ABM and ABS alignment: how to hit a moving target - B2B Marketing
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ABM and ABS alignment: how to hit a moving target November 2018 Adrian Hardy 1 © British Telecommunications plc 2018
“Why don’t Sales people like me?”
Target accounts for the NBA team
Global Multi Many decision
Complex buying
National Multi divisional Multi regional makers across
behaviours
Corporates the globe
Competition
Striving for Suffering from
Internal Politics from strange Drive for Agility
Transformation budget cuts
places
© British Telecommunications plc 2018
Our first team meeting
I think these accounts are absolutely prime for
an ABM approach. We treat them like a
Marketplace in their own right.
And what does that look like exactly?
We've got all this fabulous content, collateral,
campaigns, events and resources. Let’s do a
mini campaign around each account.
And exactly how much work will that be for the
team? How much time will this take?
© British Telecommunications plc 2018What ‘The Team’ said in the first 6 months… © British Telecommunications plc 2018
The most
valuable commodity to
any sales team
is Time.
6After 6 months, I needed a re-think…
Campaign-led
Support for sales
Tailoring of generic assets
Finding new contacts
Marketing strategies to support the sales
approach
Working where sales were working
– Making the agenda look pretty
– Polishing slide presentations
– Facilitating customer engagements
Working at the bottom of the funnel
© British Telecommunications plc 2018“Why don’t I do an ABM plan on the NBA team?”
The NBA ABM Plan
How do I
What are my Who are the Key How should I How do I add
measure
targets? Decision Makers? engage them? Value?
Success?
•The same as their •What do I know •Regular slot on •Deep insight •New pipeline
targets (80%) about them? team agenda •Work ahead of •Accelerate
•Marketing related •What do they (middle) them closure
performance need? •Updates to •Own the •Engaged contacts
(20%) Account Customer •Won business
Development Engagement
•John
Plan
•John’s team •Develop new
•Focus on the relationships
•John’s Boss outcome aligned
•Librarian for
•My Boss to Sales Targets
Marketing
© British Telecommunications plc 2018So, exactly how do
you learn to speak
Sales-ish?Sales and Marketing – Myers-Briggs Type Indicator (MBTI®)
Sales
E N F J
Marketing
E N T B
https://careers.workopolis.com/advice/the-est-jobs-for-your-personality-type-using-the-myers-briggs-scale/
© British Telecommunications plc 2018Extraversion & Intuition
Extravert Intuition
Extraverted types learn best by Intuitive types prefer a learning
talking and interacting with atmosphere in which an emphasis
others. is placed on meaning and
associations.
By interacting with the physical
world, extraverts can process and Insight is valued higher than
make sense of new information. careful observation, and pattern
recognition occurs naturally.
© British Telecommunications plc 2018 https://en.wikipedia.org/wiki/Myers%E2%80%93Briggs_Type_IndicatorThinking & Feeling - reflects a person's decision preferences
Sales - Thinking Marketing - Feeling
Thinking types desire objective Feeling types place an emphasis
truth and logical principles and are on issues and causes that can be
natural at deductive reasoning. personalized while they consider
other people's motives.
© British Telecommunications plc 2018 https://en.wikipedia.org/wiki/Myers%E2%80%93Briggs_Type_IndicatorJudging & Perceiving - how a person regards complexity
Sales - Judging Marketing - Perceiving
Judging types will thrive when Perceiving types will flourish in a
information is organized and flexible learning environment in
structured. which they are stimulated by new
They will be motivated to and exciting ideas.
complete assignments in order to Perceiving types may be late
gain closure. and/or procrastinate.
Judging types like to be on time.
© British Telecommunications plc 2018 https://en.wikipedia.org/wiki/Myers%E2%80%93Briggs_Type_Indicator“Understanding a customer’s persona doesn’t tell you what to say… only how to say it…”
Giving the customer what they want
Field Based Marketing Account Based Marketing
Campaign-led Leading campaign development
Support for sales Partnered with Sales, Specialists and Consultants
Tailoring of generic assets Specifying targeted assets
Finding new contacts Engaging new contacts
Marketing strategies that deliver a marketing target Marketing strategies that deliver the sales target
Working where sales are Working where sales are going to be
Making the agenda look pretty Making the agenda
Polishing slide presentations Delivering slide presentations
Facilitating customer engagements Hosting customer engagements
Working at the bottom of the funnel Working at the top of the funnel
© British Telecommunications plc 2018Lighting up their business
Field Based Marketing Account Based Marketing
Colouring in Lighting up
Department Department
© British Telecommunications plc 2018An ABMer is the CMO on the board for the
Account Team.
They should act like it…Strategies for building a relationship with Sales
Go on a Use facts, clearly Use examples of
Go prepared Start small
recommendation presented success
Be on time and Show how you Quantify their Develop the plan Agree the ongoing
keep to time deliver their target involvement together relationship
Deliver Report up to
Train together Sign the contract Showcase success
consistently management
© British Telecommunications plc 2018Working with the Sales team for the first time
Go on a recommendation Go prepared Start Small
• Get an existing Sales Colleague to send • Book an hour • Identify one simple thing you can
an email to the new team impact
• Write your agenda – and half it
• Outline your idea in terms of sales • Aim for a solid 10%
• Research the account(s) thoroughly
outcome
• Show examples of where you have
• Go with insight they don’t have
• Highlight an example of where your done this before
sponsor had success with you • Quantify timescales, resources and
outcomes
• Be on time, keep to time
© British Telecommunications plc 2018Scarcity is Key
Building the plan together
Show how you can
Quantify their involvement Develop the plan together
deliver their target
• Understand the nature of their target • Hours per week • Come with a straw-man
• Understand the entire pipeline and • Doing what • Don’t be precious
gap for the account (or cluster)
• Cost of failure • Build trust slowly
• Show how every campaign and
• Agree frequency of review • Input your revised plan onto their
engagement will deliver outcome
Account Development Plan
• Agree reporting method and audience
• Show the distinction between closing
• ‘Sign’ the plan
existing and generating new • Agree closure
• Share with Senior Management
• Understand and use their financial
terms
© British Telecommunications plc 2018ABM plans fail
because they have not
been developed
with sales.Delivering the plan to closure
Train Together Deliver consistently Showcase success
• Never ‘do Sales Enablement’ to sales • Run a ‘public’ action plan, preferably • Use internal comms channels to sales
coupled with the Account Plan
• Attend all workshops with sales, and • Promote every engagement, use
debrief afterwards • RAG status everything pictures, report outcomes
• Listen to what won’t work and why • Handle ‘Ambers’ • Celebrate the near misses as much as
the big wins
• Report ‘Reds’ quickly and seek
resolution through escalation • Get Sales to promote the final
outcome
• Consider the cost of failure
• Generate your next sales
• Project Management training
recommendation
© British Telecommunications plc 2018“The fact is, everyone is in Sales.
Whatever area you work in,
you do have clients
and you do need to sell.”
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