9. smartmatters Smart Sales Transformation
Your Account Is
A Marketplace
Donal Daly
CEO, THE TAS GROUP
AccountPlanningInSalesforce.com
10. smartmatters Smart Sales Transformation
Awareness Interest Preference Action
activity
time
The Sales & Marketing Continuum
11. smartmatters Smart Sales Transformation
4 Stages of the Customer Journey
1. Prospect
2. Customer
3. Loyal Customer
12. smartmatters Smart Sales Transformation
4 Stages of the Customer Journey
1. Prospect
2. Customer
3. Loyal Customer
4. Former Customer
13. smartmatters Smart Sales Transformation
The impact on a customer of a bad buying decision …
is greater than
the impact on a sales person of a lost sale
32. Don’t count the people
you reach; reach the
people that count.
– David Ogilvy
33. Awareness Coverage Engagement
ABM Metrics (1 of 2)
Who are the most
engaged accounts?
• # minutes (email,
web, webinar,
meeting, dinner)
• High engagement =
MQA
Which target accounts
are visiting the site?
• Traffic from target
accounts
• Top web pages visited
by target accounts
IT Finance Mktg Sales Purchase
CXO
VP
Director
Manager
Do we know the right
people?
• List building /
sources,
whitespace,
penetration
34. Influence Penetration ROI
ABM Metrics (2 of 2)
IT Finance Marketing Sales Purchase
CXO
VP
Director
Manager
Are we engaging the
right people?
• Account heatmap
• Identify gaps in
access
How are we influencing
the account?
• Timeline with
programs, calls,
meetings, milestones
Which programs touched
our target accounts?
• % of touches from
target accounts
• % target accounts
touched
• Program success by
channel by account
FOCUS
%oftouchesfromtarget
accounts
COMPREHENSIVENESS
% target accounts touched
Focused Good
Bad Mass Marketing