Campaign collaboration workflow The following workflow is applicable to campaigns that are specifically designed for NA, based on key initiatives agreed by Sales Leadership, and aligned with Strategic Realisation FY25 plans

This campaign collaboration workflow will also be used for campaigns within the 1:1 programme

Governance

ABM/Inside Sales to have weekly check in meetings to include feedback on MGLs and MQLs, overall response to a campaign (e.g. Quality of requests/is the Outreach working/do the team need more Sales Enablement)

Expansion core team (ABM, IS, EASE and SE) – monthly meeting to review results and if SLAs on follow up are being met

Communication of Results

Results of 1:Few campaigns (NA) to be included in QBRs with consistent metrics

Results to be included in regular updates within NA ABM Newsletter and at relevant regional meetings (ABM team to provide regional breakdown where relevant)

1st half of the Expansion Workflow - Specific focus on domain campaigns for NA

Pre-Sales campaign collaboration workflow

1 2 3 4 5

Alignment on Campaign Details

Internal Communication on Campaign

Campaign Execution

Internal Status update on campaign

Sales Stage Acceleration

ABM to provide:  Proposal for campaign  Messaging/content for

the campaign  Solution Engineer &

Industry leaders to Consult on campaign content

 KPIs to be agreed with core team (ABM/Sales leadership)

Audience List • ABM to propose the initial

Audience list based on campaign objectives and targeted personas.

• ABM shares Audience list with key stakeholders for final review

ABM to inform key stakeholders of final plan launch e.g:

• Final communication of customer facing assets and internal sales enablement assets

• Guidance on follow-up/call to action including Outreach sequence if applicable

• Sales Enablement briefing call by Solution Engineer/Industry (Based on campaign focus)

ABM to handover leads (MGLs and MQLs) to NBR and EXR for qualification

IS/ABM/EASE /SE leadership to meet to review campaign post launch.

 How many MQLs are converting to Expansion Actions (stage 2)

 Alignment on any adjustment needed based on the results

 ABM to review next steps to ensure ongoing engagement (new campaign or specific activities to smaller cluster)

 Ongoing cadence: Monthly leadership meeting to review results/next steps (ABM/SE/IS/EASE)

NBR/EXR to follow-up on MGLs/MQLs:

 First contact within 2-5 working days.

 MGLs to be uploaded by MOT directly into Salesforce

 ABM will manage this process

 Maximum period for upload will be 5 working days

3-4 weeks before start 10 days before start Right after start 20 days after start 2 weeks after end

EA to Stage 2 • For accounts with EASE,

follow up EA within 5 working days

• For accounts without an EASE, EXR to qualify to next steps

Stage 3 – 5 • “Opportunity owner” to

engage with SE for technical qualification

• ABM to review status of EA and sales stage on a weekly basis with Inside Sales Leadership

updated Nov 2023

Slide 1: Campaign collaboration workflow Slide 2: Pre-Sales campaign collaboration workflow