The document discusses progressing from good to great marketing through an Account-Based Marketing (ABM) maturity framework. It suggests moving from disconnected, quantity-focused, and reactive approaches (where you've been) to more dynamic, quality-focused, and prioritized approaches (where you might be) and ultimately to running the business efficiently at scale with experiential engagement, one unified scorecard, and prioritized sales alerts (where you are going). The framework addresses improving the TARGET, ENGAGE, ACTIVATE, and MEASURE dimensions of ABM over time.
6. Good Parenting Great ParentingAverage Parenting
Parent
Maturity Curve
▶ Watch TV
Feed
Play
Watch Finding Nemo Watch the entire
Rocky series
GOOD TO
GREAT
PARENTING
@sangramvajre
7. Good Parenting Great ParentingAverage Parenting
Watch TV
▶ Feed
Play
Feed Healthy Snacks Feed EPIC proportions
of pancakes!
GOOD TO
GREAT
PARENTING
@sangramvajre
Parent
Maturity Curve
8. Good Parenting Great ParentingAverage Parenting
Watch TV
Feed
▶ Play
Play XBOX games Go flying
GOOD TO
GREAT
PARENTING
@sangramvajre
Parent
Maturity Curve
9. Good Parenting
Great Parenting
Average Parenting
Watch TV
Feed
Play
Watch kids movies
Feed Healthy Snacks
Play XBOX
Watch all the Rocky movies
Feed EPIC proportions of pancakes
Go flying
GOOD TO
GREAT
PARENTING
@sangramvajre
Parent
Maturity Curve
12. The TEAM Framework
Simple, Powerful, Connected Capabilities that Drive Account-Based Success
TARGET ENGAGE
ACTIVATEMEASURE
Get earlier, deeper penetration into target
buying centers with best-in-class
account-based advertising &
multi-channel program management
Display & LinkedIn | Offline Campaigns | Email
TEAM
Combine & connect all your data in one
place to easily create and manage target
account lists
Marketing/Sales Alignment | Reporting Clarity
| New Account Identification (via engagement & intent)
Help sales open more ops, faster, by giving
them realtime prompts to reach out when
accounts are most engaged
Super-simple reporting so you know how your
account-based programs are driving revenue
Account Graph Lead-to-Account Mapping |
Account-Level ROI | ABM Scorecard Customized Engagement Triggers | Native to SFDC
Drive authentic
long-term
relationships with
companies that
will love you
@sangramvajre
15. Where you might be Where you are goingWhere you’ve been
Dynamic: “Always On”Static: “Top 100 accounts”DisconnectedTARGET
~7X
Opportunity
Creation
50%
Higher
pipeline
10%
Sales Cycle
Reduction
25,000
leads at Masergy
5x more
engagement from
targeted accounts
70% to 90%
NPS score
skyrocketed with
upserving
ENGAGE
ACTIVATE
MEASURE
GOOD TO
GREAT
MARKETING
@sangramvajre
16. Whatever you focus on,
gets better.
No customer ever got upset
because you focused
on their needs.
LESSON
IMMUTABLE LAW
@sangramvajre
18. Where you might be Where you are goingWhere you’ve been
Experiential
Tools: Went from 22 to 6
tools to do ABM at scale.
Cost of customer
acquisition: A 60% drop
Quality
Traffic: Website traffic is down
by 15% but now 70% is from
the “right” target accounts.
Tools: 22 technologies
Quantity
Traffic: “All” traffic is equal.
- Events
- Website
- Webinars
- Emails
70% of the traffic from
non-target accounts.
TARGET
ENGAGE
ACTIVATE
MEASURE
GOOD TO
GREAT
MARKETING
@sangramvajre
19. How you engage, is what
gets better.
No customer ever got upset
because they didn’t receive
your random newsletter.
LESSON
IMMUTABLE LAW
@sangramvajre
21. Where you might be Where you are goingWhere you’ve been
Prioritized
Win rate: 95% win-rate
from target account strategy
Sales a customer: 2X
annually survey for
satisfaction.
Proactive
Accounts: 250
Team Structure: 4 FTE’s
dedicated to ABM
ReactiveTARGET
ENGAGE
ACTIVATE
MEASURE
GOOD TO
GREAT
MARKETING
YOU’VE GOT
MAIL
@sangramvajre
22. When you share real-time
insights with sales on their
deals, your relationship
gets better.
No sales person ever got upset
when a marketer engaged their
top accounts.
LESSON
IMMUTABLE LAW
@sangramvajre
24. Where you might be Where you are goingWhere you’ve been
One Scorecard
“Now Marketing can
forecast how many
reps are needed in
which territory and can
also predict win-rate with
engagement insights.”
–Daniel Day
Double Funnel
ABM at scale: Over 500
concurrent ABM 1:1 campaigns
Metrics: Time on site,
Velocity, Penetration
Funnel
Measure everything:
Inbound / Outbound
TARGET
ENGAGE
ACTIVATE
MEASURE
GOOD TO
GREAT
MARKETING
@sangramvajre
25. What you measure is what
gets better.
No CEO or CFO got upset
when marketing reported on
business outcomes.
LESSON
IMMUTABLE LAW
@sangramvajre
26. TARGET
Terminus TEAM TECH STACK
ACTIVATE MEASUREENGAGE
Firmographic Data
Behavioral & Intent Data
Contact Data
Predictive Modeling
Engagement Triggers Account-Based Ads
Personalization Direct Mail
Events, Chat, OtherEmail Marketing
Sales Intelligence
Sales Engagement
Lead-Based Funnel
Measurement
Account-Based Funnel
Measurement
ACCOUNT DATA
Foundations
CENTRAL DB KNOWN CONTACT DATA
27. Good Marketing
= Efficient Growth
in Isolation
Great Marketing
= Efficient Growth
at Scale
Average Marketing
= Inefficient Growth
Marketing Maturity Curve
T - Disconnected
E - Quantity
A - Reactive
M - Funnel
TARGET
ENGAGE
ACTIVATE
MEASURE
T - Static
E - Quality
A - Proactive
M - Double Funnel
T - Dynamic
E - Experiential
A - Prioritized
M - One Scorecard
GOOD TO
GREAT
MARKETING
@sangramvajre
28. Good
Great
Average
MARKETING
GOOD TO GREAT PARENTING
Marketing and Sales
Aligned
Mom and Dad
Aligned
Marketing and Sales
as OneTeam
Mom and Dad
as OneTeam
Many Activities Many Tools
Few Activities Few Tools
@sangramvajre
29. So, what matters to you?
Good is the enemy of Great.
– Jim Collins
“
34. Where you might be Where you are goingWhere you have been
Progress from good to great
Dynamic: Run your biz
efficiently
• i.e. Across Acquisition,
Pipeline Acceleration,
Expansion
Static: “Top 100 list”,
Pilot program
• i.e. Acquisition, Pipeline
Acceleration, Expansion
Disconnected: Anyone,
everyone, anywhere
• i.e. Sales list
• i.e. Firmographics
TARGET
ENGAGE
ACTIVATE
MEASURE
GOOD TO
GREAT
MARKETING
35. Where you might be Where you are goingWhere you have been
Progress from good to great
Experiential
i.e. Ads > Direct Mail > LP >
Email > Video > Action
Quality
• Traffic to the website from
the “right accounts”
• Events, Emails to the
“right people”
• Ads, Direct Mail to the
“right contacts”
Quantity
• Traffic to the website
• Events, Emails
• Ads, Direct Mail
TARGET
ENGAGE
ACTIVATE
MEASURE
GOOD TO
GREAT
MARKETING
36. Where you might be Where you are goingWhere you have been
Progress from good to great
Prioritized sales alerts
i.e. Known + Anonymous
activity from CRM + MA +
Website to give you a
360 view into an account
Proactive sales alerts
• Known accounts activity
without filling up a form
Reactive sales alerts
• i.e. Leads w/ form fill
TARGET
ENGAGE
ACTIVATE
MEASURE
GOOD TO
GREAT
MARKETING
37. Where you might be Where you are goingWhere you have been
Progress from good to great
Forecast
TEAM based scorecard
One Scorecard
• Inbound
• ABM
Double FunnelTARGET
ENGAGE
ACTIVATE
MEASURE
GOOD TO
GREAT
MARKETING