PRD for Lists Feature at Mutiny
The responsibility of Marketing changes depending on a company’s go-to-market strategy.
Marketing-led growth places an emphasis on driving traffic to owned properties (e.g. website). This can be done through a variety of channels such as advertising, organic (e.g. SEO), social, or content (e.g. blog articles, newsletters). Traffic is typically anonymous, but can be enriched via data providers (e.g. Clearbit). Mutiny’s Inbound features are a great fit here — personalizing pages by segment to increase conversion.
Sales-led growth places an emphasis on deal efficiency and deal velocity. This is where Account-Based Marketing (ABM) or Account-Based Sales (ABS) is most powerful. Instead of driving specific segments to your website, ABM targets specific accounts (i.e. companies) the business has deemed important / high value. ABM is most successful when it is a joint effort across Marketing and Sales (and potentially Product, Partnerships, or Customer Success, depending on the company). It is important to note that ABM is a cross-functional go-to-market motion because many companies have failed when there is not buy-in across departments (e.g. Marketing creates personalized landing pages for target accounts, but Sales does not use them).
Note: There is also product-led growth (PLG) which is increasingly common and powerful that we are intentionally not covering here.
ABM can take the form of 1:1 or 1:many. The larger the deal size, and the more complex the buying process, the smaller the ratio. Below is a simplified flow for an ABM program:
- Identify: Find the right accounts with the right attributes. This is the most important and time consuming step in the process. If you target the wrong accounts (or contacts within those accounts), the rest of the process will be futile. This type of work can be done by SDRs in some companies, but is transitioned to ABM when employed. The rest of the process is the same.