
$15,000,000
345SQL (or Meeting) Accounts $38,000,000
Then Align on a New Dashboard

22. 5. Move from Operations Fiefdoms
SDR Ops Sales Ops CS Ops
Marketing
Ops
ACCOUNTS
& CONTACTS
LEADSMARKETING
AUTOMATION
COMMON DATA?
1000’s of apps touching the customer and creating valuable data

23. To A Singular Customer Operations Role
Sales Development
Sales Customer Success
Marketing
Strategy & Planning
Process
Enablement
Technology + Data
Experience
Metrics
Six core responsibilities…

24. Alignment is Real - Key Takeaways
 Account-based is not a campaign, it’s a business decision and it
aligns marketing with organizational goals
 If sales can say “we got it” to the target list, you will eliminate the
“definition of quality” conflict that kills alignment
 The funnel has changed from a bunch of handoffs to “everybody in”
 Start with marketing-SDR orchestration leads and get immediate
wins
 Metrics are changing – the MQL is dead and Opportunities,
Opportunity Rate, and Target Account Pipeline (TAP) are in
 Customer Operations is coming - the next big set of walls to tear
down are the operations silos

25. Thank you!