The document outlines 8 keys for integrating account-based marketing (ABM) with a company's existing sales team and target account programs. The keys are: 1) Make sales an early partner, 2) Work from common objectives and definitions, 3) Build and manage common target lists, 4) Execute from a consolidated engagement plan, 5) Think in terms of macro and micro campaigns, 6) Develop shared data and insights, 7) Improve content precision, and 8) Practice the OODA loop of observation, orientation, decision, and action. The document provides examples and considerations for each key to facilitating collaboration between sales and marketing teams on ABM initiatives.

1. Eight keys for Integrating ABM with
your sales team’s existing Target Account programs
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
matt@heinzmarketing.com

2. Housekeeping
Feel free to madly scribble notes, but you can also have a
copy of this deck
You can also have (for free!) copies of:
The Modern Marketer’s Field Guide
Our ABM Workbook (including all templates)
My award-winning* bacon recipe
Just bring me a business card (or send email to
matt@heinzmarketing.com) noting what you want

3. Keys to integrating ABM with your sales team
1. Make sales an early partner & collaborator

4. A direct line to revenue growth

5. Keys to integrating ABM with your sales team
2. Work from common objectives & definitions

6. A common set of metrics
Assumptions
Meaghan ASP $ 65,000
Jennifer ASP $ 75,000
John ASP $ 80,000
Opp/Close % 25.0%
Lead/Opp % 5.0%
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 TOTALS
Meaghan Sales # 1 1 2 3 2 4 2 2 2 2 2 1 24
Jennifer Sales # 1 2 2 2 2 2 2 2 2 2 2 2 23
John Sales # 1 1 1 1 2 1 2 2 3 3 2 2 21
Total Sales # 2 3 4 5 4 7 6 6 7 7 6 5 62
Meaghan Sales $ $ 65,000 $ 65,000 $ 130,000 $ 195,000 $ 130,000 $ 260,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 65,000 $ 1,560,000
Jennifer Sales $ $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 1,725,000
John Sales $ $ 75,000 $ 75,000 $ 75,000 $ 75,000 $ 150,000 $ 75,000 $ 150,000 $ 150,000 $ 225,000 $ 225,000 $ 150,000 $ 150,000 $ 1,575,000
Total Sales $ $ 215,000 $ 290,000 $ 355,000 $ 420,000 $ 430,000 $ 485,000 $ 430,000 $ 430,000 $ 505,000 $ 505,000 $ 430,000 $ 365,000 $ 4,860,000
Meaghan Pipeline # 4 4 8 12 8 16 8 8 8 8 8 4
Jennifer Pipeline # 4 8 8 8 8 8 8 8 8 8 8 8
John Pipeline # 4 4 4 4 8 4 8 8 12 12 8 8
Total Pipeline # 12 16 20 24 24 28 24 24 28 28 24 20
Meaghan Pipeline $ $ 260,000 $ 260,000 $ 520,000 $ 780,000 $ 520,000 $1,040,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 260,000
Jennifer Pipeline $ $ 300,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000
John Pipeline $ $ 300,000 $ 300,000 $ 300,000 $ 300,000 $ 600,000 $ 300,000 $ 600,000 $ 600,000 $ 900,000 $ 900,000 $ 600,000 $ 600,000
Total Pipeline $ $ 860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 $1,720,000 $1,720,000 $2,020,000 $2,020,000 $1,720,000 $1,460,000
Meaghan Leads 80 80 160 240 160 320 160 160 160 160 160 80
Jennifer Leads 80 160 160 160 160 160 160 160 160 160 160 160
John Leads 80 80 80 80 160 80 160 160 240 240 160 160
Total Leads 240 320 400 480 480 560 480 480 560 560 480 400 5440

7. A common set of definitions
Stage Definition Sales Next Step(s) Marketing Next Step(s)
Leads
Open/Not Attempted
New lead, has not been attempted or contacted by sales Begin follow-up to get on the phone live to qualify
as opportunity
Provide scripts and response offers as needed to
increase call-backs
Attempting to Contact
Sales has begun the process of following the lead follow-up
process to reach the prospect live
Continue follow-up attempts via phone, email,
"zero out" to reach prospect live
Provide scripts and response offers as needed to
increase call-backs
Interested
Prospect has expressed interest in ABC Company and/or
achieving better results, and is interested in learning more;
full qualification criteria intent/purchase timeline still
unknown
Once prospect has been qualified, either move
into a "Qualified" opportunity or move to Nurture
(if timeline is long-term or undetermined)
Provide collateral, case studies and other
information as needed to help prospect
determine sales intent
Nurture
Prospect is interested, but there is no near-term opportunity
to buy (prospect may have other immediate priorities, or may
just need more time to consider interest/intent)
no action Drip marketing to prospect 1-2 times per month
with value-added offers, until they're ready to
engage in a short-term buying cycle again
Unresponsive
Haven't been able to get ahold of prospect after repeated
attempts
no action Drip marketing to prospect 1-2 times per month
with value-added offers, until they're ready to
engage in a short-term buying cycle again
No Further Action Lead is not a qualified prospect no action no action
Opportunities
Qualified
Prospect has a need & budget, and is actively evaluating
solutions
Get demo commitment, plan next steps and
timeline to buy (or at least make decision) with
prospect
Provide additional support tools as needed (case
studies, etc.) to help accelerate prospect interest
and buying cycle
Presentation & Demo
Demo has been scheduled or completed; working through
objections & questions
Get permission to present formal proposal Provide additional support tools as needed (case
studies, etc.) to help accelerate prospect interest
and buying cycle
Proposal
Formal proposal is in process or has been delivered outlining
terms, services, fees
Get verbal commitment to buy pending
finalization of terms
no action
Negotiation
Prospect has verbally agreed to do business; both sides are
working through final legal/term/service/fee details
Sign, seal and return baby! no action
Close Agreement has been signed and returned victory lap no action
Closed Lost
Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month
with value-added offers, until they're ready to
engage in a short-term buying cycle again

8. Keys to integrating ABM with your sales team
3. Build and manage a common set of target lists

9. What are your data filters?
Companies
Individuals
Full/complete contact information

10. Data hygiene

11. Real-time data updates
What’s your platform & integration point(s)?
How do you respond to trigger events & real-time
changes?
Who’s following up, how, when, with what?
Where do you record that?

12. Keys to integrating ABM with your sales team
4. Execute from a consolidated engagement plan

13. A coordination example
The right person at the right company attends your
webinar
How is follow-up different?
Who does it – with what message – in what format and
channel?
What next step communication triggers does that imply?
How do you coordinate sales & marketing messages?

14. Keys to integrating ABM with your sales team
5. Think in terms of macro and micro campaigns

15. Keys to integrating ABM with your sales team
6. Develop shared data and insights

16. Buying signals and trigger events
Inventory
Prioritization
Follow-up sequencing

17. Keys to integrating ABM with your sales team
7. Improve your content precision

18. Who’s creating content in the first place?

19. Keys to better content
1. Consistency
2. Causality
3. Practice

20. Keys to integrating ABM with your sales team
8. Practice the OODA Loop

21. Keys to better feedback loops
Open communication
Constructive feedback
No defensiveness
Failure is part of the journey!

22. Housekeeping
You can also have (for free!) copies of:
The Modern Marketer’s Field Guide
Our ABM Workbook (including all templates)
My award-winning* bacon recipe
Just bring me a business card (or send email to
matt@heinzmarketing.com) noting what you want

23. Thank you!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com