abm in the enterprise: what a cmo needs to know | engagio

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Page 1: ABM in the Enterprise:  What a CMO Needs to Know  |  Engagio

ABM in the Enterprise:

What a CMO Needs To Know

7th December 2017

Rosewood Sand Hill, Menlo Park, CA

Page 2: ABM in the Enterprise:  What a CMO Needs to Know  |  Engagio

• ABM Objectives

• Account Tiers

• Account Entitlements

• ABM Project Plan

• Measurement

• Sales & Marketing Alignment

• Teams

• Technology Enablers

Suggested Topics

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Page 3: ABM in the Enterprise:  What a CMO Needs to Know  |  Engagio

Customer Journeys at Every Stage

Create

Pipeline

MQ

A

Aw

are

No

En

gag

em

en

t

Op

p

Customer Renewal

Accelerate

Pipeline

Expand

Relationships

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Page 4: ABM in the Enterprise:  What a CMO Needs to Know  |  Engagio

5-50 accounts (“tens”)Engagio: up to 2 per AE$250K – $1B+

5-50 accounts (“tens”)Engagio: 5 per AE$100K – 250K

50-1,000 accounts (“hundreds”)Engagio: 93 per AE $50K – $100K

Style 1a

Lighthouse

1,000+ accounts (“thousands”)Engagio: About 4,000$25K - $50K

Style 1b

Strategic

Style 3

Programmatic

Style 2

Scale

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Page 5: ABM in the Enterprise:  What a CMO Needs to Know  |  Engagio

Program Entitlements for Target AccountsType of Program Account Tiers

Tier 1 Tier 2 Tier 3

Direct Mail High value Postcard – lower value Postcard lower value

Field Events Lunch and learn + dinners + onsites Lunch and learn Lunch and learn

Tradeshows Special dinner

Personalized Plays Yes Yes Yes

Database Sends In some cases OK Yes Yes

Digital Yes + tailored content Yes + industry Yes – ok broad or segment

Content Syndication Yes – verticals and key companies Yes – verticals Yes - verticals

Sales outreach Yes (calling campaigns, drive

attendance)

Yes (calling campaigns, drive

attendance)

No

Appt Setting Yes Yes No

Contact Discovery Yes Yes No

Account Analytics Yes Yes Yes

Customer content

Custom streams

Yes Yes

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Page 6: ABM in the Enterprise:  What a CMO Needs to Know  |  Engagio

December 2017

Goal: Develop initial framework – strategy,

agreement with all revenue teams.

Shared incentives.

Technology support – CRM, etc.

Process for information sharing with Sales.

January 2018

Goal: Have program mix

identified. Launch initial campaigns

for Tier One accounts.

Take baseline measurements.

Have content ready. February 2018

Goal: Measure early stage

indicators (engagement). Look at

what is working or not. Decide on

additional programs to add to mix,

adjust budget if needed. March 2018- May 2018

Goal: Measure early and mid-stage

indicators.

Figure out what needs adjustment.

Remember:

• ABM is a long, multi-year journey

• A roadmap helps communicate to all parties and sets appropriate expectations

• Helps guide resource planning, budget allocation, etc.

ABM Project Plan

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Page 7: ABM in the Enterprise:  What a CMO Needs to Know  |  Engagio

• Focus on quality not quantity

• Track accounts not leads (MQAs not MQLs)

• Time spent (engagement minutes)

• Track impact and influence more than try to apportion ‘credit’ (team effort)

Measurement

2002 2017

Source: Sirius Decisions7

Page 8: ABM in the Enterprise:  What a CMO Needs to Know  |  Engagio

Key Metrics

Do you have sufficient data, contacts, and account plans

for each target account?

Are the target accounts

aware of your company?

Are the right people at the

account spending time

with your company? Is that

engagement going up over

time?

Are marketing programs reaching

target accounts?

Are ABM activities

improving key sales

outcomes?

COVERAGE AWARENESS ENGAGEMENT REACH IMPACT

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Page 9: ABM in the Enterprise:  What a CMO Needs to Know  |  Engagio

Marketing is a player that passes a MQL or account related activity to Sales and then involvement is limited.

Marketing is the coach. Customer facing teams work together in a coordinated and ongoing way for success in an account. Key for ABM.

Old: The Hand-Off New: Marketing Orchestration

Sales & Marketing Partnership

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Page 10: ABM in the Enterprise:  What a CMO Needs to Know  |  Engagio

The TeamRole Sample Responsibilities

ABM Leads (marketing/sales)

• Spearheads the initiative• Develops playbooks and tech infrastructure for successful initiative• Tracks the metrics and communicates the program’s successes

Field Marketer/Marketing Manager

• Works with the ABM marketers to execute plays at the local level

Marketing + (Sales Development Reps)

• Helps research the account and build contacts• Reaches out to the account to build relationships• Crafts account-specific emails and messages• Nurtures relationships over time• Supports the Account Executive as needed

Strategic Account Manager (AE)

• Drives the plan forward with the team and at the account• Helps shape the ABE strategy and each account plan

Executive Sponsors• Deal / customer support to drive engagement

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Page 11: ABM in the Enterprise:  What a CMO Needs to Know  |  Engagio

• You don’t need technology for everything

• Understand what you can’t do today

• Consider what is must have vs. nice to have

• Technology is not a cure-all … it’s an enabler for better execution, process, insights, etc.

Technology

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