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https://www.salesloft.com/salesloft-u/lesson/how-to-set-up-salesloft-to-execute-account-based-wor kflows/ Account-Based Sales with Salesloft: A Tactical Guide Salesloft is intuitively designed to enhance your account-based sales strategies. There are over a dozen practical Salesloft features to help...

https://www.salesloft.com/salesloft-u/lesson/how-to-set-up-salesloft-to-execute-account-based-wor kflows/ Account-Based Sales with Salesloft: A Tactical Guide Salesloft is intuitively designed to enhance your account-based sales strategies. There are over a dozen practical Salesloft features to help keep your teams agile and focused on selling, while providing a white-glove sales experience to your top tier accounts. Below we explain how to incorporate each feature into your account-based sales process. Account-based sales. Is there any other way to sell anymore? Chances are that your company is already using an account-based sales strategy. If not, then you’re either thinking about it or trying to obtain internal buy-in on the idea. So much work goes into forming the strategy and determining the right accounts to pursue: market fit and addressable market, ideal customer profiles, messaging, customer insights. Lest we fail to mention the insurmountable task of aligning marketing and sales to jointly pursue these accounts. But, then what? Once you’ve identified the right markets to pursue, made them real by grounding them in actual company names, and grouped them by importance (i.e. the whale versus the fish), you have to actually sell. This is where the. You lovers of Salesloft know the product is constructed of capabilities that help you do you. However, you may not be aware of the dozens of features to help you efficiently focus on your top tier accounts. Here is a round-up of 15 account-based selling features in Salesloft. What follows are examples of how to use these features according to the steps needed in any account-based selling process, and tips for doing so. Step 1: Be one voice speaking to multiple contacts Have you ever called a customer service number and answered multiple questions to establish your reason for calling? And then be answered by a representative who asks you the very same questions again? Reduce friction while prospecting, especially when working marketing-sourced leads. Tip: Design cadences to keep the attention of your prospects with a consistent, relevant experience and message. Work with marketing to build unique cadences specific to personas and industries. ✔️Take action! Features to use: Cadence: You know and love Cadences, but are you designing them by account tier and persona? Consider the level of personalization you should apply based on the tier of account you are engaging. Using a multi-channel approach is key, so test sequences of calls, emails, social, video, and other steps to find the combination that engages each tier or persona. Incorporate Intent Data: Ensure high propensity accounts are given the priority they deserve when you integrate your ABM platform with Salesloft. Prospects get a personalized and seamless experience by automating lead routing into specific Cadences as leads are assigned. Account-Based Automation: These automation rules are specifically designed for teams using an account-based sales model. When an account is updated and it meets specific criteria, the rule automatically adds the whole buying committee to one cadence. You can also set a rule to change the account stage on all account contacts an opportunity is won or disqualified. Templates and Snippets: Work with marketing to build email templates that align with the campaigns they’re executing. This way your team delivers a consistent message that progresses the conversation from their last marketing touchpoint. Likewise, Snippets are useful when questions come up from prospects about stats, case studies, videos, etc. They enable your team to respond quickly and build credibility as an informed seller. Integrate with your Sales Content Management Solution: Content Management Systems that integrate with Salesloft allow your reps to easily find the most up-to-date, relevant sales collateral so they can easily add it to the various Cadence steps they are executing. Tip: Easily group your accounts by tier to keep reps focused on your highest priority accounts. Ensure your team knows which accounts are top tier, so they can execute their Salesloft steps accordingly. ✔️Take action! Features to use: Account Tier Field: Create focus around the most important accounts by assigning tier values to your top accounts. Viewed and manage Account Tier values in the Field Configuration tab. Use the default values (Tier 1, Tier 2, etc.) or create your own and group them by priority level. Prioritize cadence step execution by account tier: The Cadence side panel helps you and your team prioritize the People you run through a Cadence step. Prioritize the accounts designated as top tier when running a Cadence step to be sure you are giving your attention to the most valuable accounts. Tip: Keep everyone focused on their own accounts to reduce distractions and the chance of prospects being added to multiple Cadences. ✔️Take action! Feature to use: Object Access (Accounts access): Configure each rep’s visibility settings so they only see the accounts and people that are assigned to them. Step 2: Engage with the entire buying committee for the account A buying committee makes most buying decisions these days. As the organization you’re selling to grows in size and market presence, so does the complexity of selling to the various decision-makers. To add insult to injury, the average SDR is working 200-800 Accounts at a time. SDRs are frequently asking themselves and their manager if they are focusing their efforts on the right accounts. Sellers need to see a holistic view across all their accounts to understand how to prioritize their efforts. Tip: Pull in all the right people you need to engage with throughout the buying cycle. ✔️Take action! Features to use: Select People Actions from the People Page: Take action on all the people within an account at the same time. When a deal is signed, remove everyone from active cadences with just one click. You can also take action, like sending a one-off email, on multiple people (but not all) simultaneously. People at Account panel: Use the People at Account panel on the Account page to easily see the various contacts associated with the account, and how often you and your team have engaged with them. Here you can add an account contact to a cadence, and even one-off call or email them directly to ensure you are engaging the entire buying circle from the account. LinkedIn Sales Navigator on Person Page: Those with Sales Navigator access can use this integration to build their Account buying committee by researching the contacts and titles at an account, mentioning icebreakers with existing contacts, and saving new contacts as potential leads. Account Activity Feed on Person Page: In the Activity tab on the Person Page you can toggle between Person or Account to see the upcoming and past activities at either level. You can monitor what other contacts at an Account are responding to, and quickly keep up with your activities across the account without leaving the Person Page. Tip: Stay organized. Utilize all available channels, with a pleasant persistence. ✔️Take action! Features to use: Tasks: Keep yourself on track by scheduling reminders and then directly execute call and email steps right from the reminder. Use the activity feed to create, execute, and filter Tasks on the Person or Account pages. The Tasks pane is available in Salesloft, Gmail sidebar, or in the Salesforce sidebar. Filter the Accounts List by Custom Fields: Custom fields from your CRM, such as buyer intent or account grouping, help reps track accounts according to their sales process. Use these custom fields to quickly and intuitively find the accounts that need attention in the Accounts List. This allows reps to find certain accounts in Salesloft, instead of pulling lists in Salesforce or your CRM. Filter the Accounts List by Last Contacted Date: Instantly see which accounts your team is actively engaging with by filtering by ‘Last Contacted Date’ in the Accounts List. The filter allows you to select a window of time: more than 7/14/30 Days Ago. Quickly isolate the top accounts among the hundreds of accounts you’re working on. Filter the Accounts List by Last Contacted Date – Never Contacted: Worthy of its own mention is a filter selection in the Last Contacted Date filter: ‘Never Contacted.’ Just as it is important to understand who your reps are engaging with, it is also important to understand who they are not connecting with. This ensures that no top tier accounts are falling through the cracks if you or your reps have not spoken with them in a while. Activity Feed on Account Profile Page: The Activity Feed on the Account Profile Page aggregates all of the activities happening with the various contacts at an Account, grouped by ‘Upcoming Actions’ and ‘Past Activities.’ Here you can easily edit due dates for upcoming activities and drill into specific Cadence steps. Step 3: Measure your effectiveness One of the trickiest aspects of an account-based sales strategy is understanding what is working and what isn’t. Once you’ve focused your team’s talent and budget on pursuing top tier accounts, you have to be sure you’re utilizing these resources effectively. Furthermore, if your top tier accounts aren’t responding, it doesn’t mean they are the wrong group to pursue. Use the account-based analytics tools in Salesloft to peel back the proverbial onion and analyze how you can adjust your Activities, timing, message, and contacts to produce better results. Tip: Analyze your top-performing accounts and understand why they are top-performing. Is it because of the Cadence? The specific activities deployed? How the rep engaged the buying committee? Or the timing of the message? ✔️Take action! Features to use: Account Panels on Analytics Overview: Gain fast insight on which Accounts are getting the most of your revenue team’s attention and which Accounts are generating the results you need. With Account Activity and Account Productivity, your Analytics Overview now provides additional visibility into your Account-based programs. Updated Account Analytics Report: If you’re already familiar with the Accounts Report inside of Analytics, then you’ll be delighted to know that it not only has a new UX, but there are now an additional 10 columns to help you gain a firmer understanding of the various activities happening with your Accounts. You can now view and sort by multiple LinkedIn activities including Research, Introductions, and Connections. Also, view and sort by Last Touched Date and Total Touches and click through to your Accounts. Tip: Align with marketing and operations to provide visibility into how accounts and leads are performing by rep. ✔️Take action! Feature to use: Salesforce Insight from Salesloft dashboard panels: Update your marketing and operations teams using Salesforce. The Active and Non-Active Records panels display the number of active and non-active records by each rep. This helps marketers understand which reps they should be supporting with account-based marketing activities. These panels also help sales operations determine which reps should receive more or fewer leads, especially for round-robin lead assignments. Account-Based Selling: Does Your Team Want To Win Like You Do? by Sean Southworth 5 min read Updated Aug. 9, 2022 Published Jun. 28, 2022 This article offers a sneak peek of just a few tips from Sean and Amanda Georgoff’s upcoming account-based selling course at the Sales Impact Academy. Sign up now! If you’ve been in sales for a while, I bet you’ve had a deal fall through because of something that seemed out of your control. Maybe legal didn’t get back to your customer’s contract edits fast enough. Or finance didn’t approve the discount you wanted to offer before your competitor got to them with a deal they couldn’t refuse. Nothing is more frustrating than feeling like you’ve done everything right only to lose out because of someone else’s incompetence, right? If you’re nodding your head, I have good and bad news. The bad news first: this was your responsibility. If someone at your company didn’t prioritize your deal, you didn’t do your job as a seller. The good news? With a team approach to account-based selling, it never has to happen again. Learn how Salesloft simplifies account-based selling. What is Account-Based Selling? The simplest way to think about account-based selling is that you’re selling to multiple stakeholders across departments, rather than an individual or a single department. It’s the opposite of transactional selling. The last enterprise deal I closed had 37 stakeholders involved (yes, really!). It would have been easy to lose the deal before it even got legs if I was selling to one person (or team) at that company. By leading targeted engagement across the buyer’s organization, I closed one of my largest deals ever. We’ll go into more depth on exactly what account-based selling is in our course. But for this post, I want to focus on one aspect of it: rallying your internal team to help you close deals. Because another key component of account-based sales is that it’s a team sport – especially in enterprise sales. These buyers expect to see a team. They will not place their trust in just one person. Playing Chess, Not Checkers With a complex sale, it’s essential to get all your ducks in a row. We do it with a one-page plan that summarizes the basics: market and industry trends, account highlights and risks, key account players and matches in our organization, and our sales strategy. We outline ‘plays’ and assign them for accountability. These ‘Plan on a Page’ documents (which we’ll share in the course as a template) come in handy for briefing executives and when getting new team members up-to-date in a long sales cycle. But a piece of paper only goes so far in getting your internal team excited enough about your deal to help you get it closed. Three Ways to Get Your Team to Care About Your Deal As Much As You Do Now we get to the good stuff. Cross-functional team management is not always easy. How do you get and keep your executive team, marketing, product management, finance, legal, IT – and every other department you might need – active in closing your deal? At Salesloft, we talk about becoming the person everyone wants to win. The way to get there is by following some basic principles of good project management and being a good person. Here are three of my top tips for getting people on your team: 1. Start with the why. The first step in getting people, particularly executives, to ‘buy in’ to your priorities, is to give them a clear understanding of the importance of the account. Why is it a Tier 1? (We’ll share strategies for tiering your accounts in our account-based selling course). Your colleagues don’t care that you will earn a big fat commission check. Show them how your deal fits with their priorities and KPIs. Help them understand how closing the deal will help everyone. Executives need to know why your account warrants company-wide investment. The Plan on a Page is very helpful here. 2. Focus on relationships. The way to build trust with a customer or prospect is by learning what’s important to them and trying to add value to their day. Over time, you build a relationship that can lead to sales. The same is true of the various internal teams you work with. Take off the deal-closing blinders that sometimes go up and realize that relationships of every kind make you successful. You need to be intentional about building those internal cross-functional relationships well ahead of when you need something. Get to know what makes each department tick. What do they care about? How can you meet them at their level? When was the last time you showed your appreciation to legal, IT, or product marketing for their part in helping you close a deal? You can’t take anyone on your internal team for granted and be a top account-based seller. 3. Be pleasantly persistent. I bet this one is intuitive for many of you, and I think it’s pretty self-explanatory. When you need something from someone, don’t give up. Always be pleasant. I’ve known far too many ‘squeaky wheels’ in my time. Even if it’s worked for you, the problem with the squeaky wheel strategy is that no one likes a squeaky wheel. Sure, you may get the job done this time. But instead of someone being motivated to help you next time around, you’ll have to start squeaking again, wasting valuable time and energy. There’s a secret sauce to being pleasantly persistent and being pushy is not part of the sauce. Do yourself a favor and shift to a pleasantly persistent model instead! Ivey October 13th, 2020 RVP Sales Demandbase linkedin.com/in/ catieivey Jay Tuel VP Sales Development Demandbase linkedin.com/in/ jaytuel + © 2020. SalesLoft. All Rights Reserved. Agenda 01 Why Account-Based? Prioritizing Accounts Data-Driven Prospecting Account-Based is a Team Sport 02 03 04 © 2020. SalesLoft. All Rights Reserved. Why Account-Based Selling? Focus time, effort and resources on the accounts who are most likely to buy and become great customers © 2020. SalesLoft. All Rights Reserved. Why do we care? MORE DEALS BIGGER DEALS HAPPIER CUSTOMERS © 2020. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. PRIORITIZING ACCOUNTS © 2020. SalesLoft. All Rights Reserved. ORGANIZE YOUR ACCOUNTS Target multiple stakeholders Organize accounts by Tier and Tag by Interest or Messaging Strategy Account-based requires attention, have a manageable list Prioritize based on engagement © 2020. SalesLoft. All Rights Reserved. UNDERSTAND BUYING SIGNALS Priority Account Buying Signals SalesLoft Live Feed Web Page Engagement Target Buyer Engagement from Sales & Marketing Activities © 2020. SalesLoft. All Rights Reserved. ACCOUNT-BASED MESSAGING Tier determines messaging Tier 1 - personalized utilizing social/prospect research + content they have engaged with on your site or through your messaging Tier 2 - Intent keyword personalization + engagement Tier 3 - Persona-based cadences Always track engagement and re-prioritize accounts 5-10 emails + 5 calls over 30 days, increase activity when we see engagement © 2020. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. DATA-DRIVEN PROSPECTING © 2020. SalesLoft. All Rights Reserved. UNDERSTAND WHICH TEMPLATES WORK Easily search for keyword Use tags to organize Understand email metrics (open, clicks, responses) and build more templates like the high performing ones Create templates for high-value intent © 2020. SalesLoft. All Rights Reserved. KNOW YOUR TARGET ACCOUNTS + WHEN TO CONNECT 1. How many target or high intent accounts did I touch this week? 2. Total cadenced vs 1:1 emails? What were the open and reply rates for each? 3. What was my calling activity this week? How did my connect rate compare to the 6+% goal? 4. When were my best times to connect or get replies during the week? Am I maximizing activities for those times? © 2020. SalesLoft. All Rights Reserved. CONNECT RATES PLUMMET WITH COVID-19 + WFH Before COVID-19/WFH Activity blocks set for 8-10am and 4-6pm, which were thought to be best times to connect Call blitzes scheduled same times for everyone regardless of territory Call connect rates ~5% and reply rates ~12% COVID-19/WFH Activity blocks stay the same Call blitzes still scheduled the same time for everyone Call connect rates plummet to ~2% and embracing “nap hour”/lunch as quality dialing time ▪ Call blitzes determined by individual optimal activity times ▪ Connect rates improved to 6.5% and email reply rates to 16.4%, both better than pre-COVID! © 2020. SalesLoft. All Rights Reserved. © 2019. SalesLoft. All Rights Reserved. ACCOUNT-BASED IS A TEAM SPORT © 2020. SalesLoft. All Rights Reserved. ACCOUNT-BASED IS A TEAM SPORT © 2020. SalesLoft. All Rights Reserved. ACCOUNT-BASED FOR THE WIN!!! ▪ Weekly Campaign Priorities ▪ Weekly Leadership Meeting ▪ Weekly 1:1s - SDR/AE ▪ Shared Account Lists ▪ Joint Communication Strategy ▪ Cross-team competitions/spiffs “Everyone wins when no one gets the credit…” © 2020. SalesLoft. All Rights Reserved. SHARK WEEK Week dedicated to prospecting and generating pipeline across the Revenue org. AE + SDRs prospect together on: ❏ AE Top 30 Accounts with Direct Mail ❏ Competitor Takedowns ❏ Accounts with Tech Stack A,B,C ❏ Meetings with Persona Type ❏ High-Value Campaigns launched to coincide with Shark Week ❏ Utilize SalesLoft Live Feed to determine accounts who are engaging © 2020. SalesLoft. All Rights Reserved. RALLY THE TEAM - SHARK WEEK CULTURE © 2020. SalesLoft. All Rights Reserved. SHARK WEEK COMPETITION Revenue Org Meeting Goal Individual Competitions Competitors Competitors Daily Opportunities Goals AE + SDR Team Challenges © 2020. SalesLoft. All Rights Reserved. How to Win at ABS Prioritize your target accounts that are showing buying signals across sales and marketing activities. Accounts showing recent engagement and intent, should be a top priority Understand your Account-Based KPIs. Knowing which messaging works, how many target accounts you touch and when your best reply and connect rates are, will help you create more opportunities ABS is a Team Sport. Aligning SDR, Sales and Customer teams on target accounts, outreach strategy and company goals WILL get you more meetings with accounts you care about and are more likely to close