#flipmyfunnel boston 2016 - trish bertuzzi - methods, models, and metrics of account-based revenue
TRANSCRIPT
Account Based Revenue™
Trish BertuzziPresident & Chief Strategist
“account based marketing”
January 2013 –July 2016
“account based marketing”
vs.“Pokémon Go”
January 2016 –July 2016
Account-based what?
Learning #1-Math matters
Strategic Target
Enterprise Mid-Market
SMB
Strategic 100 Target 1,000
Enterprise 10,000 Mid-Market 100,000
SMB 1,000,000s
SPEND COORDINATION DEAL SIZE
Strategic
Target
Enterprise
Mid-Market 1x 1x 1x
SPEND COORDINATION DEAL SIZE
Strategic
Target
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
SPEND COORDINATION DEAL SIZE
Strategic
Target 8x 5x 10x
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
SPEND COORDINATION DEAL SIZE
Strategic 13x 10x 25x
Target 8x 5x 10x
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
S T E M
SPEND COORDINATION DEAL SIZE
Strategic 13x 10x 25x
Target 8x 5x 10x
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
Learning #2-Commitment matters
A checklist for …? Marketing / Sales Development / Sales aligned
Prospecting multiple people per account
Tailored, research messaging (no pushing product)
Highly personalized outreach
Delivering industry + role insights
Account-Based
Account-Centric
Strategic 100 Target 1,000
Enterprise 10,000 Mid-Market 100,000
SMB 1,000,000s
SPEND COORDINATION DEAL SIZE
Strategic 13x 10x 25x
Target 8x 5x 10x
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
Strategic Target
Enterprise Mid-Market
SMB SMB & MM
COMMITMENT
STRATEGIC A process so amazing (with thinking so good), it feels like you’re an extension of their team
TARGET One of the best executed marketing and sales processes they have ever seen
ENTERPRISE A strong process (great content, deep insight, high personalization, low friction)
MID-MARKET 5x better than “talk to you about your strategy for [BLANK]” and “a quick 10 minute chat”
STRATEGIC A process so amazing (with thinking so good), it feels like you’re an extension of their team
TARGET One of the best executed marketing and sales processes they have ever seen
ENTERPRISE A powerful and persuasive process (great content, deep insight, high personalization, low friction)
MID-MARKET 5x better than “talk to you about your strategy for [BLANK]” and “a quick 10 minute chat”
STRATEGIC A process so amazing (with thinking so good), it feels like you’re an extension of their team
TARGET One of the best executed marketing and sales processes they have ever seen
ENTERPRISE A strong process (great content, deep insight, high personalization, low friction)
MID-MARKET 5x better than “talk to you about your strategy for [BLANK]” and “a quick 10 minute chat”
STRATEGIC A process so amazing (with thinking so good), it feels like you’re an extension of their team
TARGET One of the best executed marketing and sales processes they have ever seen
ENTERPRISE A strong process (great content, deep insight, high personalization, low friction)
MID-MARKET 5x better than “talk to you about your strategy for [BLANK]” and “a quick 10 minute chat”
The commitment isn’t linear
TIER PROCESS PLAYERS COMMITMENT
S: Strategic Nobel Prize CEO+BoD Orchestration
T: Target PhD Account Team Coordination
E: Enterprise Masters Enterprise Troika Actual alignment
M: Mid-Market Bachelors Troika Align-meh
Learning #3-Plays matter
You can’t spam your way into Strategic Accounts
• Email templates
• Simply calling multiple peoplewith same message
• Same old voicemail, email, social
• One and done demos
SMB & MMPLAYS
STRATEGIC Talent management threats & opportunities (notes from your recent 10-Q)
TARGET Winning the war for tech talent in the entertainment industry
ENTERPRISE How enterprise companies leverage their brand to hire A-players
MID-MARKET A better way to hire A-players
STRATEGIC Talent management threats & opportunities (notes from your recent 10-Q)
TARGET Winning the war for tech talent in the entertainment industry
ENTERPRISE How enterprise companies leverage their brand to hire A-players
MID-MARKET A better way to hire A-players
STRATEGIC Talent management threats & opportunities (notes from your recent 10-Q)
TARGET Winning the war for tech talent in the entertainment industry
ENTERPRISE How enterprise companies leverage their brand to hire A-players
MID-MARKET A better way to hire A-players
STRATEGIC Talent management threats & opportunities (notes from your recent 10-Q)
TARGET Winning the war for tech talent in the entertainment industry
ENTERPRISE How enterprise companies leverage their brand to hire A-players
MID-MARKET A better way to hire A-players
TIER COMMITTMENT PLAYS SPECIFICITY
S: Strategic CEO+BoD Bespoke You!
T: Target Executive-driven 1 : few Your peers
E: Enterprise Actual alignment 1 : many Your vertical
M: Mid-Market Align-meh 1: masses Your role
The mix needs to change
COST
COMPLEXITY
EmailPPCAds
DirectMail
LiveEvents
Exec Briefings
PersonalVideo
SDR outreach
ABAds
Learning #4-Metrics matter
The old KPIs are DOA
• Email open rate
• Ad CTRs
• Accounts that have downloaded a content piece
• Demos booked
• # of MQLs generatedSMB & MMMETRICS
Account-based metrics are required
SMB Metrics ABR Metrics
COVERAGE Buyer identifiedMeetings / demo(s) bookedSpoke with DMChampion sentiment
Key players ID’d / reached“Up the food chain” meetingsExec Briefing deliveredAxis, Allies, Neutrals
ENGAGEMENT TrafficMQLs# of downloadsViews
Traffic from STEM accountsMQAsContent resonanceC-Suite name recognition
IMPACT Pipeline sourcedLTV# of new logos
Pipeline influencedARPA growthARR per logo
SMB Metrics ABR Metrics
COVERAGE Buyer identifiedMeetings / demo(s) bookedSpoke with DMChampion sentiment
Key players ID’d / reached“Up the food chain” meetingsExec Briefing deliveredAxis, Allies, Neutrals
ENGAGEMENT TrafficMQLs# of downloadsViews
Traffic from STEM accountsMQAsContent resonanceC-Suite name recognition
IMPACT Pipeline sourcedLTV# of new logos
Pipeline influencedARPA growthARR per logo
Putting it all together
Leverage Strengths; ID Weaknesses
