MuleSoft's Steven Broudy shares his experiences personalizing at scale to convert accounts.

1. Steven Broudy
MAR 2017
Implementing personalization at scale
within an Account-Based Model

2. Steven Broudy
Director, Inside Sales, Americas
Sales leader, focused on hiring and developing the
next generation of leaders at MuleSoft

3. “While many companies have been able to personalize with a few product lines or segments,
most still struggle to scale across all the ways they engage with customers…”
--McKinsey and Company

4.
“The real challenge is to transform the… organization’s processes and practices to achieve
the full potential of personalization.”
--McKinsey and Company

5. • Without:
– A way to understand what drives prospecting success
• A formula for quantifying what effective prospecting
• A framework for delivering personalization at scale
• …one cannot truly achieve personalization at scale
The problem: “personalization at scale” and ABE:
great to talk about, hard to execute

6. How do you know if you’re successful?

7. Until we can manage time, we can manage nothing else.”
--Peter Drucker

8. An equation to understand prospecting personalization success
P = (M x S)
T

9. An equation to understand prospecting personalization (P)
success
P = (M x S)
T
(Personalization success (P)) = ((quality of the message (M)) x (quality of the stakeholder (S))
(total time spent personalizing message (T))

10. P = (M x S)
T
• Prospecting personalization success (P)
– defined as all activities from research to engaging a prospect that progress a sales opportunity forward
– is a function of:
• Crafting quality messaging (M)
– Level of personalization/tailoring to the specific prospect/account
• Putting it in front of the right stakeholder (S)
– Right prospect
– Right account
– Right time to engage
• …while still spending the right amount of the total time (T)
– As a function of the total time you have allocated to spend prospecting

11. EFFECTIVE
prospecting personalization
EFFICIENT
prospecting personalization
Effective versus efficient prospecting personalization
11
• Personalizing messaging
• progressing a sales opportunity
forward
• Allocating the right amount time
• Personalizing messaging in a way
that scales
EFFICIENT EFFECTIVE

12. EFFECTIVE
prospecting personalization
EFFICIENT
prospecting personalization
Effective versus efficient prospecting personalization
12
• Personalizing messaging
• progressing a sales opportunity
forward
• Allocating the right amount time
• Personalizing messaging in a way
that scales
EFFECTIVE
SUCCESS =
prospecting
personalization,
at scale
EFFICIENT

13. How do I apply the formula & create a framework to
most effectively/efficiently my time?

14. Building an effective framework: start with tiering
your contacts
Tier 1
Contact
KEY TO
STRATEGIC
ENGAGEMENTS
Tier 2 Contact
IMPORTANT
Tier 3 Contact
LESS IMPORTANT
• Project Owner, Mobilizer, Lead
• Personally feel acute pain of problem
• Champion, Technical Decision Maker,
• Potentially: Buyer, Champion, Initiative
Owner, Decision Maker, Technical Decision
Maker, Mobilizer

15. Framework for success:
Step 1: Tier your contacts
Titles by contact tier
Tier 1 contact Tier 2 contact Tier 3 contact
Prospect title
Chief Executive Officer
(CEO), Chief Human
Resources Officer (CHRO),
Chief People Officer, Head
of Talent
VP of Human Resources,
VP of People, VP of
Talent, VP of People
Operations
Director of Human
Resources, Director of
Talent, Director of People
Operations
Reason for engaging
Necessary for broad
engagement
Potentially: Buyer,
Champion, Initiative
Owner, Decision Maker,
Technical Decision Maker,
Mobilizer
Project Owner, Mobilizer,
Lead
Call to action
Executive, in-person
engagement
Intro meeting (discovery
call)
Intro meeting (white-
spacing)

16. Titles by contact tier
Tier 1 contact Tier 2 contact Tier 3 contact
Prospect title
Chief Executive Officer (CEO), Chief
Human Resources Officer (CHRO),
Chief People Officer, Head of Talent
VP of Human Resources, VP of People,
VP of Talent, VP of People Operations
Director of Human Resources, Director
of Talent, Director of People
Operations
Reason for engaging Necessary for broad engagement
Potentially: Buyer, Champion,
Initiaitive Owner, Decision Maker,
Technical Decision Maker, Mobilizer
Project Owner, Mobilizer, Lead
Call to action Executive, in-person engagement Intro meeting (discovery call) Intro meeting (white-spacing)
Total accounts/account tier
Number of accounts
Tier 1 Account (Top 25) 25
Tier 2 Account 50
Tier 3 Account 125
Total 200
Value of engagement, total potential
revenue in account, strategic importance to
company, marketing or sales informed/
mixed
Framework for success:
Step 2: Tier your contacts for accounts

17. Titles by contact tier
Tier 1 contact Tier 2 contact Tier 3 contact
Prospect title
Chief Executive Officer (CEO), Chief
Human Resources Officer (CHRO),
Chief People Officer, Head of Talent
VP of Human Resources, VP of People,
VP of Talent, VP of People Operations
Director of Human Resources, Director
of Talent, Director of People
Operations
Reason for engaging Necessary for broad engagement
Potentially: Buyer, Champion,
Initiaitive Owner, Decision Maker,
Technical Decision Maker, Mobilizer
Project Owner, Mobilizer, Lead
Call to action Executive, in-person engagement Intro meeting (discovery call) Intro meeting (white-spacing)
Total accounts/account tier
Number of accounts
Tier 1 Account (Top 25) 25
Tier 2 Account 50
Tier 3 Account 125
Total 200
Time spent per contact/contact/account tier (alebgra)
Tier 1 contact Tier 2 contact Tier 3 contact TOTAL
Tier 1 Account (Top 25)
Tier 2 Account
Tier 3 Account
Total
Framework for success:
Step 3: Combine your contacts/accounts into a single matrix

18. Framework for success
Time spent per contact/contact/account tier (alebgra)
Tier 1 contact Tier 2 contact Tier 3 contact TOTAL
Tier 1 Account (Top 25) x 1/2x 1/3x 1 5/6x
Tier 2 Account 1/2x 1/4x 1/6x 1x
Tier 3 Account 1/3x 1/6x 1/9x 3/5x
Total 1 5/6x 1x 3/5x 3 1/3x

19. Framework for success
Time spent per contact/contact/account tier (alebgra)
Tier 1 contact Tier 2 contact Tier 3 contact TOTAL
Tier 1 Account (Top 25) x 1/2x 1/3x 1 5/6x
Tier 2 Account 1/2x 1/4x 1/6x 1x
Tier 3 Account 1/3x 1/6x 1/9x 3/5x
Total 1 5/6x 1x 3/5x 3 1/3x
Time spent per contact (minutes) - personalizing the messaging
Tier 1 contact Tier 2 contact Tier 3 contact TOTAL
Tier 1 Account (Top 25) 30 15 10 55
Tier 2 Account 15 8 5 28
Tier 3 Account 9 5 3 17
Total 54 28 18 100

20. Framework for success
Time spent per contact (minutes) - personalizing the messaging
Tier 1 contact Tier 2 contact Tier 3 contact TOTAL
Tier 1 Account (Top 25) 30 15 10 55
Tier 2 Account 15 8 5 28
Tier 3 Account 9 5 3 17
Total 54 28 18 100
Total contacts per cadence/account
Tier 1 contact Tier 2 contact Tier 3 contact TOTAL
Tier 1 Account (Top 25) 5 5 5 15
Tier 2 Account 4 4 4 12
Tier 3 Account 2 2 2 6
Total 11 11 11 33

21. Framework for success
Time spent per contact (minutes) - personalizing the messaging
Tier 1 contact Tier 2 contact Tier 3 contact TOTAL
Tier 1 Account (Top 25) 30 15 10 55
Tier 2 Account 15 8 5 28
Tier 3 Account 9 5 3 17
Total 54 28 18 100
Total contacts per cadence/account
Tier 1 contact Tier 2 contact Tier 3 contact TOTAL
Tier 1 Account (Top 25) 5 5 5 15
Tier 2 Account 4 4 4 12
Tier 3 Account 2 2 2 6
Total 11 11 11 33

22. Framework for success
Total time spent/all contacts in each cadence/account tier (minutes)
Tier 1 contact Tier 2 contact Tier 3 contact TOTAL
Tier 1 Account (Top 25) 150 75 50 275
Tier 2 Account 60 30 20 110
Tier 3 Account 18 10 7 35
Total 228 115 77 420

23. Framework for success
Total time spent/all contacts in each cadence/account tier (minutes)
Tier 1 contact Tier 2 contact Tier 3 contact TOTAL
Tier 1 Account (Top 25) 150 75 50 275
Tier 2 Account 60 30 20 110
Tier 3 Account 18 10 7 35
Total 228 115 77 420
Percent of total time spent/account/contact tier
Tier 1 contact Tier 2 contact Tier 3 contact TOTAL
Tier 1 Account (Top 25) 36% 18% 12% 66%
Tier 2 Account 14% 7% 5% 26%
Tier 3 Account 4% 2% 2% 8%
Total 54% 27% 18% 100%

24. Thank You!