Leading the way to ABS success
What account-based strategies are important to Leaders? Get all the top insights right here.
Only 2 in 10 organizations self-identify as leading the way
MATURITY MARKERS FOR LEADERS
Does size matter?
Just because you are a large organization doesn’t mean you are a Leader. You could be a small subscription-based business selling to large enterprises. In fact, 4 in 10 are small businesses (under 100), with 3 in 10 medium (100-500), and 3 in 10 large (501+). However, comparatively, only 1 in 10 Adopters have above 501+ employees while 3 in 10 Leaders do.
2/10
Leaders have over 500 salespeople
Leaders are more likely to have more salespeople, whereas other maturity segments do not.
3/10
Leaders have over 100k records in their CRM
Leaders are more likely to have more records in their CRM, however, the majority is under 500k. 1 in 5 have over 500k records in their CRM.
3/5
Leaders use Salesforce CRM
More Leaders use Salesforce, comparatively to Adopters who may require more mid-market solutions over enterprise-level.
WHAT LEADERS ARE GETTING RIGHT
9 in 10 agree they have strong organizational alignment to support GTM motions
Comparatively to other maturities, Leaders are leading the way when it comes to aligning their teams. Although, while the majority agrees they have organizational alignment to support go-to-market motions, only 4 in 10 strongly agree, which indicates an opportunity to improve.
Over 8 in 10 Leaders have a RevOps function or plan to add one in the next 12 months
Only 1 in 10 Leaders (9.8%) state they do not have a RevOps function and do not plan to do add one in the next 12 months.
PRO TIP:
Not yet a Leader? Increase your ability to be successful by thinking about your operational foundation. It may be time to hire a revenue operations professional.
THE STATE OF DATA
Most leaders somewhat agree they have strong data governance and management, yet when it comes to their data…
“Parent/childs between brands/countries are a struggle to maintain manually at scale.”
– Modern Sales Pros Community Member
4/10
strongly agree they have robust data governance in place in their organization
3/10
strongly agree they have clean and actionable account data enabling effective selling
7/10
strongly agree parent-child account data is linked accurately in their CRM with clear account relationships and territories
Disconnected and duplicate CRM data stands in a Leaders way
While aligning the entire go-to-market team is the top challenge across all maturities (23%), Leaders also struggle with the impact of disconnected or duplicate CRM data (22%), the ability to effectively report on results of account-based selling strategies (18%), and lack of account visibility for sales teams (14%).
PRO TIP:
Building a strong foundation starts with good alignment and good data. Consider cleaning up your database as one of your first steps to succeeding in account-based selling success.
THE STRATEGY
Are you set up for success with ABS?
The two most important strategies for Leaders are identifying new sales opportunities (26%) and Land and Expand (21%). Not unlike Developers, most Leaders still feel like they are not executing these strategies well enough. This opens up a potential for growth and improvement even in the Leaders of the pack.
PRO TIP:
Enable your team to have better visibility into their customer accounts and be more effective with tools like account hierarchies and third-party data from data providers like Dun and Bradstreet.
“Create new territories that are untapped”
– Leader
“Trigger-based prompts offering specific upsell-cross sell messaging.”
– Leader
“Better use of existing data and companies to customize approach”
– Leader
THE FUTURE OF ABS IS OPS
Focus on what’s underpinning your pipeline-generating strategies
Here we find a relatively even distribution of strategies, with team training or hiring being the least prioritized (7.3%) for Leaders. Given disconnected or duplicate CRM data (22%) is a top challenge for this segment, Leaders should focus on foundational areas like data cleanup and territory planning that will impact pipeline generating strategies like whitespace.
PRO TIP:
Leaders still have areas to improve. Enroll in our 5 part acceleration course to expand your account-based selling strategies with advice from other industry leaders.
