Aligned to Achieve: How to Unite Your Teams into a Single Force for Growth
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Marketing and Sales teams are frustrated with each other. Aligning these two teams is an age-old problem, but companies must get their collective act together in order to survive today's evolved buyer-centric market. Originally presented at Marketing Nation Summit 2017, this session is based on original research, content, and contributions from "Aligned to Achieve", a groundbreaking new book. The authors will discuss highlights of the book and give tips on how and why to get aligned. Want to know what misalignment is really costing you? Need practical advice on how to go after the problem? We’ll discuss real-world actions for improving your culture, processes, and technology, and you’ll learn the financial and strategic impact of getting alignment right.
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Aligned to Achieve: How to Unite Your Teams into a Single Force for Growth
- 1. Aligned to Achieve: HOW TO UNITE YOUR TEAMS INTO A SINGLE FORCE FOR GROWTH Tracy Eiler Chief Marketing Officer, InsideView Andrea Austin VP of Enterprise Sales, InsideView
- 2. • An Age-Old Problem • A Plan for Alignment • What Success Looks Like Topics
- 3. ALIGNMENT (a hot topic for the last 20 years)
- 4. What are the biggest challenges in aligning Sales and Marketing? Source: InsideView Market Report, 2016 Challenges to Alignment
- 6. Source: IDC or more of annual revenue; or $100M for a 1B company 10%
- 8. Source: InsideView Market Report 2016 • Marketing spends most of their time on branding and events (65%) • Marketing isn’t accountable for pipeline (55%) • I respect my marketing department (86%) • Sales people are single-celled organisms that chase revenue (27%) • Sales people are a bunch of mavericks (26%) • Sales is a difficult job (94%) Positive and Negative Attitudes Prevail Marketing says: Sales says:
- 9. A Plan for Alignment
- 10. Meet with you and give feedback? Take you on sales calls? Share their account plans? Follow up on leads, even if only to reject them? Use the tools you provide? Source: SiriusDecisions How Can You Measure Trust? Does your sales team…
- 11. Be proactive and communicate well in advance Be overly transparent Make recommendations, don’t just ask questions Get feedback from everyone Listen first Brainstorm together Leverage opinion leaders Back at the Office…
- 12. A Plan for AlignmentA Plan for Alignment
- 13. ABM enriches lead generation with account-specific tactics Traditional Demand Gen vs. ABM Source: Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester report
- 14. Several Approaches LARGE ACCOUNT Very small number of large existing or targeted accounts NAMED ACCOUNT Moderate or larger number of defined existing or targeted accounts DEEPEN CUSTOMER RELATIONSHIPS Moderate or larger number of existing customers that receive differentiated outreach NEW MARKETS Any number of new or existing accounts in same vertical or other specific segment Account-Based Models
- 15. The New Funnel
- 16. Dominant • Iconic + magnetic + unfair advantage • Enterprise-wide alignment • Data science is a weapon • Sustained leadership Fragmented • Ad hoc, manual • Random acts of sales enablement • Focused on quantity, list buying Automated • Consistent data collection + volume • 3rd party data feeds • Islands of MA/CRM Aligned • Focused on right campaigns, sales initiatives • Sales/marketing align • Identified addressable market: shared view • Single source of truth: MA/CRM • Continuous refresh Orchestrated • Proactive/ prescriptive account-based strategies • Touch governance across the customer lifecycle • True consultative selling • Strategic CIO initiative Go-to-Market Maturity Model
- 17. Find
- 18. Biggest Challenge to Aligning Sales and Marketing 66%say lack of accurate, shared data on target customer accounts Source: “Aligned to Achieve”, Wiley 2016
- 19. ICP > TAM > ABM: Taming the Alphabet Who are my perfect customers? Where do they work? What do they do? What accounts fit that profile? Where are they located? How many are in my database? Let’s target: 1 2 3 IDEAL CUSTOMER PROFILE Define your targets. TOTAL ADDRESSABLE MARKET Find every matching account. ACCOUNT-BASED MARKETING Target them one by one.
- 20. Ideal Client Profile Mapping: Before Industry A Industry E Industry C Industry B Industry K Industry D Industry F Industry G Industry I Industry H Industry J Industry L Re-evaluators Expanders IdlersDecliners
- 21. Ideal Client Profile Mapping: After Industry A Industry E Industry C Industry B Industry D Re-evaluators Expanders IdlersDecliners
- 23. Total ABM Accounts: 307 Customers: 169 New Logos: 138 Our ABM Breakdown CUSTOMER ZERO PROJECT
- 24. Engage, Close, & Grow
- 25. ABM Engagement Design Types of Programs Programs Marketing/Field Muscle Target Accounts Tier 1 Tier 2 Tier 3 Direct Mail Low-Cost Direct Mail Low Yes Yes No High-Cost Direct Mail High Yes No No In-Person Programs Tradeshows High Yes Yes Yes Tradeshow Extras (dinner, room drop, etc.) High Yes No No Lunch & Learns / Onsite Meetings High Yes No No Customer Advisory Board High Yes Yes No Online Programs Paid Advertising Medium Yes Yes No Thought Leadership Webinars Medium Yes Yes Yes Landing Page Personalization High Yes No No Customized Emails Medium Yes No No Broad Emails Low Yes Yes Yes Sales Outreach Outreach Campaigns Medium Yes Yes No 1:1 Communications for upcoming webinars, events, etc. Medium Yes Yes No Personalized Coaching High Yes Yes Yes Executive Sponsor Low Yes No No Personalized Content Assets Medium Yes No No Internal Communications Included in regular review meetings High Yes No No
- 26. Orchestrate Activity Across Teams Every touch is a “give” Source: InsideView
- 27. Success Plan Build a strong data foundation Define ICP, TAM, and database build out Take a contact-specific approach Develop a unique engagement strategy for both known and unknown contacts. Drive full team alignment Hold mandatory communication meetings. Agree on success metrics and review them frequently. Stick ruthlessly to the plan Your plan should have touch points with clear beginnings and ends. Stick to it with extreme focus. You’re in this for the long haul!
- 29. What Does Success Look Like? 1. Opportunity Goals 2. Relationship Goals SUCCESS METRICS EARLY • New names in target account (building out white space) • Higher program engagement across multiple contacts • Lift in website traffic from targeted accounts MID • # of meetings set with target accounts • Marketing qualified leads in target accounts • Program success with a target account • Call connects with target accounts LATE • Higher win rates • Deeper and broader relationships within accounts • # opportunities in targeted accounts • Pipeline in targeted accounts • Deal acceleration • Multi-product, multi-year deals
- 35. of marketers say that pipeline is the primary way they are measured – more than lead quality or quantity! Source: InsideView Market Report, 995 respondents, Oct 2015 Yay! 65%
- 37. Dominant • Iconic + magnetic + unfair advantage • Enterprise-wide alignment • Data science is a weapon • Sustained leadership Fragmented • Ad hoc, manual • Random acts of sales enablement • Focused on quantity, list buying Automated • Consistent data collection + volume • 3rd party data feeds • Islands of MA/CRM Aligned • Focused on right campaigns, sales initiatives • Sales/marketing align • Identified addressable market: shared view • Single source of truth: MA/CRM • Continuous refresh Orchestrated • Proactive/ prescriptive account-based strategies • Touch governance across the customer lifecycle • True consultative selling • Strategic CIO initiative Go-to-Market Maturity Model
- 38. Back at the Office… Agree with your CEO that you have an alignment imperative. Measure trust with your sales team and take action. Review your funnel definitions. Report on the same metrics. Focus on pipeline. Bite the bullet and give marketing variable compensation. Back at the Office…
- 39. Source: Sirius Decisions Ultimate Success
- 40. Get Aligned and Stay in Touch! • Expert office hours at Booth 831 • Book signing Tuesday 1-1:30 PM
- 41. Thank You!
Notas do Editor
- TRACY Play role of host
- TRACY It’s an imperative now – What are we supposed to do? We are better together. We need each other to succeed and it’s the way we’ll fuel growth. Alignment has become an imperative.
- TRACY We did this survey, 1000 people, found the reasons why we’re still not aligned. It was pretty basic and pretty bad!
- ANDREA Talking points: There is impact everywhere where we’re not aligned. First – revenue.
- ANDREA What would YOU do for 10% better performance! Imagine the impact…
- ANDREA Revenue isn’t the only thing. There is an enormous, and we’d argue larger impact, on people.
- ANDREA/TRACY Our survey examined attitudes we have about each other. The results were pretty funny – classic stereotypes. Happily though, while we have misunderstandings, our affinity measures are higher than we expected.
- ANDREA We organize our recommendations into a simple construct – people process technology. In our book we pull culture and leadership out separately, but for this prez we’ve blended them into all things people.
- ANDREA Talking points: Non-scientific, but relatable Marketing should ask this – and sales could have similar measures such as “I believe marketing listens to me” Marketing needs to take the lead; exists to make sales easier. We’re inherently more collaborative. We’re in a position to drive it.
- ANDREA/TRACY
- TRACY
- TRACY Marketers build campaigns and nurturing programs around leads, not deals. Marketers don’t match digital spend with opportunity. Marketers plan and execute with insufficient data-fueled insight. Marketing actions and sales efforts remain separate but equal.
- TRACY ABM can be used in many ways -- think about what ABM strategy is best for your business. (In InsideView’s case we’re hunting big deals and deepening customer relationships.)
- TRACY Today’s buyer journey looks much more like this. Long-term customer relationships, growing accounts to be advocates. All of our processes need to adapt. We believe there is a fundamental shift in the way companies should think about their marketing and sales efforts. In the traditional “funnel” approach, where marketers fill the top and sales engages somewhere in the middle. Today, we believe that this traditional funnel is obsolete. Today, the customer journey looks much more like the figure on the right. This is particularly true in businesses where we have an ongoing relationship with the customer and the opportunity for them to buy more. We must keep continuous engagement with that account. ABM will help you do just that. Think about your own business -- does the figure on the right resonate with you? Do your sales and marketing people and processes align with this new model?
- ANDREA We’ve started to map our customers to a Go-to-Market maturity model. Most customers fit between the “automated” or “aligned” stages, while some of our biggest customers are actively striving to become “orchestrated” within a couple years.
- ANDREA Don’t jump the gun -- get your targets right first to build a foundation for a successful GTM strategy
- ANDREA ABM is a terrific forcing function for alignment between sales & marketing – in fact I wrote the book with my vp enterprise sales And in our research we found more than 66% of companies lack accurated and shared data on target accounts. How are you supposed to do ABM right if you don’t have the right accounts in the first place? Most ABM education coming from vendors glosses over the art and science of account selection. We want to put a magnifying glass on it in this session.
- ANDREA We have all heard the acronyms ICP and TAM thrown around. Let’s put it all in context, as each step will help you get to your perfect target list of accounts. ICP and TAM are prerequisites for ABM. ICP is a fancier term for targeted segmentation. Us marketers have been doing segmentation for years – but ICP helps you do it with high intelligence. I’m going to show you how we did it in a minute. TAM simple tells you – with specifics – how large your potential market is. Imagine if you could know the name of every single account in a specific territory that fit your ICP? I’ll show you that too. Then you can build your account list with certainty. Before we do that, I’d like to know what you think – Have you worked on these prerequisites yet?
- TRACY I want to show you how we did our own ICP. Think about the measures that make revenue “good” revenue. Those customers renew at a high rate, and they buy more from you. So we built this matrix to plot our customer base. We picked the renewal and upsell midpoints at 70%+ renewal, and 90%+ upsell. But you could set them however you like. [next slide] Then, we mapped our entire customer base onto this matrix. We came up with clever names for each quadrant You can see, in the lower left, we had a bunch of customers that I’d say are “bad” revenue – they don’t tend to renew, and they don’t buy more. We should focus on the “good revenue” [next slide] Voiceover from our own learnings Re-evaluators – IT-focused companies, know their data requirements. Expanders – relationship sellers, high touch w/ clients, multi-year customer engagements Decliners – transactional/shorter sales cycle Idlers – needed to be developed
- TRACY This is how our final ICP looks. We took the 5 top industries, and then we built our TAM to figure out how many companies were in this market.
- ANDREA This is an example of a TAM we built for one of our customers. Imagine if you could see this for your own business – the total number of companies that matched your ICP, how much of that market you have captured, and so on. We’ve talked about how to get to your perfect account target list. But what about the people in those accounts that could be involved in the purchase?
- TRACY
- TRACY
- TRACY Tier 1: White glove treatment, all personalized communications, requires the most marketing/field muscle (Max 30 accounts) Tier 2: Medium level of personalization (Max 50 accounts) Tier 3: Personalization based on persona or industry only (Remaining accounts)
- TRACY Green SDR touches are a mix of channels – typical call/email from SDR, testing social techniques. Every touch is a give – saved the “best” content for SDRs to give This is a high touch example, there are modified lighter versions *** we don’t know yet*** if this is the right mix of mktg/sales, length of each thing Learnings: strangers vs engaged people, treating them different; being careful about spam traps (so drip), what happens to an account if you win or lose an account during a sequence? What happens when the play is over and there is no oppty – what do you continue with. As new people get identified in the account, what do you do w/ them. SDRs tools to organize their activity. Do not underestimate the role of marketing and sales ops – the programming involved to get this right is 3x what you think. What’s in the tech stack – not using a specific ABM product – yet – why? We did all the prereq work, which has to be done before you can use a specific ABM orchestration product. AND, we have the requirement of wanting to pull in data from other tools (Terminus). Mkto working on an API, looking forward that.
- TRACY
- TRACY Show screenshot of terminus - imagine if you could broaden the reach within your account by using advertising programs to target your main accounts. More details will be shared as they are fleshed out but for now know that this is something that’s in the works and is a focal point for us in the back half of the year.
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- ANDREA
- ANDREA
- TRACY Most marketers measure very top of funnel. We recommend focusing on pipeline as the primary measure. It forces all the right behavior plus shows sales that marketing has more skin in the game.
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- ANDREA Examine sales velocity – this is not just the responsibility of sales. Remember “marketing exists to make sales easier? This is a slide we could take out and only use when we have 45-60 minutes. Cut from roadshow prez Pitch this as advanced alignment
- ANDREA Let’s take another look at the Go-to-Market maturity model. Important to not only benchmark where you start, but measure your progress toward where you want to be
- ANDREA LEAD, TRACY CHIME IN ON VARIABLE COMP
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- Update with new cover from visual brand deck.