What’s the best account-based success story you’ve seen recently?
How can one kid – a millennial with a backwards hat and his feet kicked up on the table during a Sales meeting – be the glue that holds the revenue team together?
I asked Craig Rosenberg “What’s the best account-based success story you’ve seen recently?” and this is the story he told me. Craig Rosenberg, Chief Analyst at TOPO, has seen and hear more stories working with Sales, Sales Development and Marketing clients than he can remember. Needless to say, it’s not often you come across a story like this, so when Craig spoke, I listened.
Check out today’s vlog if you too would like to become the hero for your organization.
– Hey guys, Brandon Redlinger here, Director of Growth at Engagio, and I am joined today by Craig Rosenberg. Craig, welcome.
– Thank you, thanks for having me.
– So the question that I have for you is, what is the greatest account-based success story that you’ve seen in recent history?
-Recent history, I love it. It is recent history. So, actually, I’ve got a perfect one. So, it’s a timeline too, Call it a year and a half ago, went into this account. They were sales and marketing clients, so the day was filled with both sides. First meetings with sales.
– What size customers, or what size company is this?
– This is like a 30 million in revenue, so smallish, yeah. Should be more nimble as a result, right? So we get in there and sales say “Well,” you know, I said, “Well, where’s Marketing?” Said “Well, we don’t need ’em here” and whatever.
– So oh boy. Here we go.
– And they’re telling me how marketing’s not doing anything for ’em and all these things. Of course, right, I hear that all the time. You have to find the truth. But one nugget they said, and they said, “Well, you know” and so we start talking about sales. They say, “Well we have this list “of target accounts that we wanna go after.” So, perfect. So then we go meet with marketing, and marketing is focused on email blasting. I don’t think they, I kept bringing up the target accounts from sales, and they didn’t know anything about it.
– And they were just trying to get as many leads as possible. Classic story.
– Someone there is gonna suffer, right? So I just left there going, “Oh man, this is like, bummer.” You know, it is, it’s a bummer. It went so bad for me on the marketing side that one of the people in the room complained that I wasn’t smart enough or something, which never happens. And anyway, so a year later we come back and the meetings were just sales, I’ve moved on. Marketing’s in the room. Not kidding. It’s this kid, and he’s got his feet up in the meeting like this. And he’s just on his phone. Marketing’s in a sales meeting, feet up on his phone.
– And they start going and they said “We’ve hit our number two quarters in a row.” I say, “Great, what was it?” They said, “Him.” They point to Marketing. I said, “What?” And they said “Yeah,” so I guess they made some changes and the kid goes, “Yeah, we took their target account list, “I met with sales development, “we created this direct mail piece, “here it is, let me show it to you, “and we ran coordinated efforts “into the target accounts, and we generated “meetings and opportunities in the accounts “that Sales wanted, and they doubled and tripled it.”
– This went from the most iciest thing I’ve ever seen to the kid sitting in the meeting with his kicks on and his hat backwards on the phone, just going, “Oh, you guys wanna hear from me?” And it was incredible. You know what? When you narrow it down, it wasn’t complex, it wasn’t crazy. They just agreed that, hey, let’s go do these target accounts together. Marketing only did, you know, they did ads, they did direct mail, right? And then they worked in conjunction with Sales Development, and it changed the game. So they didn’t have to move the world; all they had to do was get on the same page. And now marketing…
– And align their accounts? Is that the number one thing?
– Well, align on the accounts, and just aligning touches together. Just some orchestration. It’s not a ton, it’s good enough, right? It was great, and they win. And now the guy is getting carried out on his shoulders. And that is one of my favorite stories.
– I can’t wait til the day that I am going to a sales meeting and can throw my feet up on the desk.
– I’m not sure it’ll ever happen for you. (laughter) Well, we’ll see. Anyway, yeah, so that definitely is my favorite story.
– Was that a good story?
– That’s great, that’s perfect. Thanks Craig.
– Alright, thanks.