revegy and siriusdecisions, account based marketing and account planning

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

3


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


7


It’s Worth The Effort: Results From Better Account Planning:One Companies’ Pipeline Improvement

8

Some HistoryWhere did we go wrong?


9

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


15

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

17

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

21

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


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



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



Customer 1 – Leverage White Space to Identify Targets


Customer 2 – Potential/Propensity to Buy Attributes


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


Customer 2 – Leverage Propensity to Buy Attributes


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


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


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


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


In Strategic/Large Accounts - know the targets

Outcomes and MeasurementHow do we know if this stuff is working?

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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


Now Doesn’t That Seem Smarter?

From To

© 2014 SiriusDecisions. All Rights Reserved 39COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL

Megan HeuerVice President and Group [email protected]

@megheuer www.siriusdecisions.com

Tim BramanVP Corporate [email protected]

Questions?

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