Download - #FlipMyFunnel Boston 2016 - Craig Rosenberg - Sales Play Design for Account-Based Everything
www.topohq.com© 2016 TOPO. All rights reserved.
Sales Play Design for Account-Based Everything
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
Craig Rosenberg Co-founder, Chief AnalystAugust 2016
www.topohq.com
www.topohq.com© 2016 TOPO. All rights reserved.
MEET TOPO
We’re an analyst firm that helps 100s of demand generation, sales development, and sales
organizations grow revenues in a scalable manner.
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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
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OVER $20B IN REVENUE DEPENDS ON TOPO
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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
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5 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
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ORCHESTRATION – IT TAKES A VILLAGE
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
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
Personalized outreach
Executive outreachCustomer workshop
SALES PROCESS
CUSTOMER SUCCESS/ACCOUNT
MGMT
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BUILDING SALES PLAYS – THE VILLAGE CAN HELP
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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
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
Personalized outreach
Executive outreachCustomer workshop
SALES PROCESS
CUSTOMER SUCCESS/ACCOUNT
MGMT
Sales Plays
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THE FUNNEL ISN’T DEAD. IT’S JUST THINNER
ORCHESTRATION
HIGH VALUE PLAYS
TARGET ACCOUNTS
CLOSE PLAYS
1-to-1 Sales Engagement Begins
Solution Selling Begins
Solution Defined; Proposal Created
CUSTOM SALES PLAYS
• High value first meetings• High-value post-discovery content• Workshops• Multi-stakeholder campaigns
• Presentation• Demo• White-glove Trials (Optional)• Champion Content
• Close plan• Late stage marketing plays• Signing Party
Multi-Channel Campaigns Begin
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DRIVING INITIAL ENGAGEMENT:HIGH VALUE FIRST MEETING OFFERS
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HIGH VALUE FIRST MEETINGS OFFERS DRIVE ENGAGEMENT
STATUS QUO HIGH VALUE“I’d love to find 15 minutes of your time to learn more about your business….”
“Our research team has studied the <insert market> and we have some findings that might interest you. I’d like to set up time to walk you through the findings.”
High value first meeting offers have yielded significant results:
• 49% penetration into target accounts in two years• 26% lift on touch pattern/SQL conversion rate• 21% of first meetings converting to larger stakeholder meetings
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CUSTOM CONTENT PLAYS DELIVER THE HIGHEST CONVERTING FIRST MEETINGS
A custom research report developed specifically for the target account
• SDRs perform 6-7 hours of prospect research
• A custom report is created (red boxes)
• Report is delivered to prospect with a follow-up call-to-action to discuss findings
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TEMPLATIZED CONTENT PLAYS DRIVE ENGAGEMENT (AS LONG AS IT’S RELEVANT)
A report designed for a specific vertical or target market. In this particular example, the focus was pharma and specifically the divisions that worked on diabetes
• All marketing advertising (targeted ads, email, etc.) pointed to the report
• SDRs followed up for personal read-out of the content
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USE CASES PROVIDE GREAT FIRST MEETING CONTENT
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
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ENGAGING MULTIPLE STAKEHOLDERS:POST-DISCOVERY PLAYS
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POST-DISCOVERY HIGH VALUE CONTENT DRIVES STAKEHOLDER ENGAGEMENT
STATUS QUO HIGH VALUECopy of deck and data sheet Content tailored specifically to the buyer
and their current situation
Post-discovery high value content plays engage stakeholders early in the process and are proven to decrease sales cycle time (30% shorter sales cycles)
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DISCOVERY PROVIDES SALES WITH INTERNAL BUYER DATA FOR CUSTOMIZATION
STEP PROCESS DESCRIPTION
0 Research Identify 3 key selling points, customer stories, and example sites
1 Purpose of the call
Present the purpose of the call, the agenda, and the potential outcome
2 Brief Value Prop Deliver 30 second value prop
3 Qualification Qualify prospect for QL definition fit
4 Discovery Execute Discovery Questionnaire
5 Recap Findings
Identify 3 main pains or challenges that Radius can solve
6 Brief Custom Value Prop
Customize value prop to pains and challenges or Brief Demo if needed
7 Deliver Use Case
Provide use case of similar company with similar challenges
8 Close for Demo Close for Demo
9 Recap email Confirm discussion (key value points, challenges)
Series of Discovery questions designed to understand their:
1. Role2. Objectives3. Challenges 4. Implications
Sales reps leverage questions, insights, and messaging to understand the buyer and their current situation.
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Sales collects data in discovery and easily creates a credible report with unique, personalized insights
• Content is used to generate credibility across stakeholders
DATA CAN BE ASSEMBLED INTO TEMPLATIZED CONTENT
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INSIGHT-DRIVEN WORKSHOPS GET STAKEHOLDERS IN THE ROOM Strategic Workshop Agenda
9:00 – 9:30 Introductions
9:30 – 10:30 Findings Presentation
10:30 – 11:30 Strategic Recommendations
11:30 – 12:30 Lunch
12:30 – 3:00 Workshop
High-value content delivers enough value to interest stakeholders into wanting to learn more from you. Workshops are a highly effective play
• Multiple stakeholders attend
• Sales builds trust and fills gaps in account research
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SALES CAN LEVERAGE THE CUSTOM CONTENT TO PRO-ACTIVELY ENGAGE STAKEHOLDERS
DISCOVERYCUSTOM CONTENTCREATED
AB ADVERTISING
EXEC OUTREACH
SDR EMAIL
WEB PERSONALIZATION
DIRECT MAIL
Sales asks standardized
discovery questions
Sales puts discovery answers
into template
Content is delivered to stakeholders
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SALES CAN SEND RELEVANT CONTENT TO STAKEHOLDERS EVEN WITHOUT MARKETING
AB ADVERTISING
EXEC OUTREACH
SDR EMAIL
WEB PERSONALIZATION
DIRECT MAIL
Sales asks discovery questions
Sales curates content based on discovery findings
Relevant content is delivered to stakeholders
DISCOVERY CONTENT CURATED
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BECOMING THE CHOSEN PARTNER:CUSTOMIZE SALES PLAYS TO THE ACCOUNT
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CUSTOMIZED SALES PROCESSES DRIVE HIGHER DEAL CONVERSION
TYPE STATUS QUO CUSTOMIZEDCompany Preso
Templatized marketing preso Re-iteration of objections and challenges
Demo “Demo Roulette” Customize the demo to their key challenges
Trial “Here’s your log-in, I’ll follow-up in 2 weeks”
Hands-on focusing buyer on their challenges
Champion Content
Data sheet and sending the generic deck
Content created specifically for other stakeholders based on business case
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PERSONALIZED PRESOS CREATE DEEPER RELATIONSHIPS EARLY IN THE PROCESS
Presentations should be focused on the “account” first and then on proving that you are the right partner to solve their issues
Personalizing the presentation can be done with the 80%/20% rule (primarily templatized) but should leave room in the front to show an understanding of their business and frame your organization as the partner to help them solve their key business challenges
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FIRST-HAND VIEW: BUILD DEMOS SO THEY CAN SEE THEMSELVES USING THE PRODUCTWhen buyers report the sales plays they remember, the vast majority mention “they used our data in the demo”
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WHITE GLOVE TRIALS ENSURE THE BUYER IS FOCUSED ON SOLVING THEIR CHALLENGES
PROCESS STEP
TIME-FRAME
DESCRIPTION EXIT CRITERIA
Trial Overview Meeting
Kickoff • Trial Overview• Agree on customer objectives• Agree on key eval. criteria• Agree on milestone dates• Introduce CSM team
Completed Trial Success doc
Approved T&Cs
Trial LaunchTrial Progress Meeting
Day 4-5 • Overview of trial progress• Re-iterate/adjust trial objectives
• Early trial milestones complete
• (Re)-Agree on trial objectives
Trial Progress Meeting
Day 7 • Overview of trial progress• Re-iterate/adjust trial objectives
• Early trial milestones complete
• (Re)-Agree on trial objectives
End of Trial Report
Day 12 • Final findings presentation• Strategic recommendations
Close for proposal presentation
White glove trials increase trial adoption to 83% and increased conversion to the next stage by 51%
• Agree on customer objectives• Agree on key eval. criteria
• Final findings presentation• Strategic recommendations
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CHAMPION CONTENT ENABLES YOUR CHAMPION TO SELL INTERNALLY
One of sales biggest road blocks is their access to the decision makers and influencers in the buying process
Organizations solve this problem by creating customizable champion content that allows the champion to effectively sell internally
This content can be heavily templatized but should allow for light customization based on the account’s current situation
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FINISHING THE DEAL: CLOSE PLAYS BRING DEALS HOME
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CREATE CUSTOM SALES PLAYS TO DRIVE BUYERS TO CLOSE (ON TIME)
STATUS QUO CUSTOMIZED
“Just want to check in on the status of our order…”
Formal check-in meeting (set on calendar previously) to discuss mutual deliverables
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CUSTOMIZED CLOSE PLANS ENSURE DEALS WILL CLOSE ON TIME Organizations that leverage close plans report 100% close rate on deals after verbal
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MEMORABLE LATE STAGE MARKETING PLAYS KEEP BUYERS FROM “GOING DARK” One of the biggest challenges for sales is that the end of month/quarter is also the buyer’s end of quarter. As a result, many buyers enter the “dark stage” and sales has no visibility into activity. Many organizations continue to market to people in the late stages of the buying process
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SAY “THANK YOU” - HAVE A SIGNING PARTY WITH THE CUSTOMER AT CLOSE
Most b2b sales organizations close the deal and hand the buyer off to Customer Success
In Account-Based Everything, the focus of sales-marketing programs should be on LTV
Organizations should thank their high value target accounts in a meaningful way and continue a hands-on relationship over time
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KEY TAKEAWAYS: SALES IN AN ACCOUNT-BASED EVERYTHING WORLD• Sales will have better opportunities but fewer of them• BANT died, sales must be prepared to engage with the right people at the
target accounts wherever they are in the buying process• High value plays enable early engagement and drive real results• These same high value plays also enable engagement with multiple
stakeholders• Once the buyer is engaged, every play in the sales process must be
customized and coordinated• Sales in Account-Based Everything has a true execution partner–
marketing– and for that matter, the rest of the company…
www.topohq.com© 2016 TOPO. All rights reserved.
Sales Play Design for Account-Based Everything
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
Craig Rosenberg Co-founder, Chief AnalystAugust 2016
www.topohq.com