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- You're a sales leader.
- Yeah.
- You need to get more aligned,
- Yeah.
- You want an account-based strategy.
What are the actual things that you can
actually say to your CMO, your Chief Marketing Officer
to get on the same page.
- Yeah, so I actually have some questions for you
because I do this on the speaking tour.
I do this role play scenario with Patrice Greene
from Inverta where I'm a CRO and she's a CMO
and we're having this question about
how do we talk about ABR.
So let me sort of hit just a few highlights.
So the first conversation you have to have
is how are we going to pick our target accounts.
- Yeah.
- I'll tell you what you don't do,
you don't get the list from your AEs, right.
- Yeah.
- I'll tell you what you don't do,
you don't put on that list those accounts
you've been trying to get into for two decades
and it never worked, right.
You want to use some level of intelligence
based on, yes, your customer base
but also where you want to go next.
So I'm a bit fan of predictive technologies,
I'm a big fan of technologies that show buyer intent.
You want to use a combination of subjective and scientific
to create that target account account list.
So that's the first conversation you have.
The second conversation you have is,
okay, cool, now we have them how are we going to
segment them based on messaging themes.
Because account-based strategies are all about telling
those accounts a very personal story.
So you can't have 22 verticals on your target account list
that require 22 different stories.
You wanna start off with a couple of critical segments
that have a consistent story that you can tell
about how you helped build a better business.
Then from there, you want to decide
what plays you're going to execute.
There's a million different plays.
Do I want a door opener play?
Am I going after new logos?
Do I want a cross sell up sell play
so we get more out of our customer base?
Do I want a competitive play where I'm
totally just going after my competitors?
Customers are very different plays.
You have to decide that as well
and then you come up with your stories
at the account level, at the buyer persona level.
You figure out what media, what channels you're going to use,
what role is everyone in the organization going to play?
Lots of conversations have to happen.
It's not just, hey, I'm going to run this campaign.
Let's hope it works.
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