revegy and siriusdecisions, account based marketing and account planning
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COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Account Planning:Roles for Sales and Marketing
WEBINAR featuring
Megan Heuer
Vice President and Group Director,
SiriusDecisions
Tim Braman
VP Corporate Strategy , Revegy
What We’ll Cover Today
• Where did our relationship go wrong? Insights on the sales-marketing disconnect around planning
• Account planning process : Why it’s critical to sales and marketing
• Roles, responsibilities and alignment: What sales and marketing contribute and how we work better together
• Account segmentation: Tips for identifying ideal customer profile
• Action plan for results: The specific, measurable objectives for account-based sales and marketing
• Customer stories: Examples built in throughout our discussion
Account PlanningWhat’s the Big Deal?
© 2013 SiriusDecisions. All Rights Reserved
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COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
The Trouble With Most Account Planning Today
© 2013 SiriusDecisions. All Rights Reserved4
“If you don't know where you are going, you'll end up someplace else.” ― Yogi Berra
“A goal without a plan is just a wish.” ― Antoine de Saint-Exupéry
“By failing to prepare, you are preparing to fail.” ― Benjamin Franklin
Marketing Wants to Bring Something New to Relationship
5
Marketing
“But what about all those leads I sent
you? (Sniff)”
Sales
“Enough with the leads. I don’t need
your leads.” “But that’s what you said you wanted. We
agreed!”“Yeah, well, now I have this list of
accounts.” “Then let me help you
with it!”
…But Sales Isn’t So Sure About That
“If a field marketer came to me and said ‘we want to help with your big accounts,’ I’d be cautiously pessimistic.”
We’re Missing A Great Opportunity To Drive Growth
© 2013 SiriusDecisions. All Rights Reserved
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It’s Worth The Effort: Results From Better Account Planning:One Companies’ Pipeline Improvement
8
Some HistoryWhere did we go wrong?
© 2013 SiriusDecisions. All Rights Reserved
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It’s not easy being a Modern Marketer…
The number of touches that buyers receive per
week increased
32% from 2006-2010
71%percent of all inquiries will come from the web
by 2015
1 in 25
your chances of reaching CXO’s through
traditional outbound
13Average # of dials
before engaging in a conversation
67%of the buyer’s journey is now
traveled digitally
(not provided)
81.45%
So It’s Come To This
11
What Happens When Sales and Marketing Don’t Plan Together
Sales wants lead volume
Marketing hits the “more” button
Sales doesn’t follow upMarketing: “Why no followup?”
Sales: The “leads” are no good
Marketing:
Wasted effort, poor performance, bitterness, despair
The Old Method of Planning Doesn’t Work Anymore
Our organization and products
The tactics marketing loves
to use
The accounts and buying centers sales
wants to target
It’s Essential To Shift to Customer-Centric Planning
The tactics that should be used
The target audience within accounts our business needs to
address
Who or what is most influential on its
decisions
Account Planning ProcessHow To Make the Shift to Customer-Centric Planning for Sales and Marketing
© 2013 SiriusDecisions. All Rights Reserved
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Large Account• Very small number of large existing or
targeted accounts
Named Account• Moderate or large number of defined
existing or targeted accounts
Customer Lifecycle• Moderate or large number of existing
customers that receive differentiated outreach
Industry/Segment• Any number of new or existing
accounts in the same vertical or other specific segment
Account-Based Types and Plans Should Map to Sales Models
Account-Based Models
© 2014 SiriusDecisions. All Rights Reserved 17
• Goal aligned to a specific buying cycle, new or in-progress (e.g., pipeline acceleration)
• Can be net-new win, cross-sell or upsell within a specific buying center
Opportunity Goals
• Goal aligned to developing a positive environment within the account or a specific buying center
• May be to improve a current situation or to develop new relationships
Relationship Goals
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Account Plans Help With Two Types of Goals
© 2014 SiriusDecisions: All Rights Reserved
Planning Process Helps Marketing Support Sales With Specific Goals
Account Data
Account Goals
Account Actions
Account Outcomes
What and who do we know in this account?What does sales already know in account plans?
What needs to be done in this account, with whom and when to achieve relationship and financial goals?
What tactics can marketing deliver to support sales and accomplish goals
How will we know if the actions are successful? What can be observed?
© 2014 SiriusDecisions: All Rights Reserved
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Planning: How Marketing and Sales Collaborate on Specifics
Account status
Account opportunities
Account objectives
Account strategy
Marketing adds…Sales has…
Budget share, history, customer feedback, product/service portfolio
Data on optimal combinations, propensity to buy
Prioritization of accounts and program development
Programs to support goal attainment
Roles, Responsibilities and AlignmentHow to get everyone working toward the right goals
20
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Goal of Account Planning: Support Sales Productivity
Buyer Seller
Marketer
In an account-based model, sales doesn’t only want more leads
Collaborative planning is essential if marketing is going to help sales find and convert opportunities through later
stages of buying.
Can I find what I need?Can I not waste time on unproductive activities?
Named AccountsPlanning is key to prioritization and efficiency
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Named Accounts, How Marketing Helps Sales
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Account 1
Account 2
Account 3
Account 4
Account 5
Account 6
Account 7
Account 8
Account 9
Account 10
Account 11
Account 12
Account 13
Account 14
Account 15
Account 16
Account 17
Account 18
Account 19
Account 20
Account 21
Account 22
Account 23
Account 24
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Account 1Account
2
Account 3Account
4
Account 5
Account 6
Account 7
Account 8
Account 9
Account 10
Account 11
Account 12 Account
13Account
14
Account 15
Account 16
Account 17
Account 18
Account 19
Account 20
Account 21
Account 22
Account 23
Account 24
OpportunitiesIn-Flight
Objective: Accelerate & Win
How: Messaging and Campaigns based on buying
journey
Named Accounts, How Marketing Helps Sales
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Account 1
Account 2
Account 3
Account 4
Account 5
Account 6
Account 7
Account 8
Account 9
Account 10
Account 11Account
12
Account 13
Account 14
Account 15
Account 16
Account 17
Account 18
Account 19
Account 20
Account 21
Account 22
Account 23
Account 24
OpportunitiesIn-Flight
Next BestTarget
Long TermNurture
Objective: Gain Access/Interest
How: Messaging and Campaigns
based on propensity to buy
Named Accounts, How Marketing Helps Sales
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Customer 1 – Leverage White Space to Identify Targets
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Customer 2 – Potential/Propensity to Buy Attributes
© 2014 SiriusDecisions. All Rights Reserved 28
SiriusDecisions Target Account Buying Center Framework
Bu
yin
g C
en
ter
Kn
ow
led
ge
Scenario 4:
Scenario 1: Scenario 2:
Scenario 3:
Buying Center Opportunity
Deep
Unders
tandin
gN
oU
nders
tandin
gLeverage target
account buying center challenges and needs
to identify areas of focus and influence
buying center competence
Aggressively exploit target account insights
and buying center readiness
Better understand target account
buying center for optimum expansion
Limited knowledge and expertise -
proceed experimentally
Other HR FINSC ITMKTG
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Customer 2 – Leverage Propensity to Buy Attributes
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Example Scenario From Aligned Planning
Situation:No-to-some knowledge of target account
buying center with some-to-high new offering fit
Overarching Goal:Better understand target account buying
centers in order to increase sales productivity and optimize account expansion
© 2014 SiriusDecisions. All Rights Reserved 31
Example Actions From Aligned Planning
Early Stage (education)
Mid Stage (solution)
Late Stage(selection)
Goal Reengage account to reestablish credibility
Position solution Provide justification to secure commitment
Reputation Support
Demand Creation
Sales Enablement
Market Intelligence
• 3rd party content• Executive outreach• Trend and industry briefings
• Competitive guides• Specific needs identification
• Trials and Demos• Solution briefings
• Targeted account display Advertising• Account specific events
• Reengagement talking points • SME access
• Account specific projections and plans• Demo scripts• Challenge rebuttals
• Analyst reports • Brochure/solution datasheets
• Customer references• Executive talking points • ROI calculator
• Analyst reports• Executive briefings• Customer/prospect live
events
• Benefit reviews • Incentives• Premier support offers
• Competitive evaluations
Upsell
Cross-Sell
Large AccountsPlanning is key to alignment around opportunity and relationship goals
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Strategic/Large Accounts: All About The Customer
Buying Center
Subsidiary
Parent GE
GE Energy
Oil & Gas Renewable
GE Healthcare
North America EMEA
In-flight Opportunities Next Best Target
SALES Close Deals Planning
MARKETING Accelerate/Influence Identify BuyersGain AccessGenerate Interest
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Large Account Planning – Where can Marketing help?
Goals, Objectives & Action Plan
Industry Trends & Insights
Stakeholder & Buying Center
Analysis
Customer’s Business Strategy
Wallet Share &
Current/FutureOpportunities
CustomerDemographics
/Profile
Competitive Threats/SWOT
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In Strategic/Large Accounts - know the targets
Outcomes and MeasurementHow do we know if this stuff is working?
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© 2014 SiriusDecisions. All Rights Reserved 3737
How To Measure Success in Account-Based Models
Account InsightsNew ContactsSuccessful PlanningSales UtilizationAccount/Contact Activity
Early Progress
New PipelineExisting Opportunity ProgressRelationship Development
Initial Outcomes
Revenue Growth and RetentionIncreased Loyalty and Advocacy
Long-Term Value
© 2014 SiriusDecisions. All Rights Reserved 38
Now Doesn’t That Seem Smarter?
From To
© 2014 SiriusDecisions. All Rights Reserved 39COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Megan HeuerVice President and Group DirectorMegan.heuer@siriusdecisions.com
@megheuer www.siriusdecisions.com
Tim BramanVP Corporate Strategytbraman@revegy.comRevegywww.revegy.com
Questions?
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