The 5 Levels of Account Orchestration

By Jon Miller

Evolution of Account Orchestration

You likely have a particular goal in mind for each of your target accounts.

You may want some accounts to take a meeting, others to renew, and others to become an advocate for you. Regardless of the objective, pre-sale or post-sale, in order to achieve the goal you’re after, you need engagement.

No matter what you’re trying to achieve, engagement is the driving force within every stage of a customer’s lifecycle with your company. Successful organizations today are led by marketers who think about ways to orchestrate the right people in their business to interact with the right people at target accounts in a way that drives engagement.

It’s all about coordinating personalized Marketing, Sales and Customer Success efforts to open doors and deepen engagement at specific accounts. We call these efforts “Plays” and they generally fall into one of five levels of sophistication (and effectiveness). The more advanced, the more orchestration and coordination are necessary.

Level 1: Basic

Send an email to one person

At the simplest level, within the first level of account orchestration, one person from your company is sending one email to one person at the account. You may do it directly using Gmail or Exchange, or use a tool like Hubspot Sidekick or Marketo Sales Insight to find out if that email was opened. Your main goal here is to ask someone for something.

Level 2: Time

Send a series of emails to one person

At Level 2, you’re sending a series of emails from one person to another person. This is useful insofar as if someone doesn’t respond to the first email, you can automatically follow up with multiple emails following your first message. You can automate this with a lead-based sales email tool like ToutApp or Yesware to achieve this goal (although whether one can use automation to create genuine human connections is questionable).

Level 3: Channels

Send a series of touches across channels to one person

At this level, one person from your company uses a variety of channels to reach one person. This could include a series of emails, phone calls, and perhaps social touches. Mixing it up works better as not everyone responds over email, for example, and various channels can reinforce each other. You may use technology here including Outreach and Salesloft.

Level 4: Team

Send a series of touches across channels from multiple people and teams.

In Level 4, rather than one lone SDR working to engage an account, Marketing is involved in orchestrating Plays that may include ads, direct mail pieces, events, that complement the email, phone, and social touches. At this level, you also bring in touches from other people in the organization, including the AE and executive outreach where appropriate. In this level, you’re team selling, using every resource in the organization to achieve the goal of the play.

Level 5: Full Plays

Orchestrate a series of interactions across channels from multiple people, to multiple people at the account.

At Level 5, you have adopted the fact that we are not living in a lead-based Go to the full article.

Source:: Business2Community

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