January 26, 2017

How to Shorten Time to Revenue with Account-Based Everything. With Jon Miller. #365

Joining me on this episode of Accelerate! is my guest Jon Miller, Founder and CEO of Engagio. Among the many topics that John and I discuss, are how Account-Based Everything (ABE) is not marketing automation but human engagement, methodically orchestrated, assisted by data; how ABE breaks down silos and aligns marketing and sales; and, how ABE shortens the time to revenue for the large, complex sale.  

KEY TAKEAWAYS

[:46] Jon’s BS is in physics, studying fusion. He was accepted by MIT into a Ph.D. program, but, instead, followed his friends into management. Engagio is Jon’s second startup. He cofounded Marketo — recently bought by Visa Equity.

[3:28] With Marketo, Jon fished with a net for whatever they picked up. They tried reaching out to spear big fish with outbound marketing tactics, but Marketo was not a fit for that. Engagio was built as a platform for account based marketing.

[5:48] Until recently, marketing has been a lead-centric business, not an account-centric platform, as sales has been. When marketing and sales work together on the same accounts, they are more relevant, focused, and personalized.

[8:56] TOPO says marketing alone will only get about 15% penetration into the target accounts. What does penetrate better is the account based sales development function.

[10:16] Account based sales development, working independently from account based marketing, builds silos. Engagio works to build all functions together under the same tent: Account Based Everything, a phrase borrowed from TOPO.

[11:06] ABE is a strategy for aligning and orchestrating marketing, sales, sales development, and customer success, into personalized interactions across the account — both for new business and existing customers.

[13:03] How does the ABE approach gives a shorter time to revenue than marketing alone?

[15:34] Account based outbound lets you target big fish, reaching high into those accounts, using the challenger model to create the opportunity, which puts you in a strategic place.

[16:24] The traditional sales model for large account has many hand-offs. The ABE model involves everybody in an orchestrated process. There are no marketing deals or sales deals, but team deals.

[20:36] Jon uses two analogies for Engagio: the orchestra conductor, making sure the right people come in and out at the right time; and the football play mapped out in a diagram, emphasising the elements of the team.

[23:16] This is not marketing automation, but human engagement, methodically orchestrated, assisted by data. Jon explains how it is the opposite of sales spam.