#FlipMyFunnel Boston 2016 - Craig Rosenberg - Sales Play Design for Account-Based Everything

www.topohq.com© 2016 TOPO. All rights reserved.
Sales Play Design for Account-
Based Everything
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly
prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared
with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
Craig Rosenberg Co-founder, Chief Analyst
August 2016
www.topohq.com

MEET TOPO
We’re an analyst firm that helps 100s of demand
generation, sales development, and sales
organizations grow revenues in a scalable manner.

3 WAYS OF DELIVERING SCALABLE REVENUE
GROWTH
1. PLAYBOOKS
A customized “owner’s
manual” for various sales
or marketing functions
2. ADVISORY
Analyst support for big
issues like process, org,
and technology
3. TRAINING
Detailed, engaging
training on playbooks
and best practices

OVER $20B IN REVENUE DEPENDS ON TOPO

WHAT IS ACCOUNT-BASED EVERYTHING?
Account-Based Everything is the coordination of personalized
marketing, sales development, sales, and customer success efforts to
drive engagement and conversion at a targeted set of accounts
Account-Based
Marketing
Sales
Development
Sales
Customer
Success
Targeted
Intelligence-driven
Orchestrated
Personalized
High Frequency

5 ATTRIBUTES OF ACCOUNT-BASED EVERYTHING
ATTRIBUTE EXAMPLE
1. Targeted, high value accounts Accounts that meet pro forma CLTV
target based on # of employees
2. Intelligence-driven
programs/campaigns
Account insights inform custom
campaigns with high conversion
rates
3. Orchestration across
marketing, sales, sales
development…
Outbound sales development is
today’s most effective Account-
Based tactic
4. Valuable and personalized
buyer experiences
Customized customer workshop
leveraging their data
5. Coordinated high
effort/frequency outreach
Executive outreach is coordinated
with key marketing event

0
1
2
3
4
5
6
7
8
9
10
ORCHESTRATION – IT TAKES A VILLAGE
MARKETING/SALES
DEVELOPMENT
Deep
discoveryAccount-
based ads
Custom pitch
Custom
workshop
BUYERENGAGEMENT
Marketing
Sales Development
Sales
Customer Success
Account Management
Custom
LP/content
Custom
webinar
Physical
event
Physical
promo
Executive
outreach
Personalized
outreach
Deep
research
Content
share
Account-
Based ads
Custom
demo
Content
selling
White glove
trial
Custom
proposal/
business
case
Hands-on
onboarding
Account
insights
Customer events
Use case
campaign
Use case campaign
Personalized outreach
Executive outreach
Customer
workshop
SALES
PROCESS
CUSTOMER
SUCCESS/ACCOUNT
MGMT

BUILDING SALES PLAYS – THE VILLAGE CAN
HELP
0
1
2
3
4
5
6
7
8
9
10
MARKETING/SALES
DEVELOPMENT
Deep
discoveryAccount-
based ads
Custom pitch
Custom
workshop
BUYERENGAGEMENT
Marketing
Sales Development
Sales
Customer Success
Account Management
Custom
LP/content
Custom
webinar
Physical
event
Physical
promo
Executive
outreach
Personalized
outreach
Deep
research
Content
share
Account-
Based ads
Custom
demo
Content
selling
White glove
trial
Custom
proposal/
business
case
Hands-on
onboarding
Account
insights
Customer events
Use case
campaign
Use case campaign
Personalized outreach
Executive outreach
Customer
workshop
SALES
PROCESS
CUSTOMER
SUCCESS/ACCOUNT
MGMT
Sales Plays

THE FUNNEL ISN’T DEAD. IT’S JUST THINNER
ORCHESTRATION
HIGH VALUE
PLAYS
TARGET
ACCOUNTS
CLOSE
PLAYS
1-to-1 Sales Engagement Begins
Solution Selling Begins
Solution Defined; Proposal Created
CUSTOM SALES PLAYS
• High value first meetings
• High-value post-discovery content
• Workshops
• Multi-stakeholder campaigns
• Presentation
• Demo
• White-glove Trials (Optional)
• Champion Content
• Close plan
• Late stage marketing plays
• Signing Party
Multi-Channel Campaigns Begin

DRIVING INITIAL ENGAGEMENT:
HIGH VALUE FIRST MEETING OFFERS

HIGH VALUE FIRST MEETINGS OFFERS DRIVE
ENGAGEMENT
STATUS QUO HIGH VALUE
“I’d love to find 15 minutes of your
time to learn more about your
business….”
“Our research team has studied the
<insert market> and we have some
findings that might interest you. I’d like to
set up time to walk you through the
findings.”
High value first meeting offers have yielded significant results:
• 49% penetration into target accounts in two years
• 26% lift on touch pattern/SQL conversion rate
• 21% of first meetings converting to larger stakeholder meetings

!
bloomreach!|!82!pioneer!way!|!mountain!view!|!california!|!94041!|+bloomreach.com!!
!
!
Sort%Optimization!
!
Products!are!sorted!by!“Bestsellers”!by!default!
!
!
Most!sites!have!some!kind!of!sort!algorithm,!but!most!are!susceptible!to!position!
bias.!This!creates!an!endless!cycle,!as!top!selling!products!are!the!top!selling!
products!simply!because!they!receive!more!exposure.!
!
!
Less!opportunity!for!a!product!at!the!bottom!to!ever!be!a!top!seller!!
!!!!
! !
Birthday%Category%Example:%
%
!These!are!the!first!three!
products!shown!on!the!
“Birthday”!category!page.!Is!
there!room!for!improvement!
in!the!sort!order?!!!
!
This!“Make!a!Wish”!product,!
for!example,!is!ranked!
second!on!the!“Birthday”!
category!page!and!also!
ranked!fourth!on!the!“Thank!
you!flowers”!category!page.!It’s!possible,!then,!that!the!Teleflora!default!algorithm!is!
based!on!global!product!performance,!instead!of!on!whether!that!product!performs!
well!in!that!specific!category.!Perhaps!there!are!other!products!further!down!on!the!
“Birthday”!page!that!would!be!more!suitable!at!the!top!because!they!are!birthday!
related,!yet!the!sort!algorithm!favors!products!like!“Make!a!Wish”!because!they!
convert!well!on!other!category!pages.!!
!
!
!
!
!
!
!
!
!
CUSTOM CONTENT PLAYS DELIVER THE
HIGHEST CONVERTING FIRST MEETINGS
A custom research report
developed specifically for the
target account
• SDRs perform 6-7 hours
of prospect research
• A custom report is created
(red boxes)
• Report is delivered to
prospect with a follow-up
call-to-action to discuss
findings

TEMPLATIZED CONTENT PLAYS DRIVE
ENGAGEMENT (AS LONG AS IT’S RELEVANT)
A report designed for a
specific vertical or target
market. In this particular
example, the focus was
pharma and specifically
the divisions that worked
on diabetes
• All marketing
advertising (targeted
ads, email, etc.)
pointed to the report
• SDRs followed up for
personal read-out of
the content
Voice of the Patient takes an in-depth look at what
patients talk and think about as they deal with a
health problem, along with their attitudes about
specific topics and brands.
Type II Diabetes treatment-related posts from DailyStrength.org dated Nov. 2006 - early Mar. 2016
n = 4800
18% Insulin Injections
11% Treatment Side Effects
10% Diet & Desserts
10%
Cardiovascular
Problems
7%
Diabetic
Neuropathy
7%
Understanding
Treatment Options 5% Insulin Pumps
6%
Morning Blood
Glucose Levels
6% Insulin Resistance
5%
Dealing
with Insurance
5%
Weight
Management
5% Hypoglycemia
4%
Long vs. Short
Acting Insulin

USE CASES PROVIDE GREAT FIRST MEETING
CONTENT
A use case that covers
methodology, process,
strategic initiatives (vs.
simply product examples)
has shown equally results to
templatized research calls-
to-action
• SDRs/sales identify
relevant use case for
prospect
• SDR/sales call-to-action
is to talk specifically
about the use case

ENGAGING MULTIPLE STAKEHOLDERS:
POST-DISCOVERY PLAYS

POST-DISCOVERY HIGH VALUE CONTENT DRIVES
STAKEHOLDER ENGAGEMENT
STATUS QUO HIGH VALUE
Copy of deck and data sheet Content tailored specifically to the buyer
and their current situation
Post-discovery high value content plays engage stakeholders early in the
process and are proven to decrease sales cycle time (30% shorter sales
cycles)

DISCOVERY PROVIDES SALES WITH INTERNAL
BUYER DATA FOR CUSTOMIZATION
STE
P
PROCESS DESCRIPTION
0 Research
Identify 3 key selling points, customer stories, and
example sites
1
Purpose of
the call
Present the purpose of the call, the agenda, and the
potential outcome
2
Brief Value
Prop
Deliver 30 second value prop
3 Qualification Qualify prospect for QL definition fit
4 Discovery Execute Discovery Questionnaire
5
Recap
Findings
Identify 3 main pains or challenges that Radius can
solve
6
Brief Custom
Value Prop
Customize value prop to pains and challenges or Brief
Demo if needed
7
Deliver Use
Case
Provide use case of similar company with similar
challenges
8
Close for
Demo
Close for Demo
9 Recap email Confirm discussion (key value points, challenges)
Series of Discovery questions
designed to understand their:
1. Role
2. Objectives
3. Challenges
4. Implications
Sales reps leverage questions, insights, and messaging to understand the
buyer and their current situation.

Sales collects data in
discovery and easily
creates a credible report
with unique, personalized
insights
• Content is used to
generate credibility
across stakeholders
DATA CAN BE ASSEMBLED INTO TEMPLATIZED
CONTENT

INSIGHT-DRIVEN WORKSHOPS GET
STAKEHOLDERS IN THE ROOM
Strategic Workshop Agenda
9:00 – 9:30 Introductions
9:30 – 10:30 Findings Presentation
10:30 – 11:30 Strategic Recommendations
11:30 – 12:30 Lunch
12:30 – 3:00 Workshop
High-value content delivers
enough value to interest
stakeholders into wanting to
learn more from you. Workshops
are a highly effective play
• Multiple stakeholders attend
• Sales builds trust and fills
gaps in account research

SALES CAN LEVERAGE THE CUSTOM CONTENT
TO PRO-ACTIVELY ENGAGE STAKEHOLDERS
DISCOVERY
CUSTOM
CONTENT
CREATED
AB ADVERTISING
EXEC OUTREACH
SDR EMAIL
WEB
PERSONALIZATION
DIRECT MAIL
Sales asks
standardized
discovery
questions
Sales puts
discovery answers
into template
Content is delivered to
stakeholders

SALES CAN SEND RELEVANT CONTENT TO
STAKEHOLDERS EVEN WITHOUT MARKETING
AB ADVERTISING
EXEC OUTREACH
SDR EMAIL
WEB
PERSONALIZATION
DIRECT MAIL
Sales asks
discovery
questions
Sales curates
content based on
discovery findings
Relevant content is
delivered to
stakeholders
DISCOVERY
CONTENT
CURATED

BECOMING THE CHOSEN PARTNER:
CUSTOMIZE SALES PLAYS TO THE ACCOUNT

CUSTOMIZED SALES PROCESSES DRIVE HIGHER
DEAL CONVERSION
TYPE STATUS QUO CUSTOMIZED
Company
Preso
Templatized marketing preso Re-iteration of objections and
challenges
Demo “Demo Roulette” Customize the demo to their key
challenges
Trial “Here’s your log-in, I’ll follow-
up in 2 weeks”
Hands-on focusing buyer on their
challenges
Champion
Content
Data sheet and sending the
generic deck
Content created specifically for
other stakeholders based on
business case

PERSONALIZED PRESOS CREATE DEEPER
RELATIONSHIPS EARLY IN THE PROCESS
Presentations should be
focused on the “account” first
and then on proving that you
are the right partner to solve
their issues
Personalizing the
presentation can be done with
the 80%/20% rule (primarily
templatized) but should leave
room in the front to show an
understanding of their
business and frame your
organization as the partner to
help them solve their key
business challenges

FIRST-HAND VIEW: BUILD DEMOS SO THEY CAN SEE
THEMSELVES USING THE PRODUCT
When buyers report the sales plays they remember, the vast majority mention
“they used our data in the demo”

WHITE GLOVE TRIALS ENSURE THE BUYER IS
FOCUSED ON SOLVING THEIR CHALLENGES
PROCESS
STEP
TIME-
FRAME
DESCRIPTION EXIT CRITERIA
Trial Overview
Meeting
Kickoff • Trial Overview
• Agree on customer objectives
• Agree on key eval. criteria
• Agree on milestone dates
• Introduce CSM team
Completed Trial
Success doc
Approved T&Cs
Trial Launch
Trial Progress
Meeting
Day 4-5 • Overview of trial progress
• Re-iterate/adjust trial objectives
• Early trial milestones
complete
• (Re)-Agree on trial
objectives
Trial Progress
Meeting
Day 7 • Overview of trial progress
• Re-iterate/adjust trial objectives
• Early trial milestones
complete
• (Re)-Agree on trial
objectives
End of Trial
Report
Day 12 • Final findings presentation
• Strategic recommendations
Close for proposal
presentation
White glove trials increase trial adoption to 83% and increased conversion to
the next stage by 51%
• Agree on customer objectives
• Agree on key eval. criteria
• Final findings presentation
• Strategic recommendations

CHAMPION CONTENT ENABLES YOUR CHAMPION
TO SELL INTERNALLY
One of sales biggest road
blocks is their access to the
decision makers and influencers
in the buying process
Organizations solve this
problem by creating
customizable champion content
that allows the champion to
effectively sell internally
This content can be heavily
templatized but should allow for
light customization based on the
account’s current situation

FINISHING THE DEAL:
CLOSE PLAYS BRING DEALS HOME

CREATE CUSTOM SALES PLAYS TO DRIVE BUYERS
TO CLOSE (ON TIME)
STATUS QUO CUSTOMIZED
“Just want to check in on the status
of our order…”
Formal check-in meeting (set on calendar
previously) to discuss mutual deliverables

CUSTOMIZED CLOSE PLANS ENSURE DEALS
WILL CLOSE ON TIME
Organizations that leverage close plans report 100% close rate on deals after
verbal

MEMORABLE LATE STAGE MARKETING PLAYS
KEEP BUYERS FROM “GOING DARK”
One of the biggest challenges for sales is that the end of month/quarter is also
the buyer’s end of quarter. As a result, many buyers enter the “dark stage” and
sales has no visibility into activity. Many organizations continue to market to
people in the late stages of the buying process

SAY “THANK YOU” - HAVE A SIGNING PARTY WITH
THE CUSTOMER AT CLOSE
Most b2b sales
organizations close the
deal and hand the buyer off
to Customer Success
In Account-Based
Everything, the focus of
sales-marketing programs
should be on LTV
Organizations should thank
their high value target
accounts in a meaningful
way and continue a hands-
on relationship over time

KEY TAKEAWAYS: SALES IN AN ACCOUNT-BASED
EVERYTHING WORLD
• Sales will have better opportunities but fewer of them
• BANT died, sales must be prepared to engage with the right people at the
target accounts wherever they are in the buying process
• High value plays enable early engagement and drive real results
• These same high value plays also enable engagement with multiple
stakeholders
• Once the buyer is engaged, every play in the sales process must be
customized and coordinated
• Sales in Account-Based Everything has a true execution partner–
marketing– and for that matter, the rest of the company…

#FlipMyFunnel Boston 2016 - Craig Rosenberg - Sales Play Design for Account-Based Everything

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie #FlipMyFunnel Boston 2016 - Craig Rosenberg - Sales Play Design for Account-Based Everything

Ähnlich wie #FlipMyFunnel Boston 2016 - Craig Rosenberg - Sales Play Design for Account-Based Everything (20)

Mehr von #FlipMyFunnel

Mehr von #FlipMyFunnel (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

#FlipMyFunnel Boston 2016 - Craig Rosenberg - Sales Play Design for Account-Based Everything

Hinweis der Redaktion