In Conversature’s latest episode of Interviews with Inside Sales Gurus, our very own Phill Keene talks Account-Based Sales Development (ABSD) with Chris Orlob. More specifically, he covers:

  • The ins and outs of an effective account-based sales development campaign;
  • Why SDRs should be “mini-marketers,” and what that looks like in practice; and
  • How to define your ideal customer profile at an account level and an personal buyer level, then reverse-engineer sales talk tracks and messaging for each persona.

Here at Octiv, Phill’s role is twofold: he’s the manager of demand generation and leads of the sales development team. In other words, he knows ABSD and its importance. This hyper-personalized and targeted approach rose to prominence when revenue models based on old-school lead generation were no longer yielding the desired results. Cold calling and email blasting weren’t enough, and that’s because the sales process stopped being all about the seller. The power has shifted from the salesperson to the buyer and now, sales is no longer just a numbers game. Customers want a salesperson who is as much “person” as “sales,” and that means companies need to fully know and understand their target customers. “Ten years ago, it was about pressing the button a hundred times until someone said yes,” Phill said. “Now, it’s about figuring out your ideal customer profile (ICP).” If you can figure out your ICP, then you can create and build relationships that will turn your customers into product advocates. And with these relationships comes the realization that the sales process is not nearly as linear as it used to be. It’s not just about picking up the phone and dialing numbers; now, it’s about the trade shows, the LinkedIn connections, the moving parts and the soft touches throughout the process that help build rapport and trust. But mostly, it’s about creating a lot of noise. Making prospects notice you. Letting customers know you’re there for them every step of the way via every channel possible. When SDRs create this noise, that’s how they become mini-marketers. And that’s where the marketing team comes into play. “Marketers support this noise with targeted ads, blog posts or podcasts that will reach customers and make them look at you as a thought leader,” Phill says. “They are there as a concierge. As long as the company is aligned on the sales and marketing sides, it will be successful.” Sales and marketing alignment is crucial because marketing provides sales with the tools and resources they need to successfully reach the prospects who are most likely to become customers. When companies have sales and marketing teams that work together seamlessly, account-based models are successful – and that’s the best way to make companies successful as well.

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