How to 10x Your Sales Productivity by Mapping Your Account Contacts
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Gone are the days of the simple sale. CRMs, like Salesforce, allow you to document and log key sales information in a world full of complex deal cycles. But you often lack the essential tools to see the big picture, build effective account plans, and operate strategically. Join us for Visualize Summit for Sales! https://www.visualizesummit.com - Hosted by Lucidchart. To succeed in sales today, you need to understand hierarchical and political relationships, identify influencers, and decide whom to contact. You need to be able to quickly and effectively show this information in deal reviews and 1:1s. The fastest, easiest way to get an overview of your accounts is to work visually. Influence maps and account maps are visual references that can help you find the fastest path to sale and close your deals faster. In this webinar, Lucidchart’s SVP of Sales, Dan Cook, will show you how to successfully map your accounts and key contacts and how to use that map to strategize more effectively. With a clear view of your accounts, you’ll be prepared to accelerate the sales cycle and close bigger deals.
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How to 10x Your Sales Productivity by Mapping Your Account Contacts
- 1. How to 10x Your Sales Productivity by Mapping Your Account Contacts SALES HACKER WEBINAR @saleshacker
- 2. Hosted by: Dan Cook SVP of Sales and Customer Success Max Altschuler Founder and CEO
- 3. The Evolution in the Sales Landscape The Gap in Today’s Sales Technology Account Maps: The Underutilized Key to Success Agenda How We Use Account Maps at Lucidchart 9 Steps to Building Account Maps
- 4. Dan Cook “ “ Joined Lucid in 2014 and has played a critical role in scaling Lucid’s sales and customer organizations Built key sales motions in helping Lucid transition from a solely freemium modeled company to a robust B2B sales company. “TBD based on how this webinar goes” -- Max Altschuler
- 5. Earned results for brands such as: MLB, Grainger, Mattermark, Contactually, DocSend, Klipfolio, Pipedrive, Sales Hacker, GoSkills. Built a conversion focused SEO program @ Pipedrive, ranking #1 for high-vol. terms like “Sales Management” “His SEO and content strategy chops, auditing, and analysis skills are world-class. Gaetano's SEO audits contained a level of depth that was far superior to any agency I have ever seen.” – Brad Zomick, VP Marketing @ Pathgather Max Altschuler “ “
- 6. The Evolution in the Sales Landscape The Gap in Today’s Sales Technology Account Maps: The Underutilized Key to Success 9 Steps to Building AccountMaps How We Use Account Maps at Lucidchart
- 7. The Old School Sale DisorganizedDisconnected
- 8. Today’s CRM
- 9. Every sale is a complex sale 5.4 people have to sign off in today’s B2B purchase decision Group conflicts peak in the sales journey early It’s no longer about getting to the 1 person that will sign off. “The best way to build customer consensus is… to more effectively connect customer stakeholders...” -CEB
- 10. Every sale is a complex sale 5.4 people have to sign off in today’s B2B purchase decision Group conflicts peak in the sales journey early It’s no longer about getting to the 1 person that will sign off. “The best way to build customer consensus is… to more effectively connect customer stakeholders...” -CEB Consensus is key
- 11. The Evolution in the Sales Landscape The Gap in Today’s Sales Technology Account Maps: The Underutilized Key to Success 9 Steps to Building Account Maps How We Use Account Maps at Lucidchart
- 12. Today’s CRM
- 13. What we’ve seen at Lucidchart
- 14. Our Results Larger deal sizes Deeper executive sponsorship Increased upsell value and frequency Deeper awareness across all teams and accounts Increased engagement and relationships
- 15. The Evolution in the Sales Landscape The Gap in Today’s Sales Technology AccountMaps: The Underutilized Key to Success 9 Steps to Building Account Maps How We Use Account Maps at Lucidchart
- 16. Account Maps: The Missing Piece
- 17. o Discover and understand key relationships o Identify new potential avenues for revenue o Streamline deal reviews and 1:1s o Ease the pain of onboarding and territory realignment Purpose of an Account Map
- 18. The Evolution in the Sales Landscape The Gap in Today’s Sales Technology Account Maps: The Underutilized Key to Success 9 Steps to Building Account Maps How We Use Account Maps at Lucidchart
- 19. Pro Tip:
- 20. Bring all relevant contacts into view1
- 21. Name Title Name Title Name Title Name Title Name Title Name Title Name Title Name Title Attach relevant information2 Add key notes, references, and other critical information
- 22. Name Title Name Title Name Title Name Title Name Title Name Title Name Title Build out the org chart / hierarchy3
- 23. Name Title Champion Name Title Name Title Influencer Name Title Blocker Name Title Blocker Name Title Decision Maker Name Title Influencer Recommended: • Decision Maker • Blocker • Champion • Influencer Identify key roles4
- 24. Identify key relationships5 Name Title Champion Name Title Name Title Influencer Name Title Blocker Name Title Blocker Name Title Decision Maker Name Title Influencer Name Title Influencer
- 25. Name Title Influencer - Close with Angie on Marketing - Hesitation with cloud-based products Name Title Do Not Contact - Bad experience with us in past – do not reach out. Add additional glances6
- 26. Share and collaborate7 Supporting BDRs Sales Engineer Customer Success
- 27. • Deal Reviews • Executive Briefings • 1:1s • Internal stakeholders Share with leadership and beyond8
- 28. Add Contacts Attach contact details Build the hierarchy Identify key roles Identify key relationships Add notes and key information Share with sales org Maintain, maintain, maintain Account Maps Maintain, maintain, maintain9
- 29. The Evolution in the Sales Landscape The Gap in Today’s Sales Technology Account Maps: The Underutilized Key to Success 9 Steps to Building Account Maps How We Use Account Maps at Lucidchart
- 30. Account Maps at Lucidchart
- 31. Q&A
Editor's Notes
- I think we can change it to 10.
- Old School Sales was disorganized and disconnected CRMs were hard to come by. Tasks and activities were hard to log, follow, and organize. All sales information and activities were logged manually Little or no standardized sales processes.
- How Has Sales Changed the Past Few `xDecades? Let Us Count the Ways Then comes the CRM and all the tools that accompany it. CRM: Stores all customer data Track and analyze sales activities. This is the operating system of the modern sales team. While CRM becomes the core, companies have built additional applications on top of the CRM to drive sales productivity, accelerate the sales cycle, and increase deal size. Prospecting Predictive Analytics Power dialers Social selling Email Tracking Sales Content Demo/Presentation Deal Management
- B2B Buyer has changed - But the B2B sales motion has changed. It’s evolved. - 5.4 people, on average (according to CEB), sign off in today’s B2B purchase decision. - It’s no longer educating your one stakeholder and selling the deal - you have to go through many individuals. - Group conflicts now arrive early in the sales journey. - At the end of the day, building consensus amongst prospects is crucial. You must connect stakeholders to each other. Consensus is key.
- B2B Buyer has changed - But the B2B sales motion has changed. It’s evolved. - 5.4 people, on average (according to CEB), sign off in today’s B2B purchase decision. - It’s no longer educating your one stakeholder and selling the deal - you have to go through many individuals. - Group conflicts now arrive early in the sales journey. - At the end of the day, building consensus amongst prospects is crucial. You must connect stakeholders to each other. Consensus is key.
- No organizational hierarchy No way to understand key relationships No way to understand the political landscape As the B2B buyer has become more educated, our CRMs and other technology have failed to help us manage this complex deal cycle. As we navigate complex B2B sales environments, manage loads of contacts, calls, and activities - it still looks like this screenshot at the end of the day.
- “This is what our sales team uses at Lucidchart” “We realized were leaving a lot on the table” ”We were selling to the person we thought was our only way in the door” And that plays directly into our story at Lucidchart. As we navigated the B2B sale, we realized we were leaving a lot on the table. I started to recognize that our sales motion was often too linear. We would take a single-track approach and go for the admin - the only person we thought could influence the deal. Too often, when we couldn’t get traction there, we’d walk away and believe the account was bad or believed there was no additional avenues to sell. As sales reps started building these account maps, we quickly realized there were alternate paths to sell. There was much more whitespace than we had perceived, and there were alternate ways to closing the deal.
- Insert picture of executive deal review We saw upgrades increase, deal size grow, and we watched the reps become more strategic. They increased their awareness across their accounts, and we saw the entire organization, especially the executive team, become more involved and engaged with each deal.
- Dive into how influence maps are made and how they’ll impact the sale
- Key Value Props of an Influence Map
- How to build an influence map
- Pro Tip: Too often, I see reps treating their discovery process like a series of chronological check boxes. Once you check one box, you move onto the next thing. WRONG. This influence map should begin the moment you get an account. It may begin with only one person. But this becomes your direct companion along with the CRM. As you’re on calls and are trying to navigate a complex deal, understand relationships, and find new opportunities, this influence map becomes your compass. As we like to say at Lucidchart, “it’s leaving and breathing”.
- Bring all relevant contacts into view. You may have a lot of contacts in Salesforce, and this can be troublesome. Pick your top 10-20 contacts to begin with. If you’ve just been given the account, you should begin with those who have the most prominent titles or those that have the highest activity history. Ensure all these contacts are easily visible on the canvas.
- Name, Title, and LinkedIn profile. Other information can be added, but we generally let Salesforce stand as the single source of truth on that information. If you need the phone number to make a call, you’re likely going to Salesforce anyway to make and track that call – so putting phone number in here usually creates more noise. Attach relevant information. In addition to name, you’ll want title. Because this is an influence map for a specific account, we recommend leaving company name off the contact - it’s only complicating. It’s often helpful to attach/hyperlink information you’re referencing frequently. This almost always means attaching a link to the LinkedIn profile. This is something you’re always referencing, and the first thing an executive sponsor will want to see when introduced to a deal. Helpful to attach additional information Link to Salesforce contact record Hyperlink other additional information throughout the influence map.
- Build out the hierarchy. These are the relationships determined by company organization hierarchy. It’s always most helpful to start with this structure. These organizational relationships will immediately help you understand hierarchical blocks you may run into, and help you understand how deep you really are in an account.
- Influencer: A person whose job or perspective has an impact on the purchase decision (such as a software end-user) Blocker: A person who prevents you from moving the deal forward, typically because they are difficult to reach or they oppose change Champion: A person who uses and advocates your product/service and who can provide information on the decision-making process Buyer: A person (often part of a committee) who ultimately decides whether the company should purchase your product/service This is absolutely crucial. Much of the time, I see sales organizations who have already developed sales roles that align well with their business. Anything from mobilizers to champions - I’ve even seen “juicer”. If you don’t have these roles in place, I recommend looking at getting them in place as soon as possible. They help sales reps, and perhaps even more importantly, sales leaders, understand the true health of an account. Salesforce has standard roles they recommend. We’ve adopted these at Lucidchart, and modified some of them to fit our business. For example, we’re a software company - so, one of our roles is simply a “user”. If you’re already using these roles, then you can begin to assign these to the individuals on your influence map. I recommend using a standard set of colors. The more visual you can make it, the easier it will be to build and use. At Lucidchart, here’s what we do and recommend: Screenshot located on slide Ensure that each of these is tied to every contact on the page. This immediately changes my ability to understand an account - as a sales rep and a sales leader. Before doing this, we were forced to try to get a pulse on deals by watching reps click through tons of contacts and calls in Salesforce and bringing up way too many LinkedIn profiles. It was impossible for me to really get a good sense, understand gaps, and offer valuable insight to the reps. But now, I can quickly look an account, notice we are missing champions, and give that back to the rep. Or maybe the rep has some champions, but they’re very low level. Perhaps we need to uplevel the champions.
- Influencer: A person whose job or perspective has an impact on the purchase decision (such as a software end-user) Blocker: A person who prevents you from moving the deal forward, typically because they are difficult to reach or they oppose change Champion: A person who uses and advocates your product/service and who can provide information on the decision-making process Buyer: A person (often part of a committee) who ultimately decides whether the company should purchase your product/service Identify the political landscape Once we’ve understood that the B2B sales landscape has at least 5-6 key stakeholders in the decision making process, it becomes critical to understand those relationships. It’s impossible to depict and visualize those relationships in a CRM. And as a sales manager, it’s impossible for me to understand those relationships within an account. Next step: Build out the political landscape. Map out warm relationships. Map out cold relationships. Map out key friendships. This is not restricted to hierarchy alone. It is crucial to map key relationships that exist amongst people outside the org hierarchy
- Adding key glances and key notes Not all the Salesforce notes Key notes to be used while on a call
- Adding key glances and key notes Not all the Salesforce notes Key notes to be used while on a call
- Use in executive deal reviews Use in 1:1s Occasionally share with prospects when important Share with development reps
- Maintain, maintain, maintain - this should be an ongoing process
- How we make them at Lucidchart Salesforce integration