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 ...

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