Webinar slides from December 14, 2017 Learn how our go-to-market team at Terminus transformed the way we do sales and marketing with ABM.

1. #OneTeam: A True Tale of
Account-Based Marketing
Transformation
Live Broadcast : December 14, 2017
WEBINAR

2. SPEAKERS
PRIVATE AND CONFIDENTIAL | ©2017 Terminus Software, Inc.
LAUREN PATRICK
Storyteller
at Terminus
TODD McCORMICK
Chief Revenue
Officer at Terminus
PETER HEBERT
VP Marketing
at Terminus

3. PRIVATE AND CONFIDENTIAL | ©2017 Terminus Software, Inc. ALL HANDS | 12.12.17
A True Tale of Account-Based Marketing Transformation

4. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
Once upon a time there was a sales team...
and a marketing team.
Every day, sales was sales and
marketing was marketing.

5. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
To drive efficient growth, we needed world-class ABM
● Lower volume, high growth, high conversion rates
● Efficient, predictable, sustainable
● Work only best-fit accounts
● High volume, high growth, but low conversion rates
● Wasting time on bad-fit accounts
● Inefficient, unpredictable,
unsustainable

6. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
Work only the accounts that fit
your ICP!
● Use Fit + Intent + Engagement
to select accounts
● Trigger campaigns and sales activity
from Intent & Engagement
● Marketing’s job is to deliver value
to target buyers and create
engagement
● Stop running your business on form fills!
● Stop muscling through with high-velocity
outbound!

7. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
So as #OneTeam, we started preparing
for a long and exciting journey.

8. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
Preparing for ABM vs. High-Velocity
● CEO buy-in midyear
● SDR leadership buy-in
● AE leadership buy-in
● Support from finance on
new comp model
● Build an ABM financial model
● Benchmark account
conversion rates
● New tech for fit, intent, and
engagement data
● Marketing ready for real
operational action!

9. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
#OneTeam = Fist Bump

10. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
The ABM wizards got to work.

11. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
Armed with a new revenue model and the right
technology, the #OneTeam set off on our journey.

12. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
What We Changed (Really, Really Fast)
● Marketing owns account
selection & prioritization
● Defined target pool of
high-fit accounts
● Only work accounts with ICP
& predictive fit
● Selected quarterly Tier 1 with
Fit + Intent + Engagement for
ABM multi-channel campaigns
● We created a data-driven, dynamic
process for account prioritization
and sales triggers = working status
● Reduced numbers of SDR accounts
and quotas
● Focused on highly personalized
cadences and content
● Shifted to Account-Based SDRs (18)
and Inbound SDR (1)

13. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
Account-Based Value Stream
Account
Prioritization
Promote
Engaged Accounts
Expand to Additional Contacts as
Needed to Set Appt.
Gather Account Insight
Create Tailored,
Personalized Content
Run the Play: Personalized
Phone + Social + Email + Video
Build Target
Contacts
Progressive
account-based
campaigns
+ +

14. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
But it wasn’t always easy.

15. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.

16. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
We needed operational magic, and the
ABM wizards delivered.

17. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
When sh*t got real,
we were fearless
and worked
together.

18. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
But after a while,
the scary stuff didn’t
seem so scary.

19. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
Together, we continue to scale the ABM mountain.

20. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
Lessons Learned
Marketers, be brave
and lead
The buck stops
with the CEO
Get aligned around the right
account-based metrics.
Attack ABM
with continuous
improvement
No adventure worth having is without its challenges.
Communicate fearlessly, and you can overcome them!

21. #OneTeam: A True Tale of Account-Based Marketing Transformation | ©2017 Terminus Software, Inc.
• Win Rate from 1st Demo: +78%
• Demo to Interest Conversion Rate: +48%
• Interest to Win Ratio: +35%
• Average Deal Size: +20%
• Sales Cycle Length: -20 days
• Accounts are better qualified earlier
in the sales cycle
• AEs are only spending time on
good-fit accounts
• More time to tailor content and
sales conversations for each
account and persona
• Seamless alignment between
marketing and sales
Results

22. PRIVATE AND CONFIDENTIAL | ©2017 Terminus Software, Inc. ALL HANDS | 12.12.17
A True Tale of Account-Based Marketing Transformation

23. www.Terminus.com