Agreeing on sales and revenue objectives is great, but it’s just the first step. How do you operationalize a daily discipline and culture of truly aligned partnership between sales and marketing?
Join Marketo, Matt Heinz - President of Heinz Marketing and a panel of sales and marketing experts as they share best practices on how to effectively partner with marketing and sales.
4. Today’s Speakers
Brooke Ames
Marketing Manager,
Prospect and Content
Marketing
Melissa McCready
Sr. Director, Business
Intelligence
Matt Heinz
President and Founder
Bethany Perkins
Director of Global
Marketing
5. @heinzmarketing
What is ABM
• A coordinated, integrated go-to-market effort between sales &
marketing
• An integrated approach to engaging & building consensus amongst
the internal buying committee
• A proven methodology for increasing velocity & conversion of target
accounts
7. @heinzmarketing#ABMIgnite
Keys to launching ABM
1. Outcomes first (and always)
2. Map the internal buying committee, build consensus
3. Challenge the status quo
4. Securing budget
5. Drive deep coordination with sales
9. @heinzmarketing#ABMIgnite
How others are winning
TODAY’S LEADING B2B MARKETERS ARE USING ABM TO:
• Increase marketing contribution to pipeline
• Improve coordination & efficiency between sales and marketing
• Focus marketing on more profitable strategies and tactics
CONVERSELY, ANALYSTS CITE EVIDENCE THAT COMPANIES NOT ADOPTING ABM ARE:
• Presenting conflicting faces/messages to prospects
• Failing to build internal consensus with the buyer
• Losing deals to competitors who are more coordinated and effective
10. @heinzmarketing#ABMIgnite
Key benefits by department
MARKETING
More focused, more
efficient, and more
connected to revenue
IT/OPERATIONS
Better coordinated
platforms between sales
and marketing
SALES
Greater precision,
coordination, and velocity
in Target Accounts
FINANCE
Greater predictability,
transparency, and
visibility into marketing
expense ROI
11. @heinzmarketing#ABMIgnite
Map out each discussion
Persona Stage 1
Loosen the status quo
Stage 2
Commit to change
Stage 5
Justify decision
Stage 6
Make final decision
Marketing
CMO
Head of Demand
Generation
Marketing Operations
Event Manager
12. @heinzmarketing#ABMIgnite
Unique perspectives, unique messaging
Audience Persona Stage 1 - Loosen the status quo Stage 2 - Commit to change Stage 5 - Justify decision Stage 6 - Make final decision
Marketing CMO
Traditional demand generation
doesn't work for enterprise targets;
internal "buying" committee is too
complicated for individual-centric
marketing campaigns; current
marketing & sales systems are too
siloed - can't see and impact target
account momentum
Current tools cannot hit or support
enterprise marketing & sales goals for
2017; CEO requires tighter
coordination with sales to
demonstrate marketing contribution
to revenue in 2017; VP of Sales needs
tighter coordinated, operational
efforts to demonstrate enterprise
sales momentum & results
Heightens confidence in hitting 2017
enterprise sales number; increases
coordination with sales leadership &
revenue objectives; allow for more
precise marketing to achieve
enterprise deals more accurately
What is the opportunity cost of not
hitting your enterprise sales number?;
What is the impact of not aligning
enterprise sales targets with
relevant/related marketing efforts?
Head of Demand Generation
Lead response rates are OK but
conversion to opportunities are
weakening due to lack of internal
buyer consensus-building; current
tools don't allow for account-centric
coordination of marketing activities
nor targeting of key accounts more
precisely
Cannot hit enterprise marketing
targets without more precise, account-
centric programs; ABM increases your
alignment with sales, tie to revenue,
impacts how the organization views
demand generation in a positive light;
ability to measure precise marketing
impact on sales/revenue increases
dramatically
Fishing with nets won't hit the 2017
enterprise sales number alone;
Prospects are responding less
frequently to siloed messages; failure
to engage the entire buying
organization will weaken marketing
contribution to closed deals
What's the opportunity cost of now
hitting the organization's enterprise
sales number?; What happens if
marketing can't demonstrate direct
impact on sales pipeline and revenue?;
How important are enterprise deals to
your 2017 success, and can you
achieve them without coordinating an
account-based marketing effort?
Marketing Operations
Complex deals make attribution and
coordinating complex deals far more
difficult; requests from sales &
marketing to coordinate efforts more
precisely require more
time/resources/custom integration
than you have time or resources for
Organization requires more enterprise
sales, current systems are only
individual-based and not account-
based; cannot achieve enterprise sales
without a different approach to those
complex environments; cannot
achieve enterprise marketing results
without better tools to execute
Cannot achieve enterprise account
goals without better tools, approach;
Alignment of account-based efforts
with sales will improve operations
coordination, reporting transparency,
reduce cost of maintenance of
operations efforts
Do you have the tools and approach
necessary to hit 2017 enterprise sales
goals?; Can you current operations
investments bridge the gap between
sales & marketing effectively?
Event Manager
Measuring impact of isolated events is
difficult; few enterprise deals are
sourced or closed by individual
marketing events; importance of event
role is mitigated and
miscommunicated with current siloed
campaign structure
Account-based approach is proven to
put more value on events, especially
focused events on enterprise targets;
an ABM investment can increase
events impact on marketing & sales
goals, increase commitment to event
strategy growth in the months ahead
Cannot demonstrate event's true value
& contribution without account-
centric approach to marketing
Will you lose the impact of events on
enterprise sales contribution without
an account-centric approach? Will too
tight of a focus on individualized
marketing reduce your event budget,
and neuter its impact on enterprise
sales velocity?
16. @heinzmarketing
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?
20. @heinzmarketing
Integrated Plays
Cold Outreach
• All prospects
• Owned by Marketing
Give, Give, Get
• Clicks from above
• Opens from above
• Balance from above
• Owned by Sales or
Marketing
Action Required
• Offer acceptance from above
• Add to pipeline
• Owned by Sales
1. Company
Intro
1. Personal
Intro
1. Deliver
Offer/Schedule
Call
2. Relevant
Experience
3. Unique
Point of View
2. Helpful
Content
3. Direct CTA
• Need/Outcome
• Credibility
• Trust Validation
• Need/Outcome
• Credibility
• 1x1
• Relevant to
them/you
• Soft CTA
• Demo, discussion, assessment
• Whatever is first step of sales engagement
• Webinar invite
• Passive engagement
~2 weeks ~2 weeks
2 days 3 days
2. Schedule
Call follow up
2 days
3. Schedule
Call follow up
2 days
26. Today’s Speakers
Brooke Ames
Marketing Manager,
Prospect and Content
Marketing
Melissa McCready
Sr. Director, Business
Intelligence
Matt Heinz
President and Founder
Bethany Perkins
Director of Global
Marketing