The Account Based Demand Engine STEAM Assessment

Set-Up Phase

2

To ensure we size the engine correctly we need to look under the hood of what you already have

The Account Based Demand Engine (ABDE) is modular in its construction and our STEAM assessment is designed to walk through 6 specific areas that will play a pivotal role in the program's success

STEAM Assessment

An Engine Has Lots of Moving Parts

The What / Why Now / To Who / Proposition Clarity – The right strategy is the key to success, so we need to get this right from the outset

Sales / Outbound set up. Where will our ABDE workloads fit within the current structure

What exists, what can be adapted, what needs to be created

How robust has the selection criteria been for the accounts we are going after

Current inbound volumes / lead flows and performance metrics to leverage insights

Visibility of performance, dashboards and progress

Strategy

Asset Library

Data / Acc Selections

Inbound

Outbound

Marketing Operations

Foundations for the ABDE 6 areas for discussion

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2

3

4

5

6

STEAM Assessment

Deep Dive Current Scoring Against The 6 Steps To Success

Self-Assessment Guide

Strategy Development

Based on the solution area we are trying to generate demand for:

• Does a campaign strategy exist (Y/N) and when was it last updated

• Where would you place your solution against these 4 areas:

1. Ability to articulate the client problem your solution overcomes

2. What alternatives businesses have if they want to overcome this problem

3. Who worries about this problem in a prospect account and why

4. How compelling is your story today that drives urgency to act now

• Can you summarise your ideal customer’s strategic priorities?

• How many competitors can you think of that offer very similar solutions to yours

• How well do you address your customer’s strategic priorities in your existing content

Step 1

Rating:

3 months / 1 year / 3 years

Scale – 1 to 5

Scale – 1 to 5

Yes / No

Scale – 1 to 5

Scale – 1 to 5

Scale – 1 to 5

None / 1 to 5 / 5 to 10 / 10+

Intention: An honest appraisal of how relevant and buyable your proposition is today

Asset Library

Based on the solution area we are trying to generate demand for:

• How many assets do you have that align to your current strategy

• How often are you creating new content

• Where is your latest content hosted / shared

• How many formats do you have (Video / eBooks / Podcasts / Blogs etc)

• Do you measure your best performing content

• How successfully do you generate new content ideas

• Who well do you create content in your organisation

• Is all the content you produce being used successful

Step 2

Rating:

Website / Social / Campaigns

Monthly / Quarterly / Annually

Yes / No / Unsure

Scale – 1 to 5

Scale – 1 to 5

Yes / No / Unsure

1 / 2 to 5 / 5+

0 / 1-3 / 4-7 / 8+

Intention: Have a clear understanding of what content can be leveraged and what is missing

Data / Account Selection

Based on the solution area we are trying to generate demand for:

• Do you have a clearly defined Ideal Customer Profile

• How many organisations are in your Target Addressable Market

• How many people are in a typical buying group

• Where do you source your marketing database from

• How often do you refresh your marketing data

• What is the quality of your database against your TAM

• Who has ownership of the marketing database in your organisation

• What rules do you put in place regarding GDPR

Step 3

1 / 3 / 5 / 10+

ZoomInfo / CRM / Don’t Know

Range: <50 <200 <500 1000+

Daily / Monthly / Rarely / Never

Marketing / Sales / 3rd Party

Double opt in / Legitimate Interest / Don’t Know

Yes / No / Unsure

Rating:

Poor / Good / Don’t Know

Intention: Build a true reflection of where our demand is going to come from

Inbound

Based on the solution area we are trying to generate demand for:

• Do you generate inbound enquiries currently

• What Marketing Technology platforms do you have

• Who manages the marketing technology in your organisation

• Which team follows up on inbound enquiries

• Do you maintain organic search engine optimisation

• Do you invest in paid media (SEO / Search / Display / Sponsorship)

• Who has ownership of the marketing database in your organisation

• How many leads per month are generated through inbound channels

Step 4

Specific team / 3rd party / Don’t know

SDRs / Sales / Don’t Know

MAP / CRM / Intent Platform

Yes / No

Yes / No

Marketing / Sales / Outsource

Range: 1-10 / 11-20 / 20+

Rating:

Yes / No / Unsure

Intention: Are we striving for performance that is well beyond our current market awareness

Outbound

Based on the solution area we are trying to generate demand for:

• Does your sales organisation do proactive outbound activity

• What data do sales use to outbound

• What is the feedback on MQLs internally

• Does marketing dictate how much time is spent on outbound campaigns

• Do you use sales automation tools – like Outreach / Salesloft

• How satisfied are you with outbound follow up on marketing generated leads

• Does outbound have enough priority in your sales organisation

Step 5

Poor / Average / Good / Excellent

Content Syndication MQLs / Don’t Know

Yes / No

Rating:

Yes / No / Unsure

Yes / No

Not satisfied / Satisfied / Don’t Know

Yes / No / Unsure

Intention: Do we have a structure that is set up to succeed even if we get everything right

Marketing Operations

Based on the solution area we are trying to generate demand for:

• Do you track your pipeline

• How long is a typical sales cycle

• Do you report on pipeline velocity

• Do you review the number of touchpoints required to generate a SQL

• Do you know how many MQLs you generate per month

• Do you know where you highest quality leads come from

• Would marketing welcome better performance dashboards

• Are you able to attribute marketing influence on sales qualified pipeline

Step 6

Yes / No / Unsure

Rating:

1 month / 3m / 6m / 1yr / 2yrs

Yes / No / Unsure

Yes / No / Unsure

Yes / No / Unsure

Yes / No / Unsure

Yes / No / Unsure

Yes / No / Unsure

Intention: Establish a benchmark for what is visible today so we can build on this insight going forward

Buyers are overwhelmed with choice and content today, so incremental content for

content's sake will not work.

The Self-Assessment should be an honest reflection of how your buyers will feel about

your proposition based on the experience you have today as this will inform what needs to change to drive incremental

improvements going forward

STEAM Assessment

Self-Assessment Summary Why this is so important

Next Steps Getting started with the ABDE

Run a series of deep-dive workshops with key stakeholders to get a true picture of what is required to succeed

Growth Essentials - Report

1 2 3

Desk Based Research

• Review competitors • Compare positioning • Assess common vs. unique

language • Review brand visual appeal • Understand the complexity of

the solution • How specialist is the knowledge

needed to understand the proposition

Workshop with Sales

• Review last 6 closed won deals • Where did the opportunity start • What pain point was addressed • Who made up the buying group • How long did the sale take • Review implementation process • Discuss ICP & current pipeline • Review sales org structure • Review targets (1y / 3y) • Discuss ideal deal size & velocity

Workshop with Marketing

• Review competitors • Review value proposition • Articulation of ideal opportunity • Changes facing team today • Understand current cadences • Review tech stack • Review demand marketing plan • Understand data process • Review of governance structure • Review sales enablement assets

4

Readiness Report

• Summary document of findings from the first 3 steps

• Recommendation of where to prioritise effort to gain quickest return on investment

• Assessment on uniqueness and differentiation of offering

• Assessment of ability to cut through to generate new demand

• Articulation of next steps

Growth Consultancy - Practical and Valuable First Steps

Benchmarking Assessment Cost 4 Days Growth Consultancy

$5,000

Play to Win Foundations

Ideal Customer Profile Articulation

ICP identification and prioritisation based on review of closed won / closed lost and customerr billing data over the last 2 years

TMP to supply a data dashboard with interactive manipulation of key account characteristics to assess the size and make up of the market

Content Audit / Asset Evaluation

Review of current content available to power the ABDE and assess for suitability & effectiveness

Plan / recommendation on content gaps and mixture of formats to support paid media activities and nurture with costed proposal to create required assets

Messaging Framework / Sales Plays / Story Identification

STEAM Assessment

Growth Essentials Report

Actual Client Data

O U T P U T S

INPUTS

Play2Win Foundations:

ICP Dashboard - $10k

Strategy Essentials - $20k

3-to-6-week delivery timeframe

Setting the ABDE up for success

Create messaging framework and up to 3 specific messaging plays that apply to our core story(ies)

Align plays to different target personas and start to append proof points that will resonate

Identify ICP clusters per story for optimum targeting

Analytics Strategy Essentials

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