OpsStars Boston Workshop | Connecting Data to People Across Any Go-to-Market Model
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The document discusses challenges companies face when changing their go-to-market strategies and provides best practices for different strategies like inbound, outbound, account-based marketing, customer success, demand generation units, and partnerships. It notes that most changes fail due to issues with culture, data, and process. The presentation then focuses on specific challenges and best practices for each strategy, and how LeanData's platform can help address them by routing leads appropriately, tracking metrics, and integrating various marketing and sales technologies.
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OpsStars Boston Workshop | Connecting Data to People Across Any Go-to-Market Model
- 1. Connecting Data to People Across any Go-to- Market Model A LeanData Workshop Lucas Lam | Partner & Client Solutions | LeanData
- 2. AGENDA Challenges, Metrics, and Best Practices A B M Challenges, Metrics, and Best Practices C u s t o m e r s Why GTM change is mission critical for company success I n t r o d u c t i o n Challenges, Metrics, and Best Practices I n b o u n d G T M Challenges, Metrics, and Best Practices P a r t n e r / C h a n n e l
- 3. Why GTM Change is Mission Critical?
- 4. UNKNOWN TODAY DIRECT SALES CHANNEL SALES 1950s MODERN MARKETING 1980 DATABASE MARKETING 1985 INSIDE SALES 1991 CRM invented CUSTOMER SUCCESS INBOUND MARKETING SOCIAL SELLING DEMAND WATERFALL ACCOUNT-BASED MARKETING DEMAND UNIT WATERFALL SALES AUTOMATION #OFGTMMOTIONS TIME 1997 1999 2002 2006 2013 2015 2018 ECOMMERCE EMAIL MARKETING CONTENT MARKETING Accelerating Pace of GTM Change Marketing Automation invented ???
- 5. …but most GTM change initiatives fall short 70% New, large-scale strategic initiatives fail 84% Marketing programs are decidedly second-rate Copernicus Marketing ConsultingMcKinsey & Company
- 6. Why do they fail? Culture Data Process
- 7. Culture Data Process Getting buy-in Poor communication Why do they fail?
- 8. Culture Process Data Why do they fail? Need more data Not actionable
- 9. Culture Why do they fail? Process Data Why do they fail? Complex Not Accessible
- 10. What happens if you do not optimize your GTM Strategies?
- 11. Poor Execution Slows Down Time to Revenue All numbers in $ Millions TODAY YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5 #OFGTMMOTIONS Single GTM DIRECT Blended GTM DIRECT+ CHANNEL+ INTERNATIONAL COMPANY 1 COMPANY 2 $100M $125M $156M $195M $244M $305M $150M $225M $338M $506M $759M
- 12. Impacts Valuation In a Big Way All numbers in $ Millions TODAY YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5 #OFGTMMOTIONS $100M $125M $156M $195M $244M $305M $150M $225M $338M $506M $759M $1.2B $4.6B
- 13. SALESOPSMARKETING “Someone from my target account attended a webinar, and I didn’t even know!” “Our prospects and customers are getting a poor buying experience.” “I don’t know if Sales is following up with our trade show leads.” “I have no idea how many target account leads showed up at our last trade show.” “If Sales doesn’t update Salesforce how will we understand the impact of our campaigns” “Why was she assigned leads from my target accounts?!” “Ops has too many initiatives on their plate.” “We keep adding new reps and changing our distribution model every 3-6 months. “Reps step on each other’s toes and blame Ops for everything.” Impacts People In a Big Way
- 14. How Can Companies Succeed? Process Data The ability to THRIVE with dynamic Sales & Marketing GTM changes will be the key to B2B revenue growth. Culture
- 15. Survey Results
- 16. GTM Routes Currently Used
- 17. Frequency of GTM Change
- 18. Multiple GTM Routes That LeanData Supports INBOUND OUTBOUND ABM CUSTOMER DEMAND UNIT PARTNER
- 19. Deep Dive INBOUND OUTBOUND ABM CUSTOMER DEMAND UNIT PARTNER
- 20. Inbound Challenges • Speed to lead • Dealing with Customer Accounts • Activating the Sales Cycles • Sales headcount turnover • Too little inbound volume • Too much inbound volume
- 21. Inbound Best Practices • Segment & prioritize incoming leads (score, source, opp stage) • Identifying Leads from existing Customer Accounts. • Identify leads from the same company already in the sales cycle
- 22. Inbound Best Practices • Give reps a fixed time to follow up (SLAs + re-routing) • Scoring based pools (distribute equal interest vs. assuming equal volume) • Chat with Matching Integration • Integrating Sales Cadences
- 23. Process (How to do it) LET’S SEE IT IN LEANDATA
- 24. LeanData Feature Highlights • Round Robin – Working Hours, Capping, Vacations • Time-Based Routing • Account-based Routing • Related Lead Matching & Routing • Territory Management • Drift Integration • Outreach / SalesLoft Integration
- 25. Tech Stack (How to enable it) • Marketing Automation (Marketo, Eloqua) • SEO (GoogleAd Words, AdRoll) • Social Networks (Facebook, LinkedIn, SproutSocial) • Chat (Drift) • Event MGMT (Cvent / DoubleDutch) • Content MGMT (Percolate, Workfront, Uberflip) • Scoring (Marketing Auto, Infer)
- 26. Q&A - Inbound
- 27. Deep Dive INBOUND OUTBOUND ABM CUSTOMER DEMAND UNIT PARTNER
- 28. ABM Challenges • Distributing Target accounts • SDR and AE handoff • Dealing with Customer Accounts • Tracking engagement levels
- 29. ABM Best Practices • Clarity on Target Account Criteria & Buy-in from Revenue Teams • Route target accounts to field (AE/SDR mappings) • High-confidence matching & tagging for ABM • Auto-Convert & Merge
- 30. Process (How to do it) LET’S SEE IT IN LEANDATA
- 31. LeanData Feature Highlights • Duplicate Merging • Account-Based Routing & Auto- conversion • Matching Tie-Breakers • Related Lead Matching & Routing • Auto Account Creation • Account Scoring • Account Route on Update • Outreach / SalesLoft Integration
- 32. Metrics (How to track it) • % new leads in Target Accounts • New Pipeline in Target accounts • Target Account Revenue Attribution • Account Engagement
- 33. Tech Stack (How to enable it) • ABM Platform (Terminus, Sales Navigator, DemandBase) • Sales Cadence (Salesloft) • Scoring (Marketing Auto, Infer)
- 34. Q&A - ABM
- 35. Deep Dive INBOUND OUTBOUND ABM CUSTOMER DEMAND UNIT PARTNER
- 36. Customer Challenges • Routing existing account leads • Removing closed won from SDR accounts • Defining AE and CSM domains (upsell versus cross-sell or renewals)
- 37. Customer Best Practices • Customers trump all else • Fast track new leads to customer account owners • Routing based on Opportunity context • Enabling CSM Sales Motion (rise of CSM) • Notifications + Cadences
- 38. Process (How to do it) LET’S SEE IT IN LEANDATA
- 39. LeanData Feature Highlights • Account & Opportunity Based Routing • Notifications • Route on Update when Account becomes Customer • Outreach / SalesLoft Integration
- 40. Metrics (How to track it) • Customer vs Prospect • Sales Cycle • Win % • Avg. ACV • Lifetime Customer Value • Share of Wallet
- 41. Tech Stack (How to enable it) • Advocacy (Influitive) • CS Insight (Gainsight) • Sales Cadence Tools (Outreach / Salesloft)
- 42. Q&A - Customer
- 43. Deep Dive INBOUND OUTBOUND ABM CUSTOMER DEMAND UNIT PARTNER
- 44. Partner Challenges • Identifying partner – prospect fit • Quality and speed of response from channel • Sync between AE – Channel Sales
- 45. Partner Best Practices • Deal Registration • Separate Partner Routing branch • No Auto-Conversion, high confidence matching (in-country only matching) • Route to channel manager for accept/reject • Auto-create Opp if accepted, set to closed in rejected
- 46. Partner Best Practices • Channel Sales • Route to Channel Manager & Create task for Partner rep • Notify auxiliary sales reps (portfolio selling)
- 47. Process (How to do it) LET’S SEE IT IN LEANDATA
- 48. LeanData Feature Highlights • Separate Partner Branches in Flow • Matching Filters & Tie-Breakers • Notifications / Tasks to other Reps • Route on Update
- 49. Metrics (How to track it) • Deal Registration • Avg. Time to Accept/Reject • Win % for Deal Registration • Channel Sales • Win % by Channel Partner • Sales Cycle by Channel Partner • ASP for Channel sales vs. Internal
- 50. Tech Stack (How to enable it) • Partner Relationship Management (Salesforce, AllBound, Webfinity, MindMatrix) • Partner Mktg - MDF (Allocadia)
- 51. Q&A - Partner
- 52. Summary
- 53. Key Takeaways • Consider Account and Related Lead context when Routing Leads • Re-route existing Leads based on time or activity • Accommodate different selling motions for different teams • Orchestrate different buying signals and buying groups • Iterate on your strategy quickly and with confidence. Flexibility is critical. • Integrate the different pieces of your tech stack for a seamless process • No one single GTM fits all - Your GTM is a blend of multiple strategies
- 54. The LeanData Revenue Ops Platform: Manage Across All GTM Motions Improve the Buyer Experience Increase Speed to Revenue Improve Sales & Marketing Alignment / ROI API / INTEGRATIONS CONTEXT ENGINE: MATCHING CRM MARKETING STACK SALES STACKEXECUTION ANALYTICS
- 55. Additional questions Lucas Lam Partner & Client Solutions lucas@leandatainc.com