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ABM Readiness Audit + Tech Stack Optimization
Reputation Institute partnered with Mojo Media Labs to help in the preparation of launching an account-based marketing program. Through the partnership, Reputation Institute was equipped with an aligned marketing and sales team and had a bidirectional integration between HubSpot and SalesForce to ensure visibility between teams and a frictionless sales process.
Reputation Institute engaged Mojo Media Labs to assess their current available human and technical resources, determine gaps, and develop a cost/timeline to overcome them. This project was part of a phased approach to prepare the client for a full Account-Based Marketing program.
Mojo Media Labs conducted a thorough ABM Readiness audit of the Reputation Institute's internal staff and technology.
A critical part of the audit included optimization of the client’s HubSpot portal and Salesforce integration. Mojo prepared the Reputation Institute's technology for ABM by:
• Organizing HubSpot deals & sales pipeline
• Establishing a lead scoring & account scoring strategy
• Creating an ideal customer profile
• Developing target account lists
Throughout the engagement, the Mojo team met with the client's sales and marketing teams to:• Identify common goals (define success) that both teams would rally behind
• Develop a sales and marketing alignment and account communication plan
• Improve feedback loops on wins/losses/attribution
• Identify friction in the sales process
• Improve lead notification and routing
As a direct result of Mojo’s partnership, the Reputation Institute now has bidirectional integration between HubSpot and Salesforce. Their Salesforce and Sales administrator have clear procedures on how to maintain a clean database moving forward.
Furthermore, based on the new lead scoring criteria and updated property fields, sales-ready leads (or MQLs) are being routed to the appropriate marketing development representative in each sales region for timely follow-up.
The new scoring also includes account scoring, so sales can prioritize which target accounts are most engaged and ready to talk to sales beyond just the contact level.
"The team at Mojo Media Labs has been a valuable partner in aligning our sales and marketing teams, from strategic planning and improving communication processes, to the tech stack identification, setup, and optimization of our Hubspot/SalesForce integration. The Mojo team has demonstrated their expertise again and again."
-Gary Williams, Director of Demand Generation, Reputation Institute