o big ther oge How ABSD differs from t: twt t t Based Sales ough ounelopmen c v art 3c traditional sales development P A De ideas br Account Based Sales Development is a huge TOPO Research, one of the pioneers of account “The ne w Account Based step from the original telesales ‘boiler rooms’: based thinking and the new sales development Sales Development leaps discipline, puts it this way: • I t’s targeted – aimed at selected, named ahead of yesterday’s siloed accounts, not huge, undifferentiated lists “Unlike ‘batch and blast’ outbound sales sales development.” • It’s personalized – based on relevant, crafted development in which SDRs send large volumes conversations instead of standard, one-size- of template-based messages, Account Based Kristina McMillan fits-all scripts Sales Development is personalized to the Sales Development Practice • It’s researched – driven by systematic insight account and person receiving the message.” generation (not two minutes on LinkedIn) Leader, TOPO • It’s multi-channel – maximizing reach by using According to their 2016 benchmark study, all channels, not massive spamming campaigns 45% of sales development teams today are • It’s integrated – a coordinated effort supported already account based (even if not fully by marketing – not another silo evolved); 27% are partially account based; and • It’s patient – with less emphasis on short-term 28% are ‘greenfield’ (reaching out to the whole calls-to-action such as demos and more on market). Three years ago, these numbers high-value engagements such as meetings would have been reversed. ABSD is the new to share insights or trends SD. TOPO again: “Account Based Sales Development is today’s most effective account based tactic… Rather than rely on the high-volume process of outbound prospecting, organizations now strategically define a smaller, more targeted set of accounts and run personalized, buyer- centric campaigns against those accounts.” 16