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Account-Based Sales with Salesloft: A Tactical Guide

May 14, 2020

Salesloft is intuitively designed to enhance your account-based sales strategies. There are over a dozen practical Salesloft features to help keep your teams agile and focused on selling, while providing a white-glove sales experience to your top tier accounts. Below we explain how to incorporate each feature into your account-based sales process.

Account-based sales. Is there any other way to sell anymore?

Chances are that your company is already using an account-based sales strategy. If not, then you’re either thinking about it or trying to obtain internal buy-in on the idea.

So much work goes into forming the strategy and determining the right accounts to pursue: market fit and addressable market, ideal customer profiles, messaging, customer insights. Lest we fail to mention the insurmountable task of aligning marketing and sales to jointly pursue these accounts.

But, then what?

Once you’ve identified the right markets to pursue, made them real by grounding them in actual company names, and grouped them by importance (i.e. the whale versus the fish), you have to actually sell.

This is where the <insert overused metaphor for the moment of truth>.

You lovers of Salesloft know the product is constructed of capabilities that help you do you. However, you may not be aware of the dozens of features to help you efficiently focus on your top tier accounts.

Here is a round-up of 15 account-based selling features in Salesloft. What follows are examples of how to use these features according to the steps needed in any account-based selling process, and tips for doing so.

Step 1: Be one voice speaking to multiple contacts

Have you ever called a customer service number and answered multiple questions to establish your reason for calling? And then be answered by a representative who asks you the very same questions again? Reduce friction while prospecting, especially when working marketing-sourced leads.

Tip: Design cadences to keep the attention of your prospects with a consistent, relevant experience and message. Work with marketing to build unique cadences specific to personas and industries.

✔️Take action! Features to use: 

  • Cadence: You know and love Cadences, but are you designing them by account tier and persona? Consider the level of personalization you should apply based on the tier of account you are engaging. Using a multi-channel approach is key, so test sequences of calls, emails, social, video, and other steps to find the combination that engages each tier or persona.
  • Incorporate Intent Data: Ensure high propensity accounts are given the priority they deserve when you integrate your ABM platform with Salesloft. Prospects get a personalized and seamless experience by automating lead routing into specific Cadences as leads are assigned.
  • Account-Based Automation: These automation rules are specifically designed for teams using an account-based sales model. When an account is updated and it meets specific criteria, the rule automatically adds the whole buying committee to one cadence. You can also set a rule to change the account stage on all account contacts an opportunity is won or disqualified.
  • Templates and Snippets: Work with marketing to build email templates that align with the campaigns they’re executing. This way your team delivers a consistent message that progresses the conversation from their last marketing touchpoint. Likewise, Snippets are useful when questions come up from prospects about stats, case studies, videos, etc. They enable your team to respond quickly and build credibility as an informed seller.
  • Integrate with your Sales Content Management Solution: Content Management Systems that integrate with Salesloft allow your reps to easily find the most up-to-date, relevant sales collateral so they can easily add it to the various Cadence steps they are executing.

Tip: Easily group your accounts by tier to keep reps focused on your highest priority accounts. Ensure your team knows which accounts are top tier, so they can execute their Salesloft steps accordingly.

✔️Take action! Features to use: 

  • Account Tier Field: Create focus around the most important accounts by assigning tier values to your top accounts. Viewed and manage Account Tier values in the Field Configuration tab. Use the default values (Tier 1, Tier 2, etc.) or create your own and group them by priority level.
  • Prioritize cadence step execution by account tier: The Cadence side panel helps you and your team prioritize the People you run through a Cadence step. Prioritize the accounts designated as top tier when running a Cadence step to be sure you are giving your attention to the most valuable accounts.

Tip: Keep everyone focused on their own accounts to reduce distractions and the chance of prospects being added to multiple Cadences.

✔️Take action! Feature to use: 

  • Object Access (Accounts access):  Configure each rep’s visibility settings so they only see the accounts and people that are assigned to them.

Step 2: Engage with the entire buying committee for the account

A buying committee makes most buying decisions these days. As the organization you’re selling to grows in size and market presence, so does the complexity of selling to the various decision-makers.

To add insult to injury, the average SDR is working 200-800 Accounts at a time. SDRs are frequently asking themselves and their manager if they are focusing their efforts on the right accounts. Sellers need to see a holistic view across all their accounts to understand how to prioritize their efforts.

Tip: Pull in all the right people you need to engage with throughout the buying cycle.

✔️Take action! Features to use: 

  • Select People Actions from the People Page: Take action on all the people within an account at the same time. When a deal is signed, remove everyone from active cadences with just one click. You can also take action, like sending a one-off email, on multiple people (but not all) simultaneously.
  • People at Account panel: Use the People at Account panel on the Account page to easily see the various contacts associated with the account, and how often you and your team have engaged with them. Here you can add an account contact to a cadence, and even one-off call or email them directly to ensure you are engaging the entire buying circle from the account.
  • LinkedIn Sales Navigator on Person Page: Those with Sales Navigator access can use this integration to build their Account buying committee by researching the contacts and titles at an account, mentioning icebreakers with existing contacts, and saving new contacts as potential leads.
  • Account Activity Feed on Person Page: In the Activity tab on the Person Page you can toggle between Person or Account to see the upcoming and past activities at either level. You can monitor what other contacts at an Account are responding to, and quickly keep up with your activities across the account without leaving the Person Page.

Tip: Stay organized. Utilize all available channels, with a pleasant persistence.

✔️Take action! Features to use: 

  • Tasks: Keep yourself on track by scheduling reminders and then directly execute call and email steps right from the reminder. Use the activity feed to create, execute, and filter Tasks on the Person or Account pages. The Tasks pane is available in Salesloft, Gmail sidebar, or in the Salesforce sidebar.

Filter Accounts List in Salesloft

  • Filter the Accounts List by Custom Fields: Custom fields from your CRM, such as buyer intent or account grouping, help reps track accounts according to their sales process. Use these custom fields to quickly and intuitively find the accounts that need attention in the Accounts List. This allows reps to find certain accounts in Salesloft, instead of pulling lists in Salesforce or your CRM.
  • Filter the Accounts List by Last Contacted Date: Instantly see which accounts your team is actively engaging with by filtering by ‘Last Contacted Date’ in the Accounts List. The filter allows you to select a window of time: more than 7/14/30 Days Ago. Quickly isolate the top accounts among the hundreds of accounts you’re working on.
  • Filter the Accounts List by Last Contacted Date – Never Contacted: Worthy of its own mention is a filter selection in the Last Contacted Date filter: ‘Never Contacted.’ Just as it is important to understand who your reps are engaging with, it is also important to understand who they are not connecting with. This ensures that no top tier accounts are falling through the cracks if you or your reps have not spoken with them in a while.
  • Activity Feed on Account Profile Page: The Activity Feed on the Account Profile Page aggregates all of the activities happening with the various contacts at an Account, grouped by ‘Upcoming Actions’ and ‘Past Activities.’ Here you can easily edit due dates for upcoming activities and drill into specific Cadence steps.

Step 3: Measure your effectiveness

One of the trickiest aspects of an account-based sales strategy is understanding what is working and what isn’t. Once you’ve focused your team’s talent and budget on pursuing top tier accounts, you have to be sure you’re utilizing these resources effectively.

Furthermore, if your top tier accounts aren’t responding, it doesn’t mean they are the wrong group to pursue. Use the account-based analytics tools in Salesloft to peel back the proverbial onion and analyze how you can adjust your Activities, timing, message, and contacts to produce better results.

Tip: Analyze your top-performing accounts and understand why they are top-performing. Is it because of the Cadence? The specific activities deployed? How the rep engaged the buying committee? Or the timing of the message?

✔️Take action! Features to use: 

  • Account Panels on Analytics Overview: Gain fast insight on which Accounts are getting the most of your revenue team’s attention and which Accounts are generating the results you need. With Account Activity and Account Productivity, your Analytics Overview now provides additional visibility into your Account-based programs.

Account-based sales analytics

  • Updated Account Analytics Report: If you’re already familiar with the Accounts Report inside of Analytics, then you’ll be delighted to know that it not only has a new UX, but there are now an additional 10 columns to help you gain a firmer understanding of the various activities happening with your Accounts. You can now view and sort by multiple LinkedIn activities including Research, Introductions, and Connections. Also, view and sort by Last Touched Date and Total Touches and click through to your Accounts.

Tip: Align with marketing and operations to provide visibility into how accounts and leads are performing by rep.

✔️Take action! Feature to use: 

  • Salesforce Insight from Salesloft dashboard panels: Update your marketing and operations teams using Salesforce. The Active and Non-Active Records panels display the number of active and non-active records by each rep. This helps marketers understand which reps they should be supporting with account-based marketing activities. These panels also help sales operations determine which reps should receive more or fewer leads, especially for round-robin lead assignments.

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