FlipMyFunnel 8 ways to integrated account based marketing with your sales teams target account program

Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account Programs

Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing



Housekeeping

• Feel free to madly scribble notes, but you can also have a copy of this deck
• You can also have (for free!) copies of:
•
•
•

The Modern Marketer’s Field Guide
Our ABM Workbook (including all templates)
My award-winning* bacon recipe

• Just bring me a business card (or send email to ) noting what you want


Keys to integrating ABM with your sales team

1.

Make sales an early partner & collaborator


A direct line to revenue growth

Keys to integrating ABM with your sales team
2. Work from common objectives & definitions


A common set of metrics
Assumptions

Meaghan ASP

$

65,000

Jennifer ASP

$

75,000

John ASP

$

80,000

Opp/Close %

25.0%

Lead/Opp %

5.0%

Jan-16

Feb-16

Mar-16

Apr-16

May-16

Jun-16

Jul-16

Aug-16

Sep-16

Oct-16

Nov-16

Dec-16

TOTALS

Meaghan Sales #

1

1

2

3

2

4

2

2

2

2

2

1

24

Jennifer Sales #

1

2

2

2

2

2

2

2

2

2

2

2

23

John Sales #

1

1

1

1

2

1

2

2

3

3

2

2

21

Total Sales #

2

3

4

5

4

7

6

6

7

7

6

5

62

Meaghan Sales $

$

65,000

$

65,000

$ 130,000

$ 195,000

$ 130,000

$ 260,000

$ 130,000

$ 130,000

$ 130,000

$ 130,000

$ 130,000

$

65,000

$ 1,560,000

Jennifer Sales $

$

75,000

$ 150,000

$ 150,000

$ 150,000

$ 150,000

$ 150,000

$ 150,000

$ 150,000

$ 150,000

$ 150,000

$ 150,000

$ 150,000

$ 1,725,000

John Sales $

$

75,000

$

$

$

75,000

$ 150,000

$

75,000

$ 150,000

$ 150,000

$ 225,000

$ 225,000

$ 150,000

$ 150,000

$ 1,575,000

Total Sales $

$ 215,000

$ 420,000

$ 430,000

$ 485,000

$ 430,000

$ 430,000

$ 505,000

$ 505,000

$ 430,000

$ 365,000

$ 4,860,000

75,000

$ 290,000

75,000

$ 355,000

Meaghan Pipeline #

4

4

8

12

8

16

8

8

8

8

8

4

Jennifer Pipeline #

4

8

8

8

8

8

8

8

8

8

8

8

John Pipeline #

4

4

4

4

8

4

8

8

12

12

8

8


A common set of definitions
Stage

Definition

Sales Next Step(s)

Marketing Next Step(s)

New lead, has not been attempted or contacted by sales

Begin follow-up to get on the phone live to qualify as opportunity

Provide scripts and response offers as needed to increase call-backs

Sales has begun the process of following the lead follow-up process to reach the prospect live

Continue follow-up attempts via phone, email, "zero out" to reach prospect live

Provide scripts and response offers as needed to increase call-backs

Open/Not Attempted

Attempting to Contact
Prospect has expressed interest in ABC Company and/or achieving better results, and is interested in Once prospect has been qualified, either move into a "Qualified" opportunity or

Provide collateral, case studies and other information as needed to help

learning more; full qualification criteria intent/purchase timeline still unknown

move to Nurture (if timeline is long-term or undetermined)

prospect determine sales intent

Prospect is interested, but there is no near-term opportunity to buy (prospect may have other

no action

Drip marketing to prospect 1-2 times per month with value-added offers, until

Interested

Leads

immediate priorities, or may just need more time to consider interest/intent)

they're ready to engage in a short-term buying cycle again

Nurture

Haven't been able to get ahold of prospect after repeated attempts

no action

Drip marketing to prospect 1-2 times per month with value-added offers, until
they're ready to engage in a short-term buying cycle again

Unresponsive

No Further Action

Lead is not a qualified prospect

no action

no action

Prospect has a need & budget, and is actively evaluating solutions

Get demo commitment, plan next steps and timeline to buy (or at least make

Provide additional support tools as needed (case studies, etc.) to help

decision) with prospect

accelerate prospect interest and buying cycle

Get permission to present formal proposal

Provide additional support tools as needed (case studies, etc.) to help

Qualified

Demo has been scheduled or completed; working through objections & questions

accelerate prospect interest and buying cycle
Presentation & Demo

Opportunities

Formal proposal is in process or has been delivered outlining terms, services, fees

Get verbal commitment to buy pending finalization of terms

no action

Prospect has verbally agreed to do business; both sides are working through final

Sign, seal and return baby!

no action

Agreement has been signed and returned

victory lap

no action

Opportunity has stalled indefinitely or is dead

no action

Drip marketing to prospect 1-2 times per month with value-added offers, until

Proposal

Negotiation

Close

legal/term/service/fee details

they're ready to engage in a short-term buying cycle again
Closed Lost


Keys to integrating ABM with your sales team
3. Build and manage a common set of target lists

What are your data filters?

• Companies
• Individuals
• Full/complete contact information


Data hygiene


Real-time data updates

• What’s your platform & integration point(s)?
• How do you respond to trigger events & real-time changes?
• Who’s following up, how, when, with what?
• Where do you record that?


Keys to integrating ABM with your sales team
4. Execute from a consolidated engagement plan


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?


Keys to integrating ABM with your sales team
5. Think in terms of macro and micro campaigns


Keys to integrating ABM with your sales team
6. Develop shared data and insights


Buying signals and trigger events

• Inventory
• Prioritization
• Follow-up sequencing


Keys to integrating ABM with your sales team
7. Improve your content precision


Who’s creating content in the first place?

Keys to better content

1.

Consistency

2.

Causality

3.

Practice


Keys to integrating ABM with your sales team
8. Practice the OODA Loop


Keys to better feedback loops

• Open communication
• Constructive feedback
• No defensiveness
• Failure is part of the journey!


Housekeeping

• You can also have (for free!) copies of:

•
•
•

The Modern Marketer’s Field Guide
Our ABM Workbook (including all templates)
My award-winning* bacon recipe

• Just bring me a business card (or send email to ) noting what you want


Thank you!
Matt Heinz
President, Heinz Marketing
@heinzmarketing