digital reach - ambition the metrics you need for account-based sales

The Metrics You Need to Track Account-Based Sales

Contact: [email protected] | Digital Reach

We are a B2B Digital Marketing Agency focusing on demand generation.

Companies work with us to:

• Increase qualified leads

• Track SEO and SEM to ROI

• Marketing Automation Support

About Us

• Search Engine Optimization

• Paid Search & Display

• Website Redesign

• Marketing Automation


A category-redefining, industry-leading, comprehensive solution for performance-focused organizations.

Companies work with us to:

• Motivate their sales

organization

• Track key, customizable metrics

• Organize your enterprise

About Ambition

• Increase visibility over sales team

performance.

• Keep reps focused on revenue-

driving activities (in their lane).

• Create a culture of healthy

competition, team camaraderie, self-

accountability.


Available Now:UNIVERSAL – Your Guide to Account Based Success

Our eBook is Available for Download!

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Today’s Agenda


1 Understanding Sales Metrics

2 Two Key Spectrums for Analysis

3 Attribution Solutions and Building Your Sales Model

On the Agenda

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Understanding Metrics


Why are Sales Metrics important?

To run a successful organization, you need buy-in. And to get buy-in, you need clarity.

• Motivation• Performance evaluation• Better decision-making at all levels

• Management choices• Individual improvements


Why does this matter to a marketing team?

Sales transparency benefits you, too.

• Fair credit and greater accountability

• Alignment between teams• More shared organizational

successes


Understanding Variance

The correlation between input and output is not direct. Luck is a factor.

• Great salespeople go on cold streaks. Poor

salespeople go on hot streaks.

• How can you trust your evaluations


What makes ABSD different?

The Outreach Story

• Difficulty showing real-time performance vs. goals

• Wanted to recognize reps for hitting small, daily activity goals

• Developed competition surrounding Account-based target goals

• Clearly delineate accounts from top-down and create specific roles for

each part of the team


How Ambition Helps

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Two Spectrums for Analysis


Understanding Two Sales Spectrums

Process vs. Results

• What really matters?

• What drives organizational

growth?

• How can you sustain success?

Top vs. Bottom

• How do you interact with leads?

• How does the sales process change

throughout the funnel?

• How can these two areas be

cohesive?


Top of Funnel Process

If you were starting from scratch, this is what you’d do.

• Calls, emails, and other tasks• A/B Testing in place?• Competitive Processes


Top of Funnel Results

What results metrics indicate success from your sales development team?

• Achieving clarity and visualization• Appointments Set, Appointments Kept• Tie appointments to further-down-funnel actions. How

well is your team qualifying leads?


Bottom of Funnel Process

Do your closers believe in what they’re doing?

• How long does it take your closers to move opportunities through stages? (Duration metrics)

• Proposal-specific metrics (A/B test messaging)


Bottom of Funnel results

What (and who) actually closes deals?

• Closed / Won %• Average close amount• Highlight the competitive environment

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Attribution Solutions


Salespeople and UTM tags?

UTM Tags aren’t just for marketers. Connect your email templates (and even individual salespeople) all the way to revenue.

• UTM Tags attach custom information to links• Standardize a guide for your marketing and sales

organization to share


Building an Attribution Software Suite

Other amazing software can drive clear data and great performance.

Prezi: Connect your presentations directly to revenueDocSend: Use metrics to track all of your sales activities

Utilize the metrics from our Sales

Development Platform as well!


What are UTMs?

Capture 5 Key Pieces of Information:

• Source• Medium• Campaign• Content• Keyword


Getting Started with Attribution

• Google Analytics (or another

analytics provider) must be

setup and tracking

• Full funnel tracking is a must

Contact: [email protected] | Digital Reach 24

Closed Loop ReportingCustom Analytics Setup to tie cross-channel visitor data to revenue in CRM.

How It Works

Contact: [email protected] | Digital Reach 25

Closed Loop ReportingSome keywords might drive the majority of leads, but with attribution you’ll see which keyword

themes drive the most revenue.

How It Works

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Integrate Solutions

Let Ambition drive your team to greater performance.

Connect with Ambition to:

See how custom metrics can benefit your Account-based Sales plan

Gamify your process and drive competition

Structure your sales team for long-term growth

Connect with Ambition

Email [email protected] more information

Get a second opinion on your Demand Generation Approach

In a 30 minute consultation, learn:

Where you rank in relation to competitors

Measure revenue opportunity from Search

What you can do to accelerate results from digital now

Andrew SeidmanHead of Operations

Thanks for watching!

Email [email protected] or call (415) 857-1263 for more information