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Metrics4ABM™ Measuring Account-Based Marketing
©2017 SalesTalk
Table of Contents
Overview of Account-Based Marketing 1
Delivery Vehicle for Sales Acceleration 1
Metrics for Account-Based Marketing 2
Measuring Engagement 2
Maximize Every Opportunity 3
Report Features 3
Take a Test Drive 4
Account Engagement Report 5
Account Detail Report 6
Sales Rep Talking Points Report 7
Sales Rep Summary Report 8
Aggregate Sales Team Engagement Report 9
©2017 SalesTalk
Overview of Account-Based Marketing
Aligning your Sales and Marketing is imperative in today’s world where buyers
have more knowledge than ever, and have infinite resources at their fingertips
to evaluate and influence buying decisions and behaviors. If you are engaged in
Account-Based Marketing, you know first-hand and recognize the high-risk,
high-reward strategy… Bigger sales, longer sales cycles, and more people to both influence a
purchase or reject it.
When engaging in Account-Based Marketing initiatives, it is critical that you understand the
context of the account relationship in order to strategize and implement how to interact with
any or all prospects that pass through your Sales Rep's viewfinder. So, here is a serious
question for you.... How do you know for sure that your ABM strategy and the "customer
engagement" touch points that you desire are adequate, being deployed effectively, and are
being optimized for maximum revenue results?
The answer, unfortunately, has been elusive at best. Most ABM industry "thought
leaders" express the importance of tracking and measuring the aggregate levels of
engagement across key accounts. But few, if any, have developed a way to
accurately measure ABM success. That is, until now...
SalesTalk™, with its Metrics4ABM™ feature, is the only sales acceleration tool available today
that (1) precisely and quantifiably measures the exact amount of time that Sales Reps spend
on "Engagement", (2) tracks the digital behaviors of your prospects, and (3) accurately
determines a prospect's Propensity-to-Buy, thus enabling you to lead your team toward
enhanced sales momentum and focus. Rather than “best guess” ABM success by “estimating”
results and outcomes, start quantifiably measuring your Account-Based Marketing success!
With unrivaled visibility into the usage and effectiveness of Account-Based Marketing, our
Metrics4ABM™ feature gives unprecedented access into deep insights on how well Account-
Based Marketing initiatives are performing… making your coaching, consulting, ROI, and
training more effective, more valuable, and more enduring than ever before.
Delivery Vehicle for Sales Acceleration
SalesTalk™ is a sales acceleration tool that increases the performance and
productivity of sales teams, coaches, and those that create messaging.
SalesTalk™ uniquely and seamlessly integrates a sales rep’s work flows to
improve their effectiveness, providing the tools to make their prospective
customer engagements effective, intelligent and relevant. In addition, SalesTalk™ provides
sales reps and sales management with the information needed to effectively implement and ©2017 SalesTalk
monitor sales processes to ensure that sales and marketing tools are put at the sales reps
fingertips instantly while selling in a fast-paced world.
SalesTalk™ provides the “know it all” details to your Sales Reps when they are
engaged with a prospect. It provides the “Talking Points” that enable them to
communicate relevant, timely and specific information, increasing the likelihood
of sales acceleration. The system provides one-click tools that automate follow-
up actions while documenting all actions taken to develop the prospect’s “buying journey”
during each phase of the sales process – providing a valuable, knowledge repository for both
reps and managers. The Email Messaging feature provides a consistent and easy way for reps
to follow-up on their calls by using the messaging that their Marketing team provides. This
feature provides sales reps with alerts when messages are acted on by tracking prospects’
digital behaviors, and provides sales and marketing management a single and chronological list
of actions and messages that have been sent, received, and clicked.
Metrics for Account Based Marketing
By separating the sales process into discrete action steps, SalesTalk’s Playbooks make it possible and easy to track and measure the effort and resources being invested in Account Based Marketing. With the fact-based insights that Metrics4ABM™ provides, Sales and Marketing Managers can know that:
✓ Sales teams are following the Sales Account plan. ✓ Touchpoints become conversations that matter. ✓ Conversations are with the right people at the right time. ✓ Sales activities and Account Engagement are measurable!
Measuring Engagement
Gathering, combining, and reviewing analytics from sales acceleration and
marketing efforts at individual accounts gives you the insights into the
effectiveness of specific sales and marketing behaviors, as you can associate
account results with patterns of behavior. ABM reports give you the real insights
you need to fine-tune your ABM strategies and to adjust specific account plans based upon
what is working and what is not. From individual sales rep activity to team performance, ABM
Reports provide all of the analytics and fact-based metrics needed to achieve sales excellence
throughout your organization.
©2017 SalesTalk
Maximize Every Opportunity
With Metrics4ABM™, you can finally stop the guesswork. Metrics4ABM™ helps
you break down your marketing and sales processes into discrete, measurable,
action steps. Metrics4ABM™ reports capture and analyze details like the actual
time spent on specific tasks and get real insights on how and when specific
marketing and sales tools like call guides, forms, data sheets, whitepapers and other content
are used. More importantly, you can also log customer responses via opens, clicks, pageviews
or downloads, and thereby quantifiably measure that most elusive quality… effectiveness of
the marketing or sales asset. Playbooks create an easy to use call flow that guides sales reps
to deliver the right message to the right person at the right time and automatically captures
the time spent on it. Playbooks also make it easy for sales reps to remember and complete all
the right follow-up steps to make sure every opportunity gets all the attention it deserves.
Metrics4ABM™ is easy to use and helps sales reps achieve more results in less
time. Because of this, we are confident that your Sales Reps will love it. Even
better… you will love it. The comprehensive analysis of your pipeline is a big help
in giving accurate forecast to senior management, and it gives you real insight into
the effectiveness of your sales and ABM efforts.
Report Features
Metrics4ABMTM Reports address essential elements of Account Based Marketing:
• Engagement with the Account
• Key Account Coverage - Are you reaching the right people at the right time?
• Execution of Account Plan – Sales Best Practices and Processes • Sales Interactions - Summary and Detailed Reports by Rep and Team
While all the ABM reports have a unique focus, they share some common features:
Date Range Selection for Relevance – data you can see, not a sea of data. Column Sorting - allows you to group the information the way you want. Sales & Marketing insights –Are you engaged with the right decision maker? Column Filtering - select relevant information for sales coaching insights Export to Excel - allows for custom analysis of selected data for your business.
©2017 SalesTalk
The primary reports used for Account-Based Marketing are:
1. Account Engagement Report 2. Account Detail Report 3. Sales Rep Talking Points 4. Sales Rep Summary Report 5. Aggregate Sales Team Engagement Report
Take a Test Drive!
Schedule a 30-minute demo and try Metrics4ABMTM FREE for 60-days. Our free
trial comes with customizable Sales Playbooks and sample Lead Records to get
you started. From there, it is a simple “cut and paste” to load your own sales
playbook content.
If after 60 days, you’re not seeing improved performance, you’ve at least gained insight into
what’s working and what’s not, and how to replicate best practices across your team. If you
find, however, that Metrics4ABM™ is invaluable for your business, then secure a license for
your team and start reaping the benefits! We will assist you with the integration into your
existing CRM, as easy as 1-2-3. We can help you tailor your Playbooks and provide you with
additional Sales Playbook sample content that you can use as a guide to build your own.
Give us 30 minutes for a demo and to set up your free trial – you will be glad you did.
To schedule a demo or to discuss how SalesTalk™ and Metrics4ABM™ can accelerate your
business growth, please contact:
Paul Clewell Executive Vice President SalesTalk Technologies™ Main (480) 282 - 8400 Direct (678) 595 - 0039 paul.clewell@getsalestalk.com www.getsalestalk.com
ABM reports and their descriptions can be found on the following pages…
©2017 SalesTalk
1 Account Engagement Report (Detailed View of the Sales Process Being Followed)
Sales Managers can verify that the Sales Process is being followed for the selected account and
can replicate best practices across their teams
©2017 SalesTalk
2 Account Detail Report (Detail Story-So-Far of Interactions with Account)
This report shows the detailed interactions for the selected time period for the
selected Account. Sales Managers can see who (which rep) is interacting with
each Contact, what was discussed, and how much time has been spent with this
Contact, rolled up into the total Sales Rep time invested in this account.
©2017 SalesTalk
3 Sales Rep Talking Points (Actual Sales Processes Being Followed)
Sales Managers can see if Reps are following the recommended sales strategies.
The metrics in this report give the Sales Manager an objective view of the
activities that are producing results so that these approaches can be shared with
the entire sales team.
©2017 SalesTalk
4 Sales Rep Summary Report (Who, with Whom, When, For How Long)
A clear and insightful view off all the sales activity on your key accounts
Sales Managers can quickly see how their Sales Reps are balancing their time
between all the Contacts at their assigned Accounts, i.e. are they spending too
much time on a few accounts and ignoring others.
©2017 SalesTalk
5 Aggregate Sales Team Engagement Report (Sales Activities - How Often,
How Recently, for How Long)
This report is the “Big Picture” of the sales activity at the selected account. Sales
Managers can see at a glance if the targeted accounts are getting the timely
attention that will close the deal.
©2017 SalesTalk
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