How to Build Sales & Marketing Alignment with Account-Based Marketing
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Sales & marketing misalignment: it's a battle as old as time itself. But with the rise of account-based marketing, it's more important than ever to get your teams on the same page. The good thing about account-based marketing is that it forces marketing and sales to be in sync by virtue of the targeted approach it requires. In this deck, you'll learn how account-based marketing solves for many variables that commonly cause misalignment between sales and marketing teams.
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How to Build Sales & Marketing Alignment with Account-Based Marketing
- 1. Th e Ag e O l d Battl e : Sal e s & Mar ke ti n g ( Mi s) al i g n m e n t by Ju sti n G r ay CE O & Fo u n d e r o f L e ad MD Building Sales and Marketing Alignment with ABM
- 2. Who is LeadMD? Strategic Marketo Partner Marketing Automation & CRM 2600+ Engagements Early adopters - Started out as a marketing automation agency NOT as a digital marketing agency 30+ Certified Marketo & SFDC experts Justin Gray CEO @jgraymatter LeadMD
- 3. what’s causing misalignment Where the gloves meet:
- 4. This issue is nothing new. so why are we still talking about it?
- 5. But just because someone clicked a button doesn’t mean they’re ready to buy What marketing thinks sales wants: What sales actually wants:
- 6. Campaign mentality The problem with this mindset: What’s generated isn’t something sales agrees is a lead!
- 8. What does this currently look like in the sales & marketing cycle? Marketing Sales MQL/SAL
- 9. After long, you’ll start to hear gripes from your sales guys (and gals)… It makes sense: after so many bunk leads, why should they even bother? The result: Marketing trust breaks down & Sales behaviors move to low hanging fruit
- 10. For every 400 inquiries, only 1 becomes a closed opportunity. That is a conversion rate of only .25%. The traditional funnel promotes waste.
- 11. Meet Account Based Marketing If it’s alignment we seek, how do we get there?
- 12. What is an Total Addressable Market? Total addressable market (TAM) is a term that is typically used to reference the revenue opportunity available for a product or service.
- 13. What is an ideal customer profile? A description of a customer or set of customers that includes: - Demographic - Geographic - Psychographic characteristics - As well as buying patterns, - Creditworthiness - Purchase history
- 14. What is an ideal buyer persona? A buyer persona is a detailed profile of your ideal buyers based on market research and real data about your actual clientèle. The more detailed your personas are, the more results they’ll yield.
- 15. Get it together! 1. It’s the job of both sales and marketing to agree on ideal customer profile 2. It’s marketing’s specific job to build the database and ensure the data is correct and properly structured. 3. Metrics need to be created that measure two critical items 1. ICP/IBP Completeness 2. Account Engagement
- 16. Let’s talk about alignment under this model
- 17. Think Account Relationships. Not Leads.
- 18. Buyer engagement as a joint account plan between sales & marketing Account Buying Committee
- 19. Remember this guy? It simply doesn’t work Marketing Sales MQL/SAL
- 20. This is how you engage in an ABM model Marketing MQL/SAL Executives Sales
- 21. Purchase Process DATABASE Predictive Analytics Data Sources PLANNING Sales Intelligence CONTENT ABM Content Technology EXECUTION MEASUREMENT CRM MARKETING AUTOMATION ACCOUNT BASED MARKETING MANAGEMENT Targeted Ads 3rd Party Web and Social Personalization SDR Outreach Tools ABM Analytics Intelligent Routing ABM Go To Market Strategy Buyer Personas Nurture
- 22. Learn more about our ABM Resources leadmd.com/marketplace
- 23. Thank you
Editor's Notes
- LeadMD Overview – Top tiered Marketo Preferred Partner Why we specialize in Marketo 2500 + engagements Early adopters – started out as a marketing automation agency NOT as a digital marketing agency. 30 + Certified experts
- Top line is text other word bubble.
- The Marketing Cave Marketing Cave Allegory Image depicting Plato’s “Cave Allegory” with marketing terms replacing the “characters” in the allegory. Marketing Cave Allegory Shadows = Lead Interactions Echoes = Sales Calls Reality = Online behavior is not a complete indication of buyer intent Fire = Online Puppet Show = Buyer Behavior Sales & Marketing watch the show Outside = Trust
- The breakdown at the “baton pass”
- The result of different departments have different success metrics But at the end of the day: What does hauling in 1,000 MQLs do if none of them close? Here’s the issue: The incentives are bass-ackwards
- This slide needs work
- This slide needs work
- This slide needs work
- Rather than adding net new names to bubble up new individuals, sales and marketing should start with an agreed-upon definition of a customer base. We need to get our buyer personas at each of those accounts.
- Color the inner circles in Label the Account Personas as such Surrounded by a buying committee Do you have the entire icp in your database? 55% coverage 100 % What’s an ideal buyer persona What’s the differences in Two dimensions, the individual, who they are, what level they are at, what their role is, the distance from purchasing power How much autonomy to make that decision, if they have to bring in that many people. it, the distance in buying power? Doesn’t align to industry The person and their distance to purchasing power
- You have to foster relationships. And they don’t simply appear after a click of a button. They must be nurtured. Your prospects need to be engaged and INTERESTED For marketing, that means: Don’t send leads over that aren’t ready or unqualified For sales that means: Focus on a smaller number of “ready” accounts, not thousands of unfiltered leads. It’s like Facebook. Beyond a certain number of friends, it’s just people you don’t know. The news feed becomes a bunch of noise.
- Buyer engagement as a joint account plan between sales & marketing. Measurement: How engaged is that account? Sales & marketing works jointly to raise that engagement level. Takes 1:1 nature of sales and expands it into social selling Have all the contacts we need and they are flagged with personas.
- Engagement should be consistent among all channels and all groups Campaign planning Offers execution Getting qualified leads, marketing is running air cover (omnipresent approach) Leads will precipitate into your sales funnel, where S&M are aligned, just on diff tracks
- If the buyer works like this, what do you do? Gallery, in sales insight, new piece of content, everyone