F&C Unplugged- A Complete Collection of Our LinkedIn Video Insights

Mastering ABM Sales: The Power of Proactive Engagement 

Good morning. Let's not over complicate the ABM sales process. Now, this is totally recognizing that most salespeople have been trained and hired in the last 10, 15 years to respond and work leads, right? Working a marketing qualified account requires a different, different set of muscles. It's a different exercise.

And so I thought I'd share a story today about a realtor that I'm on her list because I went to an open house last year for one of her listings and I now get her emails. Now when I click through on her email, she gets a notification, right, so she knows which property and which part of her products, um, I was interested in. So not only did she send me a text within 24 hours, she also picked up the phone and called me to see why I was viewing that so that she could continue to grow, get information, and add value to my buying journey. It's not that different to what a salesperson in B2B LAN should be doing when they're responding to a signal on a marketing qualified account, right?

If you truly own that account, you should know who's in that account. That's part of the buying group. Right. You should know and be able to tell, you know, which products or services that they're looking at on your website. What are the third party intent signals, what, um, assets you have to continue to add value so that you are the go-to person in their buying journey.

ABM for Sales: Keep It Simple & Add Value

Keep it simple.  This one is for the sales teams that are working with an account based marketing program. You are receiving not just marketing qualified leads, but marketing qualified accounts. My name is Emma Monro Harris, founder of Found&Chosen. Keep it simple. You don't have to operationalize everything to the nth degree.

Um, it can be as simple as seeing what they've consumed, having the context you have of the account and where they're at. Um, from a relationship standpoint and how much value you've added to them in their journey. But it can be as simple as printing something out that would be a value to them and putting some handwritten notes that add value and sending it to them and following up.

It doesn't have to be this massive shipping program, just as an example. Right? You don't have. Operationalize, yes, but you don't have to operationalize as a, to the nth degree. And as a salesperson, that's not your job.

Sales & Marketing Alignment: The Power of the ABM Marketing Menu

Good morning. Emma Monro Harris from Found&Chosen. Today I want to talk to you about sales and marketing alignment for account based marketing programs. One of the easiest ways, it's still not easy, but one of the easiest ways to get alignment is to work together on the ABM marketing menu. What the marketing menu does is when you, when a marketing qualified account is handed off to sales and highly recommend doing a weekly call to do that so that you can pass on the data, they can give you context and together you select from the marketing menu, some easy implementable pieces of not just content, but like tactics, events, think printables, think private dinners, think printing out the ebook and sending it to them with handwritten notes, all of the wily stuff that it takes to  get nose to nose with the client.

Why Account-Based Marketing and Salesforce Architecture Go Hand in Hand

Good morning, Emma Monro from Found&Chosen. Today, I wanted to talk to you about why we have an account based marketing program and a Salesforce architecture program.  I was on a call with a CRO yesterday, and he's like, tell me the story behind why those two programs. One is account based marketing. That's my jam. It. It  beautifully ties marketing sales and customer success together. It delivers a great prospect through to customer, through to retention and expansion journey. And it, what lights me up running the account based marketing program for 49 different brands. Um, you start to notice things, right?

And reporting is really, really important as is sales enablement within Salesforce for an account based marketing program to be effective. So we got into the Salesforce instances,  49 of them,  and noticed that other than a handful, there were a mess. And so I went to six different Salesforce implementation agencies and said to them, Hey, let's partner and build the best Salesforce architecture program for B2B brands, and I'll send you business. 

All six of them went back, folded their arms and said, How would you like to design it? And that's where the problem lies. If you get a head of sales and a head of marketing to design the Salesforce architecture, it's going to be a mess. And when they leave and someone else comes in, uh, they make changes and that's another duct tape solution.

And then that's another duct tape solution. And that's how Salesforce instances become so unruly. That it's just really hard to be the single source of truth that everyone can rely on. And so that's why Found&Chosen has the two programs that we focus on. One is the account based marketing program, and one is the Salesforce architecture program.

Hand in hand, they work brilliantly. 

Salesforce Success: Beyond Data Flow to Behavior Drivers

Massive Salesforce day today. Emma Monro from Found&Chosen. And have we been in the weeds today? And something that I want to share for all the Salesforce admins out there or revenue leaders that are scratching their head going, what on earth? I just don't know what's going on in my Salesforce instance.

Something to consider  when you're architecting your Salesforce, it's not just about what we call piping.  And it's not just about the flow of data. It's also about architecting, keeping in mind the behavior that you're trying to drive. That behavior, not just of your prospects and your clients, but the behavior of the different team members that you have within your Salesforce instance and who are receiving Salesforce data.

It's not easy, but it's something that you definitely have to consider. The behavior drivers.

Duplication of stages in Lead Stages and Opportunity Stages

Good morning. Quick note for the Salesforce admins out there that are either scratching their head or pulling their hair out because their sales teams are not using Salesforce correctly. Emma Monro from Found&Chosen. We just finished an audit of a new client and discovered that their lead stages and their opportunity stages, there was two stages in there that were duplicates. 

They were basically asking the sales people to do the same thing in both the lead stages and the opportunity stages, which doesn't make sense. Um, and so that's why their sales team was struggling to know what to do, where.  Just something to keep an eye out on.

Everyone Contributes to the Growth of your Company

Good morning. Emma Monro from Found&Chosen. Just a quick note to say that - don't forget, everyone in your company is responsible and contributes to go to market. It's not just your marketing and sales team. It's obviously your customer success team, but then also your executive team by sharing posts on LinkedIn and working their network and being available to the sellers to collaborate. 

It's your product team and the way they release product and communicate releases on product and take feedback on tickets, et cetera. Everyone in your company contributes to the growth of your business and just don't, it's something that a lot of people forget. Don't forget it.

Screwed this up a few times! 

Good morning. Do you know how many versions of this where I've said Emma Monro instead of Emma Monro Harris, as I transition from my maiden name to my new married name?  Anyway, I wanted to talk about ABM is a great framework for your prospect and customer experience journeys, but it's also really good at identifying what's not working in those journeys.

So while the business may want to have a look at, you know, what's working, what can we dial up, etc. It's also really good at going, you know what, this piece here, it's just not working and we've got the data to back it now. Just a little tip tap when you're speaking to your executives that it's also really good at identifying what's not working.

Don’t Beat Up Your Vendors

Good morning. Don't beat up your vendors.  Emma Monro, from Found and Chosen. I sit through a ton of, um, vendor demos and renewal conversations with either clients or prospects, or they just bring us in for a third party, uh, perspective. And it doesn't happen all the time, but sometimes, um, leaders of companies just really like to beat up vendors.

And while that, you know, is a strategy, it's not great for building long term relationships. So just something to consider when we're out there. Yes, we want the best price and the best package, et cetera, but there's a way to do it. And there's a way not to do it.

Improving your Salesforce architecture is essential to fully leverage AI in your GTM strategies

Good morning. What's the purpose of your salesforce architecture?  My name's Emma Monro Harris from Found and Chosen. And the reason why I'm asking you to consider this and really consider it is if your salesforce architecture is put together with duct taped solutions, and you're expecting the salesforce core to be the core data within your business to run your business, then you’re in a little bit of trouble because over the next two to three years, as the workforce changes, as, um, there are more and more AI platforms being integrated into Salesforce to do certain roles, it's going to be even more key for your Salesforce architecture to be super clean, super usable, and super integratable.

The amount of instances that we come across where there are hundreds of errors between integrations into Salesforce  is unfortunately a little scary.

Am I too old school in my expectations of sales?

Good morning. Emma Monro from Found and Chosen. Sales managers, do a QA check with your team and make sure that they're doing their demos on camera. There's been a handful of demos I've done in the last few months where the salesperson pitching me has not been on camera.  And this may be way too old school, but you show up on camera when you're doing a demo, unless that's a thing now. 

Um, I don't know. Let me know if it is a thing cause I would not recommend it, but I thought it was super interesting.