Orchestration across departments Perhaps the most important aspect of “I t’s easier to work in silos. You just Orchestration coordinating interactions from don’t make as much money.” Start with orchestrated sales development marketing, sales development, sales, and campaigns customer success, as well as executives. Peter Herbert, CMO, FullStory TOPO found the fastest path to launching Traditional demand generation is based on a orchestrated campaigns and driving strong ‘handoff’. Marketing generates leads and passes “Ou tbound sales development is results is to focus on marketing and sales them to Sales. But ABM is a much more integrated not a complete answer. It works development orchestration. process in which departments work together This includes: fluidly to develop relationships over time. If a bit but you really need an • Partnering with account-based SDRs who demand gen is like a relay race with a baton pass, orchestrated, multi-channel effort.” work exclusively on assigned target accounts. then ABM is more like a soccer match where the • Designing multi-touch, multi-channel players pass the ball back and forth to move down Craig Rosenberg, Co-Founder and coordinated campaigns around the field together. Chief Analyst, TOPO common themes. This of course requires sales and marketing • Focusing on pipeline metrics and qualified alignment, which although rarely easy, is always meetings over MQLs. worth it. Their research shows organizations executing marketing-SDR orchestrated campaigns typically realize a 30-50% lift in ‘meetings set’ at target accounts, with some organizations reporting 100% increases. Source: Marketing and Sales Development Orchestration, January 2017, TOPO 89