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ARE YOU READY FOR ACCOUNT-BASED
EVERYTHING? FIVE FOCUS AREAS HOLD THE ANSWER
Featuring: Bridge Group CEO Trish Bertuzzi
Director Sales Acceleration Services at InsideSales.com Gabe Larsen
Special Guest: Heinz Marketing President Matt Heinz
How this will work
• This webinar will last about 45 mins + Q&A
• Type in your questions in the Q&A box as you think of
them
• Join the conversation using #InsideSalesWebinar
• This is being recorded… I’ll tell you how to access the
recording at the end
Sales Acceleration Podcast
Gabe Larsen Steve Eror
Today’s Speakers
Trish BertuzziCEO
Bridge Group
LinkedIn.com/in/trishbertuzzi@bridgegroupinc
Gabe LarsenDirector InsideSales.com Labs
LinkedIn.com/in/GabeLarsen@GabeLarsen
Matt HeinzPresident
Heinz Marketing Inc
LinkedIn.com/in/MattHeinz@HeinzMarketing
Account-Based Everything
• Account-Based Sales• Why are we even talking about this?
• Account-Based Marketing• How do you integrate marketing and sales?
• Account-Based Revenue• How you do structure the math for an account-based
revenue strategy?
“90% of respondents acknowledged an
account-‐based strategy was very important”
SiriusDecisions
“60 percent survey respondents planned to implement an account-‐
based program within the next year”
Terminus
Why are we talking about this?
What is it?
“Account-based everything is fishing
with spears not nets” Jon Miller
Founder & CEO at Engagio
LinkedIn.com/in/JonMiller2 @JonMiller
Fishing with Nets
Offers
Channels
Segments
Fishing with Spears
Accounts
Message
Channels
Unified strategy, in a multi-‐decision maker environment, that generates revenue through personalized prospecting and
value-‐based selling.
Is this right for me?
Attributes Relational (Account-‐Based)
Transactional(High-‐Velocity)
Decision Maker Many (4+) Few (1-‐3)
Deal Size >$50,000 <$50,000
Sales Cycle >90 days <90 days
Segments > 100 employees < 100 employees
Customer Preference As the customer guides
Keys to integrating ABM with your sales team1. Make sales an early partner & collaborator
A direct line to revenue growth
Keys to integrating ABM with your sales team2. Work from common objectives & definitions
A common set of metricsAssumptions
Meaghan ASP $ 65,000 Jennifer ASP $ 75,000 John ASP $ 80,000 Opp/Close % 25.0%Lead/Opp % 5.0%
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 TOTALSMeaghan Sales # 1 1 2 3 2 4 2 2 2 2 2 1 24Jennifer Sales # 1 2 2 2 2 2 2 2 2 2 2 2 23John Sales # 1 1 1 1 2 1 2 2 3 3 2 2 21Total Sales # 2 3 4 5 4 7 6 6 7 7 6 5 62
Meaghan Sales $ $ 65,000 $ 65,000 $ 130,000 $ 195,000 $ 130,000 $ 260,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 65,000 $ 1,560,000 Jennifer Sales $ $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 1,725,000 John Sales $ $ 75,000 $ 75,000 $ 75,000 $ 75,000 $ 150,000 $ 75,000 $ 150,000 $ 150,000 $ 225,000 $ 225,000 $ 150,000 $ 150,000 $ 1,575,000 Total Sales $ $ 215,000 $ 290,000 $ 355,000 $ 420,000 $ 430,000 $ 485,000 $ 430,000 $ 430,000 $ 505,000 $ 505,000 $ 430,000 $ 365,000 $ 4,860,000
Meaghan Pipeline # 4 4 8 12 8 16 8 8 8 8 8 4Jennifer Pipeline # 4 8 8 8 8 8 8 8 8 8 8 8John Pipeline # 4 4 4 4 8 4 8 8 12 12 8 8Total Pipeline # 12 16 20 24 24 28 24 24 28 28 24 20
Meaghan Pipeline $ $ 260,000 $ 260,000 $ 520,000 $ 780,000 $ 520,000 $1,040,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 260,000 Jennifer Pipeline $ $ 300,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 John Pipeline $ $ 300,000 $ 300,000 $ 300,000 $ 300,000 $ 600,000 $ 300,000 $ 600,000 $ 600,000 $ 900,000 $ 900,000 $ 600,000 $ 600,000 Total Pipeline $ $ 860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 $1,720,000 $1,720,000 $2,020,000 $2,020,000 $1,720,000 $1,460,000
Meaghan Leads 80 80 160 240 160 320 160 160 160 160 160 80Jennifer Leads 80 160 160 160 160 160 160 160 160 160 160 160John Leads 80 80 80 80 160 80 160 160 240 240 160 160Total Leads 240 320 400 480 480 560 480 480 560 560 480 400 5440
A common set of definitionsStage Definition Sales Next Step(s) Marketing Next Step(s)
Leads
Open/Not AttemptedNew lead, has not been attempted or contacted by sales Begin follow-‐up to get on the phone live to
qualify as opportunityProvide scripts and response offers as needed to increase call-‐backs
Attempting to ContactSales has begun the process of following the lead follow-‐up process to reach the prospect live
Continue follow-‐up attempts via phone, email, "zero out" to reach prospect live
Provide scripts and response offers as needed to increase call-‐backs
Interested
Prospect has expressed interest in ABC Company and/or achieving better results, and is interested in learning more; full qualification criteria intent/purchase timeline still unknown
Once prospect has been qualified, either move into a "Qualified" opportunity or move to Nurture (if timeline is long-‐term or undetermined)
Provide collateral, case studies and other information as needed to help prospect determine sales intent
Nurture
Prospect is interested, but there is no near-‐term opportunity to buy (prospect may have other immediate priorities, or may just need more time to consider interest/intent)
no action Drip marketing to prospect 1-‐2 times per month with value-‐added offers, until they're ready to engage in a short-‐term buying cycle again
Unresponsive
Haven't been able to get ahold of prospect after repeated attempts
no action Drip marketing to prospect 1-‐2 times per month with value-‐added offers, until they're ready to engage in a short-‐term buying cycle again
No Further Action Lead is not a qualified prospect no action no action
Opp
ortunitie
s
Qualified
Prospect has a need & budget, and is actively evaluating solutions
Get demo commitment, plan next steps and timeline to buy (or at least make decision) with prospect
Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle
Presentation & Demo
Demo has been scheduled or completed; working through objections & questions
Get permission to present formal proposal Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle
ProposalFormal proposal is in process or has been delivered outlining terms, services, fees
Get verbal commitment to buy pending finalization of terms
no action
NegotiationProspect has verbally agreed to do business; both sides are working through final legal/term/service/fee details
Sign, seal and return baby! no action
Close Agreement has been signed and returned victory lap no action
Closed Lost
Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-‐2 times per month with value-‐added offers, until they're ready to engage in a short-‐term buying cycle again
Keys to integrating ABM with your sales team3. Build and manage a common set of target lists
What are your data filters?
• Companies• Individuals• Full/complete contact information
Data hygiene
Real-‐time data updates
• What’s your platform & integration point(s)?• How do you respond to trigger events & real-‐time changes?• Who’s following up, how, when, with what?• Where do you record that?
Keys to integrating ABM with your sales team4. Execute from a consolidated engagement plan
A coordination example• The right person at the right company attends your webinar
• How is follow-‐up different?• Who does it – with what message – in what format and channel?• What next step communication triggers does that imply?• How do you coordinate sales & marketing messages?
Keys to integrating ABM with your sales team5. Think in terms of macro and micro campaigns
Keys to integrating ABM with your sales team6. Develop shared data and insights
Buying signals and trigger events
• Inventory• Prioritization• Follow-‐up sequencing
Keys to integrating ABM with your sales team7. Improve your content precision
Who’s creating content in the first place?
Keys to better content
1. Consistency2. Causality3. Practice
Keys to integrating ABM with your sales team
8. Practice the OODA Loop
Keys to better feedback loops
• Open communication• Constructive feedback• No defensiveness• Failure is part of the journey!
Account Based Revenue™
Trish BertuzziPresident & Chief Strategist
Math Matters
Strategic Target
Enterprise
Mid-Market
SMB
Strategic 100Target 1,000
Enterprise 10,000
Mid-Market 100,000
SMB 1,000,000s
SPEND COORDINATION DEAL SIZE
Strategic
Target
Enterprise
Mid-Market 1x 1x 1x
SPEND COORDINATION DEAL SIZE
Strategic
Target
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
SPEND COORDINATION DEAL SIZE
Strategic
Target 8x 5x 10x
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
SPEND COORDINATION DEAL SIZE
Strategic 13x 10x 25x
Target 8x 5x 10x
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
S T E M
SPEND COORDINATION DEAL SIZE
Strategic 13x 10x 25x
Target 8x 5x 10x
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
Webinar Recording & Free Resources• Tomorrow we will email you a link to today’s recorded webinar, feel free to share it with your colleagues• Take advantage of the resources available for download
Learn More: Click the Links in the ”Free Resource” Window
ON-‐DEMAND WEBINAR
In this webinar you’ll learn:
• How to move beyond the high velocity sales model to account-‐based selling strategies
• How to build a pipeline of targeted accounts• What you must do to expand existing relationships quickly• How you can discover and connect better with more
decision makers• Latest digital sociological research on the interest, attitudes
and opinions of account-‐based sales personas
WATCH NOW link in the free resources window
Q&A
Trish BertuzziCEO
Bridge Group
LinkedIn.com/in/trishbertuzzi@bridgegroupinc
Gabe LarsenDirector InsideSales.com Labs
LinkedIn.com/in/GabeLarsen@GabeLarsen
Matt HeinzPresident
Heinz Marketing Inc
LinkedIn.com/in/MattHeinz@HeinzMarketing
