5 core processes GTM processes marketing & sales MUST run together to drive revenue. 1. CLUSTER BRAND AWARENESS AND DEMAND GENERATION. Cluster - groups of companies with a similar challenge/use case despite their tier or vertical. Your program should include: - Ongoing customer research to understand better buyers challenges, jobs to be done, and the necessary change management - Messaging and content aligned with the insights from the customer research - Thought leadership in the social channels and communities buyers use for education or gathering industry information - Partnerships and collaborations with the industry thought leaders and vendors your buyers trust - Retargeting of highly engaged accounts - Connections, commenting and social engagement - Mix of events: business breakfasts, webinars, peers discussions. KPIs: - Inbound sales opportunities - Engaged accounts (sourced to ABM team) - Revenue 2. ACCOUNT PRIORITIZATION AND PLANNING. Segment all accounts into three groups. - Declared intent → Immediate booking with the right AE to work on opportunity development - Active Focus (accounts that can become sales opportunities this quarter) → 1:1 Account development - Future pipeline (accounts with vendor awareness and relationship but with unknown challenge) → 1:Few Account nurturing Use 4 criteria to segment accounts properly: - Revenue potential - Product need / challenge evidence + buying signals - Relationship - Vendor awareness 3. ACCOUNT NURTURING (1:FEW). Goals: - Run account research and map out the buying committee - Connect and engage with multiple buying committee members - Validate / figure out challenge (progressive profiling) KPIs: - Profiled accounts - Account penetration (with how many buyers you connected) 4. ACCOUNT DEVELOPMENT (1:1). Goals: - Match value proposition with account and buyer challenges - Create an engaged Champion - a person who'll introduce yout to their team - Create a business case for your Champion - what exact challenges your product will help to solve - Create a buyer enablement content to address all potential questions from the buying committee and add a social proof KPIs: - Sales opportunities - Account-to-pipeline ratio 5. OPPORTUNITY DEVELOPMENT. Goal: - Generate sales opportunity - Win it 😁 KPIs: - Revenue - Average Contract Value - Sales cycle length - Win rate - Sales pipeline velocity
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