#FlipMyFunnel Atlanta 2016 - Craig Rosenberg - Marketing-SDR Orchestration: The Fastest Path to...

#FlipMyFunnel Atlanta: Marketing-SDR Orchestration: The Fastest Path to Success

© 2016 TOPO. All rights reserved. www.topohq.com

TODAY’S AGENDA

1. My Background

2. Account Based Everything Overview

3. The Challenge of Orchestration (and the Solution)

4. Success Requirements

5. The Use Case (that happens to include a Use Case)

6. Takeaways

@funnelholic


QUICK BACKGROUND

@funnelholic


MEET TOPO

We’re an analyst firm that helps 100s of demand generation, sales development, and sales

organizations grow revenues in a scalable manner.

@funnelholic


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

@funnelholic


OVER $20B IN REVENUE DEPENDS ON TOPO

@funnelholic


HELLO, ACCOUNT-BASED EVERYTHING

@funnelholic


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

@funnelholic


5 DEFINING 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

@funnelholic


THE ORCHESTRATION CHALLENGE (AND THE SOLUTION)

@funnelholic


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

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

Coordination of different activities, programs and campaigns used by marketing, sales development, and sales to:• Distribute offers to the target account, or set of accounts• Connect with multiple stakeholders within the target account(s), and;• Drive higher engagement within the account(s).

ORCHESTRATION IS THE EXCITING PART

@funnelholic


BUT IS ALSO THE SCARIEST…

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

@funnelholic


MARKETING - SDR COLLABORATION IS THE FASTEST PATH TO ORCHESTRATION…AND RESULTS

100% OF ORGANIZATIONS THAT ARE MEETING OR EXCEEDING THEIR OBJECTIVES IN LESS THAN A YEAR ARE

LEVERAGING SALES DEVELOPMENT

@funnelholic


AND SALES DEV IS READY FOR YOU

@funnelholic


THE KEY REQUIREMENTS FOR MARKETING-SDR ORCHESTRATION

@funnelholic


SUCCESS REQUIRES MINDSET CHANGE

1. Kill the MQL and focus on the SQL

2. Work on the same set of ICP accounts (and contacts)

3. Transform outbound SDR team to Account-Based SDRs

4. Design orchestration across SDRs and Demand Gen

@funnelholic


Contact MQL SDR MEETING OPPORTUNITY WON

WIN METRICS• Deal Velocity• Win Rates• Average Contract Value

(ACV)• Lifetime Value (LTV)

MQA

1. MOVE FROM MQLS TO PIPELINE & WIN METRICS

Shift in Focus

PIPELINE METRICS• SDR Meetings• Target Account Pipeline

@funnelholic


Status Quo = 3 (or more) distinct databases

ACCOUNT-BASED = Unified ICP database

2. CREATE ONE COMPLETE ICP DATABASE

MARKETING CONTACTS

SDR DATABASE

SALES DATABASE

ICP DATABASE

ICP Alignment

ATTRIBUTE DEFINITION

Ad Spend >$50M/year ad spend

Geos North America, EMEA, APAC

Industries • Financial Services• Automotive

Behaviors • $15M/year tech spend• 25+ campaigns

70-100% complete CRM

data (target accounts and key personas

Target List Unified Database

Campaign Account Selection

CAMPAIGN DB

@funnelholic


3. DESIGN ACCOUNT-BASED SDR ORGANIZATION

Account-Based SDRsHybrid (inbound/outbound)Maniacally focusedSupported by Marketing

Inbound SDRsImmediate follow-up on non-assigned MQLs.

< 60 min response

time

ICP DATABASEOutbound Marketing Touches

Response

Outbound Multi-Channel

Pattern

Meeting Set

Lead Follow-up M.C. Pattern

Auto-Convert

Marketing Campaigns

Meeting Set

Touch PatternResponse

@funnelholic


4. DESIGN AN ORCHESTRATION PLAN

DAY PLAY OWNERDay 1 Account-based Ads MarketingDay 1 Launch web personalization MarketingDay 4 Direct Mail Invite MarketingDay 4 Digital invite MarketingDay 6 Triple Touch (could include Twitter) SDR

Day 8 Double Touch: Top of inbox email SDRDay 11 Double Touch: Personalized Video SDRDays 11-13 War-Dial SDRDay 17 Event MarketingDay 19 Digital Event Follow-up MarketingDay 20 Double Touch: Event highlight email SDR

@funnelholic


THE USE CASE (THAT HAPPENS TO BE ABOUT A USE CASE)

@funnelholic


USE CASE - FASTEST PATH TO RUNNING CAMPAIGN

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

@funnelholic


EXECUTE ORCHESTRATED CAMPAIGNS AND DRIVE BETTER OUTBOUND RESULTS

SDRs send customized outreach based on persona. Messaging centers on the use case

Marketing Air Cover

ICP DATABASE

Response

Outbound Outreach

High-Value CTA

Lead Follow-up

Auto-Convert

AB-Ads

Campaign is focused on relevant target accounts

LinkedIn Ads Targeted SEO Personalization

Pre-SDR Campaign

Direct Mail

Digital Send (Use Case)

Marketing begins 3 days to 2 weeks before SDRs

Blog Post

Marketing “air-cover” begins immediately and runs throughout the campaign

Call-to-action is to discuss the use case (not pitch)

@funnelholic


TAKEAWAYS

@funnelholic


ORCHESTRATION – IT’S NOT THAT HARD

1. Start with marketing – SDR collaboration before full-scale orchestration

2. Just aligning efforts on the same accounts and contacts will reap benefits

3. The SDR org will need a slight re-design to support your efforts

4. Create a plan – not just for you but for the SDRs as well

5. Campaign content doesn’t have to be complex just relevant and consistent

6. And remember, it’s not about the MQL anymore

@funnelholic

#FlipMyFunnel #ABM@funnelholic

#FlipMyFunnel Atlanta 2016 - Craig Rosenberg - Marketing-SDR Orchestration: The Fastest Path to...

Marketing

Transcript of #FlipMyFunnel Atlanta 2016 - Craig Rosenberg - Marketing-SDR Orchestration: The Fastest Path to...