Mia Tayam

January 17, 2025

~2 min

Webinar: How N.Rich Finally Ended the Marketing vs SDR Fight

The age-old battle between Marketing and Sales Development Representative (SDR) teams often boils down to one question: Who gets credit for the lead?

For years, these teams have clashed over lead attribution, credit for conversions, and even how prospects discovered the company in the first place. It’s a struggle many organizations face, and we at N.Rich knew all too well.

In early 2024, the tension reached its peak. That’s when Mary Pylyp, Head of Sales Development, and Yulia Olennikova, Marketing Lead, decided it was time to put an end to the rivalry. Together, they implemented a mixed-use case for SDRs, integrating marketing efforts into sales prospecting process.

Marketing shares detailed reports with Sales, highlighting accounts with the most engagement and highest intent. This ensures Sales approaches prospects at the perfect time, maximizing conversions and aligning both teams toward shared goals.

In fact, we’ve seen a 60% improvement in qualified pipeline conversions and a 10% increase in content download conversions to closed-won deals.

Josh Shulman, our new Head of Marketing will be sitting down with Mary and Yulia to uncover the full story behind this transformation.

We’ll share exactly how we aligned SDR and Marketing at N.Rich, eliminated the “that’s my lead” fight, and achieved better conversion rate to qualified pipeline.

This conversation is happening live during our first webinar of 2025 on January 21 at 3 PM CET.

Join us to officially meet Josh, hear our story, and discover actionable strategies for aligning your own teams!

To register, simply go to this link.

Mia Tayam

Mia is Content Specialist at N.Rich and has over a decade of experience in traditional and digital marketing. She owned and managed an Events and Advertising agency and is an accomplished writer, with works published in multiple magazines and newspapers.

1:1 ABM Campaign Budget Allocation
Calculator

Determine the budget allocation for a 1:1 ABM campaign based on the account's ACV, importance, and strategic potential.

This calculator provides a flexible framework to align resources effectively with campaign goals.

Account Level

ACV Range

Budget Allocation% of ACV

Level 1

Growth Account

$50,000 - $150,000

Budget Allocation% of ACV 1%

Level 2

Strategic Account

$150,000 - $300,000

Budget Allocation% of ACV 3%

Level 3

Star Account

$300,000+

Budget Allocation% of ACV 5%

Indicate your ACV and calculated budget

Please provide at least 50,000 USD

Calculated Budget

Budget Breakdown

Plan and allocate the budget for a 1:1 ABM campaign across different tactics and channels.

This template allows for flexibility based on specific campaign goals and account requirements.

Account Level

Budget Allocation$

Ad Spend

Direct Mail

Exclusive Events

Microsite Development

Content Creation

Creative Design

Social Media Outreach

Email Marketing

OOH Advertising

Sales Enablement

Account Workshops

Miscellaneous

Total

Account Qualification Assessment

Use this questionnaire to determine whether an account is qualified for a 1:1 ABM campaign or not.

Question

Answers

Is the account’s ACV high enough to justify the investment?

Have they interacted with our website or ads?

Are decision-makers engaging with our LinkedIn content?

Are there active conversations or open opportunities with this account?

Does this account align with our growth objectives?

Is this account a marquee name that enhances brand reputation?

Will they help us break into a new market or open doors to additional accounts?

Show result

Results

Unqualified Account

An unqualified account does not meet the minimum criteria to justify a 1:1 ABM campaign. These accounts often have low ACV, minimal engagement with your brand, or weak alignment with growth objectives. While they may have some potential in the long term, they currently lack the indicators needed to prioritize significant investment. Focus on maintaining light engagement to keep the account aware of your offerings and monitor for signs of increased interest or alignment in the future.

Results

Qualified Account

A qualified account shows good potential and alignment with your goals. These accounts demonstrate moderate engagement, reasonable alignment with growth objectives, and the potential to become valuable customers. They are worth investing time and resources but require careful planning to ensure cost-efficiency. Focus on targeted and personalized strategies that address their specific needs and challenges, while keeping resource allocation in check. These accounts can be excellent contributors to your pipeline when approached strategically.

Results

Super-Qualified Account

A super-qualified account represents the ideal 1:1 ABM opportunity. These accounts have high ACV, strong engagement, and align perfectly with your strategic goals. They often hold marquee status in their industry, making them valuable not only for revenue but also for enhancing your brand’s credibility and opening doors to similar accounts. These accounts warrant a dedicated, high-touch approach, with personalized campaigns that showcase your commitment to their success. Winning these accounts can be transformative for your business, justifying significant investment and strategic focus.