#FlipMyFunnel Atlanta:

Marketing-SDR Orchestration: The

Fastest Path to Success
TODAY’S AGENDA

1. My Background
2. Account Based Everything Overview
3. The Challenge of Orchestration (and the Solution)
4. Success Requirements
5. The Use Case (that happens to include a Use Case)
6. Takeaways

@funnelholic © 2016 TOPO. All rights reserved. www.topohq.com

 QUICK BACKGROUND

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MEET TOPO

We’re an analyst firm that helps 100s of demand

generation, sales development, and sales
organizations grow revenues in a scalable manner.

@funnelholic © 2016 TOPO. All rights reserved. www.topohq.com

3 WAYS OF DELIVERING SCALABLE REVENUE GROWTH

1. PLAYBOOKS 2. ADVISORY 3. TRAINING

A customized “owner’s Analyst support for big Detailed, engaging
manual” for various sales issues like process, org, training on playbooks
or marketing functions and technology and best practices

@funnelholic © 2016 TOPO. All rights reserved. www.topohq.com

OVER $20B IN REVENUE DEPENDS ON TOPO

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 HELLO, ACCOUNT-BASED EVERYTHING

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WHAT IS ACCOUNT-BASED EVERYTHING?

Account-Based Everything is the coordination of personalized

marketing, sales development, sales, and customer success efforts to
drive engagement and conversion at a targeted set of accounts

Development
Marketing

Customer
Success
Sales

Sales
Targeted
Intelligence- Personalized
driven
Account-Based
Orchestrated High Frequency
@funnelholic © 2016 TOPO. All rights reserved. www.topohq.com
5 DEFINING ATTRIBUTES OF ACCOUNT-BASED
EVERYTHING

ATTRIBUTE EXAMPLE
1. Targeted, high value accounts Accounts that meet pro forma CLTV
target based on # of employees

2. Intelligence-driven Account insights inform custom

programs/campaigns campaigns with high conversion
rates
3. Orchestration across Outbound sales development is
marketing, sales, sales today’s most effective Account-
development… Based tactic
4. Valuable and personalized Customized customer workshop
buyer experiences leveraging their data

5. Coordinated high Executive outreach is coordinated

effort/frequency outreach with key marketing event

@funnelholic © 2016 TOPO. All rights reserved. www.topohq.com

5 DEFINING ATTRIBUTES OF ACCOUNT-BASED
EVERYTHING

ATTRIBUTE EXAMPLE
1. Targeted, high value accounts Accounts that meet pro forma CLTV
target based on # of employees

2. Intelligence-driven Account insights inform custom

programs/campaigns campaigns with high conversion
rates
3. Orchestration across Outbound sales development is
marketing, sales, sales today’s most effective Account-
development… Based tactic
4. Valuable and personalized Customized customer workshop
buyer experiences leveraging their data

5. Coordinated high Executive outreach is coordinated

effort/frequency outreach with key marketing event

@funnelholic © 2016 TOPO. All rights reserved. www.topohq.com

 THE ORCHESTRATION CHALLENGE (AND THE
SOLUTION)

@funnelholic © 2016 TOPO. All rights reserved. www.topohq.com

ORCHESTRATION IS THE EXCITING PART

Coordination of different activities, programs and campaigns used by

marketing, sales development, and sales to:
• Distribute offers to the target account, or set of accounts
10 Customer
• Connect with multiple stakeholders within the target account(s), and; Executive outreach workshop
9
• Drive higher engagement within the account(s).
Custom
Customer events
8 proposal/
business Personalized outreach
case Account
7 insights
Custom Use case campaign
BUYER ENGAGEMENT

Physical workshop
6 event Use case
Hands-on campaign
Account- onboarding
5 Executive Based ads White glove trial
outreach
4 Content Content
Custom Custom
share selling
webinar demo
3
Personalized Custom pitch
Custom
2 outreach
LP/content
Deep research Deep
Account- discovery
1 based ads
Physical
promo
0

MARKETING/SALES SALES PROCESS CUSTOMER

DEVELOPMENT SUCCESS/ACCOUNT MGMT

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BUT IS ALSO THE SCARIEST…

10
Customer
Executive outreach workshop
9

Custom Customer events

8
proposal/
Personalized outreach
business Account
7 case
BUYER ENGAGEMENT

Custom insights Use case campaign

Physical workshop
6 Use case
event
Hands-on campaign
Account- onboarding
5 Executive Based ads White glove
outreach trial
4 Content Marketing
Custom Content Custom
share selling
webinar demo Sales Development
3
Personalized Custom pitch
Custom Sales
2 outreach
LP/content
Deep Deep Customer Success
Account- discovery
1 research
based ads
Physical Account Management
0 promo

MARKETING/SALES SALES CUSTOMER

DEVELOPMENT PROCESS SUCCESS/ACCOUNT
MGMT

@funnelholic © 2016 TOPO. All rights reserved. www.topohq.com

MARKETING - SDR COLLABORATION IS THE FASTEST
PATH TO ORCHESTRATION…AND RESULTS

100% OF ORGANIZATIONS THAT ARE MEETING OR

EXCEEDING THEIR OBJECTIVES IN LESS THAN A YEAR ARE
LEVERAGING SALES DEVELOPMENT

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AND SALES DEV IS READY FOR YOU

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 THE KEY REQUIREMENTS FOR MARKETING-
SDR ORCHESTRATION

@funnelholic © 2016 TOPO. All rights reserved. www.topohq.com

SUCCESS REQUIRES MINDSET CHANGE

1. Kill the MQL and focus on the SQL

2. Work on the same set of ICP accounts (and contacts)
3. Transform outbound SDR team to Account-Based SDRs
4. Design orchestration across SDRs and Demand Gen

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1. MOVE FROM MQLS TO PIPELINE & WIN METRICS

Shift in Focus

Contact MQL SDR MEETING OPPORTUNITY WON

MQA
PIPELINE METRICS WIN METRICS
• SDR Meetings • Deal Velocity
• Target Account Pipeline • Win Rates
• Average Contract Value
(ACV)
• Lifetime Value (LTV)

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2. CREATE ONE COMPLETE ICP DATABASE

Status Quo = 3 (or more) distinct databases

MARKETING SDR SALES

CONTACTS DATABASE DATABASE

ACCOUNT-BASED = Unified ICP database

ICP Alignment Target List Unified Campaign Account

Database Selection
ATTRIBUTE DEFINITION

Ad Spend >$50M/year ad spend

70-100%
Geos North America, EMEA,
APAC
complete CRM
Industries • Financial Services
data (target ICP DATABASE
CAMPAIGN
DB
• Automotive accounts and
Behaviors • $15M/year tech spend key personas
• 25+ campaigns

@funnelholic © 2016 TOPO. All rights reserved. www.topohq.com

 3. DESIGN ACCOUNT-BASED SDR ORGANIZATION

Outbound
Multi-Channel
Pattern
Account-Based SDRs
Outbound Meeting
Hybrid (inbound/outbound) ICP
Marketing Set
DATABASE
Maniacally focused Touches
Supported by Marketing
Lead Follow-
Response up M.C.
Pattern

Auto-
Convert

< 60 min
response
time
Inbound SDRs
Marketing Meeting
Immediate follow-up on Response Touch Pattern
Campaigns Set
non-assigned MQLs.

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4. DESIGN AN ORCHESTRATION PLAN

DAY PLAY OWNER

Day 1 Account-based Ads Marketing
Day 1 Launch web personalization Marketing
Day 4 Direct Mail Invite Marketing
Day 4 Digital invite Marketing
Day 6 Triple Touch (could include Twitter) SDR
Day 8 Double Touch: Top of inbox email SDR
Day 11 Double Touch: Personalized Video SDR
Days 11-13 War-Dial SDR
Day 17 Event Marketing
Day 19 Digital Event Follow-up Marketing
Day 20 Double Touch: Event highlight email SDR

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 THE USE CASE (THAT HAPPENS
TO BE ABOUT A USE CASE)

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USE CASE - FASTEST PATH TO RUNNING
CAMPAIGN
A use case that covers
methodology, process,
strategic initiatives (vs.
simply product examples)
has shown equally results to
templatized research calls-
to-action
• SDRs/sales identify
relevant use case for
prospect
• SDR/sales call-to-action
is to talk specifically
about the use case

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EXECUTE ORCHESTRATED CAMPAIGNS AND DRIVE
BETTER OUTBOUND RESULTS

Campaign is Marketing begins 3 SDRs send customized Call-to-action is to

focused on days to 2 weeks outreach based on persona. discuss the use
relevant before SDRs Messaging centers on the use case (not pitch)
target case
accounts Outbound
Pre-SDR Campaign
Outreach
Direct Mail
ICP High-Value
DATABASE CTA
Digital Send
(Use Case) Lead Follow-
Response
up
Blog Post

Auto-
Convert

Marketing “air-cover” Marketing Air Cover

begins immediately and
runs throughout the AB-Ads LinkedIn Ads Targeted SEO Personalization
campaign

@funnelholic © 2016 TOPO. All rights reserved. www.topohq.com

 TAKEAWAYS

@funnelholic © 2016 TOPO. All rights reserved. www.topohq.com

ORCHESTRATION – IT’S NOT THAT HARD

1. Start with marketing – SDR collaboration before full-scale orchestration

2. Just aligning efforts on the same accounts and contacts will reap benefits
3. The SDR org will need a slight re-design to support your efforts
4. Create a plan – not just for you but for the SDRs as well
5. Campaign content doesn’t have to be complex just relevant and consistent
6. And remember, it’s not about the MQL anymore

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@funnelholic #FlipMyFunnel #ABM