"Transitioning Your Sales Organization to Account-Based Marketing" presented by Todd McCormick and Lucas Ulloque at #FlipMyFunnel 2018
Download as PPTX, PDF3 likes132 views
The document discusses a transition to account-based marketing (ABM) by a sales and marketing team lead by Todd McCormick and Lucas Ulloque at the FlipMyFunnel 2018 conference. They highlight a journey of optimizing account selection, prioritizing high-fit accounts, and leveraging data-driven strategies to enhance sales effectiveness and conversion rates. Key results include improved win rates, shorter sales cycles, and a seamless alignment between marketing and sales efforts.
More Related Content
![The New Content Marketing Blueprint [Webinar]](https://cdn.slidesharecdn.com/ss_thumbnails/webinarthenewcontentmarketingblueprint-150219165447-conversion-gate02-thumbnail.jpg?width=560&fit=bounds)
Similar to "Transitioning Your Sales Organization to Account-Based Marketing" presented by Todd McCormick and Lucas Ulloque at #FlipMyFunnel 2018 (20)
More from #FlipMyFunnel (20)
"Transitioning Your Sales Organization to Account-Based Marketing" presented by Todd McCormick and Lucas Ulloque at #FlipMyFunnel 2018
- 1. Transitioning your Sales Organization to Account-Based Marketing Todd McCormick & Lucas Ulloque
- 2. #FlipMyFunnel 2018 B2B Sales and Marketing Conference INTRODUCTION TODD McCORMICK Chief Revenue Officer at Terminus @TMcCormick2011 #OneTeam #FlipMyFunnel
- 3. #FlipMyFunnel 2018 B2B Sales and Marketing Conference INTRODUCTION LUCAS ULLOQUE VP of Sales Development at Terminus @UlloqueLucas #OneTeam #FlipMyFunnel
- 4. #FlipMyFunnel 2018 B2B Sales and Marketing Conference A TRUE TALE OF ACCOUNT-BASED MARKETING TRANSFORMATION #OneTeam #FlipMyFunnel
- 5. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #OneTeam #FlipMyFunnel
- 6. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel Once upon a time there was a sales team… and a marketing team. Every day, sales was sales and marketing was marketing.
- 7. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel To drive efficient growth, we needed world-class ABM ● High volume, high growth, but low conversion rates ● Wasting time on bad-fit accounts ● Inefficient, unpredictable, unsustainable ● Lower volume, high growth, high conversion rates ● Efficient, predictable, sustainable ● Work only best-fit accounts
- 8. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel So as #OneTeam, we started preparing for a long and exciting journey.
- 9. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel ● CEO buy-in midyear ● SDR leadership buy-in ● AE leadership buy-in ● Support from finance on new comp model ● Build an ABM financial model ● Benchmark account conversion rates ● New tech for fit, intent, and engagement data ● Marketing ready for real operational action! Preparing for ABM vs High-Velocity
- 10. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel #OneTeam = Fist Bump
- 11. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel What We Changed (Really, Really Fast) ● Marketing owns account selection and prioritization ● Defined target pool of high-fit accounts ● Only work accounts with ICP & predictive fit ● Selected quarterly Tier 1 with Fit + Intent + Engagement for ABM multi-channel campaigns ● We created a data-driven, dynamic process for account prioritization and sales triggers = working status ● Reduced numbers of SDR accounts and quotas ● Focused on highly personalized cadences and content ● Shifted to Account-Based SDRs (18) and Inbound SDR (1)
- 12. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel The ABM wizards got to work.
- 13. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel Work only the accounts that fit your ICP! ● Use Fit + Intent + Engagement to select accounts ● Trigger campaigns and sales activity from Intent & Engagement ● Marketing’s job is to deliver value to target buyers and create engagement ● Stop running your business on form fills! ● Stop muscling through with high-velocity outbound!
- 14. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel Armed with a new revenue model and the right technology, the #OneTeam set off on our journey.
- 15. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel Account-Based Value Stream Account Prioritization Promote Engaged Accounts Expand to Additional Contacts as Needed to Set Appt. Gather Account Insight Create Tailored, Personalized Content Run the Play: Personalized Phone + Social + Email + Video Build Target Contacts Progressive account- based campaigns + +
- 16. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel
- 17. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel Surge Data within Salesforce
- 18. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel Account Insights from Salesforce Reps get daily insights to prioritize the accounts most likely to buy
- 19. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel Marketo Insights within Salesforce
- 20. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel Content & Cadences Personalization @ scale TIER 1 TIER 2 TIER 3 TIER LEVEL OF PERSONALIZATION EXAMPLE Highly Personalized • H2H to people • 1:1 to companies ✓ Personalized cadences, executive touchpoints, H2H videos, content streams, personal notes w/ direct mail ✓ 1:1 account-focused display ads, videos, content portals, articles, collateral Tailored • By segment • By industry • By intent Hundreds of Accounts Tens of Accounts ✓ Vertically focused ads + content portals + blogs, collateral, papers, videos ✓ Intent-driven ads + content portals + video Blogs, white papers, web pages, etc. Broad • Your most generic content built for your target audienceUp to Thousands of Accounts ABMACCOUNTSEGMENTATION
- 21. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel Triggers, Plays, & Campaigns What happens when something happens? This account Enterprise Account Does this SELECTED AND TIERED ENGAGEMENT ON HIGH VALUE WEB PAGES OPPORTUNITY - STAGE 2 This happens ● Account assigned to SDR ● SDR begins personalized cadence ● Terminus account-based ads ● LinkedIn Sponsored Content ● Webinar & event invites ● SDR alerted ● SDR personalized video ● SDR promotes key content ● 1:1 Ad ● 1:1 Content Stream ● 1:1 ad progresses ● ABM book mailed ● CMO email & social connect ● CRO email & social connect ● Event lunch/dinner invite
- 22. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel • Win Rate from 1st Demo: +125% • Demo to Interest Conversion Rate: +58% • Average Deal Size: +35% • Sales Cycle Length: -20 days • Accounts are better qualified earlier in the sales cycle • AEs are only spending time on good-fit accounts • More time to tailor content and sales conversations for each account and persona • Seamless alignment between marketing and sales Results QUANTITATIVE QUALITATIVE
- 23. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel Lessons Learned Marketers, be brave and lead The buck stops with the CEO Get aligned around the right account-based metrics Arm Sales with Insights and attack ABM with continuous improvement No adventure worth having is without its challenges. Communicate fearlessly, and you can overcome them!
- 24. #FlipMyFunnel 2018 B2B Sales and Marketing Conference #OneTeam #FlipMyFunnel Together, we continue to scale the ABM mountain.
- 25. THANK YOU!