Name That Persona
Responsible for ALL things Marketing Strategy and Execution.
CMO
What are 3 metrics a VP of Sales would care about
win rate, deal velocity, average deal size, asp
A company is hiring for a ton of IC sales roles
1. Could have lofty pipeline and revenue goals
2. Behind on goals? Turnover and Churn, trying to catch up
My reps are wasting time focusing on the wrong prospects.
Demandbase provides the data to pick the right accounts and prospects so you can find, engage and close accounts faster.
We are lead driven
If you are lead focused, you have no concept of how engaged an account is and it is not an efficient GTM strategy. With an account based focus, you can see how engaged an entire account is, engage it accordingly and be confident that sales is spending time. With ABM, marketing and sales work together, with shared goals, to win high-value accounts.
Responsible for driving sales growth and revenue generation.
VP of Sales
The rate of SQLs that move into a deal cycle.
SQL --> Pipeline Conversion
A company sells into multiple verticals with multiple product lines
Perfect use case for ABM
1. What if you knew if when an account in the X industry was in late stages of research for you X offering but low stage of research for Y offering.
2. align marketing efforts/campaigns to different industries / product lines
3. personalize web pages and experiences
I want to set up my team for success and give them the best shot at hitting quota.
Using DB insights to pick the accounts showing the right signals. get them to reps by using insights, qual scoring etc.. to tier accounts and plan territories fairly giving reps ample up bats.
We use 6sense (Sales)
Black box data - Little insight into why accounts are in market. Leaves sales reps unclear WHY they are reaching out to an account
"I don’t ever want sales to say "who picked these accounts?"
Intent Differences - We have higher scale and a more strategic source of native intent with heavy use of relevancy models to minimize false positives
Focused on building an efficient funnel across marketing, sales, CS.
RevOps
The rate of MQLs that convert into sales opportunitiesMQL --> SQL Conversion Rate
MQL --> SQL Conversion Rate
A company has a low repvue score
Reps are not hitting quota. Demandbase can help turn that around by pointing them to accounts in market and likely to be an opportunity
I want to prove the value of Marketing efforts with data.
Mention of 1 frame of reference of all marketing efforts and the impact on pipeline and revenue (reporting, journeys etc..)
Our sellers don't adapt to new technology. We have wasted so much money on tools they don't even touch.
Demandbase lives where your reps live. iframe, SFDC insight, slack alerts, chrome extension etc..)
Cares about conversation rates and rep performance.
RevOps and Vp of Sales
How quickly are reps responding to MQLs
Speed to lead (SLA)
Hiring for multiple ops related roles
having inefficiencies across technology and organization
I have difficulty generating and delivering accurate insights for teams to take action on
With Demandbase, you can push insights into CRM, email digest, lists, reports etc.. you can slice and dice selectors to customize reports to specific needs. Any report you want, you can build with Demandbase.
We have too much in our tech stack already, we are looking to consolidate if anything.
Demandbase can actually help solve that by being the liason between CRM and MAS connecting data systems and making one stop shop for all sales and marketing needs. With disjointed data, there are bottlenecks, sync issues, and so much wasted time
_________'s often join calls because they’re looking for help refining their ICP or identifying net-new targets they should engage—they need to know who’s showing intent that’s not on their list.
CMO's
What are 3 metrics a Revops leader cares about?
revenue forecasting, win rates, conversion rates (MQL, SQL, MQA), Customer Lifetime Value (CLV), churn rate, velocity
Company is launching a new product
Demandbase can help them be targeted with advertising their new product while alerting them when companies are in market for their new solution.
Our Funnel is broken—my tools can’t track pre-pipeline opportunities and I have no visibility into what is happening before we are in a sales cycle.
With Demandbase, they have data to see an account’s influence and sources before you have an opportunity. This allows you to make better scalable data driven decisions about future strategies and programs
i.e which have the most influence or improve pipeline speed, etc. It helps teams see what’s working, design better programs, optimize spend, and avoid measuring them with one large metric.
We use 6sense (RevOps)
Scalability / Flexibility - With DB, you can have out of the box insights. Robust data cleansing capabilities and account and people segmentation selectors. Automating marketing actions and custom fields.
Cost - Costs per user are higher with 6sense and they nickle and dime. With DB, Unlimited audience segments and targeted accounts and no upcharge.
Black box data - Little insight into why accounts enter specific journey stages - Leaves sales reps unclear WHY they are reaching out to an account, unlike DB.
One Predictive Model - 6Sense limits users to one predictive model based on new logo data with very limited insights on what engagements led to a 6QA score