eBooks

Preparing to Implement the Demand Unit Waterfall for Account Based Marketing

The best content for understanding the latest trends in data-driven lead-flow management

Issue link: https://leandata.uberflip.com/i/1081923

Contents of this Issue

Navigation

Page 2 of 4

Research Brief © SiriusDecisions. All Rights Protected and Reserved. 3 Four: Prioritized Demand A demand unit reaches the prioritized demand stage when the level of engagement from the demand unit has reached a threshold that justifies additional interactions with teleservices or sales resources. The ABM leader must define these thresholds and associated business rules for triggering specific interactions. He or she may choose to partner with the marketing operations team to ensure that automation-based scoring systems include rules that fast-track engaged demand to qualified demand as quickly as possible. In our example, Ace scores Acme's HR demand unit as prioritized demand on the basis of the engagement level and persona-based attributes of the eight individuals from the buying group who attended the webinar. A business development rep (BDR) from Ace then receives an alert about the buying group, accompanied by a semi-customized phone script, case studies and blog posts. Five: Qualified Demand Need, fit, resources and urgency have been verified during the qualified demand stage on the basis of actual interactions with one or more members of the demand unit. At this stage, qualification criteria shift from assumptions based on business rules to verified insight based on human conversations. The ABM leader must partner with teleservices and outside sales teams to ensure the development and implementation of strong qualification criteria, service-level agreements, and systems and processes to support operational success at this stage. The ABM leader also oversees the development of relevant content for sales teams, including custom sales development scripts, sales enablement decks and packaging Orchestration of ABM Activities by Demand Unit Waterfall ® Stage © SiriusDecisions Inc. All rights reserved. Demand Stage Definition ABM Activities The number of target demand units that exist for the solution in the defined market • Determine account selection criteria and execute selection (with marketing, sales and operations) • Create a demand map and begin planning (with marketing and sales) Target demand units showing evidence of acute need or buying intention • Identify accounts/contacts with existing interest (with marketing and operations) • Activate target demand via reputation support programs (with marketing) One or more members of the demand unit respond to a marketing, tele or sales stimulus • Increase the depth and breadth of engagement in demand units by executing account- or cluster-specific demand/nurture streams (with marketing) • Map known individuals to demand units (with operations) The level of engagement from the demand unit has reached a threshold that justifies additional interactions from tele or sales resources • Ensure automated assumptive scoring systems are in place (with operations) On the basis of actual interactions with one or more members of the demand unit, the need, fit, resources and urgency have been verified • Validate qualification criteria and service-level agreements (with marketing, sales and teleservices) • Provide custom/semi-custom content and tools (with marketing) Demand units can be entered into the pipeline on the basis of projected deal size and close date • Execute demand acceleration/close activities (with marketing, sales and teleservices) • Conduct post-mortem analysis of closed/won deals (with marketing, operations, sales and teleservices) At this stage, revenue is realized Target Demand Qualified Demand Closed Prioritized Demand Engaged Demand Active Demand Pipeline

Articles in this issue

view archives of eBooks - Preparing to Implement the Demand Unit Waterfall for Account Based Marketing