Marketing And Sales Alignment: The Key to ABM Success with Matt Senatore, Senior Director, Account Based Marketing Practice at SiriusDecisions and Bob Basiliere, Global Accounts Marketing at EMC Corporation

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Flip My Funnel
Account-Based Marketing (ABM):
no longer a Big S and a small m
Matt Senatore
Service Director – Account-Based Marketing
August 11, 2016
@SiriusDecisions
@MattSenatore
#ABM

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@SiriusDecisions
@MattSenatore
#ABM

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Not drawn to scale
One Key Reason for Mis-Alignment
Account Type
H
L H
L
SMB/
Unnamed
Enterprise
Named/
Industry/Segment
Large/
Strategic
@SiriusDecisions
@MattSenatore
#ABM

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The Promise of ABM
87%
REV
PIPE
ALIGN
% of respondents that said ABM is “extremely” or “very” important
to their overall marketing initiatives
Source: SiriusDecisions State of ABM Report, 2016
@SiriusDecisions
@MattSenatore
#ABM
Top 3 reasons stated why

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ABM Builds Alignment…
Source: SiriusDecisions State of Account-Based Marketing Survey (2016)
22%“Tightly aligned”
68%“Moderately/Some
what aligned”
2% “Not aligned”
“AS A SALESPERSON, THIS IS EXACTLY WHAT I
WOULD HOPE FOR FROM ABM − ANOTHER
AVENUE TO MEET AND DEVELOP RELATIONSHIPS
WITH PEOPLE AS CUSTOMERS AND PROSPECTS.”
“OUR ABM PRACTITIONER IS AWESOME. SHE IS
THOUGHTFUL AND PROVIDES STRATEGIC IMPACT
AT THE ACCOUNT LEVEL. SHE IS LOOKED AT AS
PART OF THE TEAM.”
89% OF SALES WOULD RECOMMEND ABM TO
OTHER SALES COLLEAGUES.
84% OF SALES SAID ABM UNCOVERED NEW
OPPORTUNITIES
@SiriusDecisions
@MattSenatore
#ABM

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…and Alignment Fuels Growth
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@MattSenatore
#ABM
Source: SiriusDecisions Economics of Sales Marketing and Product Alignment Study (May 2015)
19%
faster
revenue
growth
higher
profitability
15%

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Three Considerations for ABM M&S Alignment
REIMAGINE
RELATIONSHIP
What will Sales now say
about you?
RECAST
PLANNING
Support sales goals?
Will the accounts even
care?
REVISIT
MEASUREMENT
Are we in the same
boat? Is our money
where our mouth is?
@SiriusDecisions
@MattSenatore
#ABM

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A Client Story of Alignment: SAP

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A Client Story of Alignment: SAP

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A Client Story of Alignment: SAP

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A Client Story of Alignment: SAP

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Introducing ABM Superhero Bob Basiliere
@BobBasiliere

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Key Takeaways
• ABM promotes alignment; alignment yields better results
• Reset expectations
• Laser focus
@SiriusDecisions
@MattSenatore
#ABM