Sales Engagement

Index

A

• A/B testing, 63–86
  • case for, 64–66
  • continuous performance improvement and, 66
  • defined, 185
  • e-mail variables, 35–38, 67–83
  • examples, 67–83
  • hypotheses for, 67
  • “just checking in” mentions, 80–83
  • LinkedIn mentions, 76–79
  • longer vs. shorter e-mails, 72–75
  • revenue attribution and, 152
  • sales communication channels, 86
  • sequences, 60
  • success ratios for, 67
  • tough sell vs. soft sell, 68–71
  • variables to test, 63
• Account-based customization, 19, 20, 23
• Account-based Marketing, 150
• Account-based plays, 117–119
• Account-based Sales Development (ABSD), 88
  • marketing orchestration and, 119
• Account-based sales strategies, 115–126, 182
  • decision makers and, 121
  • defined, 115–117
  • handoff and, 126
  • plays, 117–119
  • sales engagement technology and, 119–125
• Account Executives (AEs)
  • defined, 185
  • funnel metrics and, 89–90
  • sales engagement and, xxii
  • Sales Engagement Platforms (SEPs) and, 155, 156
• Account Managers (AMs)
  • omnichannel communication and, 62
  • as personas, 20–21
  • Sales Engagement Platforms (SEPs) and, 155, 156
• Accounts
  • activation of, 91–92
  • customer relationship management (CRM) and, 155
  • research buckets, 25–27
  • Rule 5-2 for engaging contacts in, 25
  • targeted, high-value, 116, 117–119
  • working, 25
• Account sourcing, 23–30
• Action plans, 112–113
• Activation
  • of accounts, 91–92
  • of contacts, 91–92
  • tracking, 92
• Active tools, 146
• Administrative tasks
  • selling time and, 4, 14, 70
• AdTech, 150
• Agoge team, 99–100
• Alignment strategies, 127–141
  • attribution model, 130
  • bridge technology, 130–131
  • cross-team ...