Moving to ABM and Enterprise selling? That means dealing with more stakeholders 👥
B2B companies moving to Enterprise from mid/up market will soon learn about the increased number of stakeholders in the buying process.
Selling to multiple stakeholders simultaneously is referred to as multi-threaded selling.
Why? Because you'll have multiple communication/campaign threads at the same time.
Identifying the stakeholders and mapping the corresponding buying roles to your target account's buying committee is essential.
👆HubSpot ABM pro tip: use the OrgChartHub Ltd plugin to map your target account's buying committee in HubSpot. Find the video in the 1st comment for a how-to video.
Winning by Design's Jacco van der Kooij illustrates the dynamics of a bigger buying committee in a high-touch Go-to market (GTM) motion aka Account-Based Marketing (ABM).
For those familiar with Revenue Architecture, you'll recognize the SPICED and MEDDIC models mapped to this buying journey [image 1]
SPICED:
[𝗦]ituation: Leads to pain ⤵️
[𝗣]ain: Drives the necessity for change or impact ⤵️
[𝗜]mpact: Is needed to adhere to a critical event ⤵️
[𝗖]ritical [𝗘]vent: Determines decision making ⤵️
[𝗗]ecision: Is based on Decision Criteria & Process used in ME𝗗𝗗IC
SPICED is helpful in multiple ways. In ABM, use it to:
1. Created tiered target account lists [image 2]
2. Develop details for main buying committee members aka buyer personas [image 3]
3. Develop discovery call playbooks [image 4]
Take-away: you can't sell to Enterprise without understanding the full buying committee and what leads them to buy — and how and when.
Leverage the SPICED methodology to map that. You can learn all about it in the Revenue Architecture book.
And because it has helped me so much, I want B2B SaaS commercial leaders to have that learning experience as well ⤵️
🤯 so I'm doing a giveaway: 1 copy of the Revenue Architecture book worth €89 for a commercial leader in high-ACV B2B SaaS ⤵️
Are you a CCO, CRO, CMO, Head of Marketing, VP or similar role at a high-ACV B2B SaaS? ⤵️
Comment 'Revenue Architecture' and I'll send the book to the winner this Friday. 10 requests are minimal. Good luck everyone 😀
#SaaS #ABM
PS. Joining the Pavilion community recently has fueled my interest in Revenue Architecture even more. They have a partnership with WbD on the RA course. Go check them out.