A Shared View Of Success For ABM
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Discover how to use a set of shared sales and marketing goals and metrics to deliver consistent messages across channels. In this session, Julia Stead will share how to measure marketing’s impact on revenue, and leverage key insights to create more personalized content experiences for buyers.
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A Shared View Of Success For ABM
- 1. #B2BMX A Shared View Of Success for ABM Julia Stead, VP Marketing
- 2. #B2BMX • Enterprise offering (expensive, sophisticated) • Considered purchase verticals: Insurance, Financial Services, Home Services, Telco, Travel • Long sales cycle: 3 – 18 months • Creating urgency is our biggest competitor WHO WE ARE: We sell to innovative digital marketers whose companies close business over the phone.
- 3. #B2BMX Our ABM Timeline ‘15 • Inbound marketing tactics • Small deal sizes
- 4. #B2BMX Our ABM Timeline ‘15 ‘15 • Inbound marketing tactics • Small deal sizes • Specifically targeting ENT • Pilot ABM campaign
- 5. #B2BMX Our ABM Timeline ‘15 ‘15 ‘16 • Inbound marketing tactics • Small deal sizes • Specifically targeting ENT • Pilot ABM campaign • ABM programs 80% of resources • Big shift to outbound
- 6. #B2BMX Our ABM Timeline ‘15 ‘15 ‘16 ‘16 • Inbound marketing tactics • Small deal sizes • Specifically targeting ENT • Pilot ABM campaign • ABM programs 80% of resources • Big shift to outbound • Poor account selection • Lack of coordinated orchestration • Wrong resources & infrastructure
- 7. #B2BMX Our ABM Timeline ‘15 ‘15 ‘16 ‘16 ‘17 • Inbound marketing tactics • Small deal sizes • Specifically targeting ENT • Pilot ABM campaign • ABM programs 80% of resources • Big shift to outbound • Poor account selection • Lack of coordinated orchestration • Wrong resources & infrastructure • Rebuilt sales org • Shared goal alignment • Smaller focus
- 8. #B2BMX Our ABM Timeline ‘15 ‘15 ‘16 ‘16 ‘17 398% ‘18 • Inbound marketing tactics • Small deal sizes • Specifically targeting ENT • Pilot ABM campaign • ABM programs 80% of resources • Big shift to outbound • Poor account selection • Lack of coordinated orchestration • Wrong resources & infrastructure • Rebuilt sales org • Shared goal alignment • Smaller focus Increase in deal size
- 9. #B2BMX A shared view of success: why is it important?
- 10. #B2BMX Revenue Revenue The company’s #1 goal is revenue. So everyone should be focused on that shared goal. C $ A shared view of success: why is it important?
- 11. #B2BMX Pipeline Revenue Pipeline Both teams are highly focused on pipeline as the leading indicator of revenue. Revenue The company’s #1 goal is revenue. So everyone should be focused on that shared goal. C $ A shared view of success: why is it important?
- 12. #B2BMX Target Market Pipeline Revenue Target Market Both teams need to be focused on the same audience, and agree to target market. T Pipeline Both teams are highly focused on pipeline as the leading indicator of revenue. Revenue The company’s #1 goal is revenue. So everyone should be focused on that shared goal. C $ A shared view of success: why is it important?
- 13. #B2BMX Revenue strategy & results: the team VP Marketing Dir. Demand Gen Sr. Marketing Automation Manager
- 14. #B2BMX Revenue strategy & results: the team VP Marketing SVP Sales Sr. Dir. Sales Ops & Strategy Dir. Demand Gen Dir. Sales Development VP Enterprise Sales Dir. Inside Sales Sr. Marketing Automation Manager
- 15. #B2BMX How we got here…. 1.Top level, executive buy-in on prioritized goals across entire company.
- 16. #B2BMX How we got here…. 2. Working group to decide on the strategy. Ø Ask each team to bring data to support strategic decision making Ø Foster environment of discussion, rather than one team just telling the other what the plans are Ø Vote on strategy
- 17. #B2BMX How we got here…. 3. Ownership & transparency. Ø Having one expert to own the financial modeling Ø One person in each team own the collaboration and execution of cross department GTM strategy Ø Weekly meetings with shared dashboards
- 18. #B2BMX Our shared model for success….
- 19. #B2BMX Our shared model for success…. ü Don’t over complicate your model ü Combine SDR & Marketing targets
- 20. #B2BMX § Multi-touch attribution model. Crucial with ABM approach to measure full impact of marketing Shared measurement
- 21. #B2BMX § Multi-touch attribution model. Crucial with ABM approach to measure full impact of marketing Shared measurement
- 22. #B2BMX § One master dashboard for both teams § Total Bookings § Total Pipeline § SDR Meetings Booked § MQAs, Leads Shared measurement
- 23. #B2BMX § One master dashboard for both teams § Total Bookings § Total Pipeline § SDR Meetings Booked § MQAs, Leads § Shared visibility into program success Shared measurement
- 24. #B2BMX Did ABM work? Yes! But we need to effectively scale…. • Avg deal size grew by more than 4x for target accounts • Close rates were about the same • Volume of opportunities will be too low to hit 2018 growth targets 2017 Analysis: Did ABM Work?
- 25. #B2BMX Did ABM work? Yes! But we need to effectively scale…. • Avg deal size grew by more than 4x for target accounts • Close rates were about the same • Volume of opportunities will be too low to hit 2018 growth targets Do better: • Address TAM & ICP realistically. Model Target/Non-target mix based on TAM and build waterfall model based on this data. • Measure CAC – we need a profitable new logo machine, and must map back an appropriate cost of acquisition based on LTV ratio 2017 Analysis: Did ABM Work?
- 26. #B2BMX Lessons Learned 01 People ü You need the right people in place, across sales and marketing, who have the skills and interest to own and lead these initiatives
- 27. #B2BMX Lessons Learned 01 People ü You need the right people in place, across sales and marketing, who have the skills and interest to own and lead these initiatives 02 Scope ü Good is good, but more isn’t always better
- 28. #B2BMX Lessons Learned 01 People ü You need the right people in place, across sales and marketing, who have the skills and interest to own and lead these initiatives 02 Scope ü Good is good, but more isn’t always better 03 Time ü It takes a long time to implement and see results of a new strategy. ü Building the foundation takes longer than executing the programs.
- 29. #B2BMX Lessons Learned 01 People ü You need the right people in place, across sales and marketing, who have the skills and interest to own and lead these initiatives 02 Scope ü Good is good, but more isn’t always better 03 Time ü It takes a long time to implement and see results of a new strategy. ü Building the foundation takes longer than executing the programs. 04 Analyze ü Review results as a team and discuss did wells/do betters. ü Do this often.