Salesforce's Strategic GTM Playbook: Driving ABM Success

Salesforce's Strategic GTM Playbook: Driving ABM Success

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  Salesforce's Strategic GTM Playbook:Driving ABM Success Makiko Nagakura GTM Strategy & Solution Expert Demandbase Nichan Najjarian Audience Strategy and Architecture Lead Salesforce
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  99% of B2Bcompanies report higher ROI of account-based versus traditional marketing programs. Forrester
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  In any campaign,the target list is responsible for 40-60% of the success. Demandbase, “Clear & Complete Guide to Smarter GTM”
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  48% are struggling with Salesand Marketing alignment Source: GCR 2023 C-Suite Go-To-Market Benchmark Survey
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  It takes anaverage of 9.82 touches to engage with a prospect. Dan McDade, President & CEO, PointClear
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  EMAIL ONLY 7.9% MULTI CHANNEL 9.5% Response rates jump by20% when multiple channels are used Source: InfoTrends
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  10% Cost of inabilityto align around sales and marketing process and technologies Source: IDC of company’s revenue
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  #1 CRM1 & #2Enterprise Software2 Salesforce is cloud-based CRM software. Salesforce makes it easier for companies to find more prospects, close more deals, and connect with customers in a whole new way, so they can provide them with amazing service at scale. Salesforce brings together data from any source. Unites sales, service, marketing, commerce, and IT teams with a single, shared view of customer information. With AI integrated across all products, Salesforce helps everyone work more productively and better deliver the personalized experiences customers love. Source: 1.IDC, Worldwide Semiannual Software Tracker, April 2024. CRM market includes the following IDC-defined functional markets: Sales Force Productivity and Management, Marketing Campaign Management, Customer Service, Contact Center, Advertising, and Digital Commerce Applications. 2.Futurum Intelligence. State of the Market Report: Enterprise Software, 2024. Dion Hinchcliffe. 9.14.24
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  The Challenges 3. Aligningsales and marketing teams for better outcomes 1. Identifying and activating the right target accounts 4. Selecting and leveraging the right tech stack 2. Building effective multi-channel engagement
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  Identifying and activatingthe right target accounts Scoring Enrichments 1. PTB Scoring 1-5 2. NPB 1-3 3. Intent Data High-Medium-Low 4. Funnel stages Prediction Scores a. Qualification Score b. Pipeline Prediction Wide spectrum of products/clouds, industries and global presence.
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  Building effective multi-channelengagement Full funnel brand to demand stages 1. Robust journey funnel stages 2. Engagement signals identification 3. Data enrichment with 360 data sources connection 4. Contextualized strategies application and processes
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  Aligning sales andmarketing teams for better outcomes Trust is the 1st value at Salesforce 1. Sales and marketing challenges 2. Corporate level ownership 3. Alignment on KPIs 4. Trust building and strategic alliances
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  Selecting and leveragingthe right tech stack At Salesforce we have leveraged a full stack of different technologies. We have been trying to consolidate and find efficiencies by evaluating a lot of factoring elements such as:
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  Enterprise level strategic alliances with better alignments Sales and Marketing Partnership Winning together andspoton KPIs Building Enterprise Tech stack Funnel and swimlane transparency for a more successful outcomes Navigating common challenges and quick wins We know changes doesn't happen overnight but with strategic decisions and efficient efforts.
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  A glimpse intohow AI is reshaping the future of ABM Role What job should they do? Data What can they access? Actions What capabilities do they have? Channels Where do they work? Trust & security Predicting future prospects behaviours by unlocking their insights as well as acting dynamically with content with more personalization by driving more opportunities would be crucial in what we do in ABM. AI Agents
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  Thank you. 16