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How to Build Sales & Marketing Alignment with Account-Based Marketing

Learn how to build Sales & Marketing with Account Based Marketing http://goo.gl/aKkNyJ

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How to Build Sales & Marketing Alignment with Account-Based Marketing

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  1. Building Sales and Marketing Alignment with ABM The Age Old Battle: Sales & Marketing (Mis)alignment by Justin Gray CEO & Founder of LeadMD

  2. Who is LeadMD? • Strategic MarketoPartner • Marketing Automation & CRM • 2600+ Engagements • Early adopters • Started out as a marketing automation agency NOT as a digital marketing agency • 30+ Certified Marketo & SFDC experts Justin Gray CEO @jgraymatter LeadMD

  3. Where the gloves meet: what’s causing misalignment

  4. This issue is nothing new. so why are we still talking about it?

  5. What sales actually wants: What marketing thinks sales wants: But just because someone clicked a button doesn’t mean they’re ready to buy

  6. Campaign mentality The problem with this mindset: What’s generated isn’t something sales agrees is a lead!

  7. What does this currently look like in the sales & marketing cycle? MQL/SAL Sales Marketing

  8. After long, you’ll start to hear gripes from your sales guys (and gals)… It makes sense: after so many bunk leads, why should they even bother? • The result: Marketing trust breaks down & Sales behaviors move to low hanging fruit

  9. For every 400 inquiries, only 1 becomes a closed opportunity. That is a conversion rate of only .25%. The traditional funnel promotes waste.

  10. Meet Account Based Marketing If it’s alignment we seek, how do we get there?

  11. What is an Total Addressable Market? • Total addressable market (TAM) is a term that is typically used to reference the revenue opportunity available for a product or service.

  12. What is an ideal customer profile? • A description of a customer or set of customers that includes: • Demographic • Geographic • Psychographic characteristics • As well as buying patterns, • Creditworthiness • Purchase history

  13. What is an ideal buyer persona? • A buyer persona is a detailed profile of your ideal buyers based on market research and real data about your actual clientèle. • The more detailed your personas are, the more results they’ll yield.

  14. Get it together! • It’s the job of both sales and marketing to agree on ideal customer profile • It’s marketing’s specific job to build the database and ensure the data is correct and properly structured. • Metrics need to be created that measure two critical items • ICP/IBP Completeness • Account Engagement

  15. Let’s talk about alignment under this model

  16. Think Account Relationships.Not Leads.

  17. Buyer engagement as a joint account plan between sales & marketing Account Buying Committee

  18. Remember this guy? It simply doesn’t work MQL/SAL Sales Marketing

  19. This is how you engage in an ABM model Marketing MQL/SAL Sales Executives

  20. ABM Go To Market Strategy ACCOUNT BASED MARKETING MANAGEMENT PLANNING CONTENT EXECUTION MEASUREMENT DATABASE Sales Intelligence Targeted Ads Predictive Analytics ABM Content Technology ABM Analytics Buyer Personas Personalization Data Sources Nurture 3rd Party Web and Social SDR Outreach Tools Intelligent Routing Purchase Process MARKETING AUTOMATION CRM

  21. Learn more about our ABM Resourcesleadmd.com/marketplace

  22. Thank you

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