e tion dina oor art 10 c f Coordinated Plays P The importanco Plays can go way beyond basic prospecting into Deal acceleration Plays Upsell/cross-sell Plays target accounts to include every step of the Sales development and marketing doesn’t stop Upsell Plays orchestrate interactions with buying journey – including Customer Success when the account moves into the deal stages. customers you already know, helping them – as well as customer-facing interactions from Instead, they should support the AE to increase to get value from their solution so they buy any department. win rates, justify a higher selling price, and more. Cross-Sell Plays are about introducing increase deal velocity. A Play that surrounds the additional solutions, often to new users and If it matters to your business, there’s a Play that account with broader awareness and touches buyers at the same company – ideally using can help you achieve it. After all, these critical influencers that the AE isn’t talking to works your prior success as a starting point. Again, goals and processes demand and deserve wonders for this. Targeted Account Based marketing has a role to play here, keeping the careful attention and pinpoint execution. advertising and retargeting programs are a new solutions top-of-mind during your upsell/ great tactic here. cross-sell campaigns. Your extended Plays might include strategic initiatives and tactical programs such as: Executive alignment Plays Conference meeting Plays Design and run a Play to connect your Events cost a lot of money to create or Handoff Plays executives with executives at customers and participate in. You can’t just wait for the key Anytime a customer’s primary contact is prospects. This will be built around highly- people in target accounts to show up at your changing from one owner to another, the last relevant emails that come directly from your event or at your stand. Running a coordinated thing you want is to fumble the handoff. If a executives. But it can also include direct mail Play around an event is a great way to maximize prospect agrees to a meeting with an Account and targeted ads in places like LinkedIn to raise your return on investment by setting up meetings Executive, a best-practice handoff can include your brand’s profile just as the executive with the right people from the right accounts. an email introduction to the AE, followed a few approaches are being made. An email/voicemail/social media blitz can fill minutes later by an email from the AE directly, your time slots with high-value conversations. and a series of follow-ups if the customer And social media or banner advertising can doesn’t respond for any reason. Similar, when the reinforce the urgency and relevance. AE closes a deal, they can launch a best-practice Play to introduce the Customer Success Manager and start the onboarding process. 92