ABM Beyond The Hype: What High Growth Organizations Do Differently

© 2018 SiriusDecisions. All Rights Reserved
#B2BMX
ABM Beyond The Hype:
What High Growth Organizations
Do Differently
Matt Senatore @MattSenatore @siriusdecisions

3 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions @MattSenatore
Executive Summary
• Key issues
• What you will walk away with
• Companies of all shapes and sizes, and across all geographies are embracing
ABM – some are having more success than others
• There are significant differences in ABM initiatives detected in high-growth
companies vs. those no-growth companies
• High-growth companies are winning because of focus, investment, activity and
measurement differences
• An understanding of what successful ABM programs do differently than others
• Best practice tips and examples illustrating what high performers do
• Considerations to assess how ready your organization is to adopt ABM

SiriusPerspective:
@siriusdecisions 4 © 2018 SiriusDecisions. All Rights Reserved@MattSenatore
Where Did Our Data Come From?
The SiriusDecisions Command Center™ aggregates ABM-related data from more than
200 companies across all revenue sizes, geographies and industries.
Companies of all
revenue sizes
<$10MM 10%
$10-$50MM 10%
$51-$250MM 20%
$251-$750MM 20%
$751MM-$2B 20%
$2B-$10B 10%
$10B+ 10%
Companies across
industries
IT 10%
Bus. Services 10%
Adv. Man. 20%
Healthcare 20%
Fin. Services 20%
Companies
across geos
North America 70%
EMEA 20%
APAC 10%
Low Growth (-20-0%) High Growth (>20%)

SiriusPerspective:
Meet the Companies
These two companies represent a cohort of accounts doing ABM; in the case of Zero
Growth, LLC, their revenue is negative-to-flat; High Growth, Inc.’s average growth is greater than 20%.
> 20% REV GROWTH
High Growth, Inc.
-20 - 0% REV GROWTH
Zero Growth, LLC
HighGZeroG

Let’s Examine What High Growth, Inc. Does Differently…
HighG

Three Distinguishing Traits of High Growth, Inc.
Winners recognize
the importance and
they invest
accordingly
ONE
Winners engage
buyers differently
TWO
Winners measure
success differently
THREE

One: Recognize Importance and Invest Accordingly
Winners recognize
the importance and
they invest
accordingly
Winners engage
buyers differently
Winners measure
success differently
ONE TWO THREE
• Importance of ABM
• Overall investment
• People investment
• Tech investment
• Services investment

Importance
“ABM is
extremely
important to
organizational
success”
40% 45%
Pipeline Revenue Alignment
HighGZeroG

ABM Budget
“What
percentage of
the overall
marketing
budget is
allocated to
ABM?”
20% 3%
“Less than 5% of our overall marketing budget is
allocated to ABM”
HighGZeroG

Investment:
Overall
“In the next 12
months, will
your planned
account-based
marketing
investment
be…”
68%
“Greater or significantly greater than last year”
19%
Headcount Tech/Tools
HighGZeroG
Programs Services

15%
5%
41%
5%
Investment:
Headcount
“In the next 12
months, will
your planned
account-based
marketing
headcount
investment
be…”
“…significantly greater than last year”
“…greater than last year”
HighGZeroG

SiriusPerspective:
Tip: Unique Profiles are Required for Different Roles
Best-in-class organizations design teams with different skill sets for different team
members; from leaders to marketing managers for strategic accounts to industry ABM marketers, etc.

SiriusPerspective:
Tip: Keep Challenging and Upskilling the Team
National Instruments’ teams were ABM certified; detailed role-specific responsibilities
and competency improvement areas developed and measured over time.

Investment:
Current
Competencies
“Indicate the
team’s
competency in
<_______> as
best-in-class”
HighGZeroG
“Product/Solution
Knowledge”
“Sales Process
Knowledge”
“Tech/Tool Utilization”
“Buyer’s Journey Knowledge”
22%
5%
18%
10%
32%
19%
22%
0%

Investment:
Tech Services
“Investment in
<_____>will be
significantly
greater in next
12 months”
HighGZeroG
“Predictive Analytics
Tools”
“Agency for ABM
Support”
“Web Personalization”
“Intent Monitoring”
20%
6%
12%
7%
14%
6%
17%
7%

SiriusPerspective:
Tip: Don’t Get Blinded by the New Shiny Object
Clients use the SiriusDecisions Technology Alignment Framework to ensure a
disciplined approach that avoids missteps.
SiriusPerspective:
#SDTechX
7@peterostrow @danatherrien
Vendor Selection
Approval
Detailed Vendor
Evaluation
Technology Alignment Framework:
Vendor Selection
Organizations using a disciplined process to define requirements and
evaluate vendors are more likely to purchase a solution that meets stakeholders’ needs.
Agreed Upon
Terms And
Conditions
No Yes
Contract
Execution
Milestones
Stages
Detailed
Steps
Outputs
Decision
Points
Execute
Implementation
and Adoption
Vendor
Selection
Scored
Vendors and
Recommendation
Solution
Approved?
Detailed Evaluation
Approval
Initial Vendor
Assessment
Weighted
Decision Scoring
Model
Vendor Assessment
Approval
Requirements
Gathering
Requirements
Document
Solution
Kick-Off
• RFI/RFP
• Proof of Concept
• Vendor Ranking
• Recommendation
• Due Diligence
• Final Check
• Negotiation
• Contract
Execution
• Vendor Options
• Vendor
Short List
• Solutions
Requirements
• Market Research
• ABM Journey
• Requirements
• Capabilities
• Vendor
Evaluation
• Multi-functional
assessment and
selection!

Two: Engage Buyers Differently
Winners recognize
the importance and
they invest
accordingly
Winners engage
buyers differently
Winners measure
success differently
ONE TWO THREE
• Education/
Early Stage
• Solution/Mid
Stage
• Selection/ Late
Stage

Assets Deployed During Education Stage

SiriusPerspective:
Tip: Focus on a Relevant, Clever Hook
InsideSales.com targeted CROs and sales ops teams with a unique omni-channel
approach including three-dimensional mailers to secure appointments with hard-to-reach execs.
Chief
Revenue
Officer
“Quarterback of
the organization”
Sales
Operations
Teams
RESULTS
• 50% email
engagement
• 2X Pipeline
• 15X ROI
Source: PFL

Assets Deployed During Mid-to-Late Stage

SiriusPerspective:
Tip: Have an Overall ABM Marketing Program Focus
Understand what marketing key responsibilities will be for different ABM deployment
types; list relevant tactics that can be utilized.

SiriusPerspective:
Tip: Realize That Accounts Will Need Different Tactics
Design different paths for different accounts (and contacts/personas) that tie back to
goals, include last mile customization where appropriate.

Three: Measure Differently
Winners recognize
the importance and
they invest
accordingly
Winners engage
buyers differently
Winners measure
success differently
ONE TWO THREE
• Longer-Term Impact
Metrics (LT)
• Mid-Term Output
Metrics

Tip: Use the SiriusDecisions Metric Spectrum to Track
Counts of actions
taken
Activity
Direct results of
actions
Output
Effects on business
goals
Impact
Preparedness to
perform
Readiness
Class Examples of Measures Description
• Emails sent
• Calls made
• # webinars/campaigns run
• Inquiries
• Proposals
• Demos
• Revenue/Growth/Profit
• Customer LTV
• NPS®/loyalty/sat.
• Customer profiles identified
• Customer lifecycle stages mapped
• Support available for each stage
AccountLevel
TOTALABM
Short-TermMid-TermLong-Term
GroupedAccount/Geo/Tier

Impact Metrics
”Which of the
following
impact metrics
do you track for
ABM efforts?”
HighGZeroG
“Customer upsell %”
“Closed deals
influenced”
“Customer cross-sell %”
“Close Rates: ABM vs.
Non-ABM”
40%
20%
27%
12%
38%
20%
31%
8%

Output Metrics
”Which of the
following
output metrics
do you track for
ABM efforts?”
HighGZeroG
“Increase in
C-Level
Engagement”
“Increase in
Account
Engagement”
“Sales Accepted
Leads (SALs)”
27%
12%
31%
4%
57%
38%

What Can You Do to Prepare for ABM?

SiriusPerspective:
The SiriusDecisions ABM Readiness Model
The SiriusDecisions ABM Readiness Model ensures organizations are set up to
succeed – and shines a light on potential blind spots.
• Data quality
• Insights
• Core technology
• Extended technology
• Relationship with
marketing
• Sales processes
• Sales experience
• Budget
• People
• Skills
• Demand maturity
• Content
• Measurement
• Marketing alignment
• Go-to-market
alignment
• Cultural fit
• Leadership support
Strongly
Disagree = 1
Strongly
Agree = 5

SiriusPerspective:
Alpha Corporation: Context
• €4bn systems integrator
• EMEA revenues: €1bn
• 40 accounts make up 40 percent of EMEA
revenue contribution
• Growth through acquisition in EMEA;
some disparate systems
Readiness Assessment Outcome
The Readiness Assessment lets companies zoom in and focus on potential blind
spots so that they can prepare for them.
Recommendation #3:
Gain alignment with CMO/CSO on ABM marketing
measurement and MBO considerations. Extended
technology investment can help prove value of ABM.
Recommendation #2:
Educate sales on the benefits of working together on
ABM so they are willing to share account/contact
details and welcome input from marketing.
Recommendation #1:
Revise ABM Charter – start with a more narrowly
defined pilot given budget and people investment
levels.

ABM Beyond The Hype: What High Growth Organizations Do Differently

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