How to Implement Account Based Collaboration

Successful sales strategies require the right tools. That’s why we’ve created a step-by-step guide on how to implement Account Based Collaboration.

Creating a collaborative environment for your sales team doesn’t have to be difficult, nor does it have to be expensive. It’s very likely that you’re already using the very tools you need to get started with Account Based Collaboration.

Let’s take a look.

Implement Account Based Collaboration in 6 Simple Steps

Account Based Collaboration is simply about putting all your best resources toward your most important accounts. To do so, you need the technology that can facilitate a collaboration-driven workflow.

All you need is:

  1. A team communications tool such as Slack, Microsoft Teams, Twist or Flock.
  2. A CRM such as Salesforce, HubSpot, or Pipedrive.
  3. Real-time updates from across systems that keeps your entire deal team informed.

To implement Account Based Collaboration, we recommend the following steps.

1. Use Slack (or Any Other Team Collaboration Tool)

If you haven’t adopted Slack, now is the time to do so. It’s free to get started with Slack, and no other tool organizes collaboration in the same way.

Other platforms work as well, but Slack has the most robust integration ecosystem that really makes this work.

2. Start Creating Channels for Your Most Important Accounts

Create unique channels for your most important strategic accounts. Anyone involved with that account (sales, customer success, marketing, etc.) should be added to the channel to facilitate a team selling motion.

If you’re new to Slack, read up on how the Slack sales team uses Slack for a quick introduction to the platform.

3. Pick 2-3 High-Value Deals from Your Pipeline and Build Support Teams for Them to Help Your Sales Reps

Look through your target accounts, pick 2-3 of the highest value deals you have in the pipeline, and build a support team around the sales reps currently working on those deals. Tactically, you’re going to want to invite these folks to the channel.

Read our article on Team Selling for even more specific ideas on building these cross-functional teams.

4. Fill Account Based Channels with High-Value Context

Creating channels without any engagement is not going to really do you any good.

In order to be successful, you need to make sure information and conversations are pushed into these channels. These can range from rep-driven deal updates, changes in Salesforce, upcoming calendar events, and key documents shared throughout the buyer’s journey.

In order to maximize your success, you ideally want to automate the dissemination of information across systems in order to make driving deal engagement and insights as easy as possible.

Your reps are busy — if you exclusively rely on them to make these channel updates, odds are they are going to be inconsistent. This is why automation is key.

Troops provides this entire functionality and more to facilitate Account Based Collaboration through a new product called Deal Rooms. Learn more about Deal Rooms here.

5. Capture Conversational Context Back in Your CRM

Once you have all of these rich conversations happening around your VIP accounts, make sure these can be easily accessed and key data points can be reported on in a future state.

As much as we love Slack, things can get lost easily over long spans of time. If, 9 months later, when a renewal is coming up,  the channel has been archived, and the AE with all the context left, you’re going to find yourself in trouble.

This is why it’s important to give your team a way to easily map back information back to the CRM so you have a true 360-degree view of the customer in a future state.

6. Look at the Numbers Is ABC Working for You?

Teams are starting to operationalize Account Based Collaboration to drive faster sales cycles and higher win rates. To get buy-in from your team and validate that this sales motion works for you, you need to look at the numbers!

We recommend comparing win rates, sales cycles, and the number of people involved in a deal across the deals you’re executing ABC vs. similar segment deals that you aren’t.

We’re confident that this works, but it’s always best to validate that with your own unique situation.

Final Thoughts

With the increasing expectations buyers have around the customer experience, timely collaboration is critical for modern sales teams. And while implementation can be a scary word, it doesn’t have to include major changes to your existing team structure. It’s more about managing expectations, making people feel comfortableand hopefully excitedrather than turning their daily habits on the head.

Ultimately, a collaborative environment allows for increased sales productivity, and with that comes both company and personal growth. A strong collaborative culture requires the right resources and the right tools that help in facilitating your reps and setting them up for successevery single day.

We may be biased, but we think deal rooms is the best solution around Account Based Collaboration. Swarm around your most important opportunities and accounts, where your team is already working in Slack. Sign up here to learn more!

Scott Britton

Written by Scott Britton

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