The State of Account Based Sales Development: Key Findings

Garnering insights from hundreds of sales and marketing leaders and professionals worldwide, the first bi-annual “State of Account-Based Sales Development Report” examines how the major outcomes company’s experience with account-based sales development (ABSD) strategies, the most effective channels for engaging potential customers and the role of social selling within an ABSD strategy.

Beyond the emergence of different tools, best-in-class companies invested in an ABSD strategy have experienced higher quality leads, increased pipeline creation and revenue. But how they invest will be the defining factor between a thriving ABSD program and a faltering one.

No longer a one-off tactic or a single-department strategy, ABSD is a business strategy that must be embraced by the entire organization. If you want big returns on ABSD, you must embrace this mindset. With more noise online than ever before, ABSD has become an essential fabric to the modern sales process. How do companies with no formal ABSD programs compare with those with formal programs? And how, if at all, does social and digital accelerate the ABSD process?

Here’s an overview of key findings from the trends report.

1) Social And Digital At The Core of Modern ABSD

Maintaining engagement with prospects requires consistent activity on the part of salespeople. In the age of the customer, best-in-class account-based sales teams not only respond to customer inquiries but also proactively educate them. The majority of respondents (64%) think social strategies and tactics are essential, integral or a useful addition to their account-based sales development plays.

social strategies for absd

2) Implement Full Programs To See Results

Like any formal initiative, appropriate implementation, execution and support leads to greater results and increased satisfaction overall. The majority of companies with full ABSD programs in place said they were 54% more “extremely” or “fairly” satisfied than those who just did “random acts of ABSD.” If companies want to take their account-based plays to the next level, they need to make the investment.

Satisfaction with ABSD efforts

3) Programs Lead To Greater Certainty In Future Investment

Pilot or test programs are worth the investment. Companies with these programs in place are more inclined to further invest in ABSD. They were on average 10% more certain about their investment in the tools, technology and services for ABSD in the next 12 months.

ABSD investment in the next 12 months

For a more comprehensive look into the processes, tactics and results that sales organizations experience with ABSD, watch the on-demand webinar and download the full report.

Jamie Shanks

One Response to “The State of Account Based Sales Development: Key Findings”

June 07, 2017 at 2:56 pm, Alex Greer said:

Thanks for this thoughtful piece Jamie. As our SDR Enablement Leader at Cloudera, the tenets of executing ABSD are a core part of our ramp process.

With the abundance of information folks publish about themselves online, social selling is an absolutely crucial step toward locating the Right People and delivering the Right Message. We also incorporate Account-Based Intelligence tools like Bombora into our strategy so we deliver the message at the Right Time. Leveraged properly, ABI will streamline any company’s ABSD strategy as you will give yourself the highest chance of success with a thoughtful ABSD campaign.

And to your point a pilot program will help achieve buy-in and greater investment. Stakeholders include Field Sales, Sales Development, Marketing, and of course Sales Ops as the backbone to architect, maintain, and enable the stack.

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