TARGETING THE RIGHT ACCOUNTS

Create your target account list, tier it, then allocate resources for planning and execution. Resource allocation is aligned to the value of accounts vs. resources spread broadly across a target market through a series of un-orchestrated programs.

The Account List Development and Selection Process

QUICK START PROCESS

STEP	DESCRIPTION	DELIVERABLE	TOOLS/RESOURCES
1.	Source accounts meeting accessible ICP characteristics	List of accounts with defined ICP characteristics	The Target Account List Development Process
2.	Align resources to account tiers	Document resources that will be used for each tier	Resource Allocation by Tiers Tool: Resource Allocation Tool: Program and Offer Resource Allocation
3.	Source missing contact data for target accounts	A complete target account list with contact data required for execution
4.	Develop a rotation plan	A plan indicating when each account segment will be targeted, providing coverage of the full account list across programs	Establishing an Account Rotation Plan

DEVELOPING AND TIERING THE TARGET ACCOUNT LIST

The objective of this process is to develop the target account list based on the ICP and with buy-in from relevant stakeholders. A unified target account list that matches the ICP is critical to the success of an account-based program.

Oracle created the Predictive Intelligence platform for account-based selection leveraging first-party AND third-party data sources.

Oracle’s Predictive Intelligence (PI) framework for developing your target account list.

The process is as follows:

Create the initial target account list: Submit firmographic and environmental attributes to Advanced Analytics Team to filter all accounts down to an initial target account list. Sources include internal Oracle data, third-party data vendors, and other account-research resources. An initial target account list will be created. Turnaround time is ~48 hours.

* Program Codes have been created to support Predictive Intelligence (PI)-based data. Please reach out to Elena Drozd or Michelle Tan to obtain those.

TIERING THE TARGET LIST & ALIGNING RESOURCES

Once the target account list is created, the accounts will be tiered by the Advanced Analytics Team to determine which accounts command greater investment and resources.

Accounts will be tiered based on potential value to the organization
Tiers will be differentiated by value and %. The target list will be sorted by potential value and assigned to tiers (initial allocation might be 5% to Tier A, 20% to Tier B and 75% to Tier C)
Each tier represents higher value to the organization, and thus merits greater investment, than does the one below it. Resources, internal and for program execution, must be aligned against each tier.
Target a 2x-to-5x difference in investment and resources, per account, to meaningfully differentiate the tiers.

CONTACT COVERAGE FOR TARGET ACCOUNTS

Identify contact coverage for target accounts. Determine if additional contacts are needed to execute your account-based campaign. Use Endeca Segmentation Dashboard to identify contact coverage gaps.

Search for specific personas & LOB contacts at your target accounts.

APPEND CONTACT DATA

The Global Demand Center has contracted with these vendors for contact acquisition. Existing licenses and contracts are in place with Synthio and DiscoverOrg, so there is no cost to the lines of business for contacts from these vendors. However, if there is a need to develop custom contact lists using higher cost vendors like Leadspace and SMARTe, then the lines of businesses will need to budget and pay for these contacts accordingly.

Submit your request for contact development via the GMSS Portal. Follow these three simple steps above to complete your request. — **Submit your request for contact development** via the GMSS Portal. Follow these three simple steps above to complete your request.

READINESS ASSESSMENT

  
    COMPONENT
    EVALUATION CRITERIA

    1.
       Meaningful resource difference between tiers
    Is there a difference in the per account investment between the tiers (the investment should be 2x or more between each tier)?

    2.
        Three tier account list
    Is the account list adequately segmented, with lists of more than 150 accounts broken into three tiers, and lists of more than 1,000 total accounts broken into 4 or more tiers?

    3.
    Expected increase in ACV
    Is the expected ACV from each account in the target account list higher than the business’ prior median ACV?
  
    4.
       Required account and contact data
    Is all account and contact data required for program execution available?
  
    5.
        Accounts selected support required outcome for the program
    Do the selected accounts represent sufficient potential revenue to deliver against the objectives of the program?

	COMPONENT	EVALUATION CRITERIA
1.	Meaningful resource difference between tiers	Is there a difference in the per account investment between the tiers (the investment should be 2x or more between each tier)?
2.	Three tier account list	Is the account list adequately segmented, with lists of more than 150 accounts broken into three tiers, and lists of more than 1,000 total accounts broken into 4 or more tiers?
3.	Expected increase in ACV	Is the expected ACV from each account in the target account list higher than the business’ prior median ACV?
4.	Required account and contact data	Is all account and contact data required for program execution available?
5.	Accounts selected support required outcome for the program	Do the selected accounts represent sufficient potential revenue to deliver against the objectives of the program?

Send your Account-Based questions to kelvin.gee@oracle.com