The double funnel is a “both/and” approach – asking, why must we choose either the MQL or the MQA when they can be stronger together, working side-by-side? After all, an account is typically made up of a buying committee and that committee is made up of individuals. We need to see the account as a whole, with an account-based context to engage with individuals within each account. Accounts and leads, MQAs and MQLs, aren’t archenemies but can actually sing in harmony. Setting Up the Double Funnel: People, Processes, and Technology “We look at operationalizing our double funnel in terms of people, process, and technology,” says Coupa CMO Pattabhiram.
“So first on people, we’ve segregated our bulgaria whatsapp phone number marketing teams using a clear alignment based on [B2B customer] segments.” Coupa (a SaaS/software provider) has a dedicated account-based marketing team for enterprise companies/accounts and another one dedicated to small and midsize businesses/SMBs. Coupa deploys a digital center of excellence that serves each team in targeting their enterprise and SMB accounts, respectively. In terms of processes around engaging accounts, Coupa uses three tiers of ABM: one-to-one, one-to-few, and one-to-many. Each “are driven by an entitlement model [note: account entitlements are a framework created to make clear what the level of investment should be for each tier of accounts], which is based on discussions we’ve had [internally],” says Pattabhiram.
“ So maybe the North American enterprise sales organization gets 5 one-to-one accounts, 15 one-to-few accounts, and a single one-to-many for a more scalable approach.” , says Pattabhiram, “the most important tool we use is the single, Demandbase platform.” Coupa deploys Demandbase as “the orchestrator of our entire approach, from gaining intent and insight into different accounts and then going into different account journeys,” depending on the account’s level of engagement and funnel stage. With an account context and account-based insights from Demandbase, “you can move the deal forward, even if an account is not initially engaged” and provide tailored messaging to advance the account journey from awareness to closed revenue and increased lifetime value.