Account-Based Strategy & the Escape from Automation: Craig Rosenberg @ SalesLoft RM17

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Account-Based Strategy
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Craig Rosenberg Co-founder, Chief Analyst
March 1, 2017
www.topohq.com

MEET TOPO
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generation, sales development, and sales organizations
grow revenues scalably.

OVER $20B IN REVENUE DEPENDS ON TOPO

© 2016 TOPO. All rights reserved. www.topohq.com
ACCOUNT-BASED STRATEGY:
IT’S NOT JUST A CAMPAIGN

ACCOUNT-BASED STRATEGY, DEFINED
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
SalesDevelopment
Sales
CustomerSuccess
Targeted
Intelligence-driven
Orchestrated
Personalized
High Frequency

5 ATTRIBUTES OF AN ACCOUNT-BASED MODEL
ATTRIBUTE EXAMPLE
1. Targeted, high value accounts Accounts that meet pro forma CLTV
target based on # of employees
2. Intelligence-driven programs/
campaigns
Account insights inform custom
campaigns with high conversion rates
3. Orchestration across marketing,
sales, sales development…
Outbound sales development is today’s
most effective Account-Based tactic
4. Valuable and personalized buyer
experiences
Customized customer workshop
leveraging their data
5. Coordinated high effort/frequency
outreach
Executive outreach is coordinated with
key marketing event

THE TOPO ACCOUNT-BASED FUNNEL

ACCOUNT-BASED:
(GOOD) PROBLEMS SOLVED

ACCOUNT-BASED OUTPERFORMS TRADITIONAL METHODS
Alignment Between Sales & Marketing
Overall LTV
Upsell/Cross-sell
Return on Sales & Mktg. Investment
Close Rate
Initial Contract Value
Customer Retention Rate
1 1.93 2.85 3.78 4.7
3.98
4
4.02
4.14
4.2
4.31
4.64
AB provides much
greater benefit than
traditional approach
AB and
traditional are
same
Traditional approach
benefit is much
greater
BENEFITS OF AB VS TRADITIONAL MARKETING APPROACH

$0
$50,000
$100,000
$150,000
$200,000
Pre-AB ACV Post AB ACV
$195,294
$71,941
ACCOUNT-BASED STRATEGIES INCREASE ACV BY 171%
171% lift
AVERAGE ANNUAL CONTRACT VALUE (ACV)

AND IT CAN DRIVE VALUE QUICKLY
82%OF ORGANIZATIONS EXECUTING ACCOUNT-BASED
STRATEGIES FOR 1 YEAR + ARE MEETING AND/OR EXCEEDING
THEIR OBJECTIVES
23%OF ORGANIZATIONS ARE MEETING THEIR OBJECTIVES
IN LESS THAN A YEAR

KEY TAKEAWAYS FROM 2016
• The ICP is the foundation...then make the target list your target market
• Resource alignment defines everyone’s role in the process
• Orchestration is a core account-based activity, but start simple
• Account-based is about LTV and expansion programs are the key
• Measure Target Account Pipeline and watch the revenue metrics thrive

THE ICP IS THE FOUNDATION OF
YOUR ACCOUNT-BASED EFFORTS

THE ICP IS CORE TO ACCOUNT-BASED STRATEGY
Targeting the Right Accounts
Maintaining Account Data
Orchestrating Campaigns
Developing Alignment Strategy
Personalizing Offers and Content
Using Account-centric Metrics
Aligning Account Teams
3.9 4.1 4.3 4.4 4.6
OBSERVED / EXPECTED VALUE OF AB STRATEGIES

DEFINE THE ICP AND CREATE A TARGET ACCOUNT LIST
The Ideal Customer Profile defines the accounts that are  
most likely to buy from you at a viable economic threshold  
(e.g., CAC and LTV)
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
3. External (e.g.
predictive
analytics)
2. Internal (e.g.
closed-won by
segment)
The target list is your
target market
1. Qualitative
(e.g. sales rep
feedback)

RESOURCE ALIGNMENT:
ROLES, RESPONSIBILITIES, AND GOALS

Organizational Focus
Accelerate Pipeline / Deal Velocity
Sales / Marketing Efﬁciency
Higher ACV / Mktg. ROI
Target Account Engagement
Improved Perception of Marketing
Brand Preference
0% 8% 15% 23% 30%
5%
5%
6%
11%
17%
27%
30%
% OF MENTIONS
ACCOUNT-BASED STRATEGIES DELIVER DEAL VELOCITY AND
EFFICIENCY
BENEFITS OF AB

SEGMENT THE ICP INTO TIERS
A
B
C
Highest Value, Highly Custom
High Value, Semi-Custom
Targeted Velocity

SOME TIERING STRUCTURES ARE COMPLEX
A+
A
B
C
UNNAMED
CEO List
High Value, Highly Custom
Targeted Velocity
High Value, Semi-Custom
Inbound

SOME ARE SIMPLE
A
B
OUTBOUND
INBOUND

USE THE TIERS TO DEFINE ROLES AND
RESPONSIBILITIES
MARKETING 
PROGRAMS
SALES DEVELOPMENT
THEME RESOURCE RATIO CAMPAIGN TYPE RATIO OUTREACH TYPE
HIGH CUSTOM Enterprise ABM
Marketing Manager
1 Mgr/
7 Accounts
•100% custom
programs
1 SDR/
2 REPS
100% Custom
Tied to campaign
SEMI-CUSTOM ABM Marketing
Manager
1 Mgr/
2 verticals
•80% template, 20%
custom programs
•Scaled, always-on
programs
1 SDR/
3 REPS
80%/20%
Marketing creates
template
TARGETED
VELOCITY
Director of Demand
Gen
1 to many •100% template
•Scaled, always-on
programs
Round-robin Template
A
B
C

ORCHESTRATION:
START SIMPLE

THE CHALLENGE OF ORCHESTRATION
IS THE 2ND BIGGEST ISSUE FOR ACCOUNT-BASED PROGRAMS (AFTER ALIGNMENT)

BUT ORCHESTRATION IS THE FUN PART
0
3
5
8
10
MARKETING/SALES
DEVELOPMENT
Deep
discoveryAccount-based
ads
Custom pitch
Custom
workshop
BUYERENGAGEMENT
Marketing
Sales Development
Sales
Customer Success
Account Management
Custom LP/
content
Custom
webinar
Physical
event
Physical
promo
Executive
outreach
Personalized
outreach
Deep research
Content
share
Account-Based
ads
Custom
demo
Content
selling
White glove trial
Custom
proposal/
business
case
Hands-on
onboarding
Account
insights
Customer events
Use case
campaign
Use case campaign
Personalized outreach
Executive outreach
Customer
workshop
SALES PROCESS CUSTOMER SUCCESS/
ACCOUNT MGMT

MAKE IT EASIER AND START WITH SDR-MARKETING
ORCHESTRATION

FOCUS ON ENGAGEMENT AND REVENUE METRICS WILL
FOLLOW
0
3
5
8
10
Deep
discoveryAccount-based
ads
Custom pitch
Custom
workshop
BUYERENGAGEMENT
Custom LP/
content
Custom
webinar
Physical
event
Physical
promo
Executive
outreach
Personalized
outreach
Deep research
Content
share
Account-Based
ads
Custom
demo
Content
selling
White glove trial
Custom
proposal/
business
case
Hands-on
onboarding
Account
insights
Customer events
Use case
campaign
Use case campaign
Personalized outreach
Executive outreach
Customer
workshop
Account-
Engagement
Score
Engaged Account

LAND THEN EXPAND:
ACCOUNT-BASED IS ABOUT LTV

38%OF ACCOUNT-BASED PROGRAMS ARE FOCUSED ON
EXISTING CUSTOMERS

ACCOUNT-BASED UPSELL/CROSS-SELL CAMPAIGNS
CONVERT
AB ADVERTISING
DIGITAL MARKETING
PERSONALIZATION
DIRECT MAIL
SDR OUTREACH
CALL TO ACTION
ACCOUNT RESEARCH
CAMPAIGN CREATED
WORKSHOP
LIVE EVENTS
IDENTIFY KEY ACCOUNT STAKEHOLDERS
USE CASE STORY DEVELOPED
EXEC MAILER: HIGHLIGHT USE CASE
ADVERTISING: USE CASE OFFER
ACCOUNT-ONLY WEBINAR: USE CASE
WEBSITE OFFER: USE CASE
REFERRALS, OFFER TO DISCUSS USE CASE
ON-SITE EXECUTIVE WORKSHOP ON USE CASE
LUNCHES, OFF-SITE ACCOUNT-ONLY EVENTS
USE CASE DISCUSSION (VS DEMO)

METRICS:
FOCUS ON THE TAP

MATURE ACCOUNT-BASED ORGANIZATIONS FOCUS ON
DOWNSTREAM METRICS LIKE PIPELINE
Pipeline
Engagement
Account Coverage
ACV / Deal Size
Close/Win Rate
SAL, SQL
MQL, MQA
Revenue (Growth, Spend, Return)
Deal Velocity
LTV
0% 8% 15% 23% 30%
3%
5%
5%
7%
8%
8%
8%
12%
16%
28%
% OF MENTIONS
AB METRICS FOCUS

AES SQL SAO WON
The TAP
(Target Account
Pipeline)
ACCOUNT-BASED PROGRAMS SHOULD BE MEASURED ON THE
METRICS THAT MATTER
• Deal Velocity
• Win Rates
• Average Contract Value
(ACV)
• Lifetime Value (LTV)
• Multi-Stakeholder
SQLs
• Connect Rates
• Target SQLs

2017: ACCOUNT-BASED HITS ITS STRIDE
• The ICP is the foundation...then make the target list your target market
• Resource alignment defines everyone’s role in the process
• Orchestration is a core account-based activity, but start simple
• Account-based is about LTV and expansion programs are the key
• Measure Target Account Pipeline and watch the revenue metrics thrive

 
 
April 12-13, 2017 
Pier 27 – San Francisco, CA 
 
 
Join 1,000+ sales and marketing leaders responsible for
$50B in revenue and learn how they drive growth.

Account-Based Strategy & the Escape from Automation: Craig Rosenberg @ SalesLoft RM17

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