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#FlipMyFunnel Boston 2016 - Craig Rosenberg - Sales Play Design for Account-Based Everything

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Sales Play Design for Account-Based Everything with Craig Rosenberg, Co-Founder and Chief Analyst at TOPO

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#FlipMyFunnel Boston 2016 - Craig Rosenberg - Sales Play Design for Account-Based Everything

  1. 1. www.topohq.com© 2016 TOPO. All rights reserved. Sales Play Design for Account- Based Everything These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com Craig Rosenberg Co-founder, Chief Analyst August 2016 www.topohq.com
  2. 2. www.topohq.com© 2016 TOPO. All rights reserved. MEET TOPO We’re an analyst firm that helps 100s of demand generation, sales development, and sales organizations grow revenues in a scalable manner.
  3. 3. www.topohq.com© 2016 TOPO. All rights reserved. 3 WAYS OF DELIVERING SCALABLE REVENUE GROWTH 1. PLAYBOOKS A customized “owner’s manual” for various sales or marketing functions 2. ADVISORY Analyst support for big issues like process, org, and technology 3. TRAINING Detailed, engaging training on playbooks and best practices
  4. 4. www.topohq.com© 2016 TOPO. All rights reserved. OVER $20B IN REVENUE DEPENDS ON TOPO
  5. 5. www.topohq.com© 2016 TOPO. All rights reserved. WHAT IS ACCOUNT-BASED EVERYTHING? Account-Based Everything is the coordination of personalized marketing, sales development, sales, and customer success efforts to drive engagement and conversion at a targeted set of accounts Account-Based Marketing Sales Development Sales Customer Success Targeted Intelligence-driven Orchestrated Personalized High Frequency
  6. 6. www.topohq.com© 2016 TOPO. All rights reserved. 5 ATTRIBUTES OF ACCOUNT-BASED EVERYTHING ATTRIBUTE EXAMPLE 1. Targeted, high value accounts Accounts that meet pro forma CLTV target based on # of employees 2. Intelligence-driven programs/campaigns Account insights inform custom campaigns with high conversion rates 3. Orchestration across marketing, sales, sales development… Outbound sales development is today’s most effective Account- Based tactic 4. Valuable and personalized buyer experiences Customized customer workshop leveraging their data 5. Coordinated high effort/frequency outreach Executive outreach is coordinated with key marketing event
  7. 7. www.topohq.com© 2016 TOPO. All rights reserved. 0 1 2 3 4 5 6 7 8 9 10 ORCHESTRATION – IT TAKES A VILLAGE MARKETING/SALES DEVELOPMENT Deep discoveryAccount- based ads Custom pitch Custom workshop BUYERENGAGEMENT Marketing Sales Development Sales Customer Success Account Management Custom LP/content Custom webinar Physical event Physical promo Executive outreach Personalized outreach Deep research Content share Account- Based ads Custom demo Content selling White glove trial Custom proposal/ business case Hands-on onboarding Account insights Customer events Use case campaign Use case campaign Personalized outreach Executive outreach Customer workshop SALES PROCESS CUSTOMER SUCCESS/ACCOUNT MGMT
  8. 8. www.topohq.com© 2016 TOPO. All rights reserved. BUILDING SALES PLAYS – THE VILLAGE CAN HELP 0 1 2 3 4 5 6 7 8 9 10 MARKETING/SALES DEVELOPMENT Deep discoveryAccount- based ads Custom pitch Custom workshop BUYERENGAGEMENT Marketing Sales Development Sales Customer Success Account Management Custom LP/content Custom webinar Physical event Physical promo Executive outreach Personalized outreach Deep research Content share Account- Based ads Custom demo Content selling White glove trial Custom proposal/ business case Hands-on onboarding Account insights Customer events Use case campaign Use case campaign Personalized outreach Executive outreach Customer workshop SALES PROCESS CUSTOMER SUCCESS/ACCOUNT MGMT Sales Plays
  9. 9. www.topohq.com© 2016 TOPO. All rights reserved. THE FUNNEL ISN’T DEAD. IT’S JUST THINNER ORCHESTRATION HIGH VALUE PLAYS TARGET ACCOUNTS CLOSE PLAYS 1-to-1 Sales Engagement Begins Solution Selling Begins Solution Defined; Proposal Created CUSTOM SALES PLAYS • High value first meetings • High-value post-discovery content • Workshops • Multi-stakeholder campaigns • Presentation • Demo • White-glove Trials (Optional) • Champion Content • Close plan • Late stage marketing plays • Signing Party Multi-Channel Campaigns Begin
  10. 10. www.topohq.com© 2016 TOPO. All rights reserved. DRIVING INITIAL ENGAGEMENT: HIGH VALUE FIRST MEETING OFFERS
  11. 11. www.topohq.com© 2016 TOPO. All rights reserved. HIGH VALUE FIRST MEETINGS OFFERS DRIVE ENGAGEMENT STATUS QUO HIGH VALUE “I’d love to find 15 minutes of your time to learn more about your business….” “Our research team has studied the <insert market> and we have some findings that might interest you. I’d like to set up time to walk you through the findings.” High value first meeting offers have yielded significant results: • 49% penetration into target accounts in two years • 26% lift on touch pattern/SQL conversion rate • 21% of first meetings converting to larger stakeholder meetings
  12. 12. www.topohq.com© 2016 TOPO. All rights reserved. ! bloomreach!|!82!pioneer!way!|!mountain!view!|!california!|!94041!|+bloomreach.com!! ! ! Sort%Optimization! ! Products!are!sorted!by!“Bestsellers”!by!default! ! ! Most!sites!have!some!kind!of!sort!algorithm,!but!most!are!susceptible!to!position! bias.!This!creates!an!endless!cycle,!as!top!selling!products!are!the!top!selling! products!simply!because!they!receive!more!exposure.! ! ! Less!opportunity!for!a!product!at!the!bottom!to!ever!be!a!top!seller!! !!!! ! ! Birthday%Category%Example:% % !These!are!the!first!three! products!shown!on!the! “Birthday”!category!page.!Is! there!room!for!improvement! in!the!sort!order?!!! ! This!“Make!a!Wish”!product,! for!example,!is!ranked! second!on!the!“Birthday”! category!page!and!also! ranked!fourth!on!the!“Thank! you!flowers”!category!page.!It’s!possible,!then,!that!the!Teleflora!default!algorithm!is! based!on!global!product!performance,!instead!of!on!whether!that!product!performs! well!in!that!specific!category.!Perhaps!there!are!other!products!further!down!on!the! “Birthday”!page!that!would!be!more!suitable!at!the!top!because!they!are!birthday! related,!yet!the!sort!algorithm!favors!products!like!“Make!a!Wish”!because!they! convert!well!on!other!category!pages.!! ! ! ! ! ! ! ! ! ! CUSTOM CONTENT PLAYS DELIVER THE HIGHEST CONVERTING FIRST MEETINGS A custom research report developed specifically for the target account • SDRs perform 6-7 hours of prospect research • A custom report is created (red boxes) • Report is delivered to prospect with a follow-up call-to-action to discuss findings
  13. 13. www.topohq.com© 2016 TOPO. All rights reserved. TEMPLATIZED CONTENT PLAYS DRIVE ENGAGEMENT (AS LONG AS IT’S RELEVANT) A report designed for a specific vertical or target market. In this particular example, the focus was pharma and specifically the divisions that worked on diabetes • All marketing advertising (targeted ads, email, etc.) pointed to the report • SDRs followed up for personal read-out of the content Voice of the Patient takes an in-depth look at what patients talk and think about as they deal with a health problem, along with their attitudes about specific topics and brands. Type II Diabetes treatment-related posts from DailyStrength.org dated Nov. 2006 - early Mar. 2016 n = 4800 18% Insulin Injections 11% Treatment Side Effects 10% Diet & Desserts 10% Cardiovascular Problems 7% Diabetic Neuropathy 7% Understanding Treatment Options 5% Insulin Pumps 6% Morning Blood Glucose Levels 6% Insulin Resistance 5% Dealing with Insurance 5% Weight Management 5% Hypoglycemia 4% Long vs. Short Acting Insulin
  14. 14. www.topohq.com© 2016 TOPO. All rights reserved. USE CASES PROVIDE GREAT FIRST MEETING CONTENT A use case that covers methodology, process, strategic initiatives (vs. simply product examples) has shown equally results to templatized research calls- to-action • SDRs/sales identify relevant use case for prospect • SDR/sales call-to-action is to talk specifically about the use case
  15. 15. www.topohq.com© 2016 TOPO. All rights reserved. ENGAGING MULTIPLE STAKEHOLDERS: POST-DISCOVERY PLAYS
  16. 16. www.topohq.com© 2016 TOPO. All rights reserved. POST-DISCOVERY HIGH VALUE CONTENT DRIVES STAKEHOLDER ENGAGEMENT STATUS QUO HIGH VALUE Copy of deck and data sheet Content tailored specifically to the buyer and their current situation Post-discovery high value content plays engage stakeholders early in the process and are proven to decrease sales cycle time (30% shorter sales cycles)
  17. 17. www.topohq.com© 2016 TOPO. All rights reserved. DISCOVERY PROVIDES SALES WITH INTERNAL BUYER DATA FOR CUSTOMIZATION STE P PROCESS DESCRIPTION 0 Research Identify 3 key selling points, customer stories, and example sites 1 Purpose of the call Present the purpose of the call, the agenda, and the potential outcome 2 Brief Value Prop Deliver 30 second value prop 3 Qualification Qualify prospect for QL definition fit 4 Discovery Execute Discovery Questionnaire 5 Recap Findings Identify 3 main pains or challenges that Radius can solve 6 Brief Custom Value Prop Customize value prop to pains and challenges or Brief Demo if needed 7 Deliver Use Case Provide use case of similar company with similar challenges 8 Close for Demo Close for Demo 9 Recap email Confirm discussion (key value points, challenges) Series of Discovery questions designed to understand their: 1. Role 2. Objectives 3. Challenges 4. Implications Sales reps leverage questions, insights, and messaging to understand the buyer and their current situation.
  18. 18. www.topohq.com© 2016 TOPO. All rights reserved. Sales collects data in discovery and easily creates a credible report with unique, personalized insights • Content is used to generate credibility across stakeholders DATA CAN BE ASSEMBLED INTO TEMPLATIZED CONTENT
  19. 19. www.topohq.com© 2016 TOPO. All rights reserved. INSIGHT-DRIVEN WORKSHOPS GET STAKEHOLDERS IN THE ROOM Strategic Workshop Agenda 9:00 – 9:30 Introductions 9:30 – 10:30 Findings Presentation 10:30 – 11:30 Strategic Recommendations 11:30 – 12:30 Lunch 12:30 – 3:00 Workshop High-value content delivers enough value to interest stakeholders into wanting to learn more from you. Workshops are a highly effective play • Multiple stakeholders attend • Sales builds trust and fills gaps in account research
  20. 20. www.topohq.com© 2016 TOPO. All rights reserved. SALES CAN LEVERAGE THE CUSTOM CONTENT TO PRO-ACTIVELY ENGAGE STAKEHOLDERS DISCOVERY CUSTOM CONTENT CREATED AB ADVERTISING EXEC OUTREACH SDR EMAIL WEB PERSONALIZATION DIRECT MAIL Sales asks standardized discovery questions Sales puts discovery answers into template Content is delivered to stakeholders
  21. 21. www.topohq.com© 2016 TOPO. All rights reserved. SALES CAN SEND RELEVANT CONTENT TO STAKEHOLDERS EVEN WITHOUT MARKETING AB ADVERTISING EXEC OUTREACH SDR EMAIL WEB PERSONALIZATION DIRECT MAIL Sales asks discovery questions Sales curates content based on discovery findings Relevant content is delivered to stakeholders DISCOVERY CONTENT CURATED
  22. 22. www.topohq.com© 2016 TOPO. All rights reserved. BECOMING THE CHOSEN PARTNER: CUSTOMIZE SALES PLAYS TO THE ACCOUNT
  23. 23. www.topohq.com© 2016 TOPO. All rights reserved. CUSTOMIZED SALES PROCESSES DRIVE HIGHER DEAL CONVERSION TYPE STATUS QUO CUSTOMIZED Company Preso Templatized marketing preso Re-iteration of objections and challenges Demo “Demo Roulette” Customize the demo to their key challenges Trial “Here’s your log-in, I’ll follow- up in 2 weeks” Hands-on focusing buyer on their challenges Champion Content Data sheet and sending the generic deck Content created specifically for other stakeholders based on business case
  24. 24. www.topohq.com© 2016 TOPO. All rights reserved. PERSONALIZED PRESOS CREATE DEEPER RELATIONSHIPS EARLY IN THE PROCESS Presentations should be focused on the “account” first and then on proving that you are the right partner to solve their issues Personalizing the presentation can be done with the 80%/20% rule (primarily templatized) but should leave room in the front to show an understanding of their business and frame your organization as the partner to help them solve their key business challenges
  25. 25. www.topohq.com© 2016 TOPO. All rights reserved. FIRST-HAND VIEW: BUILD DEMOS SO THEY CAN SEE THEMSELVES USING THE PRODUCT When buyers report the sales plays they remember, the vast majority mention “they used our data in the demo”
  26. 26. www.topohq.com© 2016 TOPO. All rights reserved. WHITE GLOVE TRIALS ENSURE THE BUYER IS FOCUSED ON SOLVING THEIR CHALLENGES PROCESS STEP TIME- FRAME DESCRIPTION EXIT CRITERIA Trial Overview Meeting Kickoff • Trial Overview • Agree on customer objectives • Agree on key eval. criteria • Agree on milestone dates • Introduce CSM team Completed Trial Success doc Approved T&Cs Trial Launch Trial Progress Meeting Day 4-5 • Overview of trial progress • Re-iterate/adjust trial objectives • Early trial milestones complete • (Re)-Agree on trial objectives Trial Progress Meeting Day 7 • Overview of trial progress • Re-iterate/adjust trial objectives • Early trial milestones complete • (Re)-Agree on trial objectives End of Trial Report Day 12 • Final findings presentation • Strategic recommendations Close for proposal presentation White glove trials increase trial adoption to 83% and increased conversion to the next stage by 51% • Agree on customer objectives • Agree on key eval. criteria • Final findings presentation • Strategic recommendations
  27. 27. www.topohq.com© 2016 TOPO. All rights reserved. CHAMPION CONTENT ENABLES YOUR CHAMPION TO SELL INTERNALLY One of sales biggest road blocks is their access to the decision makers and influencers in the buying process Organizations solve this problem by creating customizable champion content that allows the champion to effectively sell internally This content can be heavily templatized but should allow for light customization based on the account’s current situation
  28. 28. www.topohq.com© 2016 TOPO. All rights reserved. FINISHING THE DEAL: CLOSE PLAYS BRING DEALS HOME
  29. 29. www.topohq.com© 2016 TOPO. All rights reserved. CREATE CUSTOM SALES PLAYS TO DRIVE BUYERS TO CLOSE (ON TIME) STATUS QUO CUSTOMIZED “Just want to check in on the status of our order…” Formal check-in meeting (set on calendar previously) to discuss mutual deliverables
  30. 30. www.topohq.com© 2016 TOPO. All rights reserved. CUSTOMIZED CLOSE PLANS ENSURE DEALS WILL CLOSE ON TIME Organizations that leverage close plans report 100% close rate on deals after verbal
  31. 31. www.topohq.com© 2016 TOPO. All rights reserved. MEMORABLE LATE STAGE MARKETING PLAYS KEEP BUYERS FROM “GOING DARK” One of the biggest challenges for sales is that the end of month/quarter is also the buyer’s end of quarter. As a result, many buyers enter the “dark stage” and sales has no visibility into activity. Many organizations continue to market to people in the late stages of the buying process
  32. 32. www.topohq.com© 2016 TOPO. All rights reserved. SAY “THANK YOU” - HAVE A SIGNING PARTY WITH THE CUSTOMER AT CLOSE Most b2b sales organizations close the deal and hand the buyer off to Customer Success In Account-Based Everything, the focus of sales-marketing programs should be on LTV Organizations should thank their high value target accounts in a meaningful way and continue a hands- on relationship over time
  33. 33. www.topohq.com© 2016 TOPO. All rights reserved. KEY TAKEAWAYS: SALES IN AN ACCOUNT-BASED EVERYTHING WORLD • Sales will have better opportunities but fewer of them • BANT died, sales must be prepared to engage with the right people at the target accounts wherever they are in the buying process • High value plays enable early engagement and drive real results • These same high value plays also enable engagement with multiple stakeholders • Once the buyer is engaged, every play in the sales process must be customized and coordinated • Sales in Account-Based Everything has a true execution partner– marketing– and for that matter, the rest of the company…
  34. 34. www.topohq.com© 2016 TOPO. All rights reserved. Sales Play Design for Account- Based Everything These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com Craig Rosenberg Co-founder, Chief Analyst August 2016 www.topohq.com

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