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Building a global ABMprogram in one year...
Director, Global ABM Strategy
@gdavies2 /gemmad
glsr.live/ABM
Gemma Davies
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"This is not technology in service of technology, we want to enhance
the quality of the lives of people at
work, whether you're an IT help-
desk professional or an end user."
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30% of our revenue and much
of our growth will come from the
top 3% of our accounts.
Important to continue our rapid
growth by focusing and investing
where it pays.
Create unique experience for our customers and our
account teams that are
relevant, consistent and
impactful.
Enable and support sales to drive a
different, more strategic and
consultative conversation with
customers and
prospects.
ABM is a business initiative, not a marketing one
ABM has become a key driver of success in pursuit of the company’s vision.
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Our ABM missionis simple…
PURSUE MAJOR
OPPORTUNITIES
CHANGE PERCEPTIONS
OR POSITIONING
IMPROVE ACCOUNT
PENETRATION AND UNCOVER
OPPORTUNITIES FOR CROSS-SELLING/
UPSELLING
DEVELOP NET
NEW ACCOUNTS
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Stop! Collaborate and listen...
We needed a roadmap, a vision that everyone could contribute to and help execute. A consistent way to do this.
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It’s a journey: collaborate on the roadmap
Vision
Resources
Alignment
4
Pilot
Business
Challenges
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It’s a journey: collaborate on the roadmap
Resources
Alignment
4
1 VisionDefine what ABM is and what is is not – create understanding
Create a vision – picture of success for the business and team
Gain agreement on our milestones – it takes time to build, and even longer to see the returns
Vision
Pilot
Business
Challenges
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It’s a journey: collaborate on the roadmap
Resources
Alignment
4
ResourcesTeam – internal resources, structure, responsibilities
Skills, training & development – a consistent approach
External support and scalability – agencies, tech, budget
Vision
Pilot
Business
Challenges
2
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3
It’s a journey: collaborate on the roadmap
Resources
Alignment
4
AlignmentEnsure the account team aren’t just on-board, they are advocates – get them shouting for more
Account selection will make or break your program
Vision
Pilot
Business
Challenges
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It’s a journey: collaborate on the roadmap
Resources
Alignment
4
Pilot
PilotFocus where we have sales advocates – people who want to make this work
Test deliver models –cross-functional
Build it so it can scale
Vision
Business
Challenges
4
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30-60-90 Day ABM Blueprint
• Identify organizational
Stakeholders/Advocates
• Agree on business objectives• Consider OCM and resource
• Identify areas of focus
• Define account selection process/criteria for ICP
• Stakeholder kick-off• Review goals and objectives
• Introduce ABM program and methodology
• Ensure objectives dovetail business imperatives
• Benchmark current metrics (avg
deal size, sales velocity, close rates)
• Establish RACI model
• Set regular review points
• Train/hire talent
• Select Accounts/Industry segments
• Stress-test nominations• Industry/Target account research
• Internal content audit• Review MarTech capabilities
• Review current campaign attribution• Agree on RACI for campaign
execution
• Define and agree on program metrics
• Benchmark 4-Rs (relationship,
reputation, retention, revenue)
• Present program methodology
• Organizational change
management• Over communicate
• Development and enablement
• Conduct Account/cluster workshops
• Identify imperatives and initiatives• Develop plays
• Create messaging framework
• Create GTM strategy• Map customer journey
• Develop creative / assets / comms
• Align program KPIs to plays• Develop an efficient way to report
success
ALIGNMENT
TARGET ACCOUNTS
PLANNING/REVIEW
CORE OBJECTIVES
30 DAYS 60 DAYS 90 DAYS
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Orchestrating global collaboration
It is going to feel different, it won’t be easy, and must be achieved as a team.
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Global strategy, communications, ROI reporting & governance
1:1 Select account group leads
Cluster campaign leads(integrating with campaigns, storiesand verticals)
Integration with specialist teams(Inspire, Customer Success, Business Value teams etc)
ABMaaS Center of Excellence
Field
marketing
region
Field
marketing
region
Field
marketing
region
ABM CoE
Field Marketing
Agency
Business value from our partnerships:
ScaleCentral model prov iding greater economies of scale including commercial rates with partners.
Access to trained & managed flexible talent pool for execution and integration with regions.
Supports global account models.
Working in partnership with agencies to drive scale, value and innovation
Local account teams
ValueCentralized budgeting, reporting and investment from the agency partner in value-add global activ ities.
Accountability from agency for delivery to agreed timescales to ensure results are achieved.
InnovationLeverage global best practices and specialized resources.
Spotting connections across different areas within Serv iceNow (through working with Field teams) to make new recommendations.
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ABMaaS scaling modelCapacity and scale planning
1 x Global ABM CoE
1:1 ABM accounts(tailored account journey 60-100% personalisation)
1 x cluster by business imperative/initiative (e.g. Improv ing customer serv ice)
Not es*1:1 assumes 1 FTE to 4/5 accounts*Account cluster assumes 5-15 cross-regional / global accounts
ABM practit ioner-aaS / in country marketing support ing with strategy, account flight plan, specific big ideas or ’elevated’ opportunities
Identifying and leveraging opportunit ies across the wider cluster against a specific imperative/init iative (for the ABM account owners to
execute)
Support ing global ABM efforts in building relat ionships, reputation, retention, and revenue
Investment: $30 – $70k per account
Investment: $100k per cluster
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Winning hearts
and mindsCreate a buzz, evangelize what the future will look like and how everyone’s contributions count.
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Professional development
ABM Program Launch Events
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Internal advocacy
Story telling Enablement Inspire Celebrate
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ABM as-a-service
Develop deep
decision-makerrelationships
Create custom content
Key stakeholder awareness
Secure meetings &accelerate pipeline
Drive advocacy & adoption
Delivering Business Outcomes
“Supporting global
ABM efforts in buildingrelationships, reputation, retention, and revenue.”
Global ABM CoE
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For target accounts with similar attributes, challenges and initiatives
ABM-as-a-Service: Industry Playbooks
Driving Strategic Growth
“The ABM team works as an integral part of the account team , and takes our cross-
functional investments further by focusing on what m atters m ost – customer outcomes”
Claus-Henning Cappel, ServiceNow Sales
Strategy Director
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Scaling an ABM program
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ABMaaS Center of Excellence on Share Point to enable global scale
➢ Central part of our model to scale➢ Our hub for best practice and self-
service enablement➢ Access to all resources for full
v isibility➢ Robust, searchable content tagging ➢ Playbooks and helpful resources
➢ New assets promoted weekly
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Building towards the future
Developing a program that can scale quickly
➢ Continuous training and development
➢ Identify key business themes or clusters
➢ Create content and material that you can easily ‘lift and shift’, but still customize to accounts
➢ Build turnkey campaign journeys
➢ Develop a scalable ‘playbook’ model that can be used by multiple markets
➢ Quarterly out of the box initiatives
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Things are going to change after you launch your ABM program COLLABORATION
VS. CONFLICT
QUALITY
VS. QUANTITY
EFFICIENCY
VS. WASTEFULNESS
PROACTIVE
VS. REACTIVE
INTELLIGENCE
VS. LEADS
OUTBOUND
VS. INBOUND
“This is one of the best examples of a team
sport I have ever had the privilege to be part of at an enterprise company. ABM truly are an extension of our account teams”
Global Vice President, Sales - ServiceNow
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Five things to remember
1. ABM is for the business, not just for sales or marketing - listen and collaborate from day 1
2. We should be shaping ABM strategies to deliver services that best meet the company goals – not competing with other types of marketing
3. It takes time – and many, many conversations – to build an ABM strategy and see returns
4. When starting out, always have an eye on scale and repeatability
5. Celebrate often, learn from failures
@gdavies2
linkedin.com/in/gemmad
Questions?
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