OpsStars NY Workshop | Connecting Data to People Across Any Go-to-Market Model
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Lucas Lam, Partner & Client Solutions Manager, LeanData Today companies leverage a wide variety of GTM strategies and tactics to grow their revenue. In this session, LeanData product experts will walk you through the process, metrics, and future state of multiple GTM strategies - such as inbound, outbound, ABM, Demand Unit Waterfall, etc. Learn best practices from real-world examples of how businesses leverage LeanData Matching, Routing and Marketing Attribution to ensure they get to revenue faster. Irrespective of how you design your sales and marketing funnel, the LeanData platform can be customized to connect your CRM data to the right people in the organization who can use it to win deals. Attend this session to learn how to thrive with multiple GTM strategies and optimize them constantly.
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OpsStars NY Workshop | Connecting Data to People Across Any Go-to-Market Model
- 1. Connecting Data to People Across any Go-to-Market model A LeanData Workshop
- 2. Speaker Lucas Lam Partner & Client Solutions Manager
- 3. Workshop Agenda • Introduction – Why GTM Change is Mission Critical • Deep Dive into Inbound GTM • Deep Dive into ABM GTM • Deep Dive into Customer GTM • Deep Dive into Partner GTM • Summary of Key Takeaways
- 4. Why GTM Change is Mission Critical?
- 5. UNKNOWN TODAY DIRECT SALES CHANNEL SALES 1950s MODERN MARKETING 1980 DATABASE MARKETING 1985 INSIDE SALES 1991 CRM invented CUSTOMER SUCCESS INBOUND MARKETING SOCIAL SELLING DEMAND WATERFALL ACCOUNT-BASED MARKETING DEMAND UNIT WATERFALL SALES AUTOMATION #OFGTMMOTIONS TIME ECOMMERCE EMAIL MARKETING CONTENT MARKETING Accelerating Pace of GTM Change Marketing Automation invented
- 6. The LeanData Revenue Ops Platform: Manage Across All GTM Motions Improve the Buyer Experience Increase Speed to Revenue Improve Sales & Marketing Alignment / ROI API / INTEGRATIONS CONTEXT ENGINE: MATCHING CRM MARKETING STACK SALES STACKEXECUTION ANALYTICS
- 7. …but most GTM change initiatives fall short 70% New, large-scale strategic initiatives fail 84% Marketing programs are decidedly second-rate Copernicus Marketing ConsultingMcKinsey & Company
- 8. Why do they fail? Culture Data Process
- 9. Culture Data Process Getting buy-in Poor communication Why do they fail?
- 10. Culture Process Data Poor data quality Wrong or unproven metrics Why do they fail?
- 11. Culture Why do they fail? Process Data No clear ownership Ops involved as afterthought Why do they fail?
- 12. So what happens if you do not optimize your GTM Mix?
- 13. Poor Execution Slows Down Time to Revenue All numbers in $ Millions TODAY YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5 #OFGTMMOTIONS DIRECT DIRECT+ CHANNEL+ INTERNATIONAL COMPANY 1 COMPANY 2 $100M $125M $156M $195M $244M $305M $150M $225M $338M $506M $759M
- 14. Impacts Valuation In a Big Way All numbers in $ Millions TODAY YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5 #OFGTMMOTIONS $100M $125M $156M $195M $244M $305M $150M $225M $338M $506M $759M $1.2B $4.6B
- 15. How Can Companies Succeed? Process Data The ability to THRIVE with dynamic Sales & Marketing GTM changes will be the key to B2B revenue growth. Culture
- 16. Managing Across Entire GTM is Creating a New Category
- 17. Survey Results
- 18. GTM Routes Currently Used
- 19. Frequency of GTM Change
- 20. Multiple GTM Routes That LeanData Supports INBOUND OUTBOUND ABM CUSTOMER DEMAND UNIT PARTNER
- 21. Deep Dive INBOUND OUTBOUND ABM CUSTOMER DEMAND UNIT PARTNER
- 22. Inbound Challenges • Speed to lead • Dealing with Customer Accounts • Activating the Sales Cycles • Sales headcount turnover • Too little inbound volume • Too much inbound volume
- 23. Inbound Best Practices • Segment & prioritize incoming leads (score, source, opp stage) • Identifying Leads from existing Customer Accounts. • Identify leads from the same company already in the sales cycle
- 24. Inbound Best Practices • Give reps a fixed time to follow up (SLAs + re-routing) • Scoring based pools (distribute equal interest vs. assuming equal volume) • Chat with Matching Integration • Integrating Sales Cadences
- 25. Process (How to do it) LET’S SEE IT IN LEANDATA
- 26. LeanData Feature Highlights • Round Robin – Working Hours, Capping, Vacations • Time-Based Routing • Account-based Routing • Related Lead Matching & Routing • Territory Management • Drift Integration • Outreach / SalesLoft Integration
- 27. Metrics (How to track it) • Conversion Rate (MQL → SAL → SQL) • Web Tracking (Google / Adobe Analytics /UTM) • # leads per segment • Avg. # minutes to follow up • Revenue attribution by lead source
- 28. Tech Stack (How to enable it) • Marketing Automation (Marketo, Eloqua) • SEO (GoogleAd Words, AdRoll) • Social Networks (Facebook, LinkedIn, SproutSocial) • Chat (Drift) • Event MGMT (Cvent / DoubleDutch) • Content MGMT (Percolate, Workfront, Uberflip) • Scoring (Marketing Auto, Infer)
- 29. Q&A - Inbound
- 30. Deep Dive INBOUND OUTBOUND ABM CUSTOMER DEMAND UNIT PARTNER
- 31. ABM Challenges • Distributing Target accounts • SDR and AE handoff • Dealing with Customer Accounts • Tracking engagement levels
- 32. ABM Best Practices • Clarity on Target Account Criteria & Buy-in from Revenue Teams • Route target accounts to field (AE/SDR mappings) • High-confidence matching & tagging for ABM • Auto-Convert & Merge
- 33. ABM Best Practices • Route on update based on matched account score (MQA) • Non Target Account-based selling • Whitespace / early ABM (Related Lead Matching + auto account creation) • Integrating Sales Cadence Tools
- 34. Process (How to do it) LET’S SEE IT IN LEANDATA
- 35. LeanData Feature Highlights • Duplicate Merging • Account-Based Routing & Auto- conversion • Matching Tie-Breakers • Related Lead Matching & Routing • Auto Account Creation • Account Scoring • Account Route on Update • Outreach / SalesLoft Integration
- 36. Metrics (How to track it) • % new leads in Target Accounts • New Pipeline in Target accounts • Target Account Revenue Attribution • Account Engagement
- 37. Tech Stack (How to enable it) • ABM Platform (Terminus, Sales Navigator, DemandBase) • Sales Cadence (Salesloft) • Scoring (Marketing Auto, Infer)
- 38. Q&A - ABM
- 39. Deep Dive INBOUND OUTBOUND ABM CUSTOMER DEMAND UNIT PARTNER
- 40. Customer Challenges • Routing existing account leads • Removing closed won from SDR accounts • Defining AE and CSM domains (upsell versus cross-sell or renewals)
- 41. Customer Best Practices • Customers trump all else • Fast track new leads to customer account owners • Routing based on Opportunity context • Enabling CSM Sales Motion (rise of CSM) • Notifications + Cadences
- 42. Process (How to do it) LET’S SEE IT IN LEANDATA
- 43. LeanData Feature Highlights • Account & Opportunity Based Routing • Notifications • Route on Update when Account becomes Customer • Outreach / SalesLoft Integration
- 44. Metrics (How to track it) • Customer vs Prospect • Sales Cycle • Win % • Avg. ACV • Lifetime Customer Value • Share of Wallet
- 45. Tech Stack (How to enable it) • Advocacy (Influitive) • CS Insight (Gainsight) • Sales Cadence Tools (Outreach / Salesloft)
- 46. Q&A - Customer
- 47. Deep Dive INBOUND OUTBOUND ABM CUSTOMER DEMAND UNIT PARTNER
- 48. Partner Challenges • Identifying partner – prospect fit • Quality and speed of response from channel • Sync between AE – Channel Sales
- 49. Partner Best Practices • Deal Registration • Separate Partner Routing branch • No Auto-Conversion, high confidence matching (in-country only matching) • Route to channel manager for accept/reject • Auto-create Opp if accepted, set to closed in rejected
- 50. Partner Best Practices • Channel Sales • Route to Channel Manager & Create task for Partner rep • Notify auxiliary sales reps (portfolio selling)
- 51. Process (How to do it) LET’S SEE IT IN LEANDATA
- 52. LeanData Feature Highlights • Separate Partner Branches in Flow • Matching Filters & Tie-Breakers • Notifications / Tasks to other Reps • Route on Update
- 53. Metrics (How to track it) • Deal Registration • Avg. Time to Accept/Reject • Win % for Deal Registration • Channel Sales • Win % by Channel Partner • Sales Cycle by Channel Partner • ASP for Channel sales vs. Internal
- 54. Tech Stack (How to enable it) • Partner Relationship Management (PRM) Solution (Salesforce, AllBound, Webfinity, MindMatrix)
- 55. Q&A - Partner
- 56. Summary
- 57. Key Takeaways • Consider Account and Related Lead context when Routing Leads • Re-route existing Leads based on time or activity • Accommodate different selling motions for different teams • Orchestrate different buying signals and buying groups • Iterate on your strategy quickly and with confidence. Flexibility is critical. • Integrate the different pieces of your tech stack for a seamless process • No one single GTM fits all - Your GTM is a blend of multiple strategies
- 59. Thank you.
- 60. OpsStars General Info #OpsStars Thank you so much for joining as at OpsStars NY - Journey to Revenue Operations! QUESTIONS FOR OUR SPEAKERS? Speakers will be available outside of the session room to answer any questions post session. QUESTIONS FOR LEANDATA? Come visit us at the LeanData booth Join us for our cocktail and networking reception immediately following the closing keynote - 5:30PM - 7:30PM GET SOCIAL! #OpsStars #RevenueOps