How to Build Sales & Marketing Alignment with Account-Based Marketing

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Learn how to build Sales & Marketing with Account Based Marketing http://goo.gl/aKkNyJ

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 Building Sales and Marketing Alignment with ABM:

The Age Old Battle: Sales & Marketing (Mis)alignment by Justin Gray CEO & Founder of LeadMD   Building Sales and Marketing Alignment with ABM

Who is LeadMD?:

Who is LeadMD? Strategic Marketo Partner Marketing Automation & CRM 2600+ E ngagements Early adopters S tarted out as a marketing automation agency NOT as a digital marketing agency 30+ Certified Marketo & SFDC experts Justin Gray CEO @ jgraymatter LeadMD

what’s causing misalignment:

what’s causing misalignment Where the gloves meet:

This issue is nothing new. so why are we still talking about it? :

This issue is nothing new. so why are we still talking about it?

:

But just because someone clicked a button doesn’t mean they’re ready to buy What marketing thinks sales wants: What sales actually wants:

Campaign mentality :

Campaign mentality The problem with this mindset: What’s generated isn’t something sales agrees is a lead !

What does this currently look like in the sales & marketing cycle?:

What does this currently look like in the sales & marketing cycle? Marketing Sales MQL/SAL

After long, you’ll start to hear gripes from your sales guys (and gals)…:

After long, you’ll start to hear gripes from your sales guys (and gals)… It makes sense: after so many bunk leads, why should they even bother? The result: Marketing trust breaks down & Sales behaviors move to low hanging fruit

For every 400 inquiries, only 1 becomes a closed opportunity. That is a conversion rate of only .25%. :

For every 400 inquiries, only 1 becomes a closed opportunity. That is a conversion rate of only .25%. The traditional funnel promotes waste.

Meet Account Based Marketing:

Meet Account Based Marketing If it’s alignment we seek, h ow do we get there?

What is an Total Addressable Market?:

What is an Total Addressable Market ? Total addressable market  (TAM)  is a term that is typically used to reference the revenue opportunity available for a product or service.

What is an ideal customer profile?:

What is an ideal customer profile ? A description of a customer or set of customers that includes: Demographic G eographic P sychographic characteristics A s well as buying patterns, Creditworthiness P urchase history

What is an ideal buyer persona?:

What is an ideal buyer persona ? A buyer persona is a detailed profile of your ideal buyers based on market research and real data about your actual clientèle . The more detailed your personas are, the more results they’ll yield.

Get it together!:

Get it together! It’s the job of both sales and marketing to agree on ideal customer profile It’s marketing’s specific job to build the database and ensure the data is correct and properly structured. Metrics need to be created that measure two critical items ICP/IBP Completeness Account Engagement

Let’s talk about alignment under this model:

Let’s talk about alignment under this model

Think Account Relationships. Not Leads.:

Think Account R elationships. Not L eads.

Buyer engagement as a joint account plan between sales & marketing :

Buyer engagement as a joint account plan between sales & marketing Account Buying Committee

Remember this guy? It simply doesn’t work:

Remember this guy? It simply doesn’t work Marketing Sales MQL/SAL

This is how you engage in an ABM model :

This is how you engage in an ABM model Marketing MQL/SAL Executives Sales

ABM Go To Market Strategy:

Purchase Process DATABASE Predictive Analytics Data Sources PLANNING Sales Intelligence CONTENT ABM Content Technology EXECUTION MEASUREMENT CRM MARKETING AUTOMATION ACCOUNT BASED MARKETING MANAGEMENT Targeted Ads 3 rd Party Web and Social Personalization SDR Outreach Tools ABM Analytics Intelligent Routing ABM Go To Market Strategy Buyer Personas Nurture

Learn more about our ABM Resources leadmd.com/marketplace :

Learn more about our ABM Resources leadmd.com / marketplace

Thank you:

Thank you

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