#flipmyfunnel boston 2016 - craig rosenberg - sales play design for account-based everything

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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 AnalystAugust 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. PLAYBOOKSA customized “owner’s manual” for various sales or marketing functions

2. ADVISORYAnalyst support for big issues like process, org, and technology

3. TRAININGDetailed, 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

Mar

ketin

g

Sale

s D

evel

opm

ent

Sale

s

Cus

tom

er

Succ

ess

TargetedIntelligence-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

BU

YE

R E

NG

AG

EM

EN

T

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


Executive outreachCustomer 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

BU

YE

R E

NG

AG

EM

EN

T

Marketing

Sales Development

Sales

Customer Success

Account Management

Custom LP/content

Custom webinar

Physical event

Physical promo

Executive 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


Executive outreachCustomer 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


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


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 VALUECopy 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

STEP 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. Role2. Objectives3. 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

DISCOVERYCUSTOM CONTENTCREATED

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 CUSTOMIZEDCompany 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 PRODUCTWhen 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 LaunchTrial 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…


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 AnalystAugust 2016

www.topohq.com