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ARE YOU READY FOR
ACCOUNT-BASED
EVERYTHING? FIVE FOCUS
AREAS HOLD THE ANSWER
Featuring: Bridge Group CEO Trish
Bertuzzi
Director Sales Acceleration Services at
InsideSales.com Gabe Larsen
Special Guest: Heinz Marketing President
Matt Heinz
How this will work
• This webinar will last about 45 mins + Q&A
• Type in your questions in the Q&A box as you think of
them
• Join the conversation using #InsideSalesWebinar
• This is being recorded… I’ll tell you how to access the
recording at the end
Sales Acceleration Podcast
Gabe Larsen Steve Eror
Today’s  Speakers
Trish Bertuzzi
CEO
Bridge Group
LinkedIn.com/in/trishbertuzzi
@bridgegroupinc
Gabe Larsen
Director InsideSales.com Labs
LinkedIn.com/in/GabeLarsen
@GabeLarsen
Matt Heinz
President
Heinz Marketing Inc
LinkedIn.com/in/MattHeinz
@HeinzMarketing
Account-Based Everything
• Account-Based Sales
• Why are we even talking about this?
• Account-Based Marketing
• How do you integrate marketing and sales?
• Account-Based Revenue
• How you do structure the math for an account-based
revenue strategy?
“90%  of  respondents  
acknowledged  an  
account-­‐based  strategy  
was  very  important”
SiriusDecisions  
“60  percent  survey  
respondents  planned  to  
implement  an  account-­‐
based  program  within  the  
next  year”
Terminus  
Why are we talking about this?
What is it?
“Account-based
everything is fishing
with spears not
nets”
Jon Miller
Founder & CEO
at Engagio
LinkedIn.com/in/JonMiller2
@JonMiller
Fishing  with  Nets
Offers
Channels
Segments
Fishing  with  Spears
Accounts
Message
Channels
Unified  strategy,  in  a  multi-­‐decision  maker  
environment,  that  generates  revenue  
through  personalized  prospecting  and  
value-­‐based  selling.
Is this right for me?
Attributes
Relational  
(Account-­‐Based)
Transactional
(High-­‐Velocity)
Decision  Maker Many  (4+) Few  (1-­‐3)
Deal  Size >$50,000 <$50,000
Sales  Cycle >90 days <90 days
Segments >  100  employees <  100  employees
Customer  
Preference
As  the  customer  guides
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   $          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   $      290,000   $      355,000   $      420,000   $      430,000   $      485,000   $      430,000   $      430,000   $      505,000   $      505,000   $      430,000   $      365,000   $    4,860,000  
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
Total  Pipeline   # 12 16 20 24 24 28 24 24 28 28 24 20
Meaghan   Pipeline   $ $      260,000   $      260,000   $      520,000   $      780,000   $      520,000   $1,040,000   $      520,000   $      520,000   $      520,000   $      520,000   $      520,000   $      260,000  
Jennifer   Pipeline   $ $      300,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000  
John   Pipeline   $ $      300,000   $      300,000   $      300,000   $      300,000   $      600,000   $      300,000   $      600,000   $      600,000   $      900,000   $      900,000   $      600,000   $      600,000  
Total  Pipeline   $ $      860,000   $1,160,000   $1,420,000   $1,680,000   $1,720,000   $1,940,000   $1,720,000   $1,720,000   $2,020,000   $2,020,000   $1,720,000   $1,460,000  
Meaghan   Leads 80 80 160 240 160 320 160 160 160 160 160 80
Jennifer   Leads 80 160 160 160 160 160 160 160 160 160 160 160
John   Leads 80 80 80 80 160 80 160 160 240 240 160 160
Total  Leads 240 320 400 480 480 560 480 480 560 560 480 400 5440
A	
  common	
  set	
  of	
  definitions
Stage Definition Sales	
  Next	
  Step(s) Marketing	
   Next	
  Step(s)
Leads
Open/Not	
  Attempted
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
Attempting	
  to	
  Contact
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
Interested
Prospect	
  has	
  expressed	
  interest	
  in	
  ABC	
  Company	
  and/or	
  
achieving	
  better	
   	
  results,	
  and	
  is	
  interested	
  in	
  learning	
  
more;	
  full	
  qualification	
  criteria	
  intent/purchase	
  timeline	
  
still	
  unknown
Once	
  prospect	
  has	
  been	
  qualified,	
  either	
  move	
  
into	
  a	
  "Qualified"	
  opportunity	
  or	
  move	
  to	
  
Nurture	
  (if	
  timeline	
  is	
  long-­‐term	
  or	
  
undetermined)
Provide	
  collateral,	
  case	
  studies	
  and	
  other	
  
information	
  as	
  needed	
  to	
  help	
  prospect	
  
determine	
   sales	
  intent
Nurture
Prospect	
  is	
  interested,	
  but	
  there	
  is	
  no	
  near-­‐term	
  
opportunity	
  to	
  buy	
  (prospect	
  may	
  have	
  other	
  immediate	
  
priorities,	
  or	
  may	
  just	
  need	
  more	
  time	
  to	
  consider	
  
interest/intent)
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
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
No	
  Further	
  Action Lead	
  is	
  not	
  a	
  qualified	
  prospect no	
  action no	
  action
Opportunities
Qualified
Prospect	
  has	
  a	
  need	
  &	
  budget,	
  and	
  is	
  actively	
  evaluating	
  
solutions
Get	
   demo	
  commitment,	
  plan	
  next	
  steps	
  and	
  
timeline	
  to	
  buy	
  (or	
  at	
  least	
  make	
  decision)	
  with	
  
prospect
Provide	
  additional	
  support	
  tools	
  as	
  needed	
  
(case	
  studies,	
  etc.)	
  to	
  help	
  accelerate	
  
prospect	
  interest	
   and	
  buying	
  cycle
Presentation	
  &	
  Demo
Demo	
  has	
  been	
  scheduled	
  or	
  completed;	
  working	
  through	
  
objections	
  &	
  questions
Get	
   permission	
  to	
  present	
  formal	
  proposal Provide	
  additional	
  support	
  tools	
  as	
  needed	
  
(case	
  studies,	
  etc.)	
  to	
  help	
  accelerate	
  
prospect	
  interest	
   and	
  buying	
  cycle
Proposal
Formal	
  proposal	
  is	
  in	
  process	
  or	
  has	
  been	
  delivered	
  
outlining	
  terms,	
  services,	
  fees
Get	
   verbal	
  commitment	
  to	
  buy	
  pending	
  
finalization	
  of	
  terms
no	
  action
Negotiation
Prospect	
  has	
  verbally	
  agreed	
   to	
  do	
  business;	
  both	
  sides	
  are	
  
working	
  through	
  final	
  legal/term/service/fee	
  details
Sign,	
  seal	
  and	
  return	
  baby! no	
  action
Close Agreement	
   has	
  been	
  signed	
  and	
  returned victory	
  lap no	
  action
Closed	
  Lost
Opportunity	
  has	
  stalled	
  indefinitely	
  or	
  is	
  dead 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
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!
Account Based Revenue™
Trish Bertuzzi
President & Chief Strategist
Math Matters
Strategic
Target
Enterprise
Mid-Market
SMB
Strategic 100
Target 1,000
Enterprise 10,000
Mid-Market 100,000
SMB 1,000,000s
SPEND COORDINATION DEAL SIZE
Strategic
Target
Enterprise
Mid-Market 1x 1x 1x
SPEND COORDINATION DEAL SIZE
Strategic
Target
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
SPEND COORDINATION DEAL SIZE
Strategic
Target 8x 5x 10x
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
SPEND COORDINATION DEAL SIZE
Strategic 13x 10x 25x
Target 8x 5x 10x
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
S              T                E              M
SPEND COORDINATION DEAL SIZE
Strategic 13x 10x 25x
Target 8x 5x 10x
Enterprise 3x 2x 3x
Mid-Market 1x 1x 1x
Webinar Recording &
Free Resources
• Tomorrow we will email you a link to today’s recorded
webinar, feel free to share it with your colleagues
• Take advantage of the resources available for download
Learn  More:  Click  the  Links  in  the  ”Free  Resource”  Window
ON-­‐DEMAND  WEBINAR
In  this  webinar  you’ll  learn:
• How  to  move  beyond  the  high  velocity  sales  model  to  
account-­‐based  selling  strategies
• How  to  build  a  pipeline  of  targeted  accounts
• What  you  must  do  to  expand  existing  relationships  quickly
• How  you  can  discover  and  connect  better  with  more  
decision  makers
• Latest  digital  sociological  research  on  the  interest,  attitudes  
and  opinions  of  account-­‐based  sales  personas
WATCH  NOW  link  in  the  free  resources  window
Q&A
Trish Bertuzzi
CEO
Bridge Group
LinkedIn.com/in/trishbertuzzi
@bridgegroupinc
Gabe Larsen
Director InsideSales.com Labs
LinkedIn.com/in/GabeLarsen
@GabeLarsen
Matt Heinz
President
Heinz Marketing Inc
LinkedIn.com/in/MattHeinz
@HeinzMarketing

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Are You Ready For Account-Based Everything? Five Focus Areas Hold the Answer

  • 1. ARE YOU READY FOR ACCOUNT-BASED EVERYTHING? FIVE FOCUS AREAS HOLD THE ANSWER Featuring: Bridge Group CEO Trish Bertuzzi Director Sales Acceleration Services at InsideSales.com Gabe Larsen Special Guest: Heinz Marketing President Matt Heinz
  • 2. How this will work • This webinar will last about 45 mins + Q&A • Type in your questions in the Q&A box as you think of them • Join the conversation using #InsideSalesWebinar • This is being recorded… I’ll tell you how to access the recording at the end
  • 4. Today’s  Speakers Trish Bertuzzi CEO Bridge Group LinkedIn.com/in/trishbertuzzi @bridgegroupinc Gabe Larsen Director InsideSales.com Labs LinkedIn.com/in/GabeLarsen @GabeLarsen Matt Heinz President Heinz Marketing Inc LinkedIn.com/in/MattHeinz @HeinzMarketing
  • 5. Account-Based Everything • Account-Based Sales • Why are we even talking about this? • Account-Based Marketing • How do you integrate marketing and sales? • Account-Based Revenue • How you do structure the math for an account-based revenue strategy?
  • 6. “90%  of  respondents   acknowledged  an   account-­‐based  strategy   was  very  important” SiriusDecisions   “60  percent  survey   respondents  planned  to   implement  an  account-­‐ based  program  within  the   next  year” Terminus   Why are we talking about this?
  • 7. What is it? “Account-based everything is fishing with spears not nets” Jon Miller Founder & CEO at Engagio LinkedIn.com/in/JonMiller2 @JonMiller
  • 8. Fishing  with  Nets Offers Channels Segments Fishing  with  Spears Accounts Message Channels
  • 9. Unified  strategy,  in  a  multi-­‐decision  maker   environment,  that  generates  revenue   through  personalized  prospecting  and   value-­‐based  selling.
  • 10. Is this right for me? Attributes Relational   (Account-­‐Based) Transactional (High-­‐Velocity) Decision  Maker Many  (4+) Few  (1-­‐3) Deal  Size >$50,000 <$50,000 Sales  Cycle >90 days <90 days Segments >  100  employees <  100  employees Customer   Preference As  the  customer  guides
  • 11. Keys  to  integrating  ABM  with  your  sales  team 1. Make  sales  an  early  partner  &  collaborator
  • 12. A  direct  line  to  revenue  growth
  • 13. Keys  to  integrating  ABM  with  your  sales  team 2.      Work  from  common  objectives  &  definitions
  • 14. 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   $          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   $      290,000   $      355,000   $      420,000   $      430,000   $      485,000   $      430,000   $      430,000   $      505,000   $      505,000   $      430,000   $      365,000   $    4,860,000   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 Total  Pipeline   # 12 16 20 24 24 28 24 24 28 28 24 20 Meaghan   Pipeline   $ $      260,000   $      260,000   $      520,000   $      780,000   $      520,000   $1,040,000   $      520,000   $      520,000   $      520,000   $      520,000   $      520,000   $      260,000   Jennifer   Pipeline   $ $      300,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   $      600,000   John   Pipeline   $ $      300,000   $      300,000   $      300,000   $      300,000   $      600,000   $      300,000   $      600,000   $      600,000   $      900,000   $      900,000   $      600,000   $      600,000   Total  Pipeline   $ $      860,000   $1,160,000   $1,420,000   $1,680,000   $1,720,000   $1,940,000   $1,720,000   $1,720,000   $2,020,000   $2,020,000   $1,720,000   $1,460,000   Meaghan   Leads 80 80 160 240 160 320 160 160 160 160 160 80 Jennifer   Leads 80 160 160 160 160 160 160 160 160 160 160 160 John   Leads 80 80 80 80 160 80 160 160 240 240 160 160 Total  Leads 240 320 400 480 480 560 480 480 560 560 480 400 5440
  • 15. A  common  set  of  definitions Stage Definition Sales  Next  Step(s) Marketing   Next  Step(s) Leads Open/Not  Attempted 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 Attempting  to  Contact 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 Interested Prospect  has  expressed  interest  in  ABC  Company  and/or   achieving  better    results,  and  is  interested  in  learning   more;  full  qualification  criteria  intent/purchase  timeline   still  unknown Once  prospect  has  been  qualified,  either  move   into  a  "Qualified"  opportunity  or  move  to   Nurture  (if  timeline  is  long-­‐term  or   undetermined) Provide  collateral,  case  studies  and  other   information  as  needed  to  help  prospect   determine   sales  intent Nurture Prospect  is  interested,  but  there  is  no  near-­‐term   opportunity  to  buy  (prospect  may  have  other  immediate   priorities,  or  may  just  need  more  time  to  consider   interest/intent) 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 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 No  Further  Action Lead  is  not  a  qualified  prospect no  action no  action Opportunities Qualified Prospect  has  a  need  &  budget,  and  is  actively  evaluating   solutions Get   demo  commitment,  plan  next  steps  and   timeline  to  buy  (or  at  least  make  decision)  with   prospect Provide  additional  support  tools  as  needed   (case  studies,  etc.)  to  help  accelerate   prospect  interest   and  buying  cycle Presentation  &  Demo Demo  has  been  scheduled  or  completed;  working  through   objections  &  questions Get   permission  to  present  formal  proposal Provide  additional  support  tools  as  needed   (case  studies,  etc.)  to  help  accelerate   prospect  interest   and  buying  cycle Proposal Formal  proposal  is  in  process  or  has  been  delivered   outlining  terms,  services,  fees Get   verbal  commitment  to  buy  pending   finalization  of  terms no  action Negotiation Prospect  has  verbally  agreed   to  do  business;  both  sides  are   working  through  final  legal/term/service/fee  details Sign,  seal  and  return  baby! no  action Close Agreement   has  been  signed  and  returned victory  lap no  action Closed  Lost Opportunity  has  stalled  indefinitely  or  is  dead 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
  • 16. Keys  to  integrating  ABM  with  your  sales  team 3.      Build  and  manage  a  common  set  of  target  lists
  • 17. What  are  your  data  filters? • Companies • Individuals • Full/complete  contact  information
  • 19. 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?
  • 20. Keys  to  integrating  ABM  with  your  sales  team 4.  Execute  from  a  consolidated  engagement  plan
  • 21. 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?
  • 22. Keys  to  integrating  ABM  with  your  sales  team 5.  Think  in  terms  of  macro  and  micro  campaigns
  • 23. Keys  to  integrating  ABM  with  your  sales  team 6.  Develop  shared  data  and  insights
  • 24. Buying  signals  and  trigger  events • Inventory • Prioritization • Follow-­‐up  sequencing
  • 25. Keys  to  integrating  ABM  with  your  sales  team 7.  Improve  your  content  precision
  • 26. Who’s  creating  content  in  the  first  place?
  • 27. Keys  to  better  content 1. Consistency 2. Causality 3. Practice
  • 28. Keys  to  integrating  ABM  with  your  sales  team 8.    Practice  the  OODA  Loop
  • 29. Keys  to  better  feedback  loops • Open  communication • Constructive  feedback • No  defensiveness • Failure  is  part  of  the  journey!
  • 30. Account Based Revenue™ Trish Bertuzzi President & Chief Strategist
  • 33. Strategic 100 Target 1,000 Enterprise 10,000 Mid-Market 100,000 SMB 1,000,000s
  • 34. SPEND COORDINATION DEAL SIZE Strategic Target Enterprise Mid-Market 1x 1x 1x
  • 35. SPEND COORDINATION DEAL SIZE Strategic Target Enterprise 3x 2x 3x Mid-Market 1x 1x 1x
  • 36. SPEND COORDINATION DEAL SIZE Strategic Target 8x 5x 10x Enterprise 3x 2x 3x Mid-Market 1x 1x 1x
  • 37. SPEND COORDINATION DEAL SIZE Strategic 13x 10x 25x Target 8x 5x 10x Enterprise 3x 2x 3x Mid-Market 1x 1x 1x
  • 38. S              T                E              M
  • 39. SPEND COORDINATION DEAL SIZE Strategic 13x 10x 25x Target 8x 5x 10x Enterprise 3x 2x 3x Mid-Market 1x 1x 1x
  • 40. Webinar Recording & Free Resources • Tomorrow we will email you a link to today’s recorded webinar, feel free to share it with your colleagues • Take advantage of the resources available for download
  • 41. Learn  More:  Click  the  Links  in  the  ”Free  Resource”  Window ON-­‐DEMAND  WEBINAR In  this  webinar  you’ll  learn: • How  to  move  beyond  the  high  velocity  sales  model  to   account-­‐based  selling  strategies • How  to  build  a  pipeline  of  targeted  accounts • What  you  must  do  to  expand  existing  relationships  quickly • How  you  can  discover  and  connect  better  with  more   decision  makers • Latest  digital  sociological  research  on  the  interest,  attitudes   and  opinions  of  account-­‐based  sales  personas WATCH  NOW  link  in  the  free  resources  window
  • 42. Q&A Trish Bertuzzi CEO Bridge Group LinkedIn.com/in/trishbertuzzi @bridgegroupinc Gabe Larsen Director InsideSales.com Labs LinkedIn.com/in/GabeLarsen @GabeLarsen Matt Heinz President Heinz Marketing Inc LinkedIn.com/in/MattHeinz @HeinzMarketing