Watch Our On-Demand 6sense Webinar Plus Learn About Our ICP Management, Signals, Insights, and Enablement That Will Deliver Greater ROI from the Platform & Your ABM Program.
6sense Intent is Not a Silver Bullet – Teams Need More Than What the Platform Delivers.
Our recent polls show that too many GTM teams are struggling to prove a strong ROI from their $100K to $300K investments in the 6sense platform and that many sales teams hate it. The platform isn’t being adopted across the GTM organization as there’s mistrust in the data that’s delivered.
There are many reasons behind the subpar performance and why GTM teams struggle to move “supposedly in-market” accounts from contact to deal closure. When you watch the webinar below, you will learn where the gaps are in the 6sense platform and in your GTM processes.
You will see the issues with intent. And, you’ll uncover the signals and insights that need to be layered on top of intent to effectively identify and engage accounts that are predictable of landing and expanding with you.
After, watching the video, scroll down to see how we can help you get greater returns on your 6sense investment.
In Summary, Here’s Why Teams Struggle with Moving “In-Market” Accounts to Revenue with 6sense.
Lack of Change Management:
If you have the wrong email/social/live/digital interactions and deliver the wrong account experiences, you will not convert “in-market” opportunities to revenue no matter how much intent the accounts are showing. But, the CSM managers at 6sense as well as many ABM firms do not advise GTM teams on the readiness that’s needed. including getting executive alignment on ABM strategy. They enable teams to simply retrofit the tech on top of existing processes, content, messaging, and experiences so teams are driving pipeline with supposed ICP accounts but they’re not converting!
Weak ICP Definition:
While 6sense will talk about their predictive scoring, many teams are finding out that it doesn’t nail their ICP. In most cases, the ICPs on the platform are nothing more than proxies for your total relevant market. It doesn’t speak to the executional, operational and cultural characteristics of the accounts that most align with your company and your solution. You don’t want the company that looks right with surface characteristics – you want the “winnable, addressable accounts” that will predictably go all the way through the funnel, sign the deal and expand with you.
Poor Account Targeting:
As discussed in the video, intent data is time lagged. By the time, intent was delivered, accounts moved on or they have selected the vendors they want to talk to making it hard to break-in. We also find that intent data is not predictive of accounts being “Best Fit”, “Most Ready” and “Most Winnable and Expandable.” Intent data is speculative.
Limited Account Insights:
While the platform can identify the accounts (and in some cases the people to engage with) there is no guidance beyond what the intent is on. Most GTM teams do not understand the context behind the intent, and why there is intent in the first place. They have no real direction to engage, land and expand accounts. Instead of telling an account story, teams continue to tell a persona and industry story just like their competitors. This is why buyers inside “in-market accounts” are unresponsive and if they engage, they eventually go dark.
No Account-Based Enablement to Bridge the Teams:
In addition to having limited insights, sales teams are not getting the enablement they need to continue carrying the conversation that marketing started. Intent leads are being handed-off and sales teams are not given the tools, content, messaging and stories they need to multi-thread, build the specific business case, create a consensus, overcome indecisiveness and move accounts to revenue.
How We Can Help You Increase Your ABM Readiness or Optimize Your ABM Programs to Get Greater Returns From Your 6sense Investment…
GTM teams are relying on 6sense’s customer success managers, which doesn’t cut it when you need to change the mindset and operating framework of multiple executives and align teams on new metrics and objectives. GTM teams need to bring in high-value expert consulting from companies like Personal ABM to help their teams make the transformations required to have success with 6sense and their ABM platform. As Joel Harrison mentioned on our ABM Done Right Podcast, we need to stop focusing so much on tactics and technology – ABM should drive business and GTM transformation.
ABM should change:
- NHow you think about the business
- NHow you package your solutions
- NHow you structure your teams to win as 1 team
- NHow you identify the accounts to engage, land and expand
- NHow you communicate your value
- NHow you engage buyers across the organization
- NHow you drive stage progression, improve enterprise win rates, increase deal sizes and create stronger NRR growth and greater customer lifetime value.
With our 6sense and ABM readiness program, we will complete a full analysis of your ABM program, your GTM and the business. We will identify the hard truths that teams are ignoring and understand the current state of your GTM. We will then identify the gaps and where changes need to be made to achieve revenue goals — and help you fix the red in your business that will keep you from achieving ABM success.
Read the Stories Below to See How Our Clients Increased Their ABM Readiness and Optimized Their ABM Programs to Deliver Greater Returns
Call Center Conversation AI Firm Was Challenged with Driving Stage Progression
Uniphore came to Personal ABM because they were building a pipeline of accounts using Demandbase but they were challenged with accounts going dark after initial engagement because there was limited alignment with tier 1 banks they wanted to win.
For example, one of the banks had a huge IT team that developed, integrated, and is now expanding the capabilities of its own AI virtual assistant system (Erica). Awareness and generic “consideration” content and messaging will not move this account forward. Our client needed to show:
- The gaps in the bank’s current system and how it’s creating challenges in the use cases that our client focuses on: collections, complaints management, and compliance.
- Their understanding of the bank’s strategic vision, product road map, the desires of the 8 different lines of business and the impact they can have on the bank.
- Why the bank should outsource vs. spend time and resources on having their internal team build the infrastructure and implement the changes.
Digital Asset Management Firm Continues Growth Journey As Planned
Digizuite came to Personal ABM wanting stronger pipeline growth with their existing ABM program to fuel 4X revenue growth over a 4-year period. However, after reviewing the business, we saw that the real issues didn’t lie with the pipeline as the firm faced heavy discounting pressures from competitors like Bynder and they continually lost enterprise deals to trusted legacy platforms like Sitecore and Adobe.
GTM teams focused on marketing departmental pain points just like their competitors, so they were not able to drive engagement across the organization. They failed to teach to differentiate and show target accounts how Bynder, legacy platforms and other competitors do not integrate into the enterprise organization even though Forrester and Gartner reports show that most DAMS are under-utilized and are not leveraged outside of marketing. They didn’t show gaps and impacts across marketing, advertising, PR, eCommerce, sales, operations, customer service, CX, account management, finance and business leadership teams.
Apptricity Wins Largest Deal Sizes Ever with Enterprises Like Verizon
Even though marketing leadership repositioned the company and its solutions and they put an ABM program in place, the company was challenged to break into and win large enterprise accounts. They were challenged to make their new positioning, messaging and content relevant to target accounts, their strategic priorities and the human buyers within those accounts.
By looking at the interactions across the complete buyer’s journey and realigning the firm with its target enterprise customers, Apptricity was able to create a buying vision with some of the largest Fortune companies and government organizations in the world.
A Facility Management Company Wants to Reach $1B Market Share By 2030!
OpenWorks came to Personal ABM because they have the aggressive growth goal of reaching $1B market share by 2030 and despite having an ABM program in place with another firm, they consistently missed quarterly and yearly goals as teams were only engaging facility managers vs. VPs and the C-suite. They were only getting 1 to 3 locations vs. regional and national accounts.
They did not have the right KPIs, processes and content in place to engage VPs, COOs and CFOs that did not put a focus on facility management as it’s only 2%-5% of the total budget. They also failed to identify their true ICP – organizations like food manufacturers, healthcare manufacturers and 3PLs/4PLs that have different types of locations with their own nuances and cannot afford to take a blanket approach to commercial cleaning as it adds operational, financial and governmental regulatory risk.
Scaling ABM would not have accelerated ABM revenue results.
How We Will Help You Define, Identify and Engage Your ICP That is Predictable of Landing and Expanding at a High ACV
Even though 6sense and other intent data platforms will promote a “predictive” analytics platform, intent itself is not predictive. Intent data only reflects the current state of mind or interest of potential buyers, indicating what they might be looking for or considering. But it does not necessarily guarantee future actions or buying behavior (which is what “predictive” implies) as it doesn’t consider if the buyers align with you operationally, executionally, philosophically and culturally.
This is why GTM teams need to go beyond the ICP proxies that are inside the 6sense platform and go beyond intent. They need to add ICP signals that correlate back to your ICP, business problem profile signals, buyer personality signals and account insights if GTM teams want a more predictive pipeline that drives predictive revenue.
How We Will Help Your GTM Teams Define Your Ideal Customer Profiles:
Review Existing Accounts
Review and uncover the accounts that are driving the greatest long-term revenue growth AND are getting the most value from your solutions. We will look for key operational characteristics that are predictive of long term “partnership” success – as well as the business problem profile and the strategic priorities that will predict account readiness.
Complete a win/loss analysis
Complete a win/loss analysis and see why accounts select you – and why accounts decide to move forward with the competition. We want to identify the characteristics of the anti-ICP and uncover accounts where the competition is irrelevant.
Assess the current and past pipeline
Assess the current and past pipeline and see why accounts may be engaging and why they are progressing in their buyer journey. -We’ll look at accounts that stall or go dark and look for key common characteristics that would predict accounts that would waste time and resources – even if they are in-market.
Gap/Impact Story Identification
Gap/Impact and story identification to learn about the business problems (vs. pain points) your solution uniquely fixes and the situational stories that prove your differentiation. This way we can look for accounts in similar situations where your teams have the greatest relevance.
Uncover the right signals
Uncover the right signals that match to your ICP so AI can efficiently identify your best fit, most ready accounts.
How We’ll Help Your GTM Teams Engage, Land and Expand Your New ICP Accounts
Orchestrating your ICP
A good ICP definition starts with descriptions and qualitative insights, but it can’t stop there. It needs to be translated into account scoring models and data. It needs to be orchestrated across all GTM teams (sales, marketing, customer success and product teams.)
Accountability
We’ll assess your pipeline on an ongoing basis to ensure that marketing is engaging the right accounts that have the greatest chance of driving stage progression – and that sales and customer success teams are interacting with accounts that have the greatest chance of closing at a high ACV.
Optimization
On an ongoing basis, we will review the ICP, your pipeline and closed/won accounts to evolve your ICP definitions and ensure your GTM teams are targeting the right accounts that will have the biggest impact on your top and bottom lines.
Aligning the Account Experience with ICP
We’ll evaluate the current GTM and identify where and how you will need to change processes, content, messaging, POVs, account-based value props and the social/email/live conversation to align with the new POV.
Account Prioritization
On top of ICP, business problem profile and buyer personality signals. we’ll add our qualification/disqualification account insights. We’ll help your GTM teams prioritize accounts so sales your GTM teams stop wasting time on accounts that have a low chance of winning despite showing intent.
How Our Account Intelligence Program Will Ensure Your GTM Teams Always Have the Answers to: Why Will These Specific Buyers Showing Intent at These Specific Accounts at This Specific Time Care?
Very few GTM teams align with their core as they rely on Intent data from 6sense and other platforms that is just noise without contextual insights. Many GTM teams react to 6sense intent signals and engagement data vs. responding by understanding why there may be intent in the first place.
It’s the “why” that should guide content, communications, interactions and experiences.
It’s the why that should guide if it’s an account that you should move forward with as intent data and other “signals” can give you a lot of false positives.
It’s the why that will help your GTM teams target with the right message that focuses on where the future customer wants to go vs. just provide additional thought leadership content based on what the prospect engaged with or reacting with content and messaging that focuses on industry and persona pain points that are related to where the intent lies.
GTM teams that simply react to intent and engagement data, get stuck in the sea of sameness as competitors react to the same data in the same way.
Give Your GTM Teams Answers to Questions That Will Help Them Win, Protect and Expand Key Enterprise Accounts
Why Change?
Why Now?
Why You?
Why Stay & Expand
What is your point of view about the prospect’s business?
When selling to enterprises, you must come to every social, email and live conversation with a point of view about their business.
What are the top-down strategic priorities that your teams need to align with?
You want to know the top strategic priorities that will trickle down to every department across the business.
How do you need to change the thoughts and ideas of your key prospects?
Unless you create an a-ha moment, there is a good chance that your prospect will stay stuck in status quo. Before you can sell change, you need to reframe your prospects’ thoughts and ideas. And, you need to open their mind to new ways.
What are the business and market conditions?
You need to create the buying vision and show “why” the time to act is now and how your solution will give the prospect the competitive advantage they are looking for.
What is the business case for change?
Where are the operational, financial, service and customer risks and what is the impact across the organization. GTM teams need to go beyond persona pain points to drive urgency, build consensus and win larger deals.
What are the strong-fit use cases?
Each sales and marketing interaction should be intentional. You need to understand the unique role you can play in your prospects’ strategic priorities – and the specific use cases you can support. While your competitors discuss generic benefits, you can show the specific impact you can have on your prospects’ organizations.
How do you align with the prospect’s value-driven vision for the future?
Rather than react to predefined needs which automatically results in lower deal sizes, you can partner with target accounts to map out a solution that will support BOTH current and future needs.
What relevant proof of success do you have?
You need to uncover the stories that need to be told in content and messaging so you can make an emotional connection with the human buyers.
How well do your customer success and sales team know the impact that your solutions had on existing accounts?
In most cases, there is no differentiation between a sales conversation and a retention conversation as customer success teams are discussing the same generic benefits, just in past tense. They do not have the insights they need to keep VPs and the C-suite engaged and to show them the ROI at the time of renewal.
Are your solution and communications aligned with the strategic roadmaps of your existing accounts?
If you want your key tier 1 enterprise accounts to stay and evolve their programs so you can increase your customer lifetime value, then you need to evolve with them and align your solutions and communications with their changing priorities and value-driven future vision.
Where are there growth opportunities?
You need to pinpoint where there are opportunities to expand within different regions and business units, why there are opportunities and how you can have the same impact in these new growth areas.
Besides Providing Account Insights and Account Profiles, Here’s How We Can Also Enable Your Teams to Win with 6sense Identified In-Market Accounts…
Increase your relevance with key ICP accounts
Most sales and marketing teams are not speaking to and with the human buyers within target accounts that they want to win, protect and expand. With our account-based enablement program, your teams will be able to go directly to key decision-makers and influencers with insights that are specific to their gaps and impacts. Your prospects and existing customers will have content that speaks to them specifically.
As we put a focus on each and every single interactions that go-to-market teams have with ICP accounts (vs a campaign), we will increase the team’s relevance across each touchpoint. including the website.
Tools, Content and Stories to Enable Buyers
In Jolt Effect, Matt Dixon (who also authored the Challenger Sale) mentioned that indecisiveness is your greatest competitor. In today’s digital environment where sales and marketing is pushing out more messaging and content, Gartner found that additional customer research and learning does not lead to greater clarity but rather deeper uncertainty. More often than not, today’s customers are left with no clear means for evaluating trade-offs or moving forward with sufficient certainty to justify an expensive, potentially disruptive purchase. course of action that is smaller or less disruptive than originally planned.
GTM teams need to be able to provide key decision makers with the right information through the right channels in a way that helps buyers buy. We need to help buyers evaluate information, prioritize various sources, quantify trade-offs and reconcile conflicting information. We need tools like cost of inaction (COI) calculators and COI stories that show buyers the state of their business, what it’s costing them and how staying with the current approach Is riskier than moving forward with a new solution or platform. We need to turn testimonials that are just customer quotes on how good your solution into a buying guide from your customer’s perspective.
Content for Specific Selling Conversations and Internal Buying Conversations
In most cases, content is designed to support campaigns vs. the “selling conversations” and “interactions” sales need to close accounts and the conversations that are needed to build a consensus across ICP enterprises. With our account-based enablement program, sales teams will not be left to their own devices to reframe thoughts and ideas, demonstrate relevance, make an emotional connection. build the business case, teach for differentiation, and move the prospects through the funnel to the close.
Sales and revenue teams will have the content they need to penetrate in-market ICP enterprise accounts, VPs across divisions/business units and the C-suite. The teams will have the content they need to influence a buying consensus and win the internal conversation that many teams are losing.
Account Specific Buyer Messaging and Account-Based Conversation Support
With our account-based enablement program, the messaging will be customer-led. Value props will be designed for specific customer needs — not what’s available in solution stable to sell. Value props will be custom designed to the unique opportunity in each account. And, messaging will speak to and with the human buyers as each interaction will be treated as a mini sales and marketing conversation. This is the only way that your teams will build the connection they need with the status quo C-suite that is indecisive despite showing signs of being in-market.
Sales teams will be equipped to overcome customer resistance to changing their current approach for solving a problem.Sales and revenue teams will engage in a two-way conversation that helps future customers understand the gaps and the costs/risks of their current approach. Teams will stop responding to pre-defined needs and actually create a need and a specific buying vision. Your teams will drive the greatest revenue streams possible YoY with your future and existing customers.
Improve Your Aim, Grow Your Pipeline and Win with Our Programs to Help You Get Greater Returns From Your 6sense Investment….
Discover the companies you should target
Rev’s artificial intelligence builds you an aiCP – a living model that represents your best customers – and uses it to find net-new targets that fit the profile in the existing or entirely new markets.
65%
increase in net-new accounts
Get prioritized target account lists for every GTM function
With dynamic and prioritized target account lists for every GTM function, you’ll know you’re investing your time and resources engaging with the prospects that show the most promise.
67%
improvement in new logo acquisition cost
Get the enablement every GTM function needs to land and expand ICP accounts
With the right content, messaging, stories, POVs, account-based value props and the right account insights, your GTM teams will be able to create more high-value wins with the accounts that show the most promise. Your teams will accelerate sales cycles, increase enterprise win rates and double their deal sizes.
114%
increase in enterprise win rates
Let’s discuss how you can get greater returns on your 6sense investment
When you book your free ABM strategy program, we will:
- NDiscuss the challenges you face with 6sense and your overall ABM program – and pinpoint opportunities for growth
- NHelp you rethink your ICP so it becomes more predictive.
- NIdentify the ICP and business problem profile signals you’ll want to think about adding on top of 6sense intent
- NShare account-based approaches and the enablement that will help the team win with more ICP accounts.