B2B sales is a master puzzle. Typically selling to businesses requires you to reach multiple stakeholders and get buy-in at different parts of the buying process. One of the best ways to drive better outcomes in B2B sales is alignment between sellers and buyers. Enter Accord, out of Y Combinator, and having just raised a seed round from them and Stripe, they bring “Mutual Action Plans” to B2B buyers and sellers to help align expectations and drive better outcomes.
The cornerstone of Accord is their Mutual Action Plan which enables sales teams to build out and track the steps along the buyer-seller journey as they kick off a new opportunity. Typically sales teams have defined playbooks and the account executive or BDR knows where they are in the journey. But the big challenge has always been figuring out where the buyer is in their journey. When sales teams miss this mark, it can lead to a poor buyer experience and decreases your chances of closing the deal. Through Accord’s mutual action plans, buyers and seller can view their shared journey and all stakeholders can indicate when certain milestones have been completed so everyone can coordinate the next steps. Not only do these plans lead to better alignment and better chances to close a single opportunity, but they also have massive sales operations implications for teams as well.
First, they allow sales leaders to deploy playbooks that they can measure and track to gauge their effectiveness. By tracking how quickly opportunities move through these plans and the close rate that they deliver you can begin to collect a really rich data set to back up certain strategies and playbooks across different customers. Second, they act as an enablement and acceleration tool for new hires. Whether the individual is a new sales rep or just new to the organization, having data-backed and proven tactics to use on day 1 will increase ramp-up time for key sales hires which can really help drive performance in scaling startups that are rapidly hiring sales roles. It can also help increase efficiency in larger enterprise sales teams where they typically see a fair degree of turnover and ramping up new hires is always a key challenge.
We are extremely bullish on Accord, while sales technology is certainly a crowded space, collaboration is a needed aspect. Plus from their website we can see that many of their clients are other startups which is also a recipe for success. S2S or Startup-to-Startup is an emerging type of business model that has generally lead to success. Think Stripe, Figma, Zoom, and many others, startups tend to be early-adopters by nature and are willing to try new products if they can help alleviate their own pain points which as founders and entrepreneurs we all are well to aware of in our own projects. I can also see this being a natural acquisition target for a major CRM like HubSpot or Pipedrive or perhaps Accord begins to build out their own CRM solutions and goes vertical to address startup sales teams. Either way there certainly is a bright future ahead for Accord.