Acceleration Strategy Team Workbook Abm Is b2b

TEAM WORKBOOK
FOR ACCELERATION STRATEGY
terminus.com/abm-is-b2b © 2019 Terminus Software, Inc.

TEAM WORKBOOK
FOR ACCELERATION STRATEGY
YOUR COMPANY NAME
TEAM Workbook for Acceleration Strategy | ABM is B2B. | © 2019 Terminus Software, Inc. All rights reserved. 2
C AMPAIGN EXAMPLE ↑ ACCELER ATI O N PR O G R AMS
ACCELERATION:
COMMON GOALS:
Increasing engagement, speed and win
rate of open opportunities as they move Pipeline Acceleration
Coordination between marketing and sales to create and
through the Sales Cycle.
maintain momentum during the buying cycle.
Winbacks
Regenerating interest within an account where buying
momentum has been lost.
ACCELERATION
POTENTIAL TEAM MEMBERS INVOLVED

IN ACQUISITION STRATEGIES:
Accelerate Deals Revive Stalled

in Pipe Opportunities
Demand Field Marketing Account Sales

Generation Marketing Operations Executives Ops
The Terminus TEAM Framework What is the Overarching Goal of the Program?
ACQUISITION ACCELERATION
TARGET ENGAGE
EXPANSION
TEAM
MEASURE ACTIVATE
Program Name
Primary Program Manager New Consumer Brands Product, Pipeline Acceleration
Austin, Field Marketing
Describe the Program

Targeted program to drive new business opportunities, resulting in the adoption of our newly launched
Overall Program Budget
Consumer Brands Product. Sales and Marketing will work together to determine accounts with mid-
$65,000
stage open opportunities and execute a multi-channel strategy.
Length of Program
Desired Outcome
Two Quarters
Increased account engagement with more team members and more marketing and sales efforts to
Drive faster sales cycle with a lift in total number of closed won opportunities.
Platforms Leveraged
Terminus, Salesloft, Sendoso,
Salesforce, Email Key Internal Stakeholders
Field Marketing, Demand Generation, Sales Leadership, C-Suite
The Terminus TEAM Framework Program Overview

TARGET ENGAGE
Program Name
TEAM
MEASURE ACTIVATE New Consumer Brands Product, Pipeline Acceleration
Define the Control Group

The control group will be accounts in the commercial vertical that bought our commercial product when
Primary Program Manager it was new last year as they were not part of a multi-threaded account-based acceleration plan.
Nancy Jones,
Director Demand Gen
Identify Accounts or Efforts that are not in Scope
Accounts in the Consumer Brands vertical that do not have an open opportunity in stage 2 or later are
Overall Program Budget out of scope. Additionally, existing customer accounts that are in the consumer brands industry will not
$50,000 be included.
Length of Program Other Notes

One Quarter None
Platforms Leveraged
Terminus, Sendoso, Salesloft,
Salesforce, Marketo
The Terminus TEAM Framework TARGET

TARGET ENGAGE
Program Name: New Consumer Brands Product, Pipeline Acceleration
TEAM
MEASURE ACTIVATE
Which accounts will you Target? What data sources will you leverage?
Prospect, Enterprise accounts in the Consumer

Terminus Firmographic Data, SFDC Opportunity
Brands vertical with open opportunities & Prospect Data
Check the platform features
that apply:
Which team members are involved in
Terminus Account determining accounts in the list? How often will you update the accounts
Database in the list?
Gina, Director of Demand Generation, Austin,
The list will be updated monthly.
Partnership G2 Crowd Field Marketing Lead, Lynn, Sales Ops
Intent Data
Who is responsible for managing updates to
What attributes will narrow the list of potential the list as needed?
Partnership Bombora accounts to define the identified accounts for
Intent Data Gina and Lynn will work together to ensure the
this program?
list stays up to date.
Enterprise accounts, that are prospects, consumer
Terminus Firmographic
Data Append brands vertical with open opportunities in stage 2 Other Notes
or later None
The Terminus TEAM Framework ENGAGE

TARGET ENGAGE
TEAM
MEASURE ACTIVATE
What strategies will you leverage to What platforms will be leveraged?
Engage the identified accounts?
Terminus, Sendoso, Salesloft, Email
Account-Based Advertising, Direct Mail,
Check the platform features ADR Outbound, Prospect Dinner with our Who is responsible for orchestration?
that apply: Heads of Product & Sales
Gina will run Account-Based Ads
What is the messaging for the outreach? Austin will manage Direct Mail and Invites for
Terminus Account-Based
Prospect Dinner
Advertising How Consumer Brands companies gain
efficiencies leveraging the New Product Lisa will coordinate ADR Outreach
LinkedIn Sponsored Todd will manage personal invites to the
Content via Terminus
Prospect Dinner
Which assets will be leveraged?
Terminus Account-Based New Consumer Brands Product Highlight in
Retargeting
Analyst White Paper, Webinar with Customer Other Notes
Highlight, Heads of Product & Sales Dinner
None
Which team members are involved?
Gina, Director of DG, Austin, Field Marketing,

Todd, Head of Sales, Lisa, ADR Manager
The Terminus TEAM Framework ACTIVATE

TARGET ENGAGE
TEAM
MEASURE ACTIVATE Define the process for disseminating Terminus What is the desired sales action?
platform data to Activate members of your
View reports and work closely with field
Sales teams. marketing and demand gen to understand
account engagement to tailor messaging and
Check the platform features Create Salesforce Engagement Spike report for
that apply: Opportunity Owners to prioritize outreach leading close the deal.
up to events. Create an Account List filtered
Terminus Anonymous Who is responsible for ensuring sales is
by Account Owner to allow ADRs to see what
Visitor ID
marketing messaging accounts are engaging with. receiving the information necessary?
Terminus Engagement Mary, Marketing Operations

Spike Model Which key data points will sales teams retrieve
or receive?
Who is responsible for attaining buy-in from
Terminus Sales Insights Engagement Spike Notifications, sales leadership?
Campaign Response Data
Mary, Marketing Operations, Austin,
Field Marketing, Gina, Demand Gen,
What is the cadence for attaining data? Lisa, ADR Manager
Spike notifications are delivered automatically on a
weekly basis. Other Account-based Ad campaign Which team members are involved?
and event response information will be updated in
Gina, Demand Gen and Austin, Field Marketing
real time in the Hub and in Sales Insights.
program oversight
The Terminus TEAM Framework MEASURE

TARGET ENGAGE
TEAM
MEASURE ACTIVATE What tools will be used to Measure success Which team members are involved in
of the overall program? measurement?
Terminus Scorecard, Terminus Campaign Marketing Operations will manage the program
Check the platform features Analytics, SFDC Opportunity Stage reporting, full team responsible for reviewing data
that apply: Progression and iterating regularly.
Terminus Account-Based Which KPIs will be used to determine When will results be reported to the
Scorecard
success of the overall program? greater team?
Terminus Account Hub # of Executive Dinner Registrations Results will be reported to the greater team on a
& Opp Insights # of Overall increased Campaign Responses monthly basis.
within Accounts
# of Accounts with Engagement Spike Other Notes
Terminus Advanced
Analytics # Opportunities progressing to later stages
# of Closed Won Opportunities Team should leverage the earlier indicators of
Opportunity Velocity vs. Control Group campaign responses and engagement spike to
Terminus Dashboards understand if the overall program is increasing
engagement and creating more breadth in account
How often will these be measured? penetration.
Results for Executive Dinner Registrations will

be measured weekly, All other metrics are
measured monthly.
The Interactive Workbook
Use the following workbook to outline, plan and execute TEAM-based ABM programs.
I NT ER A C T IV E WORKB OOK
The Terminus TEAM Framework Acceleration Program

TARGET ENGAGE
Program Name: ______________________________________________________________________
TEAM
MEASURE ACTIVATE Program Description
Create a clear high-level overview of what this program is.
_____________________________________________________________________________________
Lifestyle stage you'll focus on: _____________________________________________________________________________________
Acceleration
Desired Outcome
How will you define success of the program? Typical ABM KPIs are accounts engaged, opportunities opened,
pipeline influenced, deal cycle acceleration, ACV, and — of course — revenue won.
Primary Program Manager
_____________________________________________________________________________________
_____________________________
_____________________________________________________________________________________
Overall Program Budget
_____________________________ _____________________________________________________________________________________
_____________________________________________________________________________________
Length of Program
_____________________________ Key Internal Stakeholders
Clarify roles and responsibilities across marketing, sales, and related functions such as product or operations.
Platforms Leveraged
_____________________________ _____________________________________________________________________________________
_____________________________________________________________________________________
I NTERAC TIVE WORKBOOK

TARGET ENGAGE
Program Name: ______________________________________________________________________
TEAM
MEASURE ACTIVATE
Define your Ideal Customer Profile (ICP):
This is the firmographic, environmental, and behavioral attributes of accounts you expect to be your best
customers. Start by looking at your highest-value, most retained current customers to identify trends.
Check the platform features _____________________________________________________________________________________

that apply:
_____________________________________________________________________________________
Terminus Account _____________________________________________________________________________________

Database
Build out your ICP in your CRM:
Partnership G2 Crowd Identify any gaps in your CRM and add missing accounts that match your ICP. Source accounts from data
Intent Data providers or custom industry lists. For customer campaigns, this may involve ensuring you have the right customer
data in your CRM.
Partnership Bombora
Intent Data
Define criteria for your Target Account List (TAL) for this program:
Define specific attributes that make an account ideal for this program. For example, you may select accounts in
Terminus Firmographic your ICP that have shown intent in the last 60 days for an acquisition campaign.
Data Append
List data sources for your TAL:
_____________________________________________________________________________________
_____________________________________________________________________________________

TARGET ENGAGE
Define roles and responsibilities
TEAM
MEASURE ACTIVATE
List Owner: ___________________________________________________________________________
Account List Creation Team: ____________________________________________________________

that apply: _____________________________________________________________________________________
Terminus Account Sales Champion: ______________________________________________________________________

Database
How frequently will you update the list? __________________________________________________
Partnership G2 Crowd
Intent Data How often will you update the accounts in the list? _________________________________________
What behavioral signals (specific engagement metrics, opportunity stages, etc.) will you use as
Partnership Bombora
Intent Data triggers for different tactics:
_____________________________________________________________________________________
Data Append
_____________________________________________________________________________________
_____________________________________________________________________________________
Other Notes:
_____________________________________________________________________________________

TARGET ENGAGE
Define the Control Group:
TEAM This is a list of accounts similar to those in your TAL, to which you will not apply ABM. You’ll use this group as a
control to determine the impact of your ABM programs. Keep in mind your lists will need to be large enough to
MEASURE ACTIVATE
have statistically significant results.
_____________________________________________________________________________________
_____________________________________________________________________________________
that apply: In Terminus, create an Account List from this control group. You will use this for reporting
throughout your program.
Terminus Account
Database
Establish KPI baselines for this target group.
Which demand challenges are you not trying to solve with this program?
Partnership G2 Crowd
Intent Data _____________________________________________________________________________________
_____________________________________________________________________________________
Partnership Bombora
Intent Data KPI 1: ________________________________ Current Value: ________________________________
KPI 2: ________________________________ Current Value: ________________________________

Data Append KPI 3: ________________________________ Current Value: ________________________________
Other Notes:
_____________________________________________________________________________________
_____________________________________________________________________________________
The Terminus TEAM Framework ENGAGE

TARGET ENGAGE
Program Name: _____________________________________________________________________
TEAM
MEASURE ACTIVATE List your engagement channels: List necessary assets:
In ABM, the more channels you use, the higher These may be existing assets or newly created content.
ROI you typically see. Choose a minimum of three
__________________________________________
channels, such as display advertising, email, and
Check the platform features direct mail. __________________________________________
that apply:
______________________________________ __________________________________________
Terminus Account-Based ______________________________________ __________________________________________
Advertising
______________________________________ __________________________________________
LinkedIn Sponsored ______________________________________
Content via Terminus
______________________________________ Describe the tech stack required:
Terminus Account-Based __________________________________________
Retargeting
What messaging will you use? __________________________________________
Outline key messaging & value props, and include
ROLES & RESPONSIBILITIES any sequences you might use. __________________________________________
Primary Program Manager ______________________________________ __________________________________________

______________________________ ______________________________________
Operational/Orchestration Owner ______________________________________ Who is responsible for orchestration?
You may need to break out responsibilities across
______________________________ ______________________________________ content creation, campaign orchestration, and reporting.
Content Owner ______________________________________ __________________________________________
______________________________ ______________________________________ __________________________________________
The Terminus TEAM Framework ACTIVATE

TARGET ENGAGE
Program Name: _____________________________________________________________________
TEAM
MEASURE ACTIVATE Define the process for Activating your Who is responsible for ensuring sales is receiving
sales team: the information necessary?
Include what each data signal is that they can
expect, on which cadence, and what their actions
Check the platform features Marketing Owner:
should be based on that signal.
that apply: _______________________________________
______________________________________
Terminus Anonymous ______________________________________
Visitor ID
Sales Owner:
______________________________________
__________________________________________
Terminus Engagement ______________________________________
Spike Model
______________________________________
Who is your sales champion?
This should be a member of your BDR and/or account
Terminus Sales Insights
What outreach templates will be available to executive team who is excited about this ABM program
the sales team? and will help show its value to the rest of the team:
These may be email cadences, scripts, invitations
__________________________________________
to events or executive meetings, access to contact
completion tools, etc.
Who else will be involved in sales activation?
______________________________________
______________________________________ __________________________________________
______________________________________ __________________________________________
______________________________________ __________________________________________
______________________________________ __________________________________________
The New B2B Marketing Funnel

Measure what matters for more predictable outcomes.
Properly showing the outcomes of your ABM programs starts with using modern measurement tools to measure what matters
— revenue outcomes — rather than lead-based vanity metrics.
Whether you’re using Terminus or another program to measure, you’ll want to implement a funnel that lets you measure:
• Engaged Accounts as a subset of your target account list

• Opened Opportunities from accounts in your list
• Total Pipeline, measured as a dollar value
• Revenue Won and New Companies Acquired from your target account list.
• Average Contract Value, which is typically higher for account-based initiatives
• Average Deal Cycle, which is often up to 20% shorter for target account programs.
Opportunity
Accounts An example of ABM program measurement focused on
Engaged (%) Won revenue outcomes. ABM Scorecard, from the Terminus
Total
Accounts Opportunities Account-Based Platform
Accounts
(%) Open (#/$)
Pipeline Average Deal Average
($/#) Cycle (days) Contract
Value ($)
The Terminus TEAM Framework MEASURE

TARGET ENGAGE
Program Name: _____________________________________________________________________
TEAM
MEASURE ACTIVATE What tools will be used to Measure success Which team members are involved in
of the overall program? measurement?
______________________________________ ___________________________________________
Check the platform features ______________________________________ ___________________________________________
that apply:
______________________________________
___________________________________________
Terminus Account-Based ______________________________________
Scorecard ___________________________________________
______________________________________
Terminus Account Hub When will results be reported to the
& Opp Insights
Which KPIs will be used to determine greater team?
success of the overall program?
Terminus Advanced ___________________________________________
Analytics ______________________________________
___________________________________________
______________________________________
___________________________________________
Terminus Dashboards ______________________________________
___________________________________________
______________________________________
How often will these be measured? Other Notes:
______________________________________ ___________________________________________
______________________________________ ___________________________________________
Additional Notes
________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________
For more information, visit terminus.com
© 2019 Terminus Software, Inc. All rights reserved.

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TEAM WORKBOOK

FOR ACCELERATION STRATEGY

terminus.com/abm-is-b2b © 2019 Terminus Software, Inc.

YOUR COMPANY NAME

POTENTIAL TEAM MEMBERS INVOLVED

Accelerate Deals Revive Stalled

Demand Field Marketing Account Sales

Describe the Program

The Terminus TEAM Framework Program Overview

Define the Control Group

Length of Program Other Notes

The Terminus TEAM Framework TARGET

Prospect, Enterprise accounts in the Consumer

The Terminus TEAM Framework ENGAGE

Which team members are involved?

Gina, Director of DG, Austin, Field Marketing,

The Terminus TEAM Framework ACTIVATE

Terminus Engagement Mary, Marketing Operations

The Terminus TEAM Framework MEASURE

Results for Executive Dinner Registrations will

The Terminus TEAM Framework Acceleration Program

The Terminus TEAM Framework TARGET

Check the platform features _____________________________________________________________________________________

Terminus Account _____________________________________________________________________________________

The Terminus TEAM Framework TARGET

List Owner: ___________________________________________________________________________

Account List Creation Team: ____________________________________________________________

Terminus Account Sales Champion: ______________________________________________________________________

The Terminus TEAM Framework TARGET

KPI 2: ________________________________ Current Value: ________________________________

The Terminus TEAM Framework ENGAGE

Primary Program Manager ______________________________________ __________________________________________

The Terminus TEAM Framework ACTIVATE

The New B2B Marketing Funnel

• Engaged Accounts as a subset of your target account list

The Terminus TEAM Framework MEASURE

How often will these be measured? Other Notes:

© 2019 Terminus Software, Inc. All rights reserved.

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KPI 2: Current Value:

Primary Program Manager ____