#FlipMyFunnel Atlanta 2016 - Craig Rosenberg - Marketing-SDR Orchestration: The Fastest Path to Success

#FlipMyFunnel Atlanta:
Marketing-SDR Orchestration: The
Fastest Path to Success

© 2016 TOPO. All rights reserved. www.topohq.com
TODAY’S AGENDA
1. My Background
2. Account Based Everything Overview
3. The Challenge of Orchestration (and the Solution)
4. Success Requirements
5. The Use Case (that happens to include a Use Case)
6. Takeaways
@funnelholic

QUICK BACKGROUND
@funnelholic

MEET TOPO
We’re an analyst firm that helps 100s of demand
generation, sales development, and sales
organizations grow revenues in a scalable manner.
@funnelholic

3 WAYS OF DELIVERING SCALABLE REVENUE GROWTH
1. PLAYBOOKS
A customized “owner’s
manual” for various sales
or marketing functions
2. ADVISORY
Analyst support for big
issues like process, org,
and technology
3. TRAINING
Detailed, engaging
training on playbooks
and best practices
@funnelholic

OVER $20B IN REVENUE DEPENDS ON TOPO
@funnelholic

HELLO, ACCOUNT-BASED EVERYTHING
@funnelholic

WHAT IS ACCOUNT-BASED EVERYTHING?
Account-Based Everything 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
@funnelholic

5 DEFINING ATTRIBUTES OF ACCOUNT-BASED
EVERYTHING
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
@funnelholic

THE ORCHESTRATION CHALLENGE (AND THE
SOLUTION)
@funnelholic

0
1
2
3
4
5
6
7
8
9
10
MARKETING/SALES
DEVELOPMENT
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
SALES PROCESS CUSTOMER
SUCCESS/ACCOUNT MGMT
Coordination of different activities, programs and campaigns used by
marketing, sales development, and sales to:
• Distribute offers to the target account, or set of accounts
• Connect with multiple stakeholders within the target account(s), and;
• Drive higher engagement within the account(s).
ORCHESTRATION IS THE EXCITING PART
@funnelholic

BUT IS ALSO THE SCARIEST…
0
1
2
3
4
5
6
7
8
9
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
@funnelholic

MARKETING - SDR COLLABORATION IS THE FASTEST
PATH TO ORCHESTRATION…AND RESULTS
100% OF ORGANIZATIONS THAT ARE MEETING OR
EXCEEDING THEIR OBJECTIVES IN LESS THAN A YEAR ARE
LEVERAGING SALES DEVELOPMENT
@funnelholic

AND SALES DEV IS READY FOR YOU
@funnelholic

THE KEY REQUIREMENTS FOR MARKETING-
SDR ORCHESTRATION
@funnelholic

SUCCESS REQUIRES MINDSET CHANGE
1. Kill the MQL and focus on the SQL
2. Work on the same set of ICP accounts (and contacts)
3. Transform outbound SDR team to Account-Based SDRs
4. Design orchestration across SDRs and Demand Gen
@funnelholic

Contact MQL SDR MEETING OPPORTUNITY WON
WIN METRICS
• Deal Velocity
• Win Rates
• Average Contract Value
(ACV)
• Lifetime Value (LTV)
MQA
1. MOVE FROM MQLS TO PIPELINE & WIN METRICS
Shift in Focus
PIPELINE METRICS
• SDR Meetings
• Target Account Pipeline
@funnelholic

Status Quo = 3 (or more) distinct databases
ACCOUNT-BASED = Unified ICP database
2. CREATE ONE COMPLETE ICP DATABASE
MARKETING
CONTACTS
SDR
DATABASE
SALES
DATABASE
ICP DATABASE
ICP Alignment
ATTRIBUTE DEFINITION
Ad Spend >$50M/year ad spend
Geos North America, EMEA,
APAC
Industries • Financial Services
• Automotive
Behaviors • $15M/year tech spend
• 25+ campaigns
70-100%
complete CRM
data (target
accounts and
key personas
Target List Unified
Database
Campaign Account
Selection
CAMPAIGN
DB
@funnelholic

3. DESIGN ACCOUNT-BASED SDR ORGANIZATION
Account-Based SDRs
Hybrid (inbound/outbound)
Maniacally focused
Supported by Marketing
Inbound SDRs
Immediate follow-up on
non-assigned MQLs.
< 60 min
response
time
ICP
DATABASE
Outbound
Marketing
Touches
Response
Outbound
Multi-Channel
Pattern
Meeting
Set
Lead Follow-
up M.C.
Pattern
Auto-
Convert
Marketing
Campaigns
Meeting
Set
Touch PatternResponse
@funnelholic

4. DESIGN AN ORCHESTRATION PLAN
DAY PLAY OWNER
Day 1 Account-based Ads Marketing
Day 1 Launch web personalization Marketing
Day 4 Direct Mail Invite Marketing
Day 4 Digital invite Marketing
Day 6 Triple Touch (could include Twitter) SDR
Day 8 Double Touch: Top of inbox email SDR
Day 11 Double Touch: Personalized Video SDR
Days 11-13 War-Dial SDR
Day 17 Event Marketing
Day 19 Digital Event Follow-up Marketing
Day 20 Double Touch: Event highlight email SDR
@funnelholic

THE USE CASE (THAT HAPPENS
TO BE ABOUT A USE CASE)
@funnelholic

USE CASE - FASTEST PATH TO RUNNING
CAMPAIGN
A use case that covers
methodology, process,
strategic initiatives (vs.
simply product examples)
has shown equally results to
templatized research calls-
to-action
• SDRs/sales identify
relevant use case for
prospect
• SDR/sales call-to-action
is to talk specifically
about the use case
@funnelholic

EXECUTE ORCHESTRATED CAMPAIGNS AND DRIVE
BETTER OUTBOUND RESULTS
SDRs send customized
outreach based on persona.
Messaging centers on the use
case
Marketing Air Cover
ICP
DATABASE
Response
Outbound
Outreach
High-Value
CTA
Lead Follow-
up
Auto-
Convert
AB-Ads
Campaign is
focused on
relevant
target
accounts
LinkedIn Ads Targeted SEO Personalization
Pre-SDR Campaign
Direct Mail
Digital Send
(Use Case)
Marketing begins 3
days to 2 weeks
before SDRs
Blog Post
Marketing “air-cover”
begins immediately and
runs throughout the
campaign
Call-to-action is to
discuss the use
case (not pitch)
@funnelholic

TAKEAWAYS
@funnelholic

ORCHESTRATION – IT’S NOT THAT HARD
1. Start with marketing – SDR collaboration before full-scale orchestration
2. Just aligning efforts on the same accounts and contacts will reap benefits
3. The SDR org will need a slight re-design to support your efforts
4. Create a plan – not just for you but for the SDRs as well
5. Campaign content doesn’t have to be complex just relevant and consistent
6. And remember, it’s not about the MQL anymore
@funnelholic

#FlipMyFunnel #ABM@funnelholic

#FlipMyFunnel Atlanta 2016 - Craig Rosenberg - Marketing-SDR Orchestration: The Fastest Path to Success

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