EXPANSION SALES GUIDEBOOK

Alliance for Growth (A4G)

Table Of Contents

4RACI for Expansion Sales Stages

Guidebook Overview

Expansion Sales Stages

Contents:

5

Click on the page links to explore the contents.

6Named Account Sales Executive

Technical Solution Executive

Customer Success Manager

Enterprise Account Sales Executive

Inside Expansion Representative

Technical Account Specialist

Consulting Delivery

Solution Engineer

Product Account Executive

Inside Sales Representative/ Business Development Representative

Deliverables by Role

7

8

9

10

11

12

13

14

15

Expansion Sales Guidebook 3

Account Based Marketing 16

Guidebook Overview

The purpose of the Expansion Sales Guidebook is

to define the ideal state for the expansion sales

cycle. This is important so that each Account Team

member understands what is expected of them

and their peers during the sales cycle. By clearly

defining this, we can collaborate more effectively

and work in alignment to drive value for our

customers and growth for our business.

-Stephanie Graf, VP of Exec. Sales, Named Accounts

The Purpose This guidebook outlines the ideal state of the expansion sales cycle for Named Accounts. It provides perspective on how each role fits together. This guidebook will help teams provide a first-rate customer experience through a strong, impactful collaboration across Named Account teams. A global team of cross-functional leaders defined the ideal state for each role. This team defined the customer interactions and individual and shared responsibilities for each stage of the expansion sales cycle.

Important Definitions • Action Plan: The captured Steps driving the

adoption of a solution. • Implementation Plan: A plan for how to execute

a series of customer-facing actions that deliver value to the Customer Business Initiative (a group of Action Plans).

• Product Account Executive: The Account Executive for ACS, Innovyze, Spacemaker, etc. driving expansion opportunities in those solution areas.

Guidebook Overview

“

”

Page 3:

RACI for Expansion Sales Stages

RACI for Expansion Sales Stages

Please note that this RACI represents the ideal state of an expansion sales cycle. It does not serve as a “one size fits all” perspective or process.

TSE

Person who is ultimately accountable and has Yes/No/ veto.

Page 4:

01

Whitespace:

IDENTIFY

02

Stage 2: Pipeline

VALIDATE

03

Stage 3: Pipeline/Upside

DEMONSTRATE

04

Stage 4: Upside/Commit

EVALUATE

05

Stage 5: Commit

CONFIRM

06

Closed/Won: Commit

COMMITMENT

Consulted

Informed

Responsible

Accountable

EASE (or NASE, IXR or other Sales roles) ABM

CSM NBR

TSE

Product SME/SE

EASE (or NASE, IXR or other Sales roles)

NASE Consulting Delivery

CSM Product SME/SE

TSE Product SME/SE

CSM ABM

NBR

TSE TSETSE

Person who performs an activity or does the work.

Person who contributes to and provides feedback on the activity.

Person that needs to know of the decision or action.

TAS

TAS

Expansion Sales Stages

Expansion Sales Stages

Below is an overview of the expansion sales stages and associated outcomes for both the customer and Autodesk Named Account team.

Page 5:

03

Stage 3: Pipeline/Upside

DEMONSTRATE

01

Whitespace:

IDENTIFY

• Engage with the extended pre- sales team to Identify expansion opportunities

• Uncover the customer need (Lead, call, announcement, RFQ, etc.)

• Input Customer Expansion Initiative in Salesforce

02

Stage 2: Pipeline

VALIDATE

04

Stage 4: Upside/Commit

EVALUATE

05

Stage 5: Commit

CONFIRM

06

Closed/Won: Commit

COMMITMENT

• Account Team has completed multiple “reconnaissance” conversations to validate customer’s “pain points”

• Customer is in active discussion

• Inform and engage the extended Account Team

• Qualify in/out: − Nothing should stay in Stage 2 for more than 60 days

• Account Team has held refined “reconnaissance” conversations to validate the CBI (new or existing)

• Solution concept design is defined and demonstrates positive alignment with customer’s objectives

• Initial expansion opportunity scope is defined (# tokens, MAUs, etc.)

• Consulting is typically brought in at Stage 3

• Opportunities waiting on other events (POC, RFP, etc.) should be Pipeline

• Customer actively evaluates Autodesk solution (s)

• Customer confirms: − Access to funds − Willingness to use tokens

− Decision-making processes

− Timeframe

• Commit: − Customer provides every indication to move forward with solution, but is waiting on approvals

• Upside: everything else

• Initial customer success metrics are identified

• Implementation Planning – starts at Stage 4

• Value-based solution scope is developed and delivered to the customer

• Customer confirms: − Autodesk meets their requirements

− Informal decision to proceed with solution (s)

− Success metrics confirmed with Account Team

− Expansion opportunity scope is defined (# tokens, MAUs, etc.)

• Customer agrees to proceed with adoption and implementation

• All related approvals are received

• Formal decision is made

• Solution adoption schedule is developed and confirmed with customer

• Initiative is included in the Implementation Plan and confirmed with the customer

Named Account Sales Executive (NASE) Below is an overview of the expansion sales stages and associated outcomes for the Named Account Sales Executive role.

Critical Actions: 1. Update the Expansion Action in Salesforce in collaboration with the CSM and DM.

2. Complete the Alliance for Growth “When Selling Is Done” Checklist.

Page 6: Deliverables by Role

Stage 3: Pipeline/Upside

DEMONSTRATE

Whitespace:

IDENTIFY

Stage 2: Pipeline

VALIDATE

Stage 4: Upside/Commit

EVALUATE

Stage 5: Commit

CONFIRM

Closed/Won: Commit

COMMITMENT

• Engage with the extended pre- sales team to identify expansion opportunities

• Identify customer need

• Complete multiple “reconnaissance” conversations to validate the customer need

• Tie the Expansion Action to the CBI

• Schedule next steps with the customer within 30 days

• Engage with the extended Account Team (CSM in Stage 3)

• Ensure communication cadence for progress and quality assurance is established with Account Team

• Create the refined solution vision and desired solution capabilities

• Loop in CSM at this stage

• Customer actively evaluates Autodesk solution (s)

• Customer confirms the following:

− Funding − Willingness to use tokens

− Decision process − Timeframe

• Artticulate the customer impact to the decision- makers

• Develop and deliver a value-based solution to the customer

• The customer confirms the following:

− Autodesk solution(s) meets their needs

− Informal decision has been made to proceed with solution

− Success metrics

• Obtain customer sponsor commitment to proceed with adoption and implementation

• Complete contract amendment to include product or services

• Work with your CSM to track adoption against token and MAU projections

• Schedule a handover call with your CSM and review “When selling is done criteria” and agree that criteria has been met and Action is ready for Adopt”

0301 02 04 05 06

https://oneteamsource.seismic.com/Link/Content/DCCDbhfFG9BQqGFV7F9cT4P2hPmV

Critical Actions: 1. Update the Expansion Action in Salesforce in collaboration with the CSM and DM.

2. Complete the Alliance for Growth “When Selling Is Done” Checklist.

Technical Solution Executive (Tech SE) Below is an overview of the expansion sales stages and associated outcomes for the Technical Solution Executive role.

Page 7: Deliverables by Role

Stage 3: Pipeline/Upside

DEMONSTRATE

Whitespace:

IDENTIFY

Stage 2: Pipeline

VALIDATE

Stage 4: Upside/Commit

EVALUATE

Stage 5: Commit

CONFIRM

Closed/Won: Commit

COMMITMENT

0301 02 04 05 06

• Capture the customer’s “current state”

− Identify technical whitespace

− Identify competitive knock out opportunities

• Engage with the extended pre- sales team to identify expansion opportunities

• Identify need for Consulting services

• Create Expansion Action in Salesforce

• Create the early solution vision

• Identify and calculate the Customer Value

• Schedule next steps with customer within 30 days

• Define the initial expansion opportunity scope, including:

− Token impact − MAU estimates − Adoption duration and curve

• Refine the solution vision and desired solution capabilities

• If Consulting is engaged:

− I nform DM of opportunity

− Ensure SE record is in place

• Present the value proposition to customer

• Capture customer feedback on value and solution vision

• Qualify/quantify the impact of the solution versus the customer’s “current state”

• Define the final expansion opportunity scope, including:

− Solution scope − Customer value − Token numbers − MAU numbers − Adoption duration and curve

• Ensure the customer reviewed and is committed to the Adoption Plan

• CSM: − Define the adoption schedule

• Schedule a handover call with your CSM and review the “When selling is done criteria” and agree that criteria has been met and Action is ready for Adopt”

https://oneteamsource.seismic.com/Link/Content/DCCDbhfFG9BQqGFV7F9cT4P2hPmV

Critical Actions: 1. Update the Expansion Action in Salesforce in collaboration with the DM.

2. Complete the Alliance for Growth “When Selling Is Done” Checklist.

Customer Success Manager (CSM) Below is an overview of the expansion sales stages and associated outcomes for the Customer Success Manager role.

Page 8: Deliverables by Role

Stage 3: Pipeline/Upside

DEMONSTRATE

Whitespace:

IDENTIFY

Stage 2: Pipeline

VALIDATE

Stage 4: Upside/Commit

EVALUATE

Stage 5: Commit

CONFIRM

0301 02 04 05

• Aware of identified Expansion Actions and CBIs

• Aware of validated Expansion Actions and CBIs

• Engage with Tech SE in regular Account Team calls

• Assign a CSM at EBA Opportunity Stage 3 for new EBAs

• Is aware of: − The customer’s current state

− Proposed solutions − Expected customer outcomes

• Collaborate with Tech SE and DM to update the Expansion Action in Salesforce

• Document any foundational Accelerators for implementation ready for the Success Plan

• Create the Implementation Plan OR include the Expansion Action in the existing Implementation Plan

• Review and sign off on the following:

− Tokens − MAUs − Customer Value − Adoption duration and curve

• Finalize the Adoption Plan

• Update Expansion Action approval in collaboration with the Tech SE and DM

• Work with the Consultant, TAS, partner, etc. to create an Implementation Plan that matches the customer’s needs, value, tokens, MAUs, etc.

• Customer reviews the Action Plan

Closed/Won: Commit

COMMITMENT

06

• Join Expansion Action owner (TSE, EASE, or NASE) in a handover call to review “When selling is done criteria” and agree on Adopt readiness”

• Communicate and confirm with the Account Team a joint plan to deliver the initiative to the customer (as required)

• Develop a 30-day follow-up plan with the customer to ensure everything moves forward

• Define Adoption schedule

Adopt

07

• Provide progress updates in Quarterly Business Reviews

https://oneteamsource.seismic.com/Link/Content/DCCDbhfFG9BQqGFV7F9cT4P2hPmV

Critical Actions: 1. Update the Expansion Action in Salesforce in collaboration with the CSM and DM.

2. Complete the Alliance for Growth “When Selling Is Done” Checklist.

Enterprise Account Sales Executive (EASE) Below is an overview of the expansion sales stages and associated outcomes for the Enterprise Account Sales Executive role.

Page 9: Deliverables by Role

Stage 3: Pipeline/Upside

DEMONSTRATE

Whitespace:

IDENTIFY

Stage 2: Pipeline

VALIDATE

Stage 4: Upside/Commit

EVALUATE

Stage 5: Commit

CONFIRM

Closed/Won: Commit

COMMITMENT

0301 02 04 05 06

• Lead multiple “reconnaissance” conversations with customer

• Document the following:

− Customer pain points

− Challenges − Impact − Goals

• Secure customer commitment on next steps

• Inform and engage the Account Team

• Confirm the customer’s interest and that we have a possible solution

• Engage with technical teams to provide customer solutions

• Identify and validate priority areas to engage with customer in collaboration with Account Team

• Validate primary customer personas

• Create an engagement plan

• Partner with IS and ABM to canvas targeted areas (partner with Account Team, Tech SE, SE, NASE)

• Lead and conduct additional “reconnaissance” conversations to validate CBI

• Help and ensure Initial Expansion Action is scoped (# tokens, MAUs, etc.)

• Engage the Customer Success team (CSM, Consulting, etc.) for implementation, scoping and evaluation

• Secure customer confirmation of the following :

− Access to funds − Willingness to use tokens

− Decision process − Timeframe

• Engage technical team to assist throughout evaluation

• Ensure the following:

− Solution scope/ proposal is delivered to the customer

− Informal decision is made to proceed

− Success metrics are confirmed

− Expansion Action Scope is defined (Solution, MAUs, tokens, etc.)

• Communicate to the NASE the “what” and “why” behind the expansion

− Inform the Account Team

• Secure the following:

− Customer agreement to proceed with adoption/ Implementation Plan

− Initiative is included in the Adoption Plan (Customer Success Plan)

• Schedule a handover call with your CSM and review the “When selling is done criteria” and agree that criteria has been met and Action is ready for Adopt”

https://oneteamsource.seismic.com/Link/Content/DCCDbhfFG9BQqGFV7F9cT4P2hPmV

Critical Actions: 1. Update the Expansion Action in Salesforce in collaboration with the CSM and DM.

2. Complete the Alliance for Growth “When Selling Is Done” Checklist.

Inside Expansion Representative (IXR) Below is an overview of the expansion sales stages and associated outcomes for the Inside Expansion Representative (accounts with no EASE) role.

Page 10: Deliverables by Role

Stage 3: Pipeline/Upside

DEMONSTRATE

Whitespace:

IDENTIFY

Stage 2: Pipeline

VALIDATE

Stage 4: Upside/Commit

EVALUATE

Stage 5: Commit

CONFIRM

Closed/Won: Commit

COMMITMENT

0301 02 04 05 06

• Identify and validate priority areas to engage with customer in collaboration with Account Team

• Create an engagement plan

• Identify whitespace

• Connect with decision-makers to create awareness and interest

• Complete multiple “reconnaissance” conversations to validate the Customer Need

• Document the following for the customer:

− Pain points − Challenges − Impacts − Goals

• Secure customer commitment on next steps

− Inform and Engage the Account Team

− Confirm Customer Interest and that we have a possible solution

• Lead and conduct additional “reconnaissance” conversations to validate the CBI

• Engage with the technical teams to provide customer solutions

• Ensure the customer has confirmed the following:

− Funding − Willingness to use tokens

− Decision process − Timeframe

• Engage with the technical team to assist throughout the evaluation

• Ensure the following:

− Solution scope and proposal are delivered to customer

− Informal decision is made to proceed

− Success metrics are confirmed

• Communicate to the NASE about the “what” and “why” behind the EA

− Inform the Account Team

• Secure the following:

− Customer agreement to proceed with adoption/ Implementation Plan

− Initiative is included in the Adoption Plan (Customer Success Plan)

https://oneteamsource.seismic.com/Link/Content/DCCDbhfFG9BQqGFV7F9cT4P2hPmV

Critical Actions: 1. Update the Expansion Action in Salesforce in collaboration with the CSM and DM.

2. Complete the Alliance for Growth “When Selling Is Done” Checklist.

Technical Account Specialist (TAS) Below is an overview of the expansion sales stages and associated outcomes for the Technical Account Specialist role.

Page 11: Deliverables by Role

Stage 3: Pipeline/Upside

DEMONSTRATE

Whitespace:

IDENTIFY

Stage 2: Pipeline

VALIDATE

Stage 4: Upside/Commit

EVALUATE

Stage 5: Commit

CONFIRM

Closed/Won: Commit

COMMITMENT

0301 02 04 05 06

• Informed on identified Expansion Actions and CBIs

• Identify Expansion opportunities, create Expansion Actions, and Responsible on handover to appropriate account team member (TSE/ SE) for validation

• Informed on validated Expansion Actions and CBIs to understand what may possibly move over to Adopt stage

• Informed on: • Customer’s

current state • Proposed

solutions • Expected

customer outcomes

• Informed on any Foundational Accelerators ready for the Success Plan

• Work with CSM/ TSE/SE on Implementation Plan creation

• Informed on customer commitment

• Work with CSM on Implementation Plan

• Informed on Closed/Won deal

• Work with CSM to define Adoption schedule

Adopt

07

• Execute Adoption / Implementation Plan alongside core post-sales activities of customer lifecycle

https://oneteamsource.seismic.com/Link/Content/DCCDbhfFG9BQqGFV7F9cT4P2hPmV

Critical Actions: 1. Update the Expansion Action in Salesforce in collaboration with the CSM and DM.

2. Complete the Alliance for Growth “When Selling Is Done” Checklist.

Consulting Delivery Below is an overview of the expansion sales stages and associated outcomes for the Consulting Delivery role.

Review the A4G: Consulting Support During Expansion quick reference to learn about the types of consulting services available and when specific consulting services can be utilized.

Page 12: Deliverables by Role

Stage 3: Pipeline/Upside

DEMONSTRATE

Whitespace:

IDENTIFY

Stage 2: Pipeline

VALIDATE

Stage 4: Upside/Commit

EVALUATE

Stage 5: Commit

CONFIRM

Closed/Won: Commit

COMMITMENT

0301 02 04 05 06

• Discovery: − Confirm feasability of the solution with the Consulting Business Development Lead

• Determine a new solution or if we have an off-the- shelf solution that can be customized

• Define the possible consulting solution to address the customer’s need

• Articulate business outcomes

− Reaffirm the evaluation

• Customized solution/ automated workflow – demonstrated by consulting (show them an example or proof of value for very complex situations

• Scope and estimate the proposed solution and share it with the customer

• Customer evaluates the proposed solution (ex: automated workflows )

• Respond to requests to adjust the demonstrations/ next drafts (return to Stages 2 or 3)

• Consult with CSM on the Implementation Plan

• Support EASE and NASE as the solution carries forward (depends on account governance plan)

• Answer questions and provide additional details

• Circle back to consult on new or different solutions (return to Stages 2 or 3)

• Develop contracts for consulting services

Adopt

• Execute Consulting Services Sold

07

https://oneteamsource.seismic.com/Link/Content/DCCDbhfFG9BQqGFV7F9cT4P2hPmV https://nam11.safelinks.protection.outlook.com/?url=https%3A%2F%2Foneteamsource.seismic.com%2FLink%2FContent%2FDCdF9q3X4HqHBGWJmTRHBdJ9GWVB&data=05%7C01%7Cchris.melton%40autodesk.com%7Caa9235623fcd49fcd4be08dbe453de00%7C67bff79e7f914433a8e5c9252d2ddc1d%7C0%7C0%7C638354821073908363%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000%7C%7C%7C&sdata=YSWBQrrRRTUsx9SUl9TveqpzSeCNGuYy08o6W8CDGSs%3D&reserved=0

Critical Actions: 1. Update the Expansion Action in Salesforce in collaboration with the CSM and DM.

2. Complete the Alliance for Growth “When Selling Is Done” Checklist.

Solution Engineer (SE) Below is an overview of the expansion sales stages and associated outcomes for the Solution Engineer role.

Page 13: Deliverables by Role

Stage 3: Pipeline/Upside

DEMONSTRATE

Whitespace:

IDENTIFY

Stage 2: Pipeline

VALIDATE

Stage 4: Upside/Commit

EVALUATE

Stage 5: Commit

CONFIRM

Closed/Won: Commit

COMMITMENT

0301 02 04 05 06

• Identify technical white space

• Support Marketing and Enablement teams with the following:

− Domain expertise − Content creation insights

• Deliver in-depth assessments of customer processes

− Capture key metrics that determine customer ROI

• Provide technical validation of the proposed solutions

• Determine the need for consulting based on complexity of needs

• Demonstrate the proposed solutions and product overviews

• Position and sell Autodesk’s unique business value in compete scenarios

• Engage in domain and product-specific tasks:

− Contribute to requirement definitions

− Scope documents, user needs studies, process, and project assessments for assigned sales opportunities

• Nurture customer through solution pilot evaluation phase and technical closure

• Identify customer advocates to champion Autodesk solutions

• Validate proposed solution concept designs with the customer

• Articulate the impact of the solution on the customer’s business with the Account Team

− Provide technical assets

• Validate and secure technical buy-in from the customer for expansion actions

• Develop long- term customer relationships

− Achieve customer satisfaction goals

• Maintain and grow respected and trusted advisor relationships with the customer and Account Team

https://oneteamsource.seismic.com/Link/Content/DCCDbhfFG9BQqGFV7F9cT4P2hPmV

Critical Actions: 1. Update the Expansion Action in Salesforce in collaboration with the CSM and DM.

2. Complete the Alliance for Growth “When Selling Is Done” Checklist.

Product Account Executive (PAE) Below is an overview of the expansion sales stages and associated outcomes for the Product Account Executive (ex: ACS, Innovyze, Spacemaker) role.

Page 14: Deliverables by Role

Stage 3: Pipeline/Upside

DEMONSTRATE

Whitespace:

IDENTIFY

Stage 2: Pipeline

VALIDATE

Stage 4: Upside/Commit

EVALUATE

Stage 5: Commit

CONFIRM

Closed/Won: Commit

COMMITMENT

0301 02 04 05 06

• Reach out to contacts or work with BDR to set up introductory meetings

• Collaborate with NASE and Account Team to request introductions

• Grow inbound opportunities as follows:

− Appetite for products in ACES/Innovyze/ Spacemaker portfolio not being used

• ”Qualify” an opportunity for fit:

− Buyer − Scenario − Tech evaluation − Customer required capabilities

• Engage ACS/ Innovyze/ Spacemaker/ Tech SE/Product Specialist to provide a technical demonstration

• Clarify the customer’s needs and how the product addresses those needs

• Engage with the CSM to ensure awareness of the Expansion Action

• Evaluate the proposed solution (customer)

− Pilot or trial

• Provide a customized demo or trial if required

• Collaborate with champion to confirm the business case

• Confirm the solution is the right technical fit and adds value for the customer

• Collaborate with NASE to drive customer committment

• Token deal: − NASE and Deal Desk manage Expansion Action through Stage 6

• ACS-specific/cash deal:

− ACS drives deal through order form and opportunity in ACS Salesforce instance

https://oneteamsource.seismic.com/Link/Content/DCCDbhfFG9BQqGFV7F9cT4P2hPmV

Critical Actions: 1. Update the Expansion Action in Salesforce in collaboration with the CSM and DM.

2. Complete the Alliance for Growth “When Selling Is Done” Checklist.

Inside Sales Representative (ISR)/Business Development Representative (BDR) Below is an overview of the expansion sales stages and associated outcomes for the Inside Sales Representative and Business Development Representative roles.

Page 15: Deliverables by Role

Stage 3: Pipeline/Upside

DEMONSTRATE

Whitespace:

IDENTIFY

Stage 2: Pipeline

VALIDATE

Stage 4: Upside/Commit

EVALUATE

Stage 5: Commit

CONFIRM

Closed/Won: Commit

COMMITMENT

0301 02 04 05 06

• Identify and validate priority areas to engage with the customer in collaboration with Account Team

• Create the primary customer personas list

• Create an NBR Plan (prospecting)

• Partner with ABM on customer-facing materials

• Engage with ABM on start and stop dates and success measures

• Ensure all customer conversations are in Salesforce under “Leads” assigned to a Named Account GP

• Lead multiple “reconnaissance” conversations with the customer

• Confirm customer interest and that we have a possible solution

• Document the customer’s pain points, challenges, impact and goals

• Secure customer meeting with Tech SE and EASE within the next 30 days

• Inform and engage the Account Team

• Convert Lead onto an Expansion Action in Salesforce

• Be informed about: − How the demonstrations are received by the customer

− Opportunity progression

• Be informed about: − Whether a pilot (PoC) is being evaluated

− The timeframe and budget of decision-making processes (EASE and Tech SE to relay this)

• Be informed about: − The expected value of the solution being implemented

− How many MAUs/tokens the solution can expect to gain

− If the customer will invest in AS/IS

− The customer sponsor

• Be informed about when the solution has been added to the Customer Success Plan

• Engage with the EASE, ABM and Tech SE to determine if the solution must be started and scaled to other customer locations

− Is it repeatable?

https://oneteamsource.seismic.com/Link/Content/DCCDbhfFG9BQqGFV7F9cT4P2hPmV

Critical Action: Regular reporting on an ongoing basis on compaigns customized for NA - particularly at Whitespace and stage 3-5.

Account Based Marketing (ABM) Below is an overview of the expansion sales stages and associated outcomes for the Account Based Marketing role.

Page 16: Deliverables by Role

Stage 3: Pipeline/Upside

DEMONSTRATE

Whitespace:

IDENTIFY

Stage 2: Pipeline

VALIDATE

Stage 4: Upside/Commit

EVALUATE

Stage 5: Commit

CONFIRM

Closed/Won: Commit

COMMITMENT

0301 02 04 05 06

• Develop insights and subsequent campaign proposals in line with Strategic Realization and aligned with Sales leadership

• Define the Audience and Account list for proposed campaigns

• Align/Consult with relevant key stakeholders on campaign messaging/ solution (Solution Engineer/Industry Experts)

• Organize sales enablement/internal tools for Sales team where relevant

• Manage process of ensuring Marketing Generated Leads (MGLs) and Marketing Qualified Leads (MQLs) are uploaded into Salesforce

• Report on number of MGLs/MQLs and engaged accounts

• Review number of EA in the pipeline from ABM campaigns and report back to Sales/Marketing Leadership

• Continue to develop new assets as needed to accelerate pipeline

• Support Sales team with relevant case studies and share winning plays

• Review performance of ABM campaigns and assess impact on pipeline/accounts engaged

• Enable and drive executive engagement opportunities to reach decision makers (round table events etc/exec briefings)

• Gain insights from customer conversations, develop further case studies and enrich customer database

• Focus on personalized strategies to nurture and convert the most promising accounts

• Plan and execute further re-targeted if appropriate

• Confirm opportunity closure and document/report success

• For large EBAs/new busniess expansion, ABM can support Adoption activities (mainly 1:1 accounts)

• Capture feedback and lessons learned/analyze campaigns overall impact and ROI for future development

For these accounts, there is a dedicated ABM Manager assigned to the account. This means the ABM Manager can do customized activities focused on those accounts and Wwork closely with the Account team to ensure the activities reflect the key objectives for the account.

Different KPIs will be agreed for the 1:1 accounts based on key targets/objectives.

Please contact Caroline Potter for a list of NAs in the 1:1 program.

For 1:1 Accounts...

Alliance for Growth (A4G)

GLOBAL REVENUE ENABLEMENT NAMED ACCOUNTS | CUSTOMER SUCCESS