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Using Account-Based Selling To Crush Your Sales Development KPIs

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How can you map out an airtight outreach strategy that effectively penetrates your named account list? Can you setup your cadence to complement marketing's nurture paths or are these efforts forever doomed to clash?

In this month's webinar, we've teamed up with our fellow outbound sales experts at PersistIQ to help you target your most complex buyers with account-based selling tactics.

This webinar will cover:
-How to map out organization charts
-How to reach key decision makers at your target accounts
-How to tailor your email and phone messaging by title and seniority level
-How to create an outbound nurture checklist that leaves no stone unturned

Publicado en: Ventas
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Using Account-Based Selling To Crush Your Sales Development KPIs

  1. 1. Using Account-Based Selling to Crush your Sales Development KP| s : i?: .Axcr000rnlsvaemtzjitxaIrma [I5I‘rl‘_=1r}j~‘_I«{5* _F*; Jj’~7:T‘I-: iTr! .l‘ ,1.
  2. 2. Oi V} . 3 / ,l& ‘ (1 ll , ,. ’ I 3 ‘ “ ‘*w"'l Jason Vargas Pouyan Salehi MD, Outbound Sales Co—founder & CEO @jasoncvargas @psa| ehi aiizxcmcxcnrnlsrssxacjitxaIlmg D_= I‘_r“_= I_r, .Ig_I, j»‘_= {5* _F*; Jj’; :TL: iE! .l( ,1.
  3. 3. ,': .»~-’/ '- "7. Account-biased selling ‘I j 5. / "' .4 (‘I ‘’. :"t' “:3 '/ > I éi, ‘:AciCi. C1t; IrIlE¥: l;i: xCl€i:1ll“l. rj§; ,J. [ I;1;r‘I;1rAj~f2ra*
  4. 4. g I _ -e_ _, — ; * . V-—-h. ~; Th . .' % __ i . . _ __ —: _ - _ " — __ . ._. _ . k &_ ‘ -. :. ~: #AccountBasedSe| |ing 4 ersis Willi I . l. ‘HQ.
  5. 5. How it works Lots of research l( Personalized outreach t High touch Multiple channels #AccountBasedSe| |ing Datafilj/ Z@ N Persist| Q
  6. 6. F1 U’ W‘ Z W “L Research Upsens Tech support , Prospecting Renewals f‘ jg‘ 1:3,‘ Outreach New features (k I * RM . 1‘ Ii‘. . . I I. "~ C . A;. L_ _ New biz Adoption R, . i ". —_‘“x«; /.3 £. i.; _'4“'. —‘* M M List building Sales enablement , _,. Lead nurturing lvlir. Ii‘l<; =1'. It Q, #AccountBasedSe| |ing Data; ; I av Pe rsis'tIQ
  7. 7. .e'. -'f: ..AacxcxtnrnisraiaactrtxaIrmgi [I_= I‘. ri‘= '/_r. .W:4a* -F*; :j’; :Ti. :i‘r: ,l(_J.
  8. 8. Everything rolls up to the account - Better lead routing - No duplicate outreach - Single POC for questions/ support - Easy transition for new hires - More visibility and control Source: Leandata. com #AccountBasedSe| |ing Datanyze av Pe r5ist| Q
  9. 9. More visibility and control Selling power: Which of my accounts contain inbound leads? Funnel visibility: Accounts to opps, NOT leads to opps Upsellsz Which of my customers have users on a free plan? .2‘. -'. .‘1.AXc. .r’C*I. §1t; IrIlEt: l;i: ICl€t: Ill"l. r’iQJ. [I_= I)i“_=1r. W_= {5* _F*; :j’;1Ti-ti EIJLI
  10. 10. Lgadpegan Edit Doloto Cc I-W5 0-"W 5 Bnan Birken [Change] SDR_PL Mike Chan N.1'no May Calcela VIP Tun Marxemg Programs Manager . -may Kony So= uuons Kony Souznons. Irc - H mm ompany Industry Computer Software #AccountBasedSe| |ing DBta. .7.i/ ' PersistlO.
  11. 11. I I You’ve got your accounts S S Q g «I ’ iI: ~- 1/ "I I ~ / I I" #AccountBasedSe| |ing Data; ; j 1 «V I39 rsis'tIQT T 'jIrI_ if)/ _l i. Aji'(iI‘. .f: . O A I H . .1
  12. 12. Step 1: Prioritize 1. Active/ recent opps 2. Inbound activity 3. Follow up tasks? 4. Untouched ii21A. IcICi. C1I; IrliEt: l§I: ICl€t: lIl”l. rjL§J. D_= I’_Ii‘_= I_r. .W_= {5’ _F*= :I’; :TL: iE! .lL1
  13. 13. Step 2: Research — public companies FINANCIAL r I Review Financial Data Filed with the SEC Description Date Filed 4» Size . / fi ‘ ‘ I . ll / Vlfiuai Recon Jan 29. 2015 65»: 9 K5 A"n. ;a- Recon Feb 3 ZC14 662 c Ki Annual Recon Feb 1. 2013 "82 2 KB Browse Our Quarterly Earnings Reports for the Last3Years _ , _ , Testing new ways to make It easier to discover products and places #AccountBasedSe| |ing Datanyze / v Pe rsistIQ
  14. 14. Step 2: Research — private companies Startups Online Buzzsumo‘ I‘: . I ‘ at : Y . , _. ,__. _‘__1?: > HI. | I ' I VENTURESOURCE J. ..‘ / I T . _I now Iouss yr ’ i a: :.AIcIcIcItIIIIsI: I;«; xc: I:I; IInngi. [I, =I‘Ii'_=1rI}r:4aI _F*; :.I*; :TI. :I‘Tr: .l<3.
  15. 15. El myprospectcom I 90.62 3 S1 - 200 S 10- 50M lD°IflIUE7I Tags tpotentiai_prospect 062 T37 Datanyze Insider l’. ****‘V(m) ES GoogleAnalytics 'I5', I’i. “l‘ F» iii‘ Hubspot I'. f» I. .I( ~. _ "ll_l_'li: (I'IlI Ii - Less tabs - Better information - MORE TIME NewReIicI“. v »I ‘~~ II I II= I -: ‘.1 II l"Ir . :‘I CloudflareI- II Ii - ‘I -—I 1-»: Magentod- . '*: III Datanyzexv Insider Vimeo #AccountBasedSe| |ing Datalfpjl/ (Zr? /V Persistlfl
  16. 16. Step 3: Find decision makers Eric Gonzalez Linkedln Approach 1. Length of service A i 4; L3 i iii; “S ti 2. Profile completeness '. W « 3. Skills & endorsements Eric Gonzalez Senior Manager, Sa| esDev Glassdoor i-‘: '.‘IAc. vietcvt, §1t; IrIlE¥:1;«: xClr? i:1ll"I. t’iQJ. [I_= I‘; i‘_=1w~f: A{a’ _F*; :j’; iTL: iE: .lLJ
  17. 17. Top Slolls ['1 SaaS Fr Sales F’! Leadership F : Saleslorce com 3. lz. 'El. .[—L? _l'T‘. §'| F“ i'? .‘. K‘«'F-'. U.’; ’iI~‘l’~. n[]. |.~‘? :i‘I'1. . .’-‘. .2.E. Yi’M3"4L'i9TlI~‘uIE'1’«; i|E] u'iF". I'] T H ‘. C'. .W. '3.l7:'l Ptlcilip l_. <:f1(lt‘ = 'r«irr ‘R: ll_flL‘. tviiarrragrarrraril ism: -to g: rr= r«: r’ri‘| r j ‘ ztriiirv §i'; ’I: l<TfiI'lff' = irrrft«i1r; i=irrr= Irr‘, ~:: iagl. €t= ,It= r;ri«: irrii= l.ri~f Ll r-rl unlit: Maxvtat, «‘ #AccountBasedSe| |ing E Experience Senior Manager, Sales Development Glassdoor October 2013 — Present (1 year 9 months) l Sausalrto, CA Glassdoor helps companies to adve s them and promote their employment brand. ir open positions in lront ol ideal candidates not aware oi Building a world class sales development organization, s hiring for SDRS and SDR team leads. Other positions held: Manager, Sales Development. I1/13 - 3/15 Senior Manager, Sales Development. 4/15 - pr nt Senior Account Executive, Glassdoorcom February 2012 — February 2014 (2 years 1 month) Sausaiiio. CA layer Solutions Glassdoor helps companies to advertise their open positions in lront of ideal candidates not aware ol them and promote their employment brand. Data. :4;r/ /' oruv Persis't| O.
  18. 18. Step 3: Find decision makers . ..~g.6" I , _ - _‘. i; r ‘y I. .. «J_2)‘f is Caitlin Richmond Business Development TinderBox s‘. -': ?rAi. tc. .rcrcri. rrrlsraemtztktxaIrma [I5Iri‘§1rN»‘; «{s* _F*; J.i’; iT‘I-rifriif ,1.
  19. 19. CXOs Looking for “next big thing” High—| eve| P&L Travel A LOT Weekends and evenings Phone/ tablet i - ‘LAX #AccountBasedSe| |ing Data / v Pe rsistIQ
  20. 20. VPs & Directors Oversee large teams Improve team performance Efficiency, scalability, output Solution focused #AccountBasedSe| |ing Data A’ Pe l'SlSt| Q
  21. 21. Managers ‘ - Hands on, in the weeds L - Project focused ~ - Potential power user - Buy in still important L is‘) l _I i O #Accountl3asedSe| |ing C Datarg Persis"c| O.
  22. 22. Hi. I’m Pouyan. pouyan@persistiq. com siiglggreié1L, Il‘I]Et; t§i:1<: Et= llilttgl I }_= I;t‘*_=1r", .l}»7_= rs’ . F’; :_’r'; :fi~: iTr: lQ.
  23. 23. PersistlQ Software to make outbound sales more effective. Smart Lead Management Outbound Campaigns Analytics l srraaercxurrraee= xr: r:raIhrg Eisitziréhersl . F*; :.r; :ii. :iTr: .lQ.
  24. 24. Costly Mistakes a Not following up ~ Generic messaging « Reaching out with the same message ~ Cold outbound after you’ve already connected srraaercmrriaezsracriraling _FI;1;t“;1,¢. tw: r5l , F’; r.’r’; {'I~: iE: .iQ.
  25. 25. V ‘ . ; f’ -. J . ._ L r A first irl L. A ’ ' l . ' ‘ 2 . ' ”r’@tiE: E-Ml§_i, l§f§Urt; li'lti“m a its t o _ rltsttmr scgjgntkt rm Q _/ ‘£5 ‘g [}5I; t§lr¢. l)-‘_n{s' . F’; rjr’; {t-ti it Q.
  26. 26. Why? - Not using the right technology - Relying too much on automation - Not investing enough time on strategy #AccountBasedSe| |ing Datanyze xv Pe rsistlQ
  27. 27. Example Target: Datanyze 6 Target Account 6 Target Contacts — Jason Vargas — Ben Sardella — llya Semin iiiéicieié1LItIlE¥il§i91<iEt= l|| 'IrL; l I )_= I)t“= 'lr". .l}6‘:45’ » . F’; J.i’; {l~fi Ell Q.
  28. 28. Plan Effectively 6 Who to target first? 6 Already connected to me? 6 Already connected to my colleagues? 6 Am I the right person to reach out? 6 History? ' ¥i21;e‘1CiGtC1.L. ItIiEt§tsi:1<iEt= llilttgl [}5I)f“Elr”}}6‘:45’ . F’§J. 'r’? i:lr~fi tiifl.
  29. 29. Get Your Messaging Right Pain, Priorities, Motivations Role PPM Messaging — Revenue — Pipeline — Headcount Manager — Productivity — Onboarding Sales Development Rep — Quota — Effectiveness #AccountBasedSe| |ing Datanyze av Persi5tIQ
  30. 30. fir. “ rflf fi , rel V, er, 4». ,_ _ _l I ‘H r‘ :1-w #AccountBasedSe| |ing Data; ‘;r“ Persis-t| Q
  31. 31. Multiple Touchpoints Peri. SN] SUMMARV CONTACTED IEACHED 0 0 2 I PPM‘! - Surface W. '. 5 can 3 . PPM2-Opener wae 3 an-. #AccountBasedSe| |ing Datanyze 3.. M-, l., ... mm«. s:. -trr 2 I PPM! - Surface Wm! 5 um 3 - PPM2 - Opener Nil’! 3 x‘: -W‘. A I PPM2 ~Surface Wnrl 4 Guys 5 I PPM2 ~ Surface 2 0 A'Dd Touch rrrar . -NF: ‘M55 Eu, 1 I PPM! -Opener "Afro Lénlésj Reached Opened Replied 0 .01., I) . rv. i -3 cor. Reached Opened Replied 0 I} : n'»: - (1 rr, -M Datanyze N Persist| Q
  32. 32. Select Target Account Per5lst| Q ‘ LEADS O IMPORYS E YEMPLAYES O 1.V. ;‘LlVtlluq(JlJt-. ‘l54Sl'Q Lum - All Campaigns Datanyze Add Leads to Datanyze l. ".lL~—ui: J~— '1‘_“lLl, l: T < 7 > Email Status Emails First Last Company Sent ‘ lf'Tnl ‘rL: A._i'. 'I'i ‘. .'m, r,: -r m J , r: Sol 1 ; litll‘w‘. ’L' o ‘’_'-', l H»: L : m_H_m : r.rr. i.: ;». . 'l, ‘.'e'— r m». m u eel. » s, ::r: a. .2 ; ..7'l| -l4'l'y‘, 'F—‘ S N, ‘ . r;. ;,r. :;, r.. -,: lr. ,r, ~., ._- 3'1‘ 3 , l.; ar. ;v. 'l. "»'ri_1a~_. ;): rr—rr. ~,6;. _= rrl 1 l l #AccountBasedSe| |ing Datanyze av Pe rsistIQ
  33. 33. Select Target Contact Persistlo L LEADS 0 IMPORTS E. TEMPLATES O oouyamzgoocrssuq mm 7 All Campaigns Datanyze Leads to Datanyze lL= :J:1: -, v:- -: r:’. .:-; ! .56,-a‘ ‘ll l »'4M>‘l'll» P» "‘ ( ) 1‘ “my” Email Last Company Common Connection l . ~,‘a: :rlra! ln/ xi 5»-"l 7 []r: . l»'l, ‘5t- l‘»"llp (J. lrltegrsl o :3. ‘ l3("‘ 715IFr"', l'ZC‘ CC’-l ": 'a'l: v:ll:1 Da':1n‘~, ‘:rt i/ lnrl, m‘lrv: ;crl KM, ‘ , _, . , 1;‘}‘, i.D“l 6lC{J'rCv'l‘, l1C' corn ‘/ i.wqa~; D.7t. i»lyzL= Sean Sn: 1'' f—. « #AccountBasedSe| |ing Datanyze av Pe rsistIQ
  34. 34. Start Reaching Out PerslStlQ . '.u. :i; rs QlMl’Lll<|5 .3: l: ‘.il’LAl‘L§ . Data nyZe by pol. -yawcr; rnper5lst»r1 com ‘ifl " Ab'o. a.eAos: ' .1‘ ‘ - SUMMARY LEADS EMAILS SETTINGS CONTACTED REACNED OPENED REPLIED BDUNCED OPTED OUT 0 0 O O 0 0 : _‘I. l C'z. | ' _. t Wort 2 days Reached Opened Replied 2 I PPM1-Surface 0 PM 0 WM 0 ml Want 5 any: #AccountBasedSe| |i Datanyze
  35. 35. Add More Target Contacts Persistlo L LEADS 0 IIII RTS 2 TE MMMM ‘(ES 0 AllCamoalqns Datanyze Leads to Datanyze -4: #AccountBasedSe| |ing A Datanyze «V Pe rsist| Q
  36. 36. Don’t Stop
  37. 37. Mix It Up Email Linkedln Phone Ad Targeting In-Person Direct Mail Twitter #AccountBasedSe| |ing Datanyze av Pe rsistIQ
  38. 38. Persistence Wins Right Message + Right Time + Right Channel Get Creative! = ‘i: ‘rAit‘xcteitc§1iL. .IrIiEf; tsi: x<: l6t= ilhrL§l. [i}_= I’_fi“: 'l/ ”}Zh‘:45’ f’§J. i’? i:lr~fi HQ.
  39. 39. Questions 7 #AccountBasedSe| |ing Datan}/ Z / v Pe r5ist| Q

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