Slides

Yes, You Can Navigate ABX Transformation and Keep Your Sanity Intact

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Transform to ABX Now: Yes, You Can Navigate ABX Transformation and Keep Your Sanity Intact

Thursday, August 31, 2023

During this webinar you’ll learn how to effectively lead organizational change by:

Webinar Objectives / Agenda

Creating a vision for the future of your high-performing GTM organization

Learning about the top blockers to effective change and how to overcome them

Developing a realistic change roadmap and key milestones

Speakers

Adi Aloni SVP of Customer

Success at Folloze

Mary Gilbert CMO at Folloze

Dee Anna Paredes Managing Partner

at Infinite Edge Consulting

The case for ABX is clear

of companies say ABM significantly improved marketing and sales

alignment.

ABM Benchmark Study (2022)

Sales/Marketing Alignment

66% of the full sales funnel positively impacted by

organizations implementing an ABM program.

ABM Adoption Benchmark

Funnel Impact

29% of companies say ABM

delivers a higher return on investment than other types

of marketing.

ABM Benchmark Study (2022)

ROI

72% Average number of people

in a B2B buyer decision group; “buyers” now mean

“buying group.”

Gartner B2B Buyer Survey (2021)

B2B Buyer Groups

4-10 Average number of content pieces each member of a

buying group gathres before making a purchase

decision.

Gartner’s The B2B Buying Journey (2019)

Content Consumption

5-6 of sellers reported an

increase in average buying cycle times over the past 24

months.

Forrester

Buying Cycle Time

75% of SDR’s time is spent on

non-sales related activities and only 48% are meeting

their quota. .

Gartner

XDR Performance

77%

Forrester study found that, on average, B2B buyers interact with more than 15 touch points before making a decision.

https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMAABMLA_ABMSurvey2022_ElevatingABM_Dec2022_Final.pdf https://www.demandmetric.com/content/abm-adoption-benchmark-report https://5356237.fs1.hubspotusercontent-na1.net/hubfs/5356237/MomentumITSMAABMLA_ABMSurvey2022_ElevatingABM_Dec2022_Final.pdf https://www.gartner.com/document/4011970 https://www.gartner.com/en/sales/insights/b2b-buying-journey#:~:text=In%20fact%E2%80%9A%20Gartner%20research%20finds,only%205%25%20or%206%25. https://www.gartner.com/en/sales/insights/b2b-buying-journey#:~:text=In%20fact%E2%80%9A%20Gartner%20research%20finds,only%205%25%20or%206%25.

Marketers are taking responsibility for the full funnel

Awareness Research and Consideration Evaluation Purchase Implement and

Service Renew, Expand,

and Advocate

Demand Gen and ABM are coming together!

It’s more than a discipline. It’s an end-to-end GTM operating model.

It’s powered by a new set of priorities

INSIGHT

● Uncover buyers with persistent identity

● First party intent to guide the next best action

● Fully integrated CRM/MAP/ABM platforms

AGILITY

● Campaign execution in days, not months

● Everyone on the GTM team acting together

● Speed-to-market advantage

ENGAGEMENT

● Personalized, engaging digital experiences

● Full customer life cycle

● The same level of experience across all touchpoints

It empowers your team to satisfy buyers in the moment

Marketing

Marketers deliver highly targeted, personalized experiences across

the entire journey

Buyers Sales

SDRs foster engagement and nurture prospects

AEs surround the buying group with a rich experience that keeps them move forward

Everyone has a seamless view of customer behavior to prioritize next

actions and accelerate pipeline

Why does it feel so hard sometimes?

The biggest challenges organizations encounter when implementing an ABX program are all internal - ABX Benchmark Study (2022)

Common ABX Transformation Blockers

● Mistrust and prejudices between marketers and sellers

● Lack of executive ownership

● Inexperienced ABX practitioners

● Change management challenges

People ● Conflicting metrics across

GTM team

● Misalignment of sales and marketing operating models

● Lack of a strategy for targeting, journey-based motions, and personalization

Process ● Technology strategy is not

buyer centric

● Tech in place is not set up correctly or tuned to the entire GTM or metrics

● Competing priorities for technology without clear ownership

Tools

The way we’re operating now is not going to get us there.

Roadmap to transformation

Define the vision

Launch pilot

Create the plan

Expand step-by-step

Operationalize

Expand

People: ● Align sales/marketing ● Address skills gaps ● Engage GTM org.

Process ● ABM strategy ● Operating model ● Hand offs

Tools: ● Assess for ABM ● Integrate platforms ● Test and iterate

Concrete Steps You Can Take Right Now

A sophisticated ABX model can certainly lead to better results with less budget. But only if the partnership between sales and marketing is solid and thoughtfully mapped out with the digital demand engine in service to it.

ABX is a Team Sport: Align Your GTM Team Top-to-Bottom

Best Practices for Collaboration Success ● Create a set of shared metrics, revenue targets, and attribution

model – no more MQL hand-offs and lack of follow-up on leads

● Build the ICP, Target Account List, Pilot Plan – together

● Map Marketing Motions and Sales Plays to funnel stages and the customer journey

● Establish clear roles and responsibilities around the funnel, customer journey and all ABX processes

● Engage the CS team: a key source of intel on your existing customers and ABX impact

Quantitative metrics that provide leading indicators of success across the entire GTM

Step 1: Align around a set of shared metrics

How efficiently and effectively can our teams meet the needs of all our buyers?

Agility

Where, when, how long, and how many buyers in our key accounts are engaging and in what?

Engagement

Are our activities leading to an increase in pipeline size / velocity, and greater share of wallet?

Business Outcomes

When engagement is the central navigating metric, it’s easier to plan programs, and predict outcomes.

Example: Shared metrics detail

Campaign velocity: Number of campaigns created / time period

Content Consumption: Amount of engagement (ex. How many views and view time) an asset gets and what buyers are engaging with it.

Opportunity Value Created / influenced: Total monetary value of opportunities generated through the ABX program.

Stakeholder Reach: Number of committee influencers within an account who have been engaged.

Event-based Triggers: Response to events such as content downloads, webinar attendance, or social media interactions.

Deal Velocity: Time taken from the initial engagement to deal closure, indicating efficiency in moving accounts through the pipeline.

Scaled Personalization: Percentage of interactions and content pieces that are personalized to the account's needs and pain points.

Intent Signals: Monitoring online behaviors, such as content downloads, page views or social media conversations, that indicate a potential interest or need.

Conversion Rate: Percentage of qualified opportunities that convert into closed deals.

Response Time: Time it takes team to respond to a trigger event.

Account Engagement: A composite score that factors in interactions, content consumption, and responsiveness of individuals within the account.

Deal Size: Average deal size for accounts engaged through the ABX program vs. non-ABX accounts.

Campaign ROI: Investment required to achieve desired pipeline

Customer Lifetime Value (CLTV): Long-term value of customers acquired through the ABX program.

Agility Engagement Business Outcomes

Step 2: Align around the buyer Create a collaborative environment around a shared vision for buyer-centricity.

Shared Goals

Keep shared metrics top-of-mind

Buyer Perspective

What does it take to engage our buyers today? How do they buy (digital vs. human when / how)?

Collaboration How can we jointly improve their experience? What are our individuals roles? How

do we work together?

Example: Buyer Journey to orient your team Bottom of the

Funnel (BOFU) Bottom of the

Funnel (BOFU) Middle to Bottom

of the Funnel (MOFU > BOFU)

Middle of the Funnel (MOFU)

Top of the Funnel (TOFU)

Research & Consideration

Buyer Stages

Awareness Decision & Purchase OnboardingEvaluation Adoption Expansion

& Advocacy Renewal

Buyer Personas

Cross- Functional Teams

Marketing

Sales

Onboarding

Customer Success

Support

Funnel Stages

Marketing

Sales

Marketing

ABM Practitioner

CMO, Head of Marketing

Marketing Ops (MOPs)LE

G EN

Sales Stages

S6 -S7S4 -S5S2 -S3S0 -S1

https://docs.google.com/presentation/d/1U_OMOae-xrlCCwp96G5VNr38pH0ZTA-3IF6QOrQJp4U/edit#slide=id.g13ed921335b_0_3 https://docs.google.com/presentation/d/1U_OMOae-xrlCCwp96G5VNr38pH0ZTA-3IF6QOrQJp4U/edit#slide=id.g13ed921335b_0_3 https://docs.google.com/presentation/d/1U_OMOae-xrlCCwp96G5VNr38pH0ZTA-3IF6QOrQJp4U/edit#slide=id.g13ed921335b_0_3 https://docs.google.com/presentation/d/1U_OMOae-xrlCCwp96G5VNr38pH0ZTA-3IF6QOrQJp4U/edit#slide=id.g1451ac1c8db_0_24 https://docs.google.com/presentation/d/1U_OMOae-xrlCCwp96G5VNr38pH0ZTA-3IF6QOrQJp4U/edit#slide=id.g1451ac1c8db_0_24 https://docs.google.com/presentation/d/1U_OMOae-xrlCCwp96G5VNr38pH0ZTA-3IF6QOrQJp4U/edit#slide=id.g1451ac1c8db_0_123 https://docs.google.com/presentation/d/1U_OMOae-xrlCCwp96G5VNr38pH0ZTA-3IF6QOrQJp4U/edit#slide=id.g1451ac1c8db_0_123 https://docs.google.com/presentation/d/1U_OMOae-xrlCCwp96G5VNr38pH0ZTA-3IF6QOrQJp4U/edit#slide=id.g1451ac1c8db_0_75 https://docs.google.com/presentation/d/1U_OMOae-xrlCCwp96G5VNr38pH0ZTA-3IF6QOrQJp4U/edit#slide=id.g1451ac1c8db_0_75 https://docs.google.com/presentation/d/1U_OMOae-xrlCCwp96G5VNr38pH0ZTA-3IF6QOrQJp4U/edit#slide=id.g13ed921335b_0_3

How do we become buyer centric?

Who is our target audience?

How do we serve their buying process?

Working with the buyer journey as your orientation, gather your team and work together to answer these three questions:

Example: Buyer journey workshop

Step 1: How do we become buyer centric? ● What kind of customer are we trying

to attract?

● What do you think it takes to win their business?

● How well do we deliver on an end-to-end buying experience?

● What should our role be?

● What are our biggest blockers to becoming buyer centric?

Conversation Starters

Step 2: Who is our target audience ● How are we segmenting our ICP?

● Which verticals are we focusing on?

● Who are we targeting by vertical and use case? (buyer groups)

● What key problems are we solving for our buyers in those verticals and what use cases?

● How do we solve key problems (products/solutions)?

Step 3: How do we serve their buying process? ● How do they buy?

● Who’s involved/what is their role?

● Who is the champion?

● Who are the detractors?

● How do they work together and where do they diverge?

● What are our shared goals?

Step 1: How do we become buyer centric? ● What kind of customer are we trying to attract?

● What do you think it takes to win their business?

● How well do we deliver on an end-to-end buying experience?

● What should our role be?

● What are our biggest blockers to becoming buyer centric?

Conversation Starters

Step 2: Who is our target audience ● How are we segmenting our ICP?

● Which verticals are we focusing on?

● Who are we targeting by vertical and use case? (buyer groups)

● What key problems are we solving for our buyers in those verticals and what use cases?

● How do we solve key problems (products/solutions)?

● How are we unique in the market in doing so?

Conversation Starters

Step 3: How do we serve their buying process? ● How do they buy?

● Who’s involved and what is their role?

● Who is the champion?

● Who are the detractors?

● How do they work together and where do they diverge?

● What are our shared goals?

Conversation Starters

Step 3: Get your tech stack connected.

Marketing

Marketers deliver highly targeted, personalized experiences across the

entire journey

Buyers Sales

SDRs foster engagement and nurture prospects

AEs surround the buying group with a rich experience that keeps them move forward

Everyone has a seamless view of customer behavior to prioritize next

actions and accelerate pipeline

Why is the data so important?

Agility + Engagement = Outcomes

Behavioral Insights

Agility: How fast can we launch and respond?

Engagement: Are we able to measure how much and how long?

Outcomes: How much pipeline did this deliver for us?

Step 3: Data integration assessment

● What is the process of how data is fed into the ABX program dashboard?

● Does the process of accessing and utilizing data across sources allow us to quickly extract and translate insights into responsive actions to meet buyer demands?

Agility Engagement Business Outcomes● Is your technology stack

configured to capture the entire journey from initial engagement to deal closure?

● What metrics would you like to track that you cannot track and why?

● What tools and metrics do you use to effectively measure and attribute marketing activities to creating and progressing opportunities?

● What are the challenges you have connecting marketing results to pipeline?

Example: 6 week pilot to demonstrate adoption and engagement KP

Is Team: Adoption / Engagement

Prove that people will use the solution and ease of use

Buyer Engagement

Demonstrate a more effective way to engage

Sales Acceleration*

Pipeline growth, deal velocity, customer value

*Longer-term metric

Pilot 6 week pilot

5 - 10 accounts 3 industries

Phase 3: PROMOTE

Phase 2: VALIDATE

Phase 1: DEFINE

1) Define ideal state

3) Create boards & process

2) Structure plays

Pilot Phases

Package Model Stage next teams

Document plays and processes

Socialize with executives and GTM team

Sanity check

It’s a team sport. Align GTM leadership.

Lead with metrics. Demonstrate progress with numbers.

Prove the model. Test and then roll out intentionally.

Get help where you need it Infinite Edge offers holistic, ala carte ABX services solutions to address your organization’s largest ABM

gaps allowing us to assess and quickly drive to readiness, deployment and impact.

Go to engage.folloze.com/transform-to-abx schedule your free 30 minute assessment.

http://engage.folloze.com/transform-to-abx

We’re all in this together Set yourself up for a great Q4 Build engagement cycles guaranteed to boost your Q4 performance with Melinda Monaco, Head of Demand Gen and Helen O’Brien, Head of Account Development on September 21st - follow us on LinkedIn for details.

Contact Mary, Adi, or Dee Anna here:

Upgrade Your ABX Strategy Now

mary.gilbert@folloze.com adia@folloze.com dee@infiniteedgeconsulting.com

linkedin.com/in/maryalicegilbert linkedin.com/in/adialoni linkedin.com/in/deeannaparedes

mailto:mary.gilbert@folloze.com mailto:adi@folloze.com mailto:adi@folloze.com

Metrics Framework Category Metrics to consider

Pipeline Goals Opportunity Value Created: Total monetary value of opportunities generated through the ABX program.

Deal Velocity: Time taken from the initial engagement to deal closure, indicating efficiency in moving accounts through the pipeline.

Conversion Rate: Percentage of qualified opportunities that convert into closed deals.

Deal Size: Average deal size for accounts engaged through the ABX program vs. non-ABX accounts.

Customer Lifetime Value (CLTV): Long-term value of customers acquired through the ABX program.

Engagement Goals Account Engagement Score: A composite score that factors in interactions, content consumption, and responsiveness of individuals within the account.

Stakeholder Reach: Number of committee influencers within an account who have been engaged.

Personalization Effectiveness: Percentage of interactions and content pieces that are personalized to the account's needs and pain points.

Content Consumption: Amount of engagement (ex. How many views and view time) an asset gets and what buyers are engaging with it.

Influence Mapping: Mapping the influence and decision-making roles of individuals within the buying group.

Trigger Metrics Engagement Trigger Points: Defined points of engagement metrics that trigger specific actions, such as sending personalized content, scheduling a follow-up call, or involving a salesperson.

Response Time: Time taken internally to respond to a trigger event.

Engagement Touchpoints: Number of touchpoints required before a meaningful response or action is triggered.

Event-based Triggers: Response to events such as content downloads, webinar attendance, or social media interactions.

Intent Signals: Monitoring online behaviors, such as content downloads, page views or social media conversations, that indicate a potential interest or need.

Slides

Item Type: pdf