Account-based sales development (ABSD) is a team-based sales process involving: account executives, marketing, account managers/customer success, legal, and likely others.
- Create a customized playbook
- Build a robust Ideal Client Profile (ICP) based on: company size (revenue or # of employees), industry, etc.
- Identify & pre-qualify accounts using the ICP
- Assign 500 pre-qualified accounts per sales development rep (SDR); add new contacts as old ones are disqualified; add new accounts as old ones are disqualified
- Map the organization to source at least 3 contacts per account spread across seniority levels; add new contacts as old ones are disqualified
- Warm-up contacts with account-based marketing – a combination targeted marketing automation drip campaigns, paid advertising / retargeting, direct mail, and events.
- Establish a sales/marketing SLS that defines (a) contact (b) marketing qualified lead (c) sales accepted lead / qualified opportunity (d) customer at risk (e) account management process (f) monthly, quarterly, and annual goals
- Assign (and periodically update) status for each account
- Assign (and periodically update) status for each contact
- Measure the following KPIs (a) total outbound dials – target 50/SDR/day (b) connect rate = % of accounts that engage in a meaningful sales conversation – target >35% (c) pass rate = % of qualified leads passed to a closing rep – target >10% (d) pipeline rate = % of leads that become sales accepted – target >70%
- Diligently and quickly follow up with prospects
- Maintain combined SDR:AE:AM/CSR teams with a ratio of 1:1:1 to 3:1:1. Each team should only actively prospect to 50 accounts at a time.
- Hold a daily, 10-minute team “stand-up” to coordinate activities and communicate progress and major changes in target accounts (this is not an update)
- Each account team member should strive to become an expert in their accounts via Google Alerts, company blogs, social media accounts, etc., focusing on employee shifts, new funding, & company/industry challenges & changes.
- Maintain CRM data hygiene