When Account-Based Marketing programs falter, it’s usually for two reasons: 1). Operationalizing ABM through new systems, tech, processes, training, and metrics can be hard, 2). Alignment between sales, marketing, and the CEO can be elusive. In this session, two revenue teams will tell true tales of ABM transformation, results, and unity between sales and marketing that won over their CEOs and boards. ABM and Marketo champions Kristen Wendel and Peter Herbert will be joined by their revenue partners from sales to share their “One Team” results and explain how to: - Build the systems needed to create an account-based revenue machine - Create one ABM scorecard for sales and marketing - Identify and prioritize the accounts most likely to buy with Fit+Intent+Engagement - Train your teams to execute ABM - Clear the roadblocks that MUST be removed to succeed with One Team ABM - Unify sales and marketing with ABM, and get your CEO on board too!

1. How to Operationalize ABM and
Win as One Revenue Team
Kristen Wendel, Director Marketing Operations, Planview
Sarah Ezell, Account Director, Planview
Peter Herbert, CMO, Terminus
Todd McCormick, CRO, Terminus

2. Speakers
Kristen Wendel Sarah Ezell Todd McCormick Peter Herbert
Director of Marketing
Operations at PlanView
CMO at TerminusEnterprise Sales
Executive at Planview
CRO at Terminus

3. 64% 27%
✓ Creating engagement in most valuable
accounts
✓ Established marketing team as center of
excellence
● Decreased reliance on broad
inbound
Planview ABM Program kicked off in March 2018 - foundation
91%
PlanView #OneTeam ABM Results
COVERAGE RATE ENGAGEMENT MQA IN 30 DAYS!

4. Terminus #OneTeam ABM Results
35% 20 DAYS
FASTER SALES
CYCLE
✓ Accounts better qualified, earlier
✓ AEs make great time on good-fit accounts
✓ More time to personalize
✓ Seamless alignment between sales
and marketing
Results across entire pipeline with ABM @ scale. Terminus grew 2x during a six month period.
125%
CONVERSION
TO CW
ACV

5. What Did We Change as One Team?
Marketing owns account
selection and prioritization
We created a data-driven,
dynamic account prioritization &
sales triggers = working status
Only work accounts with ICP
and predictive fit
Selected Tier 1 with
Fit + Intent + Engagement for
ABM multichannel campaigns
Reduced numbers of ADR
accounts and quotas
Focused on highly personalized
cadences and content
Focused on exceptional account-
based digital execution1
2
3
4
5
6
7
8 Shifted to account-based ADRs
and inbound ADRs

6. Operationalizing ABM as
One Revenue Team
How did we actually do this?

7. ABM Funnel Math
Target
Accounts
Engaged
Accounts
MQA: Working
Status
Conversations/
Meetings
Opportunities
Opened
Opportunities:
Stage 2
Closed Won
# % % % % % %
$ $ $
How many accounts do you
need to work to get the results
your business requires?
Research your baselines as best you
can to watch how Account-Based
increases conversion and $ of
pipeline created
How much pipeline should
your business expect your
ABM initiative to create?
How much revenue should
your business expect the
program to create?
Key data points
● Revenue goals
● Conversion baselines
● ACV baseline
● Sales cycle velocity

8. ABM Scorecard
Fit + Intent +
Engagement
Intent + Engagement signals

9. Account Selection & Prioritization
Tweet this!
Fit + Intent + Engagement
is the formula for #ABM success
@kewendel @PeterKHerbert
FIT
INTENT
ENGAGEMENT

10. Account Selection & Prioritization
Account Name ICP Fit Score Intent Score Engagement Target Priority
Company name 99 95 HIGH 1
Company name 90 70 MEDIUM 1
Company name 90 95 LOW 2
Company name 85 100 NONE 2
Company name 25 0 HIGH —

11. Data-Driven, Dynamic Prioritization
Working
High-Fit Accounts
Time Energy Money
Sales and marketing
working together
EngagementIntent

12. Triggers, Plays, & Campaigns
What happens when something happens?
This account Enterprise Account
Does this
SELECTED AND TIERED
ENGAGEMENT ON HIGH
VALUE WEB PAGES
OPPORTUNITY - STAGE 2
This happens ● Account assigned to SDR
● SDR begins personalized
cadence
● Terminus account-based ads
● LinkedIn Sponsored Content
● Webinar & event invites
● SDR alerted
● SDR personalized
video
● SDR promotes key
content
● 1:1 ad
● 1:1 Content Stream
● 1:1 ad progresses
● ABM book mailed
● CMO email & social
connect
● CRO email & social
connect
● Event lunch/dinner
invite

13. PlanView’s ABA Campaigns
Role-Based Targeting
Terminus Ad Campaign

14. Content & Cadences
Personalization @ scale
TIER 1
TIER 2
TIER 3
TIER LEVEL OF PERSONALIZATION EXAMPLE
Highly Personalized
• H2H to people
• 1:1 to companies
✓Personalized cadences, executive
touchpoints, H2H videos, content streams,
personal notes w/ direct mail
✓1:1 account-focused display ads, videos,
content portals, articles, collateral
Tailored
• By segment
• By industry
• By intent
Hundreds of
Accounts
Tens of
Accounts
✓Vertically focused ads + content portals
+ blogs, collateral, papers, videos
✓Intent-driven ads + content portals
+ video
Blogs, white papers, web pages, etc.
Broad
• Your most generic content
built for your target audience
Up to Thousands
of Accounts
ABMACCOUNTSEGMENTATION

15. Content & Cadences
Find out what’s
important to the
company
Create a custom
landing page
Research your target
contact (Speaks French!)
Personal Cadence
(We can speak
French too!)
Annual Report
Run 1:1 Ads
to account
It Works!
Marketo Landing Page
LinkedIn
Personalized Email
Account-Based Ad

16. Content & Cadences
Personalization @ scale
Build Your Multi-Channel
Programs
Create Your Smart Campaigns
Alert Your Sales Team of Activity
Report Your Activity

17. #OneTeam at PlanView: Success Story
Mar 2017 April 2017 May-July 2017
Nov 2017 Dec 2017 Jan 2018
Aug-Oct 2017
Campaign Planning:
- Sales Dossier
- Marketing Research
- Prioritized as Tier 1
Campaign & Content Creation:
- Personalized Ads
- Personalized Landing Page
- Personalized Infographic
- Outbound Cadence
- EOM Video
Phase 1 Launch:
- Paid Social (FB & LI)
- Outbound Cadence (107)
- Sales: Approved Vendor Status
- May: 1 Demo Request,
Small Opportunity
Phase 2 Launch:
- Lost Opportunity;
Reprioritized to Tier 2
- Terminus ‘Aerospace’ Ads
- Outbound Cadence paused
- Request Demo CTA
- Kanban Roadmap download - Trial Request
- Scaling Kanban Form
- Contact Us for Pricing
...every form we have
- ADR qualifies on discovery call
- AE identified $1,080,000 ARR opportunity
in Lockheed’s Aerospace Division; close date
Feb 2018

18. Changes at Your Core
CRM & Marketo: If its not operationalized, it’s not going to happen, and you will
have no visibility
Marketo CRM
Use Engagement Programs as your
container for multi-channel marketing
Expose your Fit+Intent+Engagement
account data in CRM
Include Marketo Sales Insight on Lead,
Account and Contact Objects
Configure, Use, & Operationalize
(SLAs) Account Status
Use segments and snippets
Account Cleanup:Parents, Children,
Domains
Marketo is not just for email, it’s an
engagement platform
Seed and Label Target Contacts
Add your campaign costs into Marketo
Programs
Reports & Dashboards aligned with
Account-Based reporting (visibility of
performance and exceptions!)

19. Sales Insights, Alerts & Reports
Marketing’s job is to create engagement, then enable and
activate sales
Marketo Sales Insights
SFDC w/ Integrated Account Data
Terminus Email Alerts Engagement in Browser

20. Collaboration,
Training, &
Visibility
Get your account-based
revenue machine ready
to go!
Leadership and go-to-market team kick-off
Marketing leans in on training on message,
tools, insights, process, measurement
Publish #OneTeam goals and progress
Establish a weekly, monthly meeting rhythm
with sales and sales dev

21. ABM Roadblocks to Crush
Collaborate with the team to hurdle these barriers early!
Recover from
your lead
addiction!
Get the CEO,
CFO, & GTM
team onboard!
Silos MeasurementMore Leads!
No one has
an ABM
scorecard.
Make one!

22. Why Our
Sales Teams
Love
Marketing
Act as one revenue team
Marketing creates engagement at
accounts we care about
We don’t assign “blame” or “credit”
Have the same reports and scorecards:
total visibility
We are data-driven, not anecdote-driven

23. Insights are delivered to our reps
Marketing leans in and enables our
team with tech, process, and messaging
Marketing is very proactive, not just
taking orders & requests
Marketing is revenue focused and
“carries a bag” with sales
Why Our
Sales Teams
Love
Marketing

24. Marketer’s Takeaways
Lead the go-to-
market team,
changing
mindset is the
hardest part.
Attack ABM in
sprints.
Attack
tailored and
personalized
content &
campaigns
head on.
Create
an account
insights
machine
for sales.
Align SDRs &
Marketing on
account-based
approach or find
something else to
do with your life.
Own data-driven
target account
selection in
Marketing.
Measure from
day one: You're
going to need it.
Operationalize
data, systems,
process

25. Align as One Revenue Team