ABM Playbook Template

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Table of Contents
1. FY21 ABM Plan
2. Metrics & Performance Tracking
3. Account Selection & The Personas
4. Sales Responsibilities
5. Account Insights
6. Marketing Campaign
a. Proposed Content
7. Meeting Notes

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The Plan
Goal Account Selection Criteria

Key Teams Involved: Go/No Go Criteria

Target
Mailers - Who do they go to?
● Segments
● Industry

Budget: TBD
Marketing Deliverables
● $40K - VLG, an ABM agency
1. Ads
2. Personalized WebPage ● $65K - Kaleidoscope event with Accenture
3. Mailer

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Work Plan - An Example

Operations Execution
(How Often will Teams Meeting) When will the program launch and with what tactics
1. Weekly Meetings with SDR & AE 1. April - Digital Campaign Commences
2. May - Sales Cadence Starts
Purpose:
• Review performance tracker
• Gain insights about the account that can
be leveraged in marketing efforts Outstanding Action Items
1. e.g. Training on dashboard for Sales
2. Monthly Meetings with ABM Tiger Team
Members:
3. Internal Communication - e.g. Slack Channel,
email distribution list

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ABM Approach - <choose time line e.g. 90 Day > Program
Phase 1 - Phase 2 - Phase 3 -
Book a Meeting ● Building Relationships Supporting
● Finding a Champion the Deal to
● Meeting the Buying Committee Close

Marketing
Activity

Sales
Activity

Success
Metrics
FY21 - Phase 1 - Campaign Plan
March April May

Digital Digital Ads, Personalized Landing Page, and Drift Personalized Chat

Mailer Webinar Infographic

Marketing
Outreach

Emails / Call Cadence

Lead Gen
Outreach

Sales Outreach Emails / Call Cadence

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Metrics & Performance
Tracking
<Provide Link to Digital Reports>

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GOALS for the Quarter

Stage 0 Stage 1 Stage 2

5 5 2

Created based on known metrics within your organization.

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ABM Program Leading Indicators

Increase target account engagement by XX%

● Increase engaged status of key personas in buyer’s committee

● Additional metrics included in engagement status:
○ Website: Visits by account (using reverse-IP mapping)
○ Marketing Automation: Email opens, event attendance, chat interaction,
content downloads, etc.
○ CRM: Activities, tasks, campaign membership
○ Email/Calendar: Human email interactions (replies and meetings)

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Account Selection

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Account Selection Process
List the criteria used to select accounts

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Target Accounts
List or link to the Target Accounts

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The Personas

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 Relevant <YOUR COMPANY> OFFER
Customer Experience
Influencer / Buyer
Age: 25-30
Director / VP
Edu: Bachelor’s / some grad
Role: strategic: Decision Maker
• Develop strategy to change culture
conducive to better CX
• Run VOC & NPS programs to measure
Decision Influencer
sentiment and make recs
• Produce cross-organizational reports
Budget Control
• Sometimes have budget

Goals: Challenges:
•• Improve
Improve end-to-end
end-to-end customer
customer experience
experience •• Understanding customer needs in a dynamic market
•• Increase
Increase NPS
NPS
•• Cultural
Cultural transformation
transformation for
for better
better CX
CX • Cross-departmental collaboration to capture CX
•• Connect
Connect brand
brand experiences
experiences across
across channels
channels KPIs
•• Create
Create and
and define
define new
new metrics
metrics to
to gauge
gauge CX
CX • Disparate
Disparate silos
silos (data
(data and
and processes)
processes) to to produce
produce
Other influencers in purchasing: seamless CX
seamless CX
•• LOB, IT, Digital •• Resource
Resource constraints.
constraints. Typically
Typically will
will a
a small
small team
team of
of
Priorities 4-6
4-6 people
people and
and small
small budget
budget
1. CX
2. Costs
Trusted information sources:
• Consultants
•• Linkedin blog posts (prescriptive advice)
• Peer network
•• Industry organizations (CEPA)
• Industry conferences
•• Online pubs, articles and blogs
AE Responsibilities

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 AE Responsibilities
Account Executives are critical to the success of the ABM Program. Below
outlines the high level responsibilities of each AE.

1. ABM Meetings
● Attend ABM check-in meetings scheduled by the ABM leadership team
● Weekly Check-ins with AE/SDRs on progress within accounts

1. Account Engagement
● Identify the top 25 contacts at the company
○ 5 Executives (key targets) that the AE will pursue
○ 20 Director/VP contacts to be pursued by the SDR
● Create Executive Priorities Document
● Follow ABM engagement cadence (email/call/social cadence)
1. Account Execution
● Personalize emails in Sales Loft or Outreach for the cadence using
EPs 16
Team Tracker
Account AE SDR EP Received Top 25 Contacts Identified

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Account Insights

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What to Research - 1:1 - Company Name
Overview

Business Goals

INITIATIVES RELATED TO YOUR BUSINESS

(sub set of business goals)

The Pain
(Why they need your product/solution)

In the News

Connections
(via Linkedin or past deals)

COMPETITORS
Do they have any existing competitive products

BUYER COMMITTEE
(The people/personas to target)

KEYWORDS 19
Words mentioned by the company and/or Top Targets
Business Priorities

TARGETS BUSINESS PRIORITIES HOW YOU HELP

E.G.
• Planning to ensuring coverage for
• Accelerating Growth: Building, creation or acquisition of new brandS
Borrowing, and Buying brand assets (Sales Planning)
to enhance the consumer
experience.

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 <Company Name> 1: Few
Business Priority Business Impact How <your company> Can Customer
Solve the BP, Value Examples of
Statement where you have
done it
Top Contacts - (min 5 from each Persona)
Contact Title Email Phone Mailer? Yes
or No
Campaign Messaging

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<COMPANY NAME> - <NAME OF THE CAMPAIGN> Campaign Messaging Summary
Starts March 2019

OVERVIEW
Industry: Packaging, Sealed Air Corporation is a packaging company known for its brands: Cryovac food packaging and Bubble Wrap cushioning
packaging. Sealed Air Corporation has two divisions: Food Care & Product Care. It sold off its stake in Diversey Care in 2017
The Trigger: 2 reorgs since 2017, in financial decline Goal: FY20 $450K - Secure a Planning and Workforce Management opportunity

KEY MESSAGES CONVERSATION STARTERS

1. Deliver rapid release of value - This is due to their recent financial
decline, the Finance Department is in control. They scrutinize any
potential investment. The company admitted that its cost of sales grew
nearly twice as fast than forecasted.
2. Improve workforce performance - to drive business results will be
their key evaluation criteria. Their growth has been realized through
international acquisitions, sales team is disgruntled and not aligned
1. What are your biggest challenges with sales resource /
capacity planning?
2. How are you managing attrition? How do you factor it into
your growth projections?
3. What’s the feedback been from your sales team on how
territories are chosen and allocated?

3. Optimize use of resources - The value prop is about faster time to

<COMPETITORS>
revenue and cost optimization – This is the responsibility of the Sales
Enablement & Effectiveness team. • Challenges:

• Challenges with existing solutions:

4. Lower technology risk and provide flexibility - These are the most • Who else is competing for the business:
important attributes of any new investment-making process. Because of
SAP complexity and cost,

THE CAMPAIGN
,NAME OF THE CAMPAIGN CUSTOMER NUGGETS
Provide a brief summary of the campaign List current customers that could be referenced when reaching out to
this contact
1:FEW FOCUSED ON HIGH TECH

Narrative: Welcome to Xactly World - This is How we Do Business and how we drive results for our customers.
Disruption Story We are your partner in ensuring you’re continually optimizing your performance. (Make Sales Make Sense)

Disruption Content Customer Stories /

Flow Xactly Page Blogs
Quotes

What Story Best Fits Your Account?

Leading Sales Team in A Dynamic World Planning in the Midst of Change

Solution Story
Key message: Be data informed Key message: Make the Pivot with confidence

L3 Harris Lenovo Secureworks

BMC Microsoft Citrix
Lexmark
Texas Benchmark Analog Devices
World Wide Technology
Hewlett FactSet
Nvidia
Teradata
Campaign Messaging
POSITIONING
STATEMENT

TARGET
AUDIENCE
ELEVATOR
PITCH

PILLAR
3 Key Messages

HEADLINE
BENEFITS

KEYWORDS

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Proposed Content

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 Content Plan: Engagement Program (Early/Mid/Late)
Content Description
Early Stage
1 Infographic
2 Blog
Mid Stage
3 Webinar
4 White Paper
Late Stage
5 Case Study
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7

©2018 Xactly Corporation. All rights reserved. Proprietary & Confidential.

 Account Plays: Communicate in Phases
Phase 1 Phase 2 Phase 3
Goal Goal

Content Content to fit

Themes

Personas Titles
Programs Tactics
and Tactics

©2018 Xactly Corporation. All rights reserved. Proprietary & Confidential. 29

Meetings

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Tiger Team Meeting Weekly Meetings with Sales
Agenda Agenda
1. Update on AE/SDR progress 1. Check in on reporting
a. Weekly 1:1s 2. Update on meetings
b. Progress to date 3. New insights to update messaging /target buyer
2. Recommendation to pursue a new vertical committee

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 Next Steps
Action Who When

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