How to Build Sales & Marketing Alignment with Account-Based Marketing
Transcript of How to Build Sales & Marketing Alignment with Account-Based Marketing
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T h e A g e O ld B a t t l e : Sa le s & M ar ket i ng ( M i s ) a l i g n men t b y J u s t i n G r ay C E O & Fo u n d er o f L ead M D
Building Sales and Marketing Alignment with ABM
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Who is LeadMD? Strategic Marketo Partner 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 GrayCEO@jgraymatterLeadMD
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what’s causing misalignment
Where the gloves meet:
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This issue is nothing new. so why are we still talking about it?
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But just because someone clicked a button doesn’t mean they’re ready to buy
What marketing thinks sales wants:
What sales actually wants:
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Campaign mentality
The problem with this mindset: What’s generated isn’t something sales agrees is a lead!
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What does this currently look like in the sales & marketing cycle?
Marketing SalesMQL
/SAL
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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
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For every 400 inquiries, only 1 becomes a closed opportunity.
That is a conversion rate of only .25%.
The traditional funnel promotes waste.
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Meet Account Based Marketing
If it’s alignment we seek, how do we get there?
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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.
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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
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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.
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Get it together!1. It’s the job of both sales and
marketing to agree on ideal customer profile
2. It’s marketing’s specific job to build the database and ensure the data is correct and properly structured.
3. Metrics need to be created that measure two critical items1. ICP/IBP Completeness2. Account Engagement
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Let’s talk about alignment under this model
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Think Account Relationships. Not Leads.
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Buyer engagement as a joint account plan between sales & marketing
Acco
unt
Buying Committee
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Remember this guy? It simply doesn’t work
Marketing SalesMQL
/SAL
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This is how you engage in an ABM model
Marketing
MQL
/SAL
Executives
Sales
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Purchase Process
DATABASE
Predictive Analytics
Data Sources
PLANNING
Sales Intelligence
CONTENT
ABM Content Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ACCOUNT BASED MARKETING MANAGEMENT
Targeted Ads
3rd Party Web and Social
Personalization
SDR Outreach Tools
ABM Analytics
Intelligent Routing
ABM Go To Market Strategy
Buyer Personas Nurture
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Learn more about our ABM Resourcesleadmd.com/marketplace
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Thank you