The traditional B2B sales and marketing approach is that marketing runs relatively unfocused campaigns which are supposed to generate inbound leads. Such inbound leads would then be routed to the sales rep in charge. They try to qualify the lead and hopefully convert it to an opportunity.
The issues with this approach are:
Ultimately, all these hurt the effectiveness and efficiency of the sales organization. However, Salesforce’s sales cloud (CRM) is designed for exactly this traditional B2B process.
Account-based sales (ABS) is a B2B sales approach that seeks to solve these issues. It typically goes like this:
As you can see, ABS has these key aspects:
The issue is that Salesforce doesn’t really support this approach. And here is where it falls short:
In order to orchestrate the activities described above, each involved party must understand the account status at any point in time. E.g. Marketing controls the type of campaigns they are running, based on how far along the account is in the ABS pipeline.
Leads and Opportunities have standard fields that reflect the life cycle of such records - but Accounts don’t. It would be easy for you to just add a custom field, but manually setting that field would be prone to being outdated as all team members contribute to an account’s progress.
This is why ABS Pack adds two custom fields to the account object in your org:
As a positive side effect, you can also run reports on how you are advancing your target accounts over time. Sales leaders should monitor the progress the team is making with target accounts on a weekly basis.
One of the key aspects of ABS is to target the right contacts with messaging that’s relevant to them. Which means:
That’s why you define “personas”, which represent the various job roles and job levels you are targeting. E.g. if you are selling sales software, you probably want to reach out to sales leaders, sales ops, and the IT staff. Each of these personas have a different agenda and different incentives. Therefore, you must reach out with content that addresses each one’s point of view.
You should constantly gauge whether you have all these personas covered on a specific target account, so you are penetrating it from all possible angles. Otherwise, the SDR team should source more contacts so you reach maximum persona coverage.
Salesforce has no concept of personas, which makes delivering the right message difficult. That’s why ABS Pack adds two custom fields:
After that’s done, you have a persona signal on each contact so you can control what content you share with that contact. You can also gauge the “persona coverage” on each account. If you have reports in place on the effectiveness of your marketing and sales outreach, you can now break it down by persona.