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Building a Truly Accountable End-to-End GTM Motion

Featuring:

Melinda Monaco, Director of Growth Marketing & RevOps

Bretton Hoekwater, Manager of Growth Marketing & Analytics

Community “How We Folloze” Series:

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Lisa Claridge Head of Community

Folloze

Melinda Monaco Director of Growth Marketing &

RevOps, Folloze

Agenda

● How ABM measurement is different

● How to develop actionable weekly insights for Sales

● Why GTM alignment and an ABM champion are critical to success

● Why it’s important to showcase how bad-ass your ABM program is at generating pipeline!

● Have you paid attention Quiz for $50.00 Amazon Card

Bretton Hoekwater Manager of Growth Marketing &

Analytics, Folloze

Louie/Cujo 6 year old Wheaten Terrier

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How ABM measurement is different

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Leading vs. Lagging Indicators The goal is to understand business conditions and trends and

leverage metrics that inform us that we are on track to meet goals and objectives.

How measuring ABM is different

Volume vs. Value Accounts vs. People

Traditionally, marketing has focused

on leads—that is, individual people

showing engagement. While it will

always matter to have the right

buyers taking action, ABM focuses

on the account before the person,

not the other way around.

Revenue Impact

Ultimately, just like any other

marketing strategy, ABM should drive

revenue. You’ll measure direct

pipeline generation from ABM

programs as well as revenue

influence.

Adding ABM to your mix comes with

a few mindset shifts. The goal is to

work toward a more finite audience

that is already somewhat ‘qualified’.

So instead of just focusing on getting

more leads, ABM is focused on

getting more of the right leads

(from the ICP accounts).

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How do you measure program success?

Company Objectives (Covered in webinar series #1) Understand your company’s objectives and define how your strategy aligns.

● Boost Brand Identity > Account Brand Lift ● Create Scale & Repeatability > ICP Meetings Growth ● Accelerate Revenue > Pipeline Growth

ABM Scorecard Metrics (Bretton will dive into) Select engagement stage metrics and align with with marketing and sales leadership.

● Target > Engaged > MQA > Pre-Pipeline > Pipeline > Closed Won

Campaign-Level Metrics (not covering in this series) Define campaign metrics that the ABM champion / digital marketer will monitor regularly for paid media optimization.

● Impressions, click through rate, cost per click

Tip: Keep it simple!

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How do you socialize and align on the metrics you will leverage to measure success?

Company Objectives Used for board and executive share outs. Gain alignment from your executive ABM champion, CEO, and CMO. (Depending on the size of your org)

ABM Scorecard Metrics Used for GTM leadership alignment and readouts on a more frequent basis. Gain alignment from head / VP of marketing, ADRs, and sales.

Campaign-Level Metrics Used for marketing team insights and planning as you build new content and campaigns. Gain alignment from marketing leadership and head of content.

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Best practices to get started

1. Focus on 3-5 metrics per stakeholder (avoid boiling the ocean). 2. Determine the sources for each metric. 3. Calculate benchmarks for each metric. 4. Socialize and confirm metics with stakeholders (ensure alignment). 5. Build!

TIP: Not a data expert? Utilize Google Sheets or a Google Doc to track.

IDEAL STATE: Utilize a data visualization tool such as Google Data Studio, Tableau, Power BI, etc.

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How to develop actionable insights for Sales

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Actionable weekly insights

Engaged Accounts with No Recent Sales Touches Accounts with an engagement and intent data, website and Folloze board activity, but no sales touches in last 14 days. [Outreach ASAP]

Recent Engaged Accounts Accounts with an engagement and intent data, website and Folloze board activity, and sales touches in last 14 days. [Personalized Outreach]

Unengaged Accounts Accounts with an engagement and intent data, no website nor Folloze board activity, and no sales touches in last 14 days. [Add to Outreach.io Sequence]

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[Top Left] T1 Accounts by Recent Engagement This shows all of the AE’s T1 accounts, segmented by recent engagement minutes. [ACTION - Dig into the recent engagement for accounts with high recent engagement within the DB panel in Salesforce and reach out with relevant messaging.]

[Bottom Left] T1 Accounts by DB Journey Stage This shows all of the AE’s T1 accounts by the Demandbase Journey Stage. This will help them track their progress with accounts over time as they move through the funnel. [ACTION - No immediate action required. This is a monitoring graphic to help track progress]

[Top Right] T1 TrustRadius Data Totaled by Account This shows all of the AE’s T1 accounts by the total number of activities completed within TrustRadius. [ACTION - Dig into the graphic below to determine what accounts are viewing and clicking on within TrustRadius, especially for those with high totals]

ABM Dashboards in SFDC

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ABM Dashboards in SFDC

[Bottom Right] T1 TrustRadius Data Granular Insights This shows all of the AE’s T1 accounts by each activity completed within TrustRadius. This enables a deeper look into what his T1 accounts are comparing/viewing/clicking within TrustRadius. [ACTION - Utilize this data within Outreach sequences and LinkedIn messages to help craft a strong and relevant message for prospects]

[Bottom ] All Tiered Accounts by DB Journey Stage This shows all of the AE’s accounts by the Demandbase Journey Stage. This will help them align with the ADR + Marketing team to ensure that long-term pipeline goals will be hit! [ACTION - No immediate action required. This is another monitoring graphic, which will help him track and raise any concerns that he may have if accounts are not moving through the funnel]

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Why GTM alignment and an ABM champion are critical to success

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Regular check-ins to activate GTM teams

Sales Sync [Weekly] Marketing to share program updates, review dashboards, collect feedback from AEs and ADRs.

ADR Sync [Bi-Weekly] Marketing to support and enable ADR’s Tier 2 account outreach, share trending insights for Tier 3 accounts, and collect feedback.

ADR + AE Sync [Weekly] ADR and AEs to connect weekly and share best practices, what’s working and how to surround accounts.

Demand & Pipeline [Weekly] Marketing to share weekly analysis of ABM, Paid Social, and Paid Search performance and impact on pipeline generation to executive staff.

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Why it’s important to showcase how bad-ass your ABM program is at generating pipeline!

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Meeting with leadership regularly to review performance, but missing monthly / qtrly goals across the GTM teams.

What’s your stress level before a pipeline review call?

Meeting with execs who run back-of-the- napkin math to determine pipeline during the meeting.

Developing an annual pipeline operations model to assign monthly goals for the GTM teams.

Building & launching an ABM program and educating GTM and exec teams on d-gen vs ABM reporting.

Building and aligning on an ABM scorecard to leverage on pipeline calls.

— Pipeline Reporting Evolution —

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ABM Scorecard

Engage ● Engaged Accounts - Based on Folloze engagement,

engagement minutes, and website visits. ● MQA - Based on the above and the pipeline predict score. ● Alternative | Brand Lift - Percentage of accounts with a

higher number of engagement as compared to the previous six-month baseline.

● Pre-pipeline Created ● ADR/AE Touches

Accelerate ● Opportunity Number ● Pipeline

Win ● Closed Won Opportunity Number ● Closed Won Revenue

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ABM Scorecard

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Tips for how to get started

1. Determine the sources for each metric. 2. Determine where you are going to build the dashboard/report and

how the data is going to be updated. a. Tip: Extensions > Salesforce Connector in Google Sheets is a

great way to automate data if you do not have a data analyst/data warehouse.

3. Build! 4. Ensure that you build one dashboard/report per group of

stakeholders, but then build deep-dive dashboard for yourself.

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Thanks for participating!