The model for the “Consensus Sale” was a game changing concept for marketing and sales organizations when covered in Harvard Business Review in 2015. Now in 2018, as ABM becomes the main driver for B2B revenue creation, marketing and sales teams are still refining their approach to building consensus among multiple buyers within an organization. This session will brand new research highlighting the tools and tactics B2B organizations are prioritizing to better engage and track interests and activities within buying groups at key accounts

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STRATEGIES
for the Consensus Sale

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Sonjoy Ganguly
Chief Product Officer
Madison Logic
Intros
Andrew Gaffney
Director of Content
B2B Marketing Exchange

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Consensus Sale Overview

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The Buying Committee

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Greatest Account Based Marketing Challenges
56%
53%
51%Reaching the right audience
with the right message
Difficult to identify and
reach the entire buying
committee
Lack of relevant content
necessary to drive account-
based lead gen programs

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Increased Marketing Priorities for Targeted
Sales Initiatives
55%
Targeting and engaging
specific accounts
Using data to identify accounts and
likely buyers that are in-market 44%
43%
Identifying and engaging the entire
buying committee

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The Consensus Sale
Strategies for the Consensus Sale

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Improvements to Support Marketing and Sales
Alignment Around the “Consensus Sale“ Model
60%
The ability to influence account engagement by
delivering message that aligns to opportunity stage
Deeper intelligence on the most
engaged accounts 57%
56%
Ability to identify contacts within
target accounts

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New Technologies / Capabilities to Support
the Consensus Sale
64%
Extending the nurture process throughout
the buyer journey
Dynamic content optimization
based on buyer's research activity 57%
57%Identifying buyer intent

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Data & Content Optimzation
Strategies for the Consensus Sale

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Top ABM Initiatives to Demonstrate Marketing’s
Impact
52%
Extending marketing influence across the
entire buyer journey
Identifying and prioritizing most
engaged accounts 47%
35%Seeing and showing "lift" in
engagement with specific accounts

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Top Strategic Initiatives to Impact Marketing and Sales
Organizations (12-24 Months)
58%
Increasing our intelligence on buyers' pain
points/key interests
Improving the conversion of our
leads to opportunities 56%
54%Adding deeper data and insights on
marketing's impact on revenue

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KPIs
Strategies for the Consensus Sale

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Is Marketing a Revenue Center or a Cost Center?
59%
41%Revenue Center
Cost Center

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Growing Priorities to Improve the Performance of
Digital Marketing Campaigns
54%
Measuring marketing programs across
channels
Integrating account-based insights
across the marketing stack 45%
45%Real-time reporting on how content
is connecting with buyers

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Gauging the Impact of Marketing Campaigns
62%We are focusing more on revenue metrics
We are focusing more on conversion rates
55%
48%We are focusing more on pipeline velocity

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Biggest Challenges in Aligning Marketing and Sales?
59%
56%Lack of alignment in goals and
responsibilities
Processes are broken/flawed

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Alignment/Structure
Strategies for the Consensus Sale

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Campaign Budgets
38%
21%
16%
9%
12%
3%
By specific initiative
By dates/time period (monthly,
quarterly, etc.)
Always-On
Ad Hoc
Based on prior performance to
the specific channel
Other

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Reviewing Pipeline Goals and Performance Between
Marketing and Sales
Weekly
Monthly
Quarterly
On an ad hoc basis
What meetings?
36%
24%
12%
16%
12%

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Improving the Effectiveness of your Campaigns
Current Initiative Planned Initiative
Moving beyond volume-based metrics tracking 44.23% 29.81%
Adopting “Always-On” dynamic programs 30.77% 34.62%
Customizing campaigns based on deeper data/intelligence 36.54% 53.85%

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1. Buying Committee
2. Media and Channels
3. Relevant Messaging
4. Always On
5. Data and Insights
s

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CHANGE

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Questions?
Visit Madison Logic at Booth #103