Using Account-Based Selling To Crush Your Sales Development KPIs

#AccountBasedSelling

Using Account-Based Selling to

Crush your Sales Development KPIs


Jason VargasMD, Outbound Sales

@jasoncvargas

Pouyan SalehiCo-founder & CEO

@psalehi

Account-based selling is…


Account-based selling is not…


How it works


Personalized outreach

Lots of research Multiple channels

High touch

Account-based selling involves more than just sales…


Sales

Marketing

CS

ResearchProspectingOutreach

Upsells

CRM

List buildingSales enablement

Lead nurturing

AdoptionNew biz

Tech supportRenewals

New features

CRM


Everything rolls up to the account


Source: Leandata.com

• Better lead routing

• No duplicate outreach

• Single POC for questions/support

• Easy transition for new hires

• More visibility and control

More visibility and control


Selling power: Which of my accounts contain inbound leads?

Funnel visibility: Accounts to opps, NOT leads to opps

Upsells: Which of my customers have users on a free plan?


Get your CRM data sorted out

with tools like LeanData

You’ve got your accounts


...now what?

Step 1: Prioritize


1. Active/recent opps

2. Inbound activity

3. Follow up tasks?

4. Untouched

Step 2: Research – public companies


Step 2: Research – private companies


Startups Online


• Less tabs• Better information• MORE TIME

Step 3: Find decision makers


1. Length of service

2. Profile completeness

3. Skills & endorsements

Eric Gonzalez LinkedIn Approach

Eric GonzalezSenior Manager, SalesDev

Glassdoor



ProtipLook for specific endorsements:• Tools (e.g. Salesforce.com)• Management (e.g. Coaching)• Tactical skills (Java, SEO)



Caitlin RichmondBusiness Development

TinderBox


Get in touch with…

CXOs• Looking for “next big

thing”• High-level P&L • Travel A LOT • Weekends and evenings• Phone/tablet



VPs & Directors• Oversee large teams• Improve team

performance• Efficiency, scalability,

output• Solution focused



Managers• Hands on, in the weeds• Project focused• Potential power user• Buy in still important


Hi. I’m Pouyan.

[email protected]


PersistIQ Software to make outbound sales more effective.

Smart Lead ManagementOutbound Campaigns Analytics


Costly Mistakes• Not following up• Generic messaging• Reaching out with the

same message• Cold outbound after

you’ve already connected



Why?• Not using the right technology• Relying too much on automation• Not investing enough time on

strategy


Example Target: Datanyze• Target Account • Target Contacts– Jason Vargas – Ben Sardella– Ilya Semin


Plan Effectively• Who to target first?• Already connected to me?• Already connected to my colleagues? • Am I the right person to reach out? • History?


Get Your Messaging RightPain, Priorities, Motivations

Role PPM Messaging

VP - Revenue- Pipeline- Headcount

Manager - Productivity- Onboarding

Sales Development Rep

- Quota- Effectiveness


Ready, Set, Go!


Multiple Touchpoints


#AccountBasedSelling#AccountBasedSelling

Select Target Account


Select Target Contact


Start Reaching Out


Add More Target Contacts


Don’t Stop


Mix It UpEmail

Direct Mail

LinkedIn Phone

Twitter

Ad Targeting In-Person


Persistence Wins

Right Message + Right Time + Right Channel

Get Creative!


Questions?