data.com connect presents: jon miller - the rise of account based sales development

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Copyright ©2017, Engagio Inc.

The Rise of Account Based Sales Development

Jon Miller, CEO and Founder


Agenda

Hacks for ABSDABSD ProcessThe New Sales Development

For a deep dive on these topics review “The Clear & Complete Guide to Account Based Sales

Development”


The New Sales Development


Inbound vs Outbound

Nets Spears

Copyright ©2017, Engagio Inc. 10

Account Centric Thinking


ABM is Hot

Google Trends for Account Based

Marketing

Engagio founded


But Marketing Isn’t SufficientABM Not Enough

Source: TOPO

15%

Penetration into target accounts

Rise of Account Based Sales

Development

“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO

Account Based Sales DevelopmentA coordinated strategy that combines personalized, multi-channel, multi-threaded, outbound activities to create high-value opportunities in new and existing customers


• It’s targeted – aimed at selected, named accounts, not huge, undifferentiated lists

• It’s personalized – based on relevant, crafted conversations instead of standard, one-size- fits-all scripts

• It’s researched – driven by systematic insight generation (not two minutes on LinkedIn)

• It’s multi-channel – maximizing reach by using all channels, not massive spamming campaigns

• It’s integrated – a coordinated effort supported by marketing – not another silo

• It’s patient – with less emphasis on short-term calls-to-action such as demos and more on high-value engagements such as meetingsto share insights or trends

How ABSD is Different


Why Now?

• Reaching high into larger accounts drives better dealsEconomics

• Declining returns from inbound / volume channelsSaturation

• Technology is now available to deliver ABE at scaleScalability


ABSD Process


#FlipMyFunnel

What do we want to say?(offers)

Who should we say it to?(segments)

Who are we trying to reach?(accounts)

What should we say?(message)

Where should we say it?(channels)

Where should we say it? (channels)

Dem

and

Gen

Acco

unt

Base

d Ev

eryt

hin

g

1. Ideal Customer Profile 2. Ideal Buyer Personas

• Firmographics• Technographics• Geography• Behaviors• Intent• Predictive

For each member of buying committee• Buyer• Influencer• User• Gatekeeper

Data will decay at a rate of anywhere from 2-7% a month


Styles of ABSD

5-50 accounts (“tens”)Rich account plansEvery touch personalized

50-1,000 accounts (“hundreds”)Light research + data build outPersonalized touches to key personas1,000+ accounts (“thousands”)Automated touches OKIndustry and persona customization

Tier 3Programmatic

Tier 2Scale

Tier 1Strategic


Sales Spam = Opt out, tune out, toss out


“Sales Spam

Sucks” – @jonmiller

“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”

– Craig Rosenberg


Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and understanding of my unique business

issues • Fresh ideas to advance my business

ITSMA

“75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”75%

25%

Yes

No


What to Research

The Market Industry Dynamics Key Trends Competitors Growth Drivers & Inhibitors

Relationships & Connections Key Contact Profiles Relationships to Each other Relationships to Your Company Attitudes, Preferences & Biases

The Company Financial Health Growth Areas vs “Cash Cows” Renewal Risk SWOT Initiatives & Organizational Priorities Triggers (Funding, Acquisitions, Personnel change,

etc.)

The Buying Centers Org. Chart Key Buying Centers Whitespace & Buying Center Analysis


Content Personalization Spectrum

Tier 1Strategic

Tier 2Scale

Tier 3Programmatic

Inbound

Spears Nets


Evolution of ABSD

1: Send an email to one person

2X: Send an series of emails to one person

3X: Send a series of touches across channels to one person

4x: Send an series of orchestrated interactions across channels from multiple people, to people people at the account

Winning by Design


A series of steps that orchestrates interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts


Team Selling

Marketing Ops

SDR Manager

Coaches

Sales /AE

SDR / ADR

Executive Sales Ops

Players

VP, SalesDemand Gen


Channels for Outbound Account Based Everything

Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization

Sales / Sales Development• Human Email• Phone• Social

Channels


Hello, Account Based Everything

Orchestration

Account Based

MarketingAccount Based

Sales Development

Account BasedSales

Account Based

Customer Success


From me

Personalized by an SDR

Additional steps can include phone, social checklist, direct mail, etc.


What is a Play?

CEODirector, Marketing

Our Team

VP, Sales

VP, Sales

Their Team

The Play

CEO

VP, Marketing

SDR

Jennie, research the account and call Bert

Ray, approve an email to Fozzie

Jon, approve an email to Abby

Becca, send a coffee to Elmo if no one

responds

can send on behalf of…

SDR

SDR customizes and drives play

AE


Hacks for ABSD


BANT• Budget• Authority• Need• Timing

Qualification

AN

• Authority• Need

There’s a project in the next six months

(42% opportunities)

A Meeting with the right person at the right company(38% intro meetings; 18% semi-

qualified)


% Reporting to Sales

My view:• Sales is responsible

for hiring and training

• Marketing is responsiblefor coordinating activities and Plays

Source: The Bridge Group: Sales Development 2016: Metrics and Compensation Research Report


Lead to Account Matching

LeadsAccount


Lead to Account Matching


Marketing Qualified Accounts (MQAs) not MQLs

47

Breadth

Dep

th


ABSD metrics are different• They track accounts not leads (MQAs not MQLs) • They focus on quality not quantity • They track impact and influence more than try to

apportion ‘credit’ (the ABE world is much more of a team effort)– Engagement and minutes

Metrics


Engagement Minutes


Technology for ABSD


Data Vendors Predictive

Who: Selection What: PersonalizationInsight

Where: InteractionAds

Infrastructure Lead to Account match

(L2a);Routing; ABM Analytics

Website

Orchestration

Direct / Physical

Events

Human Email Phone / Dialer Social

Other

Intent & Technographic

s

AttributionCRMAccount

Planning

Synchronize Interactions into coordinated Plays

Complementary

Content Customization


engagio.com/Guide Get your free copies

today!

The Clear and Complete Guides toAccount Based

Marketingand

Account Based Sales

Development


• Account Based Sales Development is today’s most effective Account-Based tactic

• Sales development should not be robo-spam – have personalized, relevant conversations

• One style does not fit all – customize your level of customization to the account tier

• Don’t field a team of 11 wide receivers – to move ball down the field you need players in multiple positions (ABSD is a team sport)

• Measure engagement and quality, not just activity and meeting / opps

Top Tweetable Takeaways

@jonmiller

data.com connect presents: jon miller - the rise of account based sales development

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