Matt HeinzPresident, Heinz Marketing Inc

@heinzmarketingmatt@heinzmarketing.com

Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account Programs

Housekeeping• Feel free to madly scribble notes, but you can also have a

copy of this deck• You can also have (for free!) copies of:

• The Modern Marketer’s Field Guide• Our ABM Workbook (including all templates)• My award-winning* bacon recipe

• Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want

Keys to integrating ABM with your sales team1. Make sales an early partner & collaborator

A direct line to revenue growth

Keys to integrating ABM with your sales team2. 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 TOTALSMeaghan Sales # 1 1 2 3 2 4 2 2 2 2 2 1 24Jennifer Sales # 1 2 2 2 2 2 2 2 2 2 2 2 23John Sales # 1 1 1 1 2 1 2 2 3 3 2 2 21Total 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 4Jennifer Pipeline # 4 8 8 8 8 8 8 8 8 8 8 8John Pipeline # 4 4 4 4 8 4 8 8 12 12 8 8Total 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 80Jennifer Leads 80 160 160 160 160 160 160 160 160 160 160 160John Leads 80 80 80 80 160 80 160 160 240 240 160 160Total 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 AttemptedNew lead, has not been attempted or contacted by sales Begin follow-up to get on the phone live to

qualify as opportunityProvide scripts and response offers as needed to increase call-backs

Attempting to ContactSales 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

ProposalFormal proposal is in process or has been delivered outlining terms, services, fees

Get verbal commitment to buy pending finalization of terms

no action

NegotiationProspect 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 team3. 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 team4. 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 team5. Think in terms of macro and micro campaigns

Keys to integrating ABM with your sales team6. Develop shared data and insights

Buying signals and trigger events• Inventory• Prioritization• Follow-up sequencing

Keys to integrating ABM with your sales team7. Improve your content precision

Who’s creating content in the first place?

Keys to better content1. Consistency2. Causality3. Practice

Keys to integrating ABM with your sales team8. Practice the OODA Loop

Keys to better feedback loops• Open communication• Constructive feedback• No defensiveness• Failure is part of the journey!

Housekeeping• You can also have (for free!) copies of:

• The Modern Marketer’s Field Guide• Our ABM Workbook (including all templates)• My award-winning* bacon recipe

• Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want

Thank you! Matt Heinz

President, Heinz Marketing@heinzmarketingmatt@heinzmarketing.com