Up-level ABM Reporting with the Demand Unit Waterfall - InsightSquared

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A walkthrough of ABM reporting best practices utilizing Demand Unit Waterfall. Check out our Ramp Boston playlist for more RevOps tips, advice and best practices from RevOps leaders. Or visit our LinkedIn for more info: https://www.linkedin.com/company/insightsquared

Business

Sherrie Mersdorf
VP, Marketing at Evariant
linkedin.com/smersdorf

Who Cares
About MQLs?
Up-level ABM Reporting with the
Demand Unit Waterfall
Sherrie Mersdorf
VP, Marketing at Evariant

Why Change?
CMO
Account A
Marketing Director
Account A
COO
Account A
Liaison
Account B
Chief of Strategy
Account B
Marketing Director
Account C
Chief Cust Officer
Account C
Patient Access Sr Dir
Account C
Does this look familiar?

Healthcare’s Only
Patients for Life Platform™
Enabling healthcare providers
to optimize growth through
smarter patient acquisition
and retention.

Why Change?
Better visibility “above” the funnel
⬥ What’s working? What’s not?
⬥ Where should we invest?
⬥ How do we improve velocity?
⬥ Who is involved /
are they engaged?
⬥ How do the BDMs prioritize?

Buying Groups and the
Demand Unit Waterfall
7

It’s the way
people buy
8
⬥ Associate individuals to a buying group
⬥ Align business needs/solutions
⬥ Track of qualification and progression
over stages
⬥ Provides framework to do ABM better
across marketing, tele and sales

It’s the way
people buy
9
⬥ Associate individuals to a buying group
⬥ Align business needs/solutions
⬥ Track of qualification and progression
over stages
⬥ Provides framework to do ABM better
across marketing, tele and sales

So what did we do?
Copyright 2019 Evariant, Inc. All rights reserved.13

Identified Our Core Team
⬥ Sales Leadership
⬥ Marketing Leadership
⬥ Sales Ops
⬥ Marketing Ops
⬥ Key partners & technology:

Worked through
questions around…
15
⬥ Stage definitions
⬥ When to create DUs
⬥ Roles & responsibilities (SLAs)
⬥ Custom object v existing
(SFDC Opportunity)
⬥ What do we want to measure

Identified solutions to
key areas…
16
⬥ Buying groups / required personas
⬥ Data quality
⬥ Contacts and leads
⬥ Scoring

How do we measure?
Copyright 2019 Evariant, Inc. All rights reserved.17
Engagement
⬥ Right people engaged?
⬥ How much engagement is there?
⬥ Do we have multiple people engaged?
⬥ What are the key pain points driving change?
Conversion & Velocity
⬥ What levers do we have to pull?
⬥ Better, Faster, Stronger?
SLAs
⬥ Are we working the Demand Units in a timely manner?
⬥ Why don’t they move forward? (Unresponsive!!)

How do we measure?
Copyright 2019 Evariant, Inc. All rights reserved.18
Engagement
⬥ Right people engaged?
⬥ How much engagement is there?
⬥ Do we have multiple people engaged?
⬥ What are the key pain points driving change?
Conversion & Velocity
⬥ What levers do we have to pull?
⬥ Better, Faster, Stronger?
SLAs
⬥ Are we working the Demand Units in a timely manner?
⬥ Why don’t they move forward? (Unresponsive!!)

Benefits
Alignment and
Shared
Language
Copyright 2019 Evariant, Inc. All rights reserved.21
“The DUW helps me to see all
appropriate contacts/buying
group in one place and identify
opportunities for net new
business.” - SDR

“Marketing and Sales are
working together better
than I have ever had in my
career, and I have run some
world class sales orgs with
significant growth.”
Tom Schultz
Chief Growth Officer at Evariant

Benefits
Visibility
Copyright 2019 Evariant, Inc. All rights reserved.23

Benefits
Account-based
Framework
Copyright 2019 Evariant, Inc. All rights reserved.24

Parting thoughts
Copyright 2019 Evariant, Inc. All rights reserved.25
⬥ Who cares about MQLs
⬥ Start with the Why
⬥ 5+ buying group members
⬥ Doesn’t require an ABM strategy
⬥ Change is hard – but not impossible

Thank you!
Sherrie Mersdorf
linkedin.com/smersdorf
Copyright 2019 Evariant, Inc. All rights reserved.26

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Introduction The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.

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Maintaining a proper record of your money is important for any business whether it is small or large. It helps you stay one step ahead in the financial race and be aware of your earnings and any tax obligations. However, managing finances without an entire accounting staff can be challenging for small businesses. Accounting apps can help with that! They resemble your private money manager. They organize all of your transactions automatically as soon as you link them to your corporate bank account. Additionally, they are compatible with your phone, allowing you to monitor your finances from anywhere. Cool, right? Thus, we’ll be looking at several fantastic accounting apps in this blog that will help you develop your business and save time.

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1. Sherrie Mersdorf VP, Marketing at Evariant linkedin.com/smersdorf

2. Who Cares About MQLs? Up-level ABM Reporting with the Demand Unit Waterfall Sherrie Mersdorf VP, Marketing at Evariant

3. Why Change? CMO Account A Marketing Director Account A COO Account A Liaison Account B Chief of Strategy Account B Marketing Director Account C Chief Cust Officer Account C Patient Access Sr Dir Account C Does this look familiar?

4. It wasn’t working. 4

5. Healthcare’s Only Patients for Life Platform™ Enabling healthcare providers to optimize growth through smarter patient acquisition and retention.

6. Why Change? Better visibility “above” the funnel ⬥ What’s working? What’s not? ⬥ Where should we invest? ⬥ How do we improve velocity? ⬥ Who is involved / are they engaged? ⬥ How do the BDMs prioritize?

7. Buying Groups and the Demand Unit Waterfall 7

8. It’s the way people buy 8 ⬥ Associate individuals to a buying group ⬥ Align business needs/solutions ⬥ Track of qualification and progression over stages ⬥ Provides framework to do ABM better across marketing, tele and sales

9. It’s the way people buy 9 ⬥ Associate individuals to a buying group ⬥ Align business needs/solutions ⬥ Track of qualification and progression over stages ⬥ Provides framework to do ABM better across marketing, tele and sales

10. Buying Group Journey Target / Active Engaged Pipeline Won PDU (Prioritized) Scheduled (Qualified) New Logo Cross-Sell

11. Spoiler Alert: It made a difference. 12

13. Identified Our Core Team ⬥ Sales Leadership ⬥ Marketing Leadership ⬥ Sales Ops ⬥ Marketing Ops ⬥ Key partners & technology:

14. Worked through questions around… 15 ⬥ Stage definitions ⬥ When to create DUs ⬥ Roles & responsibilities (SLAs) ⬥ Custom object v existing (SFDC Opportunity) ⬥ What do we want to measure

15. Identified solutions to key areas… 16 ⬥ Buying groups / required personas ⬥ Data quality ⬥ Contacts and leads ⬥ Scoring

16. How do we measure? Copyright 2019 Evariant, Inc. All rights reserved.17 Engagement ⬥ Right people engaged? ⬥ How much engagement is there? ⬥ Do we have multiple people engaged? ⬥ What are the key pain points driving change? Conversion & Velocity ⬥ What levers do we have to pull? ⬥ Better, Faster, Stronger? SLAs ⬥ Are we working the Demand Units in a timely manner? ⬥ Why don’t they move forward? (Unresponsive!!)

17. How do we measure? Copyright 2019 Evariant, Inc. All rights reserved.18 Engagement ⬥ Right people engaged? ⬥ How much engagement is there? ⬥ Do we have multiple people engaged? ⬥ What are the key pain points driving change? Conversion & Velocity ⬥ What levers do we have to pull? ⬥ Better, Faster, Stronger? SLAs ⬥ Are we working the Demand Units in a timely manner? ⬥ Why don’t they move forward? (Unresponsive!!)

18. 19

19. Over a year later… Benefits! 20

20. Benefits Alignment and Shared Language Copyright 2019 Evariant, Inc. All rights reserved.21 “The DUW helps me to see all appropriate contacts/buying group in one place and identify opportunities for net new business.” - SDR

21. “Marketing and Sales are working together better than I have ever had in my career, and I have run some world class sales orgs with significant growth.” Tom Schultz Chief Growth Officer at Evariant

24. Parting thoughts Copyright 2019 Evariant, Inc. All rights reserved.25 ⬥ Who cares about MQLs ⬥ Start with the Why ⬥ 5+ buying group members ⬥ Doesn’t require an ABM strategy ⬥ Change is hard – but not impossible

26. Sherrie Mersdorf VP, Marketing at Evariant linkedin.com/smersdorf

Up-level ABM Reporting with the Demand Unit Waterfall - InsightSquared

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