Featuring Bridge Group CEO Trish Bertuzzi, Heinz Marketing President Matt Heinz and Gabe Larsen, Director Sales Acceleration Services at InsideSales.com
Wednesday 24th August 2016 at 11:00am PST
Have you ever wondered why your most important sales targets aren’t closing faster?
The major difference between top-performing organizations and those that lose big deals is a tighter coordination between sales, marketing and technology-based systems that address five key areas of focus and execution.
In this webinar you’ll learn:
The five key areas of success for account-based everything programs that exceed revenue and sales expectations
How sales and marketing can operationalize a more effective collaboration
The important role of technology and which tools are critical to your success
Are You Ready For Account-Based Everything? Five Focus Areas Hold the Answer
1. ARE YOU READY FOR
ACCOUNT-BASED
EVERYTHING? FIVE FOCUS
AREAS HOLD THE ANSWER
Featuring: Bridge Group CEO Trish
Bertuzzi
Director Sales Acceleration Services at
InsideSales.com Gabe Larsen
Special Guest: Heinz Marketing President
Matt Heinz
2. How this will work
• This webinar will last about 45 mins + Q&A
• Type in your questions in the Q&A box as you think of
them
• Join the conversation using #InsideSalesWebinar
• This is being recorded… I’ll tell you how to access the
recording at the end
4. Today’s Speakers
Trish Bertuzzi
CEO
Bridge Group
LinkedIn.com/in/trishbertuzzi
@bridgegroupinc
Gabe Larsen
Director InsideSales.com Labs
LinkedIn.com/in/GabeLarsen
@GabeLarsen
Matt Heinz
President
Heinz Marketing Inc
LinkedIn.com/in/MattHeinz
@HeinzMarketing
5. Account-Based Everything
• Account-Based Sales
• Why are we even talking about this?
• Account-Based Marketing
• How do you integrate marketing and sales?
• Account-Based Revenue
• How you do structure the math for an account-based
revenue strategy?
6. “90% of respondents
acknowledged an
account-‐based strategy
was very important”
SiriusDecisions
“60 percent survey
respondents planned to
implement an account-‐
based program within the
next year”
Terminus
Why are we talking about this?
9. Unified strategy, in a multi-‐decision maker
environment, that generates revenue
through personalized prospecting and
value-‐based selling.
10. Is this right for me?
Attributes
Relational
(Account-‐Based)
Transactional
(High-‐Velocity)
Decision Maker Many (4+) Few (1-‐3)
Deal Size >$50,000 <$50,000
Sales Cycle >90 days <90 days
Segments > 100 employees < 100 employees
Customer
Preference
As the customer guides
11. Keys
to
integrating
ABM
with
your
sales
team
1. Make
sales
an
early
partner
&
collaborator
15. A
common
set
of
definitions
Stage Definition Sales
Next
Step(s) Marketing
Next
Step(s)
Leads
Open/Not
Attempted
New
lead,
has
not
been
attempted
or
contacted
by
sales Begin
follow-‐up
to
get
on
the
phone
live
to
qualify
as
opportunity
Provide
scripts
and
response
offers
as
needed
to
increase
call-‐backs
Attempting
to
Contact
Sales
has
begun
the
process
of
following
the
lead
follow-‐up
process
to
reach
the
prospect
live
Continue
follow-‐up
attempts
via
phone,
email,
"zero
out"
to
reach
prospect
live
Provide
scripts
and
response
offers
as
needed
to
increase
call-‐backs
Interested
Prospect
has
expressed
interest
in
ABC
Company
and/or
achieving
better
results,
and
is
interested
in
learning
more;
full
qualification
criteria
intent/purchase
timeline
still
unknown
Once
prospect
has
been
qualified,
either
move
into
a
"Qualified"
opportunity
or
move
to
Nurture
(if
timeline
is
long-‐term
or
undetermined)
Provide
collateral,
case
studies
and
other
information
as
needed
to
help
prospect
determine
sales
intent
Nurture
Prospect
is
interested,
but
there
is
no
near-‐term
opportunity
to
buy
(prospect
may
have
other
immediate
priorities,
or
may
just
need
more
time
to
consider
interest/intent)
no
action Drip
marketing
to
prospect
1-‐2
times
per
month
with
value-‐added
offers,
until
they're
ready
to
engage
in
a
short-‐term
buying
cycle
again
Unresponsive
Haven't
been
able
to
get
ahold
of
prospect
after
repeated
attempts
no
action Drip
marketing
to
prospect
1-‐2
times
per
month
with
value-‐added
offers,
until
they're
ready
to
engage
in
a
short-‐term
buying
cycle
again
No
Further
Action Lead
is
not
a
qualified
prospect no
action no
action
Opportunities
Qualified
Prospect
has
a
need
&
budget,
and
is
actively
evaluating
solutions
Get
demo
commitment,
plan
next
steps
and
timeline
to
buy
(or
at
least
make
decision)
with
prospect
Provide
additional
support
tools
as
needed
(case
studies,
etc.)
to
help
accelerate
prospect
interest
and
buying
cycle
Presentation
&
Demo
Demo
has
been
scheduled
or
completed;
working
through
objections
&
questions
Get
permission
to
present
formal
proposal Provide
additional
support
tools
as
needed
(case
studies,
etc.)
to
help
accelerate
prospect
interest
and
buying
cycle
Proposal
Formal
proposal
is
in
process
or
has
been
delivered
outlining
terms,
services,
fees
Get
verbal
commitment
to
buy
pending
finalization
of
terms
no
action
Negotiation
Prospect
has
verbally
agreed
to
do
business;
both
sides
are
working
through
final
legal/term/service/fee
details
Sign,
seal
and
return
baby! no
action
Close Agreement
has
been
signed
and
returned victory
lap no
action
Closed
Lost
Opportunity
has
stalled
indefinitely
or
is
dead no
action Drip
marketing
to
prospect
1-‐2
times
per
month
with
value-‐added
offers,
until
they're
ready
to
engage
in
a
short-‐term
buying
cycle
again
16. Keys
to
integrating
ABM
with
your
sales
team
3.
Build
and
manage
a
common
set
of
target
lists
17. What
are
your
data
filters?
• Companies
• Individuals
• Full/complete
contact
information
19. Real-‐time
data
updates
• What’s
your
platform
&
integration
point(s)?
• How
do
you
respond
to
trigger
events
&
real-‐time
changes?
• Who’s
following
up,
how,
when,
with
what?
• Where
do
you
record
that?
20. Keys
to
integrating
ABM
with
your
sales
team
4.
Execute
from
a
consolidated
engagement
plan
21. A
coordination
example
• The
right
person
at
the
right
company
attends
your
webinar
• How
is
follow-‐up
different?
• Who
does
it
– with
what
message
– in
what
format
and
channel?
• What
next
step
communication
triggers
does
that
imply?
• How
do
you
coordinate
sales
&
marketing
messages?
22. Keys
to
integrating
ABM
with
your
sales
team
5.
Think
in
terms
of
macro
and
micro
campaigns
23. Keys
to
integrating
ABM
with
your
sales
team
6.
Develop
shared
data
and
insights
40. Webinar Recording &
Free Resources
• Tomorrow we will email you a link to today’s recorded
webinar, feel free to share it with your colleagues
• Take advantage of the resources available for download
41. Learn More: Click the Links in the ”Free Resource” Window
ON-‐DEMAND WEBINAR
In this webinar you’ll learn:
• How to move beyond the high velocity sales model to
account-‐based selling strategies
• How to build a pipeline of targeted accounts
• What you must do to expand existing relationships quickly
• How you can discover and connect better with more
decision makers
• Latest digital sociological research on the interest, attitudes
and opinions of account-‐based sales personas
WATCH NOW link in the free resources window