Sales and marketing teams are working closer than ever before, but getting things to align across your entire revenue org isn't always easy. BrightFunnel and ChiliPiper share their tips for aligning your sales and marketing teams for account-based marketing success!

1. Align Your Sales & Marketing Teams
for ABM Success
Tiffany Xia — Marketing Lead, Chili Piper
Allie Butter — Account Development Manager, BrightFunnel

2. Agenda
1. The Sales & Marketing Landscape Has Evolved
2. How to Set Your Team up for an Account-Based Approach
3. How to Minimize Leaks in Your Inbound Process
4. Best Practices on Account-Based Territory Management
5. Knowledge Sharing Across Revenue Teams
6. How to Measure the Success of Your ABM Efforts

3. The Sales & Marketing Landscape Has Evolved

4. Account-Based Sales & Marketing is Widespread
“Are you currently practicing
account-based marketing?”
#FlipMyFunnel asked more than 250
B2B marketers. The difference within
12 months in astronomical.

5. Sales & Marketing Goals are Aligning
Historically, Marketers cared about leads.
• Number of MQLs
• Number of SQLs
• Number of marketing-sourced opps
• Subjective approval from leadership
Today, Marketers are focused on revenue.
• Marketing sourced pipeline & revenue
• Marketing influenced pipeline & revenue
• ROI of campaigns & channels
“What is your main goal with ABM?”

6. Sales Development is Now Essential
“In 2016, we’ve seen sales development shift from a tactical, junior sales
role to a strategic function that is critical to driving revenue growth.”
- TOPO’s 2016 Benchmark Report
“Sales development reps generate an average of 12.3 accepted
opportunities per month.”
- InsideSales.com The State of Sales Development Report (Sept. 2017)
“100% of high-growth organizations have sales development
organizations.”
- TOPO’s 2017 Benchmark Report

7. Setting Your Team up for an Account-Based Approach

8. Define Your Ideal Customer Profile
Analyze your business:
• Who are your current
customers? Most successful
customers? Most loyal? Most
profitable?
• What are your integrations and
technology requirements?
• What are your business goals?
• What’s on your product
roadmap?
Define your ICP:
• Desired industry(ies)
• Company size range
• Company’s existing tech stack
• Buyer persona

9. Plan Your Territories
Determine how you would like to segment your target accounts
• HQ geographic location
• Company size
• Industry/Vertical
Determine how you would like to segment your reps:
• Ownership by account segmentation vs. even distribution
• ADR/AE Pairing Model vs. Round Robin Setup

10. Select Your Target
Accounts
Apply your designated ICP —
company size, industry, tech
stack, etc.
Leverage predictive technology to help you find the
right accounts and contacts.
• Predictive analytics tools will identify new
“audiences” both within and outside your
existing database.
• Date Enrichment solutions will supplement your
existing contact database and enable add-on of
new contacts at scale, helping your reps reach
decision-makers faster.

11. Define Your CRM Process & Parameters
1. Tier your accounts to enable prioritization
2. Select field(s) that will designate target accounts in your CRM
a. What fields are essential for your reporting?
(i.e. company size, account tier, ADR owner)
b. Define clear rules around account ownership for your reps:
• Salesforce permissions (i.e. account ownership changes)
• Guidelines around existing unnamed accounts
• Guidelines around adding new accounts

12. How to Minimize Leaks in Your Inbound Process

13. Agreeing on definitions and processes across your revenue organization is
imperative.
• Definition of a qualified meeting
• Follow up SLA
• If lead is not in target account, where does it go?

14. Tools over labor
• Be sure to map leads to the
correct account owners
• Marketo
• Salesforce process builder
• Available software
• Chili Piper
• LeanData Data from the 2017 State of Inbound Report
Matching inbound leads to the correct account

15. Marketing to Sales Handoff
Currently, the marketing to sales handoff poses a black hole in your funnel
where prospects can lose engagement between filling out your form and
being contacted by sales. Pain points:
• Sales still has to chase down inbounds
• Ensuring fairness among reps
• Prospects going dark
• Scheduling back and forth between prospect and account teams

16. Test, optimize, and
automate!
• A/B test form length
• Use predictive scoring
• Connect prospect to
sales immediately
Marketing to Sales Handoff

17. • Decreases # fields in your form
while automating qualification
• Ensure all leads are followed up
with in timely manner
• Ensure data is accurate
Best practice spotlight

18. Consider the following to distribute
• Inbound SDR
• Round robin
• Company size
• Industry
• Geographic location
What if the lead is not a part of your target list of accounts?

19. Best Practices on Account-Based Territory Management

20. Unfairness among reps
• No way to account for vacations
and sick days
• Changes made in SFDC later are
not reflected correctly in the
spreadsheet
Limit Manual Entry

21. Automate calendar
availability for your
distribution strategy so reps
can schedule meetings.
Changes should
automatically reflect in
Salesforce
Visibility Controls

22. Tools over labor
• Configure “queues” for your
distribution rules
• Account ownership
• Geography
• Company size
• Distribute meetings evenly
Visibility Controls

23. Knowledge Sharing Across Revenue Teams

24. How to Measure the Success of Your ABM Efforts

25. • Weekly sales & marketing email
with content calendar for the
current/next week
• Internal resource hub (i.e.
Uberflip)
• Make it easy!
• Summarize content
• Prewrite social copy
Use your sales team to promote your content

26. Goal:
1. Understand how your marketing programs and sales activities have
influenced your target accounts.
2. Determine together how you can better plan for future success.
Establish a Goal

27. 1. Target Account Pipeline and Revenue
2. Account-based Revenue Funnel Analysis
3. Account-based Sales & Marketing Engagement
Define the Metrics You’d like to Track

28. • What percentage of your pipeline is
made up of your target accounts?
• What percentage of net new revenue
has come from your target accounts?
• Target account conversion rates vs.
overall conversion rates
• Target account ACV
• Target account deal velocity
ABM Pipeline & Revenue

29. Account-Based Revenue Funnel Analysis
Analyze how leads
from your target
accounts progress
from stage-to-stage
in your sales funnel.

30. • How are your target
accounts engaging with
marketing? With sales?
• What accounts need
more marketing? Need
more attention from
sales?
• How engaged are target
accounts by segment? By
persona?
Account-Based Marketing & Sales Engagements

31. Lastly, leverage multi-touch attribution to understand which marketing programs
are most effectively driving target account pipeline and revenue.
Account-Based Marketing & Sales Engagements

32. Thank You!