Chief Growth Officer of DiscoverOrg demonstrates how to drive revenue growth through account based marketing to make the number.

Katie Bullard DiscoverOrg Cheif Growth Officer

 

Joining us for today’s show is Katie Bullard, the Chief Growth Officer for DiscoverOrg. Katie is a unique marketing leader who knows how to drive revenue growth to make the number, and do it while leading the product function. Matt and Katie leverage the How to Make Your Number in 2018 Workbook to share emerging best practices. Access the latest Workbook and flip to the Marketing and Strategy Execution to review Phase 12, Account Based Marketing, found on pages 296-299.

 

Today we are going to demonstrate Account Based Marketing and how to replace leads with opportunities for the sales team.

 

Why this topic? Demand generation and lead management does not work for companies with business models dependent on a small number of high-spending accounts. Waiting for dream accounts to come to you will result in missed revenue targets for your company. If you live and die by the big deal, growing revenues faster than your industry and your competitors requires a shift to account based marketing.

 

Katie is uniquely qualified to speak on this topic with proven experience in managing marketing, product management, and partnership programs for DiscoverOrg, the leading sales and marketing intelligence solution.

 

Let’s jump into the questions that represent the five criteria to determine whether Account Based Marketing is a fit for your business. If you score five out of five, then ABM should be a high priority. If three or more, then you should strongly consider ABM. Let’s get started by reviewing Katie’s business use-case:

 

In the first segment of the program (5:10) Katie answers questions that represent the five criteria to determine whether Account Based Marketing is a good fit for your business. Reviewing your use-case will determine whether or not ABM should be a high priority for your company.

 

Watch as Katie describes (7:00) her business’ sales cycle, selling process, and sales strategy. Katie explains the significance of account segmentation in answering questions surrounding potential to spend, propensity to buy, cost to acquire, lifetime value, and cost to serve.

 

In the second segment of the show (11:50), Katie explains the importance of a buyer-centric demand generation program when it comes to account-based marketing.

 

We wrap up the show (21:40) by discussing the necessity for data architecture, data management, and data purity for profitable sales and marketing.

 

Have expectations gone up and left you wondering if you have the right strategies to support your revenue growth goals? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate your Sales Strategy against SBI’s emerging best practices to find out if:

 

• Your revenue goal is realistic
• You will earn your bonus
• You are set-up for success in 2018

 

Sales Revenue Growth

ABOUT THE AUTHOR

Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.

 

Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.

 

Prior joining SBI in 2009, Matt spent eleven years leading sales and marketing team teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.

 

 

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