Activate Sales with Alerts: Best Practices from ServiceMax Case Study

Copyright ©2019, Engagio Inc.
Activate Sales with Alerts
1
Best Practices from

Copyright © 2019, Engagio Inc. @HeidiBullock @pato3232
Heidi Bullock
CMO
Engagio
Patrick Oldenburg
VP Demand Marketing & Operations
ServiceMax
What You’ll Learn
How to get started with ABM by
Activating Sales ServiceMax Case
Study
–Evolution of Target Account Strategy
–Tips to Work Successfully with Sales
–Learnings for Field Marketing

What Matters Most for Account Based
Success?
3
Source: TOPO benchmark report, 2019

Simple Strategy
1. You need to meet!
2. Figure out who attends
3. Timing
4. Content
5. Actions
4

Engagement Data for Sales
Sales and SDRs love engagement data as
much as Marketing. They use it to:
• Identify engaged accounts
• Find the best people to contact next
• Understand how eﬀectively Marketing is
supporting their eﬀorts
• Prepare QBRs and other account reviews
Sales should access Engagement data wherever they already work – in
CRM, in email, in LinkedIn – not just the analytics tool

Shared View of Accounts and Activity
6

Stand Ups
• Cadence: Every Other Week
• ABM Team: AE + ADR + ABM Marketer + CS
• Review Top Accounts
– Engagement
– Number of Sales Touches (custom Engagio
ﬁeld)
– Key Insights (Example: Bombora, LinkedIn
Job Alerts)
• Identify 2 key accounts
• Notes in ABM Team Slack Channel
• Plus Program Launch Meetings
• Use as Educational Touch = 7 Times 7
Ways
7

Stand – ups: Drill into Account Drivers
Review for
Number of
Sales
Touches
Review
Bombora
for Intent
Signals
Account
Status
# of Sales
Touches Industry
Employees Billing
State
Number
Of Engaged
People
Engagement
Minutes
Engagement
Minutes
Intent
Signals
Team
Engaged?
Our
Sales
Touches

9Copyright © 2019, Engagio Inc. @HeidiBullock @pato3232
The premier ﬁeld service software solution
▪ The leader in Field Service Management
▪ 100% cloud-based; built on Salesforce App Cloud
▪ 600+ employees globally
▪ 450+ customers in 40 countries
▪ Comprehensive product suite
▪ Ecosystem of technology partners & SIs
▪ >150 million assets managed
▪ 2.5+ million mobile syncs each day
▪ Used at 30 million locations
About ServiceMax

History of ServiceMax Go to Market
→ Q4 2015
Express
Mid-Market
Enterprise Q1 2018 –
Q4 2018
Enterprise/
Whitespace
Target Accounts
Q1 2016 –
Q4 2017
Triads
Strategic

2019 Go-to-Market: Sales Organization
SALES POD
STRUCTURE
▪ New CAM function
▪ 80 - 120 target accounts per pod
▪ Inbound qualiﬁed by ISR team
COMMERCIAL FOCUS
1. Named Accounts
Overlay (Power and Oil & Gas)
2. Channel & Resellers
Enabling & ramping certiﬁed
resellers

Result of Change
Lack of history
1-2 month ramp each year
‘Inbound reliance’
Reporting needs changes

FY20 Demand Generation Focus
TARGET MARKET
TARGET
ACCOUNTS
PRIORITY
ACCOUNTS
Target Market… is the universe
of potential buyers that a company
intends to capture.
Ideal Customer Profile (ICP)
• Qualitative input (sales, exec input)
• Internal data (close rates, deal mix)
• External data (predictive)
Target account list… based on the
ICP definition, becomes the sole focus
for outbound sales efforts.
Account selection methodology…
is defined to determine accounts for
high touch/spend campaigns.
GOAL:
1) Drive account engagement.
2) Increase both known and
anonymous activity within ICP
accounts and within the target
accounts.
3) Support sales with key
account activities to move A
priority accounts through the
funnel.

What Marketing Commits To…
SAOsAQLsLeads

Issues with the old KPIs

Weekly Territory Digest AQL Alerts and Interesting Moments– Real
Time
Account and Person Insights

New Account Alerts – to Inside Sales
Goals:
• Prioritize day / week activities
• Enable ‘account buildout’
eﬀorts by data development
reps
• Integrate anonymous activity
with proactive outreach

RVP Reporting
• Roll-up reports of KPIs across
region
• Pulls in activity and alerts from
Marketo
• Combines sales and marketing
touch data at a macro level

Field Marketing
• Tracking team progress over time
• Drill into accounts with no engagement and orchestrate campaigns between marketing &
sales
• Identify segments of accounts for direct mail and orchestrated eﬀorts
• Review engagement types, and correlate engagement vs. response at an account &
territory-level

Inside Sales Feedback
Having quantitative, visual feedback on activities within accounts is a critical part
of our territory strategy. We use this data to not only see the positive effect of our
collective efforts across marketing and sales, but we can also dig into accounts
with little engagement to come up with a game plan for prospecting into, or
building out personas within them. – Kae Huynh
I use the daily and weekly alerts to prioritize my schedule of follow-up, research,
and prospecting. I have my tasks for the week-ahead coming into Monday, but I
will prioritize those activities based on the engagement trends within accounts in
my territory. – Lydia Desimone
The fact that my AE is able to see the effect of my activities in our territory has been
a key aspect building trust and partnership as we build out our territory. As a field
sales rep, it is difficult to fully communicate the full breadth of activities and
outreach into an account or set of accounts, but the reporting and alerting
capabilities have been been instrumental in remaining aligned as a team. – Tina
Rae Fujihira

Next Steps
● Map account funnel velocity and conversion rate for waterfall model
● Build agreed-upon marketing + sales SLA for Qualiﬁed Account stage
● Formalize territory health check at key moments in buying cycle
● Create in-opportunity alerts for ﬁeld sales and sales leadership

Activate Sales with Alerts: Best Practices from ServiceMax Case Study

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