building a global abm program in one...

1 © 2019 ServiceNow , I nc. All Rights Reserved.1

Building a global ABMprogram in one year...

Director, Global ABM Strategy

@gdavies2 /gemmad

glsr.live/ABM

Gemma Davies


"This is not technology in service of technology, we want to enhance

the quality of the lives of people at

work, whether you're an IT help-

desk professional or an end user."


30% of our revenue and much

of our growth will come from the

top 3% of our accounts.

Important to continue our rapid

growth by focusing and investing

where it pays.

Create unique experience for our customers and our

account teams that are

relevant, consistent and

impactful.

Enable and support sales to drive a

different, more strategic and

consultative conversation with

customers and

prospects.

ABM is a business initiative, not a marketing one

ABM has become a key driver of success in pursuit of the company’s vision.


Our ABM missionis simple…

PURSUE MAJOR

OPPORTUNITIES

CHANGE PERCEPTIONS

OR POSITIONING

IMPROVE ACCOUNT

PENETRATION AND UNCOVER

OPPORTUNITIES FOR CROSS-SELLING/

UPSELLING

DEVELOP NET

NEW ACCOUNTS


Stop! Collaborate and listen...

We needed a roadmap, a vision that everyone could contribute to and help execute. A consistent way to do this.


It’s a journey: collaborate on the roadmap

Vision

Resources

Alignment

4

Pilot

Business

Challenges



Resources

Alignment

4

1 VisionDefine what ABM is and what is is not – create understanding

Create a vision – picture of success for the business and team

Gain agreement on our milestones – it takes time to build, and even longer to see the returns

Vision

Pilot

Business

Challenges



Resources

Alignment

4

ResourcesTeam – internal resources, structure, responsibilities

Skills, training & development – a consistent approach

External support and scalability – agencies, tech, budget

Vision

Pilot

Business

Challenges

2


3


Resources

Alignment

4

AlignmentEnsure the account team aren’t just on-board, they are advocates – get them shouting for more

Account selection will make or break your program

Vision

Pilot

Business

Challenges



Resources

Alignment

4

Pilot

PilotFocus where we have sales advocates – people who want to make this work

Test deliver models –cross-functional

Build it so it can scale

Vision

Business

Challenges

4


30-60-90 Day ABM Blueprint

• Identify organizational

Stakeholders/Advocates

• Agree on business objectives• Consider OCM and resource

• Identify areas of focus

• Define account selection process/criteria for ICP

• Stakeholder kick-off• Review goals and objectives

• Introduce ABM program and methodology

• Ensure objectives dovetail business imperatives

• Benchmark current metrics (avg

deal size, sales velocity, close rates)

• Establish RACI model

• Set regular review points

• Train/hire talent

• Select Accounts/Industry segments

• Stress-test nominations• Industry/Target account research

• Internal content audit• Review MarTech capabilities

• Review current campaign attribution• Agree on RACI for campaign

execution

• Define and agree on program metrics

• Benchmark 4-Rs (relationship,

reputation, retention, revenue)

• Present program methodology

• Organizational change

management• Over communicate

• Development and enablement

• Conduct Account/cluster workshops

• Identify imperatives and initiatives• Develop plays

• Create messaging framework

• Create GTM strategy• Map customer journey

• Develop creative / assets / comms

• Align program KPIs to plays• Develop an efficient way to report

success

ALIGNMENT

TARGET ACCOUNTS

PLANNING/REVIEW

CORE OBJECTIVES

30 DAYS 60 DAYS 90 DAYS

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Orchestrating global collaboration

It is going to feel different, it won’t be easy, and must be achieved as a team.


Global strategy, communications, ROI reporting & governance

1:1 Select account group leads

Cluster campaign leads(integrating with campaigns, storiesand verticals)

Integration with specialist teams(Inspire, Customer Success, Business Value teams etc)

ABMaaS Center of Excellence

Field

marketing

region

Field

marketing

region

Field

marketing

region

ABM CoE

Field Marketing

Agency

Business value from our partnerships:

ScaleCentral model prov iding greater economies of scale including commercial rates with partners.

Access to trained & managed flexible talent pool for execution and integration with regions.

Supports global account models.

Working in partnership with agencies to drive scale, value and innovation

Local account teams

ValueCentralized budgeting, reporting and investment from the agency partner in value-add global activ ities.

Accountability from agency for delivery to agreed timescales to ensure results are achieved.

InnovationLeverage global best practices and specialized resources.

Spotting connections across different areas within Serv iceNow (through working with Field teams) to make new recommendations.


ABMaaS scaling modelCapacity and scale planning

1 x Global ABM CoE

1:1 ABM accounts(tailored account journey 60-100% personalisation)

1 x cluster by business imperative/initiative (e.g. Improv ing customer serv ice)

Not es*1:1 assumes 1 FTE to 4/5 accounts*Account cluster assumes 5-15 cross-regional / global accounts

ABM practit ioner-aaS / in country marketing support ing with strategy, account flight plan, specific big ideas or ’elevated’ opportunities

Identifying and leveraging opportunit ies across the wider cluster against a specific imperative/init iative (for the ABM account owners to

execute)

Support ing global ABM efforts in building relat ionships, reputation, retention, and revenue

Investment: $30 – $70k per account

Investment: $100k per cluster


Winning hearts

and mindsCreate a buzz, evangelize what the future will look like and how everyone’s contributions count.


Professional development

ABM Program Launch Events


Internal advocacy

Story telling Enablement Inspire Celebrate

12 © 2019 ServiceNow, Inc. All Rights Reserved.

ABM as-a-service

Develop deep

decision-makerrelationships

Create custom content

Key stakeholder awareness

Secure meetings &accelerate pipeline

Drive advocacy & adoption

Delivering Business Outcomes

“Supporting global

ABM efforts in buildingrelationships, reputation, retention, and revenue.”

Global ABM CoE

8 © 2019 ServiceNow, Inc. All Rights Reserved.

For target accounts with similar attributes, challenges and initiatives

ABM-as-a-Service: Industry Playbooks

Driving Strategic Growth

“The ABM team works as an integral part of the account team , and takes our cross-

functional investments further by focusing on what m atters m ost – customer outcomes”

Claus-Henning Cappel, ServiceNow Sales

Strategy Director


Scaling an ABM program


ABMaaS Center of Excellence on Share Point to enable global scale

➢ Central part of our model to scale➢ Our hub for best practice and self-

service enablement➢ Access to all resources for full

v isibility➢ Robust, searchable content tagging ➢ Playbooks and helpful resources

➢ New assets promoted weekly


Building towards the future

Developing a program that can scale quickly

➢ Continuous training and development

➢ Identify key business themes or clusters

➢ Create content and material that you can easily ‘lift and shift’, but still customize to accounts

➢ Build turnkey campaign journeys

➢ Develop a scalable ‘playbook’ model that can be used by multiple markets

➢ Quarterly out of the box initiatives


Things are going to change after you launch your ABM program COLLABORATION

VS. CONFLICT

QUALITY

VS. QUANTITY

EFFICIENCY

VS. WASTEFULNESS

PROACTIVE

VS. REACTIVE

INTELLIGENCE

VS. LEADS

OUTBOUND

VS. INBOUND

“This is one of the best examples of a team

sport I have ever had the privilege to be part of at an enterprise company. ABM truly are an extension of our account teams”

Global Vice President, Sales - ServiceNow

24 © 2019 ServiceNow , I nc. All Rights Reserved.24

Five things to remember

1. ABM is for the business, not just for sales or marketing - listen and collaborate from day 1

2. We should be shaping ABM strategies to deliver services that best meet the company goals – not competing with other types of marketing

3. It takes time – and many, many conversations – to build an ABM strategy and see returns

4. When starting out, always have an eye on scale and repeatability

5. Celebrate often, learn from failures

@gdavies2

linkedin.com/in/gemmad

Questions?

building a global abm program in one...

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