Dayna Rothman presented " How to Hire, Structure, and Train Your Revenue Team for ABM Success" at the #RevenueSummit San Francisco 2017 conference

1. How to Hire, Structure, and
Train Your Revenue Team for
ABM Success
Dayna Rothman, VP of Marketing and Sales Development at BrightFunnel

2. Dayna Rothman, VP of Marketing and Sales
Development, BrightFunnel

3. It’s great that you are planning to go
big with ABM this year…but have you
built a revenue team structure to
support your efforts?

4. One of the biggest barriers to Account-Based
Marketing success is a siloed sales and marketing
team.

5. Top 4 Ways to Align Your Revenue Team for ABM
1. Create a revenue team
structure that supports a full-
funnel ABM strategy
2. Hire and train the right team
3. Deploy an integrated ABM
plays across your revenue
team
4. Define key ABM
measurements to determine
overall success

6. Create a Revenue Team Structure
that Supports ABM Success.

7. Define Your Revenue Team Functions
Marketing: Door
Opener
Account
Development
Reps:
Accelerator
Account
Executives: Closer

8. The Key to Successful ABM = ADRs
 Owns the 1:1 relationship with
contacts at target accounts
 Supplements marketing’s broad-
based approach
 Engaged in personalized outreach
 Creates multi-channel account-
based plays
 Accelerates key accounts to close
 Schedules meetings for sales reps
for closing

9. Account Development is More Than Just Calling
• Today’s reps need to do more than just
call:
• Email marketing: Often facilitated by a sales
automation tool
• Social media: Social selling on LinkedIn,
Twitter, and Facebook
• Content creation: Writing emails and blog
posts, so prospects view the rep as a thought
leader in the space
• Direct mail: Sending out physical mailers to
stand out from the crowd
• Field events: Helps develop and staff local
field events for target accounts

10. But wait…that sounds
like a more targeted
version of marketing!
And we agree.

11. At BrightFunnel, ADRs Reporting Into Marketing
• Why?
• Today’s buyers demand multi-channel interactions
• Today’s buyers demand personalization
• ADR outreach should align with key marketing programs
• Marketing and ADRs can share the same goals
• ADRs can partner with marketing on developing warm leads and the
AEs can focus on closing

12. The Revenue Team at BrightFunnel
End-to-end funnel ownership from marketing to customer
success
Revenue Team
VP of Marketing
Core Marketing ABM Programs
Account
Development
Reps
VP of Sales and
Customer
Success
Closing AEs Onboarding
Customer
Success
Revenue Ops
Marketing ops Sales ops

13. BrightFunnel ADR Team Structure
• 1 ADR Team Lead
• 2 ADRs Tier 2 ENT and MM Accounts
• 2 ADRs Tier 1 and Tier 2 Growth Accounts
• 1 Hybrid ADR/Marketing Programs Manager: ABM

14. BrightFunnel Marketing Team Structure
• Demand gen programs manager/events
• Content marketing manager
• Social media and customer manager
• Graphic designer
• ABM programs manager

15. ADR ABM Marketing Programs Manager
• Tows the line between ADR and marketing
• Owns full Tier 1 Target Account program from lead acquisition to
acceleration to opportunity
• Responsible for high touch programs including:
• Email marketing
• Email nurturing
• Target field events
• Direct mail
• Content development
• Account-based social
• Goaled on account engagement and meetings set

16. Hire and Train the Right
Team.

17. Marketing Hiring Profile
Hire specialists who can be generalists.
1. Highly analytical
2. Biased towards action
3. Intellectual curiosity
4. Great communicators
5. Can market and sell
6. All hands on deck

18. At BrightFunnel, Everyone Knows How To:
• Write emails and blogs
• Use Marketo, SFDC, and sales
automation tools
• Speak in front of an audience
• Do booth duty
• Get daily insights from
analytics
• Get on a sales or customer call
to evangelize

19. ADR Hiring Profile
Hire ADRs that think outside of the box.
1. Passion for sales and marketing
2. Track record of success—student
athlete, worked during college,
extra-curricular activities
3. Excellent communication skills
4. Highly creative
5. Intellectual curiosity
6. All hands on deck

20. Team Training and Integration
• Deep integration across the marketing and ADR teams:
• Weekly team meetings
• Sales training for the marketing team
• ADR inclusion in marketing program and events meetings
• ADR training on multi-channel marketing methodology—direct mail
campaigns, social selling, copywriting, blogging
• Marketing inclusion on ADR messaging, scripting, and ideation

21. The key to integration for your
marketing and ADR team is a shared
sense of skills and purpose.

22. Deploy an Integrated,
Cross-Team ABM Strategy.

23. Everyone should have some skin in the
game when it comes to ABM.

24. Door opener
direct mail
campaign
STEP 1
Personalized
email linking to
relevant content
STEP 2
Reach-out on
social media
STEP 3
X
STEP 4
X
STEP 1
Targeted Ads on
social
STEP 2
Add to
customized
nurture stream
STEP 3
Room drop at
event
STEP 4
X
STEP 1
X
STEP 2
Call to connect
STEP 3
Invite to VIP
experience at
event
STEP 4
X
STEP 5
Targeted
account-based
webinar
STEP 5
Sales cycle and
relationship
building
STEP 5
ADR Team
Marketing
AEs
Divide and Conquer with a Sample Integrated Play

25. Define Key ABM
Measurements to Determine
Success.

26. Another key way to
align your revenue
teams is through
shared ABM success
metrics.

27. ABM can be a slow play, especially for Enterprise accounts.
Make sure your marketing and ADR teams communicate
success to your sales team throughout the process.

28. Engagement Across All Target Accounts
• What percentage of accounts
in your database or target
accounts are engaged by
marketing/ADRs?
• How much of your TAM have
you developed relationships
with?
• How engaged is your full
database?

29. Full-Funnel View into Top Engaged Accounts
• Who are your top engaged
accounts?
• How built out are these
accounts?
• What is your mix of
engagement by marketing
and sales activity?
• How active are these
accounts on your website?

30. Account Buyer Journey Breakdown

31. Marketing Engagement Over Time
• How engaged is the
account?
• What are the peaks
of account
engagement?

32. Thank You!