This document discusses using account-based strategies to unite sales and marketing. It begins by noting the long-standing challenges in aligning these teams. Account-based marketing (ABM) can act as a forcing function to drive alignment by focusing teams on specific accounts. Success is measured through metrics like opportunities, relationships, pipeline, and deals within targeted accounts. The document outlines various ABM models and provides examples of engagement strategies and activities across teams. It emphasizes the importance of data, defining customer profiles, and orchestrating a consistent plan with clear metrics to work towards alignment and dominance in the market.

1. Beyond the Basics of ABM:
Using Account-Based Strategies to Unite Sales & Marketing
Tracy Eiler
Chief Marketing Officer
@tracyleiler
Andrea Austin
VP of Enterprise Sales
@aaustin94965
Colleen Rombach
Sr. Manager, Demand Gen
@colleenArombach
Ramona Elliott
Head of Sales Development
@ramona_elliott

2. • An Age-Old Problem
• ABM as a Forcing Function
• What Success Looks Like
Topics

3. ALIGNMENT
(a hot topic for the last 20 years)

4. What are the biggest challenges in aligning Sales and Marketing?
Source: InsideView Market Report, 2016
Challenges to Alignment

5. Impact on revenue?

6. Source: IDC
or more of annual
revenue; or $100M for
a 1B company
10%

7. Impact on people?

8. Source: InsideView Market Report 2016
• Marketing spends most of
their time on branding and events
(65%)
• Marketing isn’t accountable
for pipeline
(55%)
• I respect my marketing department
(86%)
• Sales people are single-celled
organisms that chase revenue
(27%)
• Sales people are a bunch
of mavericks
(26%)
• Sales is a difficult job
(94%)
Positive and Negative Attitudes Prevail
Marketing says: Sales says:

9. ABM as a Forcing Function

10. Meet with you and give feedback?
Take you on sales calls?
Share their account plans?
Follow up on leads, even if only to reject them?
Use the tools you provide?
Source: SiriusDecisions
How Can You Measure Trust?
Does your
sales team…

11. Be proactive and communicate well in advance
Be overly transparent
Make recommendations, don’t just ask questions
Get feedback from everyone
Listen first
Brainstorm together
Leverage opinion leaders
Back at the Office…

12. A Plan for AlignmentA Plan for Alignment

13. Source: Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester report
ABM enriches lead
generation with
account-specific tactics
Traditional Demand Gen vs. ABM

14. Several Approaches
LARGE ACCOUNT
Very small number of large
existing or targeted accounts
NAMED ACCOUNT
Moderate or larger number of defined
existing or targeted accounts
DEEPEN CUSTOMER
RELATIONSHIPS
Moderate or larger number of existing
customers that receive differentiated outreach
NEW MARKETS
Any number of new or existing accounts in
same vertical or other specific segment
Account-Based Models

15. The New Funnel

16. Dominant
• Iconic + magnetic +
unfair advantage
• Enterprise-wide
alignment
• Data science is a
weapon
• Sustained leadership
Fragmented
• Ad hoc, manual
• Random acts of sales
enablement
• Focused on quantity,
list buying
Automated
• Consistent data
collection + volume
• 3rd party data feeds
• Islands of MA/CRM
Aligned
• Focused on right
campaigns, sales
initiatives
• Sales/marketing align
• Identified addressable
market: shared view
• Single source of truth:
MA/CRM
• Continuous refresh
Orchestrated
• Proactive/ prescriptive
account-based
strategies
• Touch governance
across the customer
lifecycle
• True consultative
selling
• Strategic CIO initiative
Go-to-Market Maturity Model

17. Find

18. A New Approach to Demand Generation
Source: SiriusDecisions Demand Generation Waterfall, 2017

20. ICP > TAM > ABM: Taming the Alphabet
Who are my perfect customers?
Where do they work?
What do they do?
What accounts fit that profile?
Where are they located?
How many are in my database?
Let’s target:
1
2
3
IDEAL CUSTOMER PROFILE
Define your targets.
TOTAL ADDRESSABLE MARKET
Find every matching account.
ACCOUNT-BASED MARKETING
Target them one by one.

21. Ideal Client Profile Mapping: Before
Industry A
Industry E
Industry C
Industry B
Industry K
Industry D
Industry F
Industry G
Industry I
Industry H
Industry J
Industry L
Re-evaluators Expanders
IdlersDecliners

22. Ideal Client Profile Mapping: After
Industry A
Industry E
Industry C
Industry B
Industry D
Re-evaluators Expanders
IdlersDecliners

23. Total Addressable Market

24. Total ABM Accounts: 307
Customers: 169
New Logos: 138
Our ABM Breakdown
CUSTOMER ZERO PROJECT

25. Engage, Close, & Grow

26. ABM Engagement Design
Types of Programs Programs Marketing/Field Muscle
Target Accounts
Tier 1 Tier 2 Tier 3
Direct Mail Low-Cost Direct Mail Low Yes Yes No
High-Cost Direct Mail High Yes No No
In-Person Programs Tradeshows High Yes Yes Yes
Tradeshow Extras (dinner, room drop, etc.) High Yes No No
Lunch & Learns / Onsite Meetings High Yes No No
Customer Advisory Board High Yes Yes No
Online Programs Paid Advertising Medium Yes Yes No
Thought Leadership Webinars Medium Yes Yes Yes
Landing Page Personalization High Yes No No
Customized Emails Medium Yes No No
Broad Emails Low Yes Yes Yes
Sales Outreach Outreach Campaigns Medium Yes Yes No
1:1 Communications for upcoming webinars,
events, etc.
Medium Yes Yes No
Personalized Coaching High Yes Yes Yes
Executive Sponsor Low Yes No No
Personalized Content Assets Medium Yes No No
Internal Communications Included in regular review meetings High Yes No No

27. Source: InsideView
Orchestrate Activity Across Teams
Every touch
is a “give”

28. Success Plan
Build a strong data foundation
Define ICP, TAM, and database build out
Take a contact-specific approach
Develop a unique engagement strategy for both known and unknown contacts.
Drive full team alignment
Hold mandatory communication meetings. Agree on success metrics and review
them frequently.
Stick ruthlessly to the plan
Your plan should have touch points with clear beginnings and ends. Stick to it
with extreme focus. You’re in this for the long haul!

29. Measures of Success

30. What Does Success Look Like?
1. Opportunity Goals
2. Relationship Goals
SUCCESS METRICS
EARLY
• New names in target account
(building out white space)
• Higher program engagement
across multiple contacts
• Lift in website traffic from
targeted accounts
MID
• # of meetings set with target
accounts
• Marketing qualified leads in target
accounts
• Program success with a target
account
• Call connects with target accounts
LATE
• Higher win rates
• Deeper and broader relationships
within accounts
• # opportunities in targeted accounts
• Pipeline in targeted accounts
• Deal acceleration
• Multi-product, multi-year deals

31. Coverage
Customer
Zero Project

32. Awareness
Website
Reporting

33. Collaboration
Marketo Sales Insights

34. Engagement
Calls & Meetings

35. Focus on pipeline.

36. of marketers say that pipeline
is the primary way they
are measured – more than
lead quality or quantity!
Source: InsideView Market Report, 995 respondents, Oct 2015
Yay!
65%

37. Advanced Alignment

38. Dominant
• Iconic + magnetic +
unfair advantage
• Enterprise-wide
alignment
• Data science is a
weapon
• Sustained leadership
Fragmented
• Ad hoc, manual
• Random acts of sales
enablement
• Focused on quantity,
list buying
Automated
• Consistent data
collection + volume
• 3rd party data feeds
• Islands of MA/CRM
Aligned
• Focused on right
campaigns, sales
initiatives
• Sales/marketing align
• Identified addressable
market: shared view
• Single source of truth:
MA/CRM
• Continuous refresh
Orchestrated
• Proactive/ prescriptive
account-based
strategies
• Touch governance
across the customer
lifecycle
• True consultative
selling
• Strategic CIO initiative
Go-to-Market Maturity Model

39. Back at the Office…
Agree with your CEO that you have an alignment imperative.
Measure trust with your sales team and take action.
Review your funnel definitions.
Report on the same metrics. Focus on pipeline.
Bite the bullet and give marketing variable compensation.
Back at the Office…

40. Source: Sirius Decisions
Ultimate Success

41. Join Us!

42. Live Q&A
Please use the questions panel to
submit any comments or questions.
You will receive a follow-up email with
links to the recording and webinar
deck.
Thank you for joining us today!
Tracy Eiler
Chief Marketing Officer
@tracyleiler
Andrea Austin
VP of Enterprise Sales
@aaustin94965
Colleen Rombach
Sr. Manager, Demand
Gen
@colleenArombach
Ramona Elliott
Head of Sales Dev
@ramona_elliott