1) Assessment model for evaluating best potential opportunities and expansion scenarios within the strategic accounts.
- What is our process for choosing the suitable target unit inside the strategic account (fun fact: enterprise selling is often not about "what logo to pursue," but "what penetration strategy we choose to land this particular client").
- What criteria do we use to prioritize potential expansion opportunities inside the strategic account (i.e., we have ~18 scenarios, but the selling team's capacity only allows us to tackle 5)?
2) Elaborate multi-layered research that combines best practices from the worlds of martech and manual OSINT (open source intelligence) techniques used in hardcore investigative journalism.
- What are our internal processes for working with the secondary data?
- Are there research protocols that allow us to delegate primary data processing to junior analysts without losing quality of the research?
- What are the standards for structuring the intelligence reports on target accounts?
3) Progressive account mapping framework allows the selling team to have a clear, comprehensive, and real-time snapshot of the deal and thus plan the next steps based on reliable and actionable data, not vague assumptions.
- What categories of relationships, events, and processes will we track on the account map?
- What is the exact protocol for updating the account map?
- What are our internal procedures for getting the team on the same page throughout the sales cycle?
4) Messaging framework for crafting highly-relevant value propositions, efficient outreach cadences, and engaging content pieces that deliver the core message with an accurate adjustment to KPIs, pain points, risks, and overall agenda on every level of the decision-making unit.
- Do we have an exact process for drafting and assessing value props?
- Do we have frameworks in place that helps marketers create highly personalized content pieces based on the research reports and account map updates?
5) Operationalization and scaling framework that increases the bandwidth of the top sales performers by creating a marketing and operations exoskeleton.
- Do we have an SLA inside the selling team that points out exactly who's doing what (initial research, prep for the meeting, content pieces for the champions, etc.).
- Do we have a service desk-like experience where top sellers can request content, research, pre-conversation intelligence, and other resources needed to progress the deal?