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Expert ABM: Bringing Sales and Marketing Together

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Cinderella and Prince Charming. Beauty and the Beast. Aladdin and Jasmine. Sales and Marketing.

That last one doesn’t always have the fairytale ending we want them to, but this Valentine’s day we’re going to solve that.

In this webinar, we’ll share why Account-Based Marketing is key to bringing these two teams together. Not only will we walk you through the steps that go into building the strategy, but we’ll also share best practices and case studies from our own alignment story.

Join us on Valentine’s Day, February 14, to learn how to:
- Align Sales and Marketing on a list of accounts
- Connect marketing and sales metrics
- Build marketing campaigns with sales involvement
- Invest in sales and marketing technology

Veröffentlicht in: Marketing
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Expert ABM: Bringing Sales and Marketing Together

  1. 1. EXPERT ABM #ExpertABM Jay Tuel, Sr. Dr. of Sales Development, Demandbase Jessica Fewless, Sr. Dr. of Field & Partner Marketing, Demandbase BRINGING SALES & MARKETING TOGETHER
  2. 2. TODAY’S PRESENTERS JAY TUEL Sr. Dr. of Sales Development Demandbase @JayTuel JESSICA FEWLESS Sr. Dr. of Field and Partner Marketing Demandbase @JFewlessB2B
  3. 3. AGENDA #ExpertABM § Before Jay § Jessica and Jay meet § Jay gets to work § Jay and Jessica Create the Plan § Time to Celebrate! § Q&A
  4. 4. #ExpertABM BEFORE JAY AKA BEFORE ABM
  5. 5. © 2017 DEMANDBASE|SLIDE 5 UNFOCUSED STRATEGY § We had FOMO § The SDR team focused on Inbound § Sales felt Marketing wasn’t invested in their success (and they weren’t wrong)
  6. 6. #ExpertABM JESSICA AND JAY MEET…
  7. 7. © 2017 DEMANDBASE|SLIDE 7 THE INTERVIEW
  8. 8. #ExpertABM JAY GETS TO WORK IMPLEMENTING ACCOUNT-BASED SALES DEVELOPMENT
  9. 9. © 2017 DEMANDBASE|SLIDE 9 SPECIALIZE SDR TEAM § Separate Inbound & Outbound Function § Split SDRs up into focus areas and compensate accordingly § Align AE:SDR ratio to be 2:1 § Assign Key Field Marketing Territories evenly
  10. 10. © 2017 DEMANDBASE|SLIDE 10 PROCESS OVERVIEW It’s always collaborative! Secure Agreement from leadership Verify & Iterate with sales Update at regular intervals Build an initial list 4321 5 Reps select their top accounts
  11. 11. © 2017 DEMANDBASE|SLIDE 11 DAILY ACTIVITIES Social Selling Personalized Emails Calls/Connects Voicemails 60 Activities 1. Website Activity Report 2. Personalized prospect or company news 3. Rank Marketing Campaigns and Review Inquiries 4. Check email tracking reports 5. Check Spiderbook 6. Reach out to AE Top 20 7. Closed/Lost Deals 8. Former Customers at New Companies 9. Competitors of Customers
  12. 12. © 2017 DEMANDBASE|SLIDE 12 ACCOUNT SELECTION RESEARCH FIND BUYING COMMITTEE / ORG CHARTS GET CONTACT INFO CREATE MESSAGING FREE TOOLS – FINDING EMAILS ACCOUNT INFO, TECH STACK, WEB TRAFFIC DEVELOP A SALES TECH STACK EMAIL LIBRARY & TRACKING ENGAGEMENT TRACKING
  13. 13. © 2017 DEMANDBASE|SLIDE 13 AND NOW IT WAS TIME TO GET TO WORK…
  14. 14. #ExpertABM JAY AND JESSICA CREATE THE SALES AND MARKETING PLAN
  15. 15. © 2017 DEMANDBASE|SLIDE 15 CAMPAIGN STRATEGY 1. Ideation 2. Prioritization and Selection 3. Messaging 4. Execution 5. Sales Enablement 6. Goals & Reporting
  16. 16. © 2017 DEMANDBASE|SLIDE 16 SALES ENABLEMENT
  17. 17. © 2017 DEMANDBASE|SLIDE 17 ACCOUNT-BASED REPORTING Mary Bob Sue Don Paul Anne John Nathan Kim Marie Mike Ryan Emily Kate Laura Kristen Caitlin Anthony Tristan Mia Jane Kevin Peter Kyle 1,250,000 180,000
  18. 18. © 2017 DEMANDBASE|SLIDE 18 MEET REGULARLY MON TUE WED THU FRI 30 31 1 2 3 6 7 8 9 10 SDR Team Meeting - Q1 DM Campaign - Rory SDR & Marketing Leadership Meeting Funnel Working Group 13 14 15 16 17 SDR & Marketing Leadership Meeting Monthly SDR/Marketing Meeting Funnel Working Group 20 21 22 23 24 SDR Team Meeting - Field Events - Jessica SDR & Marketing Leadership Meeting Funnel Working Group SDR & Marketing Leadership Meeting Funnel Working Group
  19. 19. #ExpertABM NOW IT’S TIME TO CELEBRATE! ABM + ACCOUNT-BASED SALES DEVELOPMENT WORKS!
  20. 20. © 2017 DEMANDBASE|SLIDE 20 ABM WORKS Metrics 2014 2015 2016 SAL Count 1,268 1,671 3,061 Pipeline Count 677 927 1,816 SAL-Pipe Conversion 53% 55% 59% Closed/Won 176 202 485 Close Rate 26% 22% 27% ACV $52,140 $63,056 $70,881 Funnel Velocity (days MQL-Close) 78 85 79
  21. 21. © 2017 DEMANDBASE|SLIDE 21 SDR TEAM PERFORMANCE The quarterly pipe output of each SDR has tripled since the beginning of 2015 8.9 9.4 7.9 17.3 19.7 28.0 26.2 27.2 0.0 5.0 10.0 15.0 20.0 25.0 30.0 Q115 Q215 Q315 Q415 Q116 Q216 Q316 Q416* AveragePipeCountperSDR BY THE NUMBERS Inbound Reps: 2 Outbound Reps: 11 Pipe/Quarter/Rep: 24 Inbound: handle all inbound from non-DB3k accounts Outbound: handle inbound & outbound efforts for DB3k
  22. 22. © 2016 DEMANDBASE / SLIDE 22 MARKETING EFFICIENCY 2013 2014 2015 2016* 0% 20% 40% 60% 80% 100% PIPELINE GENERATED COST PER OPP * CALCULATED FOR FIRST HALF OF YEAR Baseline +50% +150% +250%
  23. 23. © 2017 DEMANDBASE|SLIDE 23 DEMANDBASE FUNNEL METRICS- DB3K vs NON DB3K 57% 19% 97% 61% 37% ñ7% ñ99% MQL SAL PIPELINE CLOSE
  24. 24. © 2017 DEMANDBASE|SLIDE 24 DEMANDBASE BUSINESS METRICS- DB3K vs NON DB3K Sales Team Close Rate ACV Funnel Velocity Enterprise +174% +45% +10% Mid Market +110% +35% +48% Advertising +131% +1% +8%
  25. 25. © 2017 DEMANDBASE|SLIDE 25 Q&A
  26. 26. © 2017 DEMANDBASE|SLIDE 26 THE ABM EVENT OF THE YEAR! April 5-6, 2017 Pier 27, San Francisco JOIN US FOR MarketingInnovationSummit.com
  27. 27. THANK YOU #ExpertABM

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