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Expert ABM: Bringing Sales and Marketing Together
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Transcript of Expert ABM: Bringing Sales and Marketing Together
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EXPERT ABM
#ExpertABM
Jay Tuel, Sr. Dr. of Sales Development, DemandbaseJessica Fewless, Sr. Dr. of Field & Partner Marketing, Demandbase
BRINGING SALES & MARKETING TOGETHER
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TODAY’S PRESENTERS
JAY TUELSr. Dr. of Sales DevelopmentDemandbase@JayTuel
JESSICA FEWLESSSr. Dr. of Field and Partner MarketingDemandbase@JFewlessB2B
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AGENDA
#ExpertABM
§ Before Jay§ Jessica and Jay meet§ Jay gets to work§ Jay and Jessica Create the Plan § Time to Celebrate!§ Q&A
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#ExpertABM
BEFORE JAYAKA BEFORE ABM
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© 2017 DEMANDBASE|SLIDE 5
UNFOCUSED STRATEGY
§ We had FOMO§ The SDR team focused on Inbound§ Sales felt Marketing wasn’t invested
in their success (and they weren’t wrong)
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#ExpertABM
JESSICA AND JAY MEET…
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© 2017 DEMANDBASE|SLIDE 7
THE INTERVIEW
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#ExpertABM
JAY GETS TO WORKIMPLEMENTING ACCOUNT-BASEDSALES DEVELOPMENT
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© 2017 DEMANDBASE|SLIDE 9
SPECIALIZE SDR TEAM
§ Separate Inbound & Outbound Function§ Split SDRs up into focus areas and
compensate accordingly§ Align AE:SDR ratio to be 2:1§ Assign Key Field Marketing Territories evenly
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© 2017 DEMANDBASE|SLIDE 10
PROCESS OVERVIEW
It’s always collaborative!
Secure Agreement
from leadership
Verify & Iterate with sales
Update at regular intervals
Build an initial list
4321 5
Reps select their top
accounts
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© 2017 DEMANDBASE|SLIDE 11
DAILY ACTIVITIES
Social Selling Personalized Emails
Calls/Connects Voicemails
60 Activities
1. Website Activity Report
2. Personalized prospect or company news
3. Rank Marketing Campaigns and Review Inquiries
4. Check email tracking reports
5. Check Spiderbook
6. Reach out to AE Top 20
7. Closed/Lost Deals
8. Former Customers at New Companies
9. Competitors of Customers
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© 2017 DEMANDBASE|SLIDE 12
ACCOUNTSELECTION
RESEARCH
FIND BUYINGCOMMITTEE / ORG CHARTS
GET CONTACTINFO
CREATEMESSAGING
FREE TOOLS – FINDING EMAILS ACCOUNT INFO, TECH STACK,
WEB TRAFFIC
DEVELOP A SALES TECH STACK
EMAIL LIBRARY &TRACKING
ENGAGEMENT TRACKING
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© 2017 DEMANDBASE|SLIDE 13
AND NOW IT WAS TIME TO GET TO WORK…
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#ExpertABM
JAY AND JESSICA CREATE THE SALES AND MARKETING PLAN
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© 2017 DEMANDBASE|SLIDE 15
CAMPAIGN STRATEGY
1. Ideation2. Prioritization and Selection3. Messaging4. Execution5. Sales Enablement6. Goals & Reporting
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© 2017 DEMANDBASE|SLIDE 16
SALES ENABLEMENT
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© 2017 DEMANDBASE|SLIDE 17
ACCOUNT-BASED REPORTING
MaryBobSueDonPaul
AnneJohnNathanKimMarie
MikeRyanEmilyKateLaura
KristenCaitlinAnthonyTristanMia
JaneKevinPeterKyle
1,250,000
180,000
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© 2017 DEMANDBASE|SLIDE 18
MEET REGULARLY
MON TUE WED THU FRI30 31 1 2 3
6 7 8 9 10
SDR Team Meeting - Q1 DM Campaign - Rory
SDR & Marketing Leadership Meeting
Funnel Working Group
13 14 15 16 17
SDR & Marketing Leadership Meeting
Monthly SDR/Marketing Meeting
Funnel Working Group
20 21 22 23 24
SDR Team Meeting - Field Events - Jessica
SDR & Marketing Leadership Meeting
Funnel Working Group
SDR & Marketing Leadership Meeting
Funnel Working Group
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#ExpertABM
NOW IT’S TIME TO CELEBRATE!ABM + ACCOUNT-BASED SALES DEVELOPMENT WORKS!
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© 2017 DEMANDBASE|SLIDE 20
ABM WORKS
Metrics 2014 2015 2016
SAL Count 1,268 1,671 3,061
Pipeline Count 677 927 1,816
SAL-Pipe Conversion 53% 55% 59%
Closed/Won 176 202 485
Close Rate 26% 22% 27%
ACV $52,140 $63,056 $70,881
Funnel Velocity(days MQL-Close) 78 85 79
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© 2017 DEMANDBASE|SLIDE 21
SDR TEAM PERFORMANCE
The quarterly pipe output of each SDR has tripled since the beginning of 2015
8.9 9.47.9
17.319.7
28.026.2
27.2
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Q115 Q215 Q315 Q415 Q116 Q216 Q316 Q416*
Aver
age
Pipe
Cou
nt p
er S
DR
BY THE NUMBERS
Inbound Reps: 2Outbound Reps: 11Pipe/Quarter/Rep: 24
Inbound: handle all inbound from non-DB3k accountsOutbound: handle inbound & outbound efforts for DB3k
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© 2016 DEMANDBASE / SLIDE 22
MARKETING EFFICIENCY
2013 2014 2015 2016*0%
20%
40%
60%
80%
100%
PIPELINE GENERATED COST PER OPP
* CALCULATED FOR FIRST HALF OF YEAR
Baseline
+50%
+150%
+250%
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© 2017 DEMANDBASE|SLIDE 23
DEMANDBASE FUNNEL METRICS- DB3K vs NON DB3K
57%
19%
97%
61%
37%
ñ7%
ñ99%
MQL SAL PIPELINE CLOSE
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© 2017 DEMANDBASE|SLIDE 24
DEMANDBASE BUSINESS METRICS- DB3K vs NON DB3K
Sales Team Close Rate ACV Funnel Velocity
Enterprise +174% +45% +10%
Mid Market +110% +35% +48%
Advertising +131% +1% +8%
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© 2017 DEMANDBASE|SLIDE 25
Q&A
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© 2017 DEMANDBASE|SLIDE 26
THE ABM EVENT OF THE YEAR!
April 5-6, 2017 Pier 27, San Francisco
JOIN US FOR
MarketingInnovationSummit.com
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THANK YOU
#ExpertABM