Smashmouth B2B Blog: Sales & Marketing Demand Gen

Introductory Appointments: Your Goal is Meeting Number Two

Posted by Mike Damphousse

Which of the following is a good sales outcome for introductory appointments?

  • Proposal: The prospect let you pitch him for 30 minutes, told you to send a proposal and CC his director, who handles these types of projects.
  • 2nd Meeting: The prospect discussed her business issues with you, you asked good questions, you shared some anecdotal stories about how some of your clients have similar issues, and she asked for a second meeting.
I know a ton of salespeople that would put the first outcome in the success category.  You got a pipeline opportunity, right?  A proposal?

Introductory Appointments
WRONG!  You got a brushoff, a more sophisticated variation of saying "send me a datasheet."  He was just letting you down easy.  What he really said was, "Here's enough hope to keep you busy for a week or two and then you can go away."  You may have pitched them, but did they hear anything?  Was any of it relevant or bring value to them?

The second scenario is far more successful.  The next stage in the sales cycle has started.  She shared her real issues with you.  You shared some value.  She wants to continue the conversation.  That's how prospects buy today.
 
Make the goal of introductory appointments threefold:
  • Show professionalism and value by having a conversation and asking questions
  • Educate the prospect just enough to get a second meeting
  • Make the second meeting follow your agenda and then satisfy theirs
It's all about the second meeting.

Tags: sales, b2b, b2b sales, demand gen, appointments, appointment setting, tips

C-Level Prospects - Make the First Appointment By Phone

Posted by Mike Damphousse

When I was recently at the Sales 2.0 conference, I had several conversations and debates about the value of Face-to-Face meetings versus Con-calls/Web-meetings. Being that b2b introductory meetings is Green Leads' business, we have noticed a trend over the past several years. With the advent and popularity of web conferencing and the price of travel, most executives are accepting con-call/web-meetings as a standard way of doing business - especially introductory meetings. It has become pervasive, and respected, to do business this way. As some of you know, Green Leads also has a research arm where we conduct market research for clients. We used this team to target a pool of 600 companies (200 F1000, 200 $100M-$1B in revenue, 200 $50M-$100M in revenue). We were able to gain responses from 260 executives (C/VP/Dir). We questioned them on the topic of Face-to-Face vs. Con-call/Web-meetings. These are the results:

  • Respondents:
    • 15% C Level, 31% VP Level, 42% Director, 11% Other
    • 37% IT/Technical, 24% Sales/Marketing, 16% Finance/Operations, 23% Other
  • Question 1 - What percentage of the introductory meetings you take with new vendors or partners today are done Face-to-Face vs Con-call/Web-meeting?
    • 42% Face-to-Face
    • 58% Con-call/Web-meeting
  • Question 2 - Do you see an increase in the number of meetings taking place by Con-call/Web-meeting?
    • 62% Definitely
    • 16% Somewhat
    • 22% Not really
  • Question 3 - Are these meetings satisfactory for the purposes of introductory discussions?
    • 69% Definitely
    • 26% Somewhat
    • 5% Not really
  • Question 4 - Do you get more from a face-to-face meeting vs. a Con-call/Web-meeting?
    • 32% Definitely
    • 17% Somewhat
    • 51% Not really
  • Question 5 - What does your company do when they need to initiate an introductory meeting with a prospect or partner?
    • 64% Con-call/Web-meeting
    • 32% Face-to-Face
    • 4% Video conference
    • 3% Tradeshows
    • 1% Other

The data seems to show that Con-call/Web-meetings are becoming more common, and more acceptable as a way to start a business relationship. A strong indicator is the last question where the majority of respondents indicated that their own companies are moving towards more Con-call/Web-meetings.

If during the appointment setting, it is the wish of your prospect to conduct the first meeting by phone, don't shy away from it. Take the opportunity and make the best of it. A couple things to consider:

  • Con-call/Web-meetings have a higher rate of cancellation/reschedules/no-shows. This is just the nature of the commitment. It's easier to cancel or move a meeting when a prospect knows there are no plane tickets involved.
  • For Con-call/Web-meetings there is a trend of delegating to lower-level staff prior to secondary/follow-on activity.
  • Con-call/Web-meetings must be treated as formally as a Face-to-Face meeting. A casual phone call is not appropriate. Setting up a bridge number, having an online presentation, and additional attendees (Applications Engineer, Manager, or other supporting attendees) can help improve the quality and acceptance of the meeting.
  • Some prospect executives simply won't take face-to-face meetings. If the prospect is the proper target with the proper role, it is recommended that this be respected and a Con-call/Web-meeting take place.
  • Face-to-Face meetings do still seem to have a higher level of success due to the personal commitment and interaction. When at all possible, do Face-to-Face meetings. Despite your preference for the style of meeting, be understanding when a prospect asks for one over the other. Unless there are travel/scheduling conflicts, we recommend abiding by the prospect's wishes.
  • Make the goal of any introductory meeting to get a second meeting. Don't over-sell.

In conclusion, if you want to have meetings 2.0, then take them any way your prospect wants them.

Tags: marketing, sales, appointments, lead gen, sales2.0

The ROI of Conference Calls vs. Face to Face Meetings

Posted by Michael Damphousse

b2b appointment settingEver wonder if your enterprise sales team should be on the road heading to an introductory first meeting with a prospect?  I was recently in the UK for business and saw sales reps investing a half day or more traveling for 30-60 minute meetings.  Do the results differ if they were to have taken those introductory meetings by phone?  Many would say yes, but the data begs to differ.

Green Leads measures the sales outcome of our client's b2b appointment setting programs.  We do this to gain an immediate measure of the program as opposed to waiting out long sales cycles to show true ROI.  By measuring this immediate outcome, it brings short term metrics to the program.

We measure sales outcome of the meetings in three ways:

A) Immediate Sales Activity: the meeting results in immediate sales activity (proposal, trial, second meeting, addition of other decision makers to the process, etc.)

B) Nurturable Activity: the meeting was with a prospect that had the right decision maker profile, and it has potential, but needs nurturing over time.  A portion of these will convert to sales activity over time.

C) Not a Fit: the meeting was with a prospect that had the right decision maker profile, but one or both parties decided there was not a fit, the lead is closed out.

With 5 years of data, the overall distribution of meetings is roughly a third, a third and a third:  

Phone Meetings vs Face to Face ABC

It's marginal, but the resulting outcome between phone meetings and face to face shows that phone actually has a higher percentage of immediate sales activity. 

Don't get me wrong, the value of face time is huge, but isn't the value of having an active sales process more important?  Things to consider:

  • Sales reps can conduct more meetings if using phone, and more meetings converting at an similar rate to face to face means more efficiency.
  • Reduced travel costs impacts the budget with phone meetings.  
  • With the advent of technology, web meeting capabilities, and trends in time management, more prospects are inclined to take introductory meetings by phone (poll results).  This may result in sales reps being able to have more conversations with prospects they might otherwise not have been able to.

One drawback to phone meetings, they are more likely to blow you off.  It's easy to miss a phone call, it's harder to say no to someone sitting in your lobby.  Our data shows that phone meetings reschedule/cancel 20% more than face to face. 

Me?  I would much rather have a sales rep prove to me in a 20 minute phone call why he should come visit and use my face time.  You?

Tags: marketing, sales, demand gen, b2b marketing, appointment setting, sales2.0, b2b polls, introductory meetings, b2b math

Lead Gen Tips: Find LinkedIn Names That Aren't In Your Network

Posted by Michael Damphousse

Most sales people today have found that using LinkedIn as a research tool to identify specific prospects has been a fantastic way to find the needle in a haystack of potential leads.  However, LinkedIn doesn't always show you all the names of the individuals your search produces:

lead gen tips linkedin

So how do you find this specific person's name?  Just three more clicks according to Green Leads' BDR Mira.

  1. Click on the Title, which brings up the full profile.
    lead   gen tips linkedin 

  2. Remember the Title, and look to the right where it says Viewers of this profile also viewed...  Once there, find a contact with a similar title/company -- In this case, Gerardo (hard to see).


  3. Now while remembering the title/company of the prospect you want "Research Engineer Intern at VW Electronics Research Lab", click on the name of the person with the most similar title/company that we found above, Gerardo.
  4. Up pops Gerardo's profile, now look to the right again, and find a contact with a similar title/company to Gerardo in the "also viewed" section -- this is most likely your prospect.  So Tanya, expect my call.
    lead     gen tips linkedin

If you have any LinkedIn tips, or Lead Gen Tips in general, please share them.

 

Tags: sales, b2b, b2b sales, demand gen, outbound marketing, cold calling, b2b marketing, sales2.0, demand gen data, tips, linkedin, lead lists

BANT is Dead -- Find the Authority

Posted by Michael Damphousse

BANT Budget Authority Need Timeframe ANUMBudget, Authority, Need, Timeframe (BANT) qualification is scrambled and outdated.  Having budget was important in the days of "Our contract is up for renewal next year, we need budget".  But with so many new products and technologies flooding us, from evangelical to emerging to faster and better, Budget not only doesn't exist, many times those with Authority don't even know they have a Need or that they need it now.

Granted, as the sales process advances, you would hope Budget is being allocated so that the decision maker with Authority can solve their Need in a Timely manner.  But read the beginning of that sentence..."as the sales process advances".  There is no place for BANT in a lead gen scenario, it is for later in the sales cycle.  BANT is dead as it pertains to Lead Gen.  I'm singing the praise of Ken Krogue and company at Insidesales.com with ANUM -- it all starts with Authority!

I've been known to say "The sales process doesn't start until a conversation with a prospect does". And in Lead Gen, especially b2b appointment setting, the goal is to get the conversation started.  Finding the decision makers and influencers are half the battle, then getting the conversation started is the other half. Just make sure to identify the proper prospect, one with Authority, and then have a valuable conversation that brings value to that prospect and helps them see the Need you want to fill.  If they have the Need, a real Need, they will feel the Urgency to then justify the decision and get the Money for the project.  

ANUM:

<-- Lead Gen & Research
Authority
<-- Appointments & Conversations
Need

Urgency

Money

Thank you Ken!

ps. Check out the Inside Sales Virtual Summit on June 20.  Never before have I seen so much Inside Sales knowledge flowing for one day.

Tags: marketing, sales, demand gen, lead gen, appointment setting, sales2.0, b2b appointment setting

Sales Ready Leads: Quality vs. Quantity

Posted by Mike Damphousse

apples oranges

The topic of Quality vs. Quantity in demand gen has been a constant debate. Whether it's inbound marketing or outbound marketing there are costs associated with a lead, there are costs associated with the time and effort needed to convert that lead to an opportunity, and there are costs tied to the quality of those leads and how that impacts conversion rates.

As David Greenberg, Sr. Director of Marketing at Jive Software shares with us, "With the focus we all have right now on building pipeline that will convert to revenue, quality leads are called for. We just don't have the time to waste managing anything but."

In this example, with b2b appointment setting and pay-for-performance vendors, it is a very straight forward study as the costs per appointment are fairly standard and as SiriusDecisions and IDC have discussed, the rates of production and conversion are uniform over time.

Executive Summary: Lead gen programs that manage to Quality metrics provide sales ready leads that result in an overall higher ROI. Whether an internal team or a third party vendor, if the reps are incentivized to produce Quality appointments, the cost per pipeline opportunity can be as high as 14% more effective. In an appointment setting program, this is due primarily to cancel rates, rejection rates, and the overall quality of the meeting. Other costs to consider are the costs to manage the vendor relationship, and the cost to the sales team for attending low quality meetings.

The Numbers: In order to remain somewhat statistic-neutral, we have asked our clients to provide stats based on their experience with other appointment setting vendors and ourselves (ok, so a bit self-promoting, but stick with it). The percentages used were calculated by evaluating 5 clients' stats comprised of 1100 meetings set by Green Leads and over 2000 set by 3 other appointment setting firms. The numbers showed a significant difference in cancel/reject rates as well as pipeline conversion. The percentages used for calculation were:

  Quantity
Vendor
Quality
Vendor
Cancel/Reject Rate 20% 12%
Conversion to Pipeline Rate 31% 36%

Typical Appointment Setting Program Stats:

  Quantity
Vendor
Quality
Vendor
Meetings Set 100 80
Canceled/Rejected 20 10
Completed/Billable 80 70
Convert to Pipeline

25 25
Cost ($750 per Completed Meeting) $60,000 $52,500
Cost per Opportunity $2,400 $2,100

The Quality Vendor resulted in a 13% better investment per opportunity.

Your Checklist: Your vendor choice is obviously the most important factor in determining how your program is going to play out, so below are some things you can do to screen your vendors and aid in making a good decision. It's not a litmus test, so look for trends and patterns:

  • If they keep talking about LOTS of meetings and production - beware
  • If they won't let you interview their reps - beware
  • If they pay their reps to SET meetings as opposed to COMPLETE meetings - beware
  • If they are squeamish about discussing detailed stats, or if they don't track detailed stats - beware
  • If during a reference check you ask the client about stats and they don't match what the vendor told you, or the client doesn't know - beware
  • If they over-promote their call counts, talk time, or other non-results oriented stats - beware
  • If when you ask them what their confirmation and scheduling procedures are they don't have convincing answers - beware
  • If their rejection policy is too loose or has gray area you don't like, ask for and document specific examples. If they won't do that and you're still not understanding the policy - beware
  • If they have a short period of time by which you have to notify them of a rejection, cancel or reschedule (or the meeting is automatically billed) - beware

Also look at reputation. When asked formerly for a reference, they will probably send you to their friends. So listen when they mention client names off the cuff during conversations. Then you check them out with your network. It's a small world--find out who you or your colleagues know at those companies (use LinkedIn). Then make some of your own inquiries.

Trish Bertuzzi of The Bridge Group shared, "Mike, what a great checklist for vendor selection. There are literally dozens of vendors in this space both domestically as well as off shore. People need to understand that picking a vendor is picking a PARTNER. We wrote a blog post Third Party Vendors for Lead Qualification on this very topic. Here are some questions your readers may want to add to their list:

  • How many years have you been in business?
  • What is your attrition rate?
  • Who are your 4 largest clients? What is their size? and How many employees do you have dedicated to their project?
  • Do you provide web based reporting?

This is just a sample but you get where I am going...you have to ask the vendor as many questions about their business as they should ask you about yours."

Tags: marketing, sales, b2b, b2b sales, demand gen, outbound marketing, siriusdecisions, inside sales, social media marketing, lead gen, appointment setting, Quality vs Quantity, SMM, b2b math, idc

Lead Generation Tips - Take 3 Hour Lunches

Posted by Mike Damphousse

There were days in my lead gen life where I could have easily left for lunch and not come back for four hours. MIT data shows that that might have been a good idea!

Gerhard Gschwandtner of Selling Power just highlighted last year's MIT / InsideSales.com study of outbound prospecting lead conversion. The report details such information as the right time of day to call, the best day of the week, how the response time to a lead impacts conversion, etc.

It got me thinking. For many reps, unless territory comes into play, lead gen exists in a three-time-zone map. For years we've been able to sort our lists by time zone, but what if we could tune it even further and optimize the effectiveness our day using the MIT stats?

                    

Layer the times together and stagger them for time zone. Due to the East coast and West coast being predominant in our targeting, we tend to call 40% ET, 40% PT, and 20% CT/MT, so to simplify the discussion, I've just shown ET and PT. The timeline at the bottom is on Eastern time.

The chart shows that to maximize their production, East Coach-based reps targeting both coasts during the prime times for each time zone and assuming an 8-hour day, should be working from:

  • Target East Coast 8 am - 10 am
  • Target West Coast 11 am - 1 pm
  • Target East Coast 4 pm - 6 pm
  • Target West Coast 6 pm - 8 pm

For strategic planning purposes, this justifies bi-coastal teams. It also suggests a shift in activity during the day. Make the prime times the power-dial sessions, and make the lulls the time where research and other non-dialing activity is completed.

So the next time you run late returning from lunch, show this report to your boss and keep dialing.

More Lead Generation Tips.                    

Tags: marketing, sales, b2b, b2b sales, demand gen, outbound marketing, inside sales, cold calling, b2b marketing, lead gen, appointment setting, sales2.0, demand gen data, tips

Inside Sales Managers: 4 Ways to Motivate Your Team

Posted by Chris Snell

Sales Managers MotivateYou'd think that in today's economy, a steady paycheck would be enough motivation to get the best out of people, right?  Not always the case, nor should it be.  Part of any manager's role is to make the people around them better.  Whether it's mentoring someone to take over your role when you ascend the corporate ladder, or taking a rep with just enough potential under your wing, ultimately, the job of a manager is to improve his or her team.  The Sales Manager is always looking for better performance from a team, and in order to get that, you've got to give a little.  Here are four things you, as a Sales Manager, need to give your team if you want to get more production out of them:

1.  Give them goals that aren't impossible to reach - You remember what it felt like at 12 years old, when you realized that "dunking" a basketball was an offensive point scoring option, yet you couldn't do it?  That's what having impossible sales goals are like.  CSO Insights, in their 2010 Telemarketing/Inside Sales Optimization report, cites that 47% of inside reps did not meet their quota last year, yet during a webinar with Gerhard Gschwandtner, Jim Dickie (Managing Partner at CSO Insights), shared that 86% of companies are raising their sales quotas.  If we have reps that aren't hitting their current goals, and management is continually raising them, at some point something has to give.  Putting goals that make our reps stretch, not snap, is one way Sales Manager can motivate their teams.  They'll feel supported, and a supported rep is a productive rep.

2.  Give them constructive criticism - There's a difference between criticism and constructive criticism.  If you're a sales manager and you want to motivate your team, make sure that when you're correcting behavior or when you're giving feedback, you do so out of good intentions.  All too often people, who are not skilled at giving constructive criticism, do more damage than good.  You don't want to lose sales reps that may have great potential because they aren't there now, and you've just torn them a new one because of x, y, and z.  Give feedback constructively so that reps can learn, move on, and produce more.  Start with something they're doing right, what they're lacking or where they need improvement, and something else that they do right, like a criticism sandwhich.  Believe me, it works!

3.  Give them opportunities to improve their skills - Whether it's training or seminars, or bringing speakers to them, if you give your sales reps a chance to improve their skills, they're going to be more motivated.  On top of that, if you can put them in front of someone they respect, that's even better.  Again, you're giving something to get something.  You're giving your team valuable insight and a chance to hone their craft, and from that you're going to gain more effective sales reps.  This is an area that many sales managers can improve upon.  Even if all you do is put together a lunch-and-learn series, do something for your team in terms of skills development.

4.  Give them SPIFF's they're excited about - Remember, not every one of your reps is motivated by money.  Sure, we all need it, but when it comes to a SPIFF, sometimes it's good to make the prizes different.  Whether it's time off, a trip, or a Nintendo Wii, put the effort in to figure out what it is that gets your reps excited.  If you can dial in to what your reps hold dear, and then put that in front of them on top of their commission, the team is going to have fun and perform.

What are some ways that you keep your teams motivated?

Photo Credit:  Brother O'Mara via Flickr

Tags: sales, inside sales, sales managers, managing, team improvement

5 Outbound Calling Best Practices

Posted by Michael Damphousse

5 Ooutbound Calling Best Practices

Dialing the phone all day is a task.  I have one guy who calls it panning for gold. He'll say he just swished the phone 20 times, found 4 shiny objects and none were gold.  Then an hour later he'll yell "Eureka!" when he does successfully set an appointment.

I presented these 5 Outbound Calling Best Practices years ago at a Boston Chapter meeting of AA-ISP  (American Association of Inside Sales Professionals), and they are still relevant today (with an update on the tech tools).

These 5 points may get more Eureka's out of your outbound marketing efforts:

  • List Hygiene - Keep lists clean and ready at all times for prime calling.  Track things like Time Zone, Direct Dials, Admin Names, Dialing Tips (press 0 for the operator), etc.  Validate lists prior to dialing. Remove bad contacts, or research and replace them. Don't dial until the list can be worked top-to-bottom in one sweep without a struggle.
  • Functional Tools - Fill the toolbox with tools, and know how to use them: LinkedIn, Google Alerts and Google Search, LeadIQ, Zoominfo, Discoverorg, others...  Use them to work smarter. If you find they get in the way when you are in power-dial mode, clean the desktop (next tip).
  • Clean Desktop - When it's prime time to dial, cluttered desktops and browsers can bring things to a grinding halt: Slack, Email, Browser Windows, etc. (that means Facebook and ESPN too). Close everything that is not pertinent to dialing.
  • Don't Dial - Still dialing with fingers on a number pad?  Don't. Get a click-to-dial, power-dialer or predictive dialer.  Or get on steriods with ConnectAndSell. The productivity increases are phenomenal.
  • Prime Time - Don't be power dialing at 10:20 am.  This is the most common time of day for prospects to be in a meeting.  They are more likely to be at their desks and willing to talk in the early morning, at the top of the hour (from 10 minutes to the hour until 5 minutes after, they are between meetings), at lunch, in the late afternoon, in the early evening, on Monday holidays.  Check out the article I wrote, Take 3 Hour Lunches, which discusses the day in detail and backs it up with data.

Just the tip of the iceberg here.  What outbound calling tips can you offer?  If they are tip-worthy, I'll add them to the growing list of lead gen tips.

 


 

 

Tags: marketing, sales, b2b, outbound marketing, inside sales, cold calling, lead gen, sales2.0, tips, outbound

TOPO Summit, Craig Rosenberg and Account Based Everything

Posted by Mike Damphousse


avtar_07.jpgThe sales and marketing industry is flooded with events, conferences, web events, you name it. You could make it your full time job just trying to attend every one of them. Last year I was invited to attend the TOPO Summit in San Francisco – the inaugural event from TOPO. I’ve known the founders, Scott Albro and Craig Rosenberg, as clients, industry partners and friends for years. These two guys know sales and marketing and I figured I’d most likely come back with something valuable. New events are hard to pull off. My expectation was a 100 or so people, with some decent speakers. What I got was a huge surprise. The attendance was way beyond expectations, the speakers were phenomenal and the content was brilliant. What did I take away? “Account Based Everything”. My interview of Craig below elaborates on the topic, and I look forward to attending the event this year, finding some more nuggets, and meeting great people.

Join me at the TOPO Summit – Pier 27 San Francisco, April 12-13th, 2017 

@damphoux: First, give us the elevator pitch of what is Account-Based Everything?

@funnelholic: Account-Based Everything is the coordination of personalized marketing, sales development, sales, and customer success efforts to drive engagement with, and conversion of, a targeted set of accounts. The principal focus is on driving the full lifecycle revenue chain from marketing through sales and into customer success/account management.  As a by-product, account-based alignment extends across the entire organization, including finance, product development, engineering, and the executive team. That is Account-Based Everything.

@damphoux:Green Leads has been doing Everything Account Based for years, why move the word "Everything" to the back end?  Is that just to make it new and different?

@funnelholic: There are a couple layers to your question, so let me tackle these one by one:

Why Account-Based Everything now?

Account-based methods are not new. Integrated marketing campaigns have been around for 30+ years and target account selling has been around since salespeople started selling to big businesses. There was a change though - in the early 2000s, the digital marketing revolution (e.g., Google AdWords, marketing automation, etc.) shifted B2B marketing focus to industrial-strength demand generation engines capable of delivering massive numbers of leads at scale. Now the pendulum is swinging back to account-based methods. There are three major drivers behind this shift:

  1. Improved Economics -Advanced sales and marketing organizations have realized that specific types of accounts drive the most compelling CAC and LTV. The most common example of this is the shift towards the enterprise.
  2. Market Dynamics - For many companies, the inbound, volume and velocity models have peaked and they must now pursue targeted, account-based models to drive growth. At a certain point, marketing just can’t increase inbound lead volume growth rates anymore.
  3. Proven Account-Based Results - The modern version of the account-based movement is still young, but early adopters are reporting that programs are yielding impressive results particularly with respect to deal-size metrics such as ACV and LTV.

@damphoux:Why Account-Based Everything?

@funnelholicLike everyone else, we started with Account-Based Marketing. The analysts began researching ABM programs and we identified a significant issue - organizations that struggled with account-based programs lacked cross-functional alignment across marketing, sales, sales dev, and customer success. There’s an organization-wide commitment to mobilize efforts against a key set of target accounts. So we decided to create a new category – Account-Based Everything (ABE). It’s not just marketing, it’s everything.

Finally, Everything Account-Based versus Account-Based Everything It’s the same thing…I was just replacing the term “marketing”. I actually like “Everything Account-Based”…I gotta find a way to use that too.

@damphoux: For years the demand gen world has had the Inbound Marketing/Outbound Marketing debate, and you know I'm a staunch Outbound Mafia member.  Where do you see Inbound/Outbound in the Account Based Everything model?

@funnelholic: There are a couple things to think about with regards to inbound/outbound:

  1. Outbound SDRs are becoming account-based SDRs – Account-Based SDRs are assigned a set of target accounts. Their primary focus is outbound but if inbound comes in from those target accounts – they will follow-up. In the old pure outbound model, they could get credit for meetings they set from outbound prospecting. That said, they will still spend 75% of their time on outbound.
  2. At the end of the day, most account-based demand will come from outbound…so you might say the “outbound mafia” is alive, well, and about to thrive.

@damphoux:There are Marketers and there are prospecting Sales Development Reps, how do you see each operating in an Account Based Everything model?

@funnelholic: That’s the beautiful thing about Account-Based Everything – they work together. Our research has found the fastest path to launching orchestrated campaigns and driving strong results from them is to focus on marketing-sales development orchestration. Typically, organizations currently executing marketing-SDR orchestrated campaigns realize a 30-50% lift in ‘meetings set’ at target accounts, with some organizations reporting a 100% increase.

Orchestration is the sequenced coordination of different activities, programs and campaigns across marketing, sales development, sales and customer success to drive engagement with multiple stakeholders in target accounts. In the case of marketing and SDR orchestration, marketing will run simultaneous campaigns (account-based ads, direct mail etc) while SDRs run their outbound cadence. It works.

Can you join Craig and I for more Account Based Everything at the TOPO Summit ?  Pier 27 San Francisco, April 12-13th, 2017