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Live Masterclass - April 8, 2020

building an account-based sales strategy

Eric Martin is a business-to-business marketing team leader, strategist, technologist and demand generator. Over the past decade he has built the marketing function from the ground up for multiple technology companies. His primary areas of expertise include executive go-to-market strategy, demand generation, marketing technology stack development and management.

Eric joined SalesLoft in 2016 and is currently Vice President of Demand Generation. He leads a team of talented demand gen professionals, program managers and field marketers with the goal of creating pipeline and driving account-based engagement throughout the customer experience.

Key Themes -

  • How to align with marketing on an account-targeting based strategy

  • How buyer intent affects the deal cycle

  • How renewals play into overall revenue strategy

  • ABM-focused overview of your sales strategy

Key Takeaways -

  • The account-based model is a waste mitigation tool.

  • Account-based isn't a project that gets "done"; it's an ongoing and strategic approach.

  • The three metrics SalesLoft uses for marketing KPIs are Influenced, Contribution, and Sourced.

  • Have a plan, and make sure everyone feels good about the plan before you buy tools or spend money.