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@BrightFunnel #FunnelFest
The New Rules of Sales Development in an Account Based World
Matt Amundson, VP of Marketing and Sales Dev
matt@everstring.com
@matty56
@BrightFunnel #FunnelFest
The New Rules of Sales Development in an Account Based WorldMatt Amundson: VP of Sales Dev & Field
matt@everstring.com
@mattya56
@BrightFunnel #FunnelFest
My personal history
Grew from $400M to $2B
in annual sales
Acquired by Essilor for $530M
IPO, Acquired by Vista $1.8B
Acquired for $4.3B
@BrightFunnel #FunnelFest
1. Sales Development is a part of marketing
2. Use AI to do your account selection
3. Be a human being
4. Be personal … but be relevant
5. You must have a structure
6. Use every channel to maximize results
7. Try new things
8. Don’t Bench Brady
The New Rules of Sales Development
@BrightFunnel #FunnelFest
#1 Sales Development is a part of marketing
One to many
@BrightFunnel #FunnelFest
#1 Sales Development is a part of marketing
One to many One to one
@BrightFunnel #FunnelFest
#2 Use AI to do the heavy lifting
@BrightFunnel #FunnelFest
#2 Use AI to do the heavy lifting
@BrightFunnel #FunnelFest
#2 Use AI to do the heavy lifting
@BrightFunnel #FunnelFest
#2 Use AI to do the heavy lifting
@BrightFunnel #FunnelFest
B2B Professionals have been trained to …
•Operationalize processes that scale
#3 Be a Human Being
@BrightFunnel #FunnelFest
B2B Professionals have been trained to …
•Operationalize processes that scale
•Cast a wide net
#3 Be a Human Being
@BrightFunnel #FunnelFest
B2B Professionals have been trained to …
•Operationalize processes that scale
•Cast a wide net
•Focus on volume
#3 Be a Human Being
@BrightFunnel #FunnelFest
B2B Professionals have been trained to …
•Operationalize processes that scale
•Cast a wide net
•Focus on volume
•Monetize relationships
#3 Be a Human Being
@BrightFunnel #FunnelFest
B2B Professionals have been trained to …
•Operationalize processes that scale
•Cast a wide net
•Focus on volume
•Monetize relationships
•“Play your part”
#3 Be a Human Being
@BrightFunnel #FunnelFest
But That Has Lead To…
@BrightFunnel #FunnelFest
But That Has Lead To…
@BrightFunnel #FunnelFest
But That Has Lead To…
@BrightFunnel #FunnelFest
When What We Really Want Is …
@BrightFunnel #FunnelFest
When What We Really Want Is …
@BrightFunnel #FunnelFest
When What We Really Want Is …
@BrightFunnel #FunnelFest
#4 Be Personal …
Subject Lines: • “Your Experience at Apttus and Marketo”• “Maria, Your Team is Amazing at Demand Generation”• “From Scarlet Knight to SVP of Marketing, Wow”
@BrightFunnel #FunnelFest
#4 … But Be Relevant
@BrightFunnel #FunnelFest
#5 Bring It Together with Structure
Personalization
Relevancy
Product Pitch
Call to Action
@BrightFunnel #FunnelFest
In Practice
Personalized Relevance Canned Value Prop
@BrightFunnel #FunnelFest
#6 Use Every Channel for Max Results
Our Response Rates:
Email Only: 2%
@BrightFunnel #FunnelFest
#6 Use Every Channel for Max Results
Our Response Rates:
Email Only: 2%
Email+Social: 12%
@BrightFunnel #FunnelFest
#6 Use Every Channel for Max Results
Our Response Rates:
Email Only: 2%
Email+Social: 12%
Email+Social+Phone: 17%
@BrightFunnel #FunnelFest
#7 Try New Tactics
@BrightFunnel #FunnelFest
#8 Don’t Bench Brady
CEO/CMO
Director DG
Programs Manager
Director MOPs
MOPs Manager
Director SDR
SDR Manager
VP Marketing
@BrightFunnel #FunnelFest
1. Sales Development is a part of Marketing
2. Be personal, but be relevant
3. Use every channel you can
4. Always try new things
4 Quick Take Aways
@BrightFunnel #FunnelFest
Find MeTwitter: @mattya56Linkedin: Matt Amundsonmatt@everstring.com
That’s All Folks!
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