Building A Pipeline SWAT Team: How Sales & Marketing Aligns To Drive Pipeline With ABM

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An ABM strategy is only as good as the sellers and SDRs that support it. Without tight sales and marketing alignment on account selection, prospect follow-up and marketing tactics, ABM campaigns are certain to fall flat. In this session FinancialForce’s CMO Fred Studer and Director of Demand Generation Ciaran Mahoney will discuss the company’s ABM journey and the organizational changes that were required to bring sales and marketing closer together.

Marketing

Confidential | Restricted to FinancialForce ‹#›
Ciaran Mahoney
Director of Demand Gen
Finance Executive
Professional Services Executive
Personas
North America, EMEA, ANZ
SMB, Mid-Market, Enterprise
Markets
Cloud ERP built on Salesforce
700 Employees
Company

OUR PIPELINE
SWAT TEAM
Sales Ops | Marketing Ops | Sales Enablement | Demand Gen | SDR

Re-aligning Teams Around ABM
Confidential | Restricted to FinancialForce 6
Inbound vs.
Outbound SDRs
SDRs Under
Marketing
Segment
Focused
Demand Gen

Establishing Guardrails
Confidential | Restricted to FinancialForce 7
Product Geos Verticals Org Size
Financial Management
North America
Asia
Software/SaaS
Manufacturing
100 - 2500
< 5
Professional Services
Automation
North America
Africa
Tech Services
Construction
100 - 10,000
< 50

Narrowing and Prioritizing
Confidential | Restricted to FinancialForce 8
Priority 1:
Sales Rep Top
Priority
~30 Accounts
Proactive outbound
from AE & SDR
High-value campaigns
Full personalization
Hundreds of
accounts
Segmented ad cover
Inbound only
~100 Accounts
Proactive outbound
from SDR
Mid-low value
campaigns
Some personalization
Priority 2:
BDR &
Marketing
Priority 3:
Marketing Air
Cover
All other accounts
No proactive
marketing support
May bubble up
organically
Priority 4:
Limited
Marketing

PIPELINE CREATION
IS A TEAM SPORT
35% 25%
Marketing & SDR Channel AE Direct
40%

Confidential | Restricted to FinancialForce ‹#›
We Built a Tech Stack that Supports ABM
BUILD & ENRICH
2
5
%
ENGAGE & QUALIFY
CONVERT & CLOSE
EXPAND
ANALYZE & OPTIMIZE
PROCESS & ROUTE

Confidential | Restricted to FinancialForce ‹#›
The Echo Ransom

Confidential | Restricted to FinancialForce ‹#›
The Coordinated Play

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It’s never been easier to get your Google Shopping Ads campaigns up and running…but there’s also never been this much competition. So how can you ensure you’re maximizing ROI on your ad spend? Let us help. Watch this panel discussion tailored for retailers and brands eager to elevate their ecommerce strategy through Google Shopping Ads. You’ll hear the ways to craft compelling product listings using Google Merchant Center Next, strategically bid on keywords, and leverage audience targeting to reach the right customers at the right time. We’ll show you: - How to reduce costs while maximizing ROI using the entire Google Ads ecosystem. - The ways to target new shoppers with keyword bidding while maintaining engagement with your current audience. - How to set up Google Shopping feeds flawlessly with Google Merchant Center Next. In this engaging session, Bryan Butler, Joshua Young, and Ben Riggle will unpack the ways to create powerful product listings and measure your success using best-in-class metrics. If you’re an ecommerce brand or retailer using Google Shopping Ads, you won’t want to miss this discussion.

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PR Wires is a leading press release distribution service that helps businesses get their news seen by the right audiences. They offer targeted distribution to journalists, bloggers, and online influencers, along with media monitoring and marketing tools to maximize reach and impact. Whether you're a local company or a global brand, PR Wires can help you tell your story and achieve your communication goals. Get in Touch Website — https://www.prwires.com/ Mobile — +91 9212306116 Whatsapp — https://call.whatsapp.com/voice/TpyiT7anImIcb2z1jgzstc Skype — shalabh.mishra Telegram — shalabhmishra Email — shalabh.web@gmail.com

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Labour Day, observed on the first Monday of September in many countries, is a significant occasion that honors the contributions and achievements of workers. Also known as International Workers’ Day in some regions, this annual celebration serves as a tribute to the resilience, dedication, and accomplishments of the labor force. From its historical roots to its modern-day significance, Labour Day holds deep cultural and social importance that resonates worldwide.

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Building A Pipeline SWAT Team: How Sales & Marketing Aligns To Drive Pipeline With ABM

1. BUILDING A PIPELINE SWAT TEAM How we align sales & marketing to drive pipeline with ABM Ciaran Mahoney Director of Demand Gen February 21, 2018

2. THERE IS NEVER ENOUGH PIPELINE

3. Confidential | Restricted to FinancialForce ‹#› Ciaran Mahoney Director of Demand Gen Finance Executive Professional Services Executive Personas North America, EMEA, ANZ SMB, Mid-Market, Enterprise Markets Cloud ERP built on Salesforce 700 Employees Company

4. WHERE DO WE START?

5. OUR PIPELINE SWAT TEAM Sales Ops | Marketing Ops | Sales Enablement | Demand Gen | SDR

6. Re-aligning Teams Around ABM Confidential | Restricted to FinancialForce 6 Inbound vs. Outbound SDRs SDRs Under Marketing Segment Focused Demand Gen

7. Establishing Guardrails Confidential | Restricted to FinancialForce 7 Product Geos Verticals Org Size Financial Management North America Asia Software/SaaS Manufacturing 100 - 2500 < 5 Professional Services Automation North America Africa Tech Services Construction 100 - 10,000 < 50

8. Narrowing and Prioritizing Confidential | Restricted to FinancialForce 8 Priority 1: Sales Rep Top Priority ~30 Accounts Proactive outbound from AE & SDR High-value campaigns Full personalization Hundreds of accounts Segmented ad cover Inbound only ~100 Accounts Proactive outbound from SDR Mid-low value campaigns Some personalization Priority 2: BDR & Marketing Priority 3: Marketing Air Cover All other accounts No proactive marketing support May bubble up organically Priority 4: Limited Marketing

9. PIPELINE CREATION IS A TEAM SPORT 35% 25% Marketing & SDR Channel AE Direct 40%

10. Confidential | Restricted to FinancialForce ‹#› We Built a Tech Stack that Supports ABM BUILD & ENRICH 2 5 % ENGAGE & QUALIFY CONVERT & CLOSE EXPAND ANALYZE & OPTIMIZE PROCESS & ROUTE

11. Confidential | Restricted to FinancialForce ‹#› The Echo Ransom

12. Confidential | Restricted to FinancialForce ‹#› The Coordinated Play

13. THIS IS NOT A VICTORY LAP

14. THANK YOU

Building A Pipeline SWAT Team: How Sales & Marketing Aligns To Drive Pipeline With ABM

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