The verdict is in: ABM still delivers superior results.
(Source: SiriusDecisions 2019 State of Account-Based Marketing Study)
As a sales leader, you may be thinking that the ideas behind Account-Based Marketing isn’t new, and you’re right. Sales has always been focused on accounts. However, what’s new is the alignment of your organization around this idea. Marketing has joined the hunt for target accounts under the name Account-Based Marketing, and Sales is reaping great rewards.
The truth is ABM isn’t just for marketers. The greatest misconception of the account-based movement is thinking that any one function is responsible for the account based strategy. It’s not a marketing initiative. It’s not a sales initiative. It’s not a sales development initiative. It’s a strategic business initiative. All departments on the revenue-generating side of your business are responsible for planning, executing and delivering the strategy at the account level. When your entire revenue team embraces this mindset, you’ll see significant benefits.
The market will continue to evolve. New technology will enable new tactics. More terms and acronyms will be dreamt up. But here’s what we do know: ABM works when sales and marketing teams align around a targeted list of accounts (new or existing logos) and coordinate their actions throughout the entire customer journey.
The truth is vision isn’t easy. Many organizations let the opportunities slip through their fingers, only to be caught playing catch-up for the next generation of business. But in this case, we’re going to make it easy for you not to let this one slip through your fingers. Let us spell it out for you now.
Why Sales Should Love and Embrace ABM More than Anyone Else
So, what’s the difference, you ask, between the business-as-usual sales and ABM?
There are too many compelling reasons to not take ABM seriously. As a key stakeholder and revenue-diver at your company, these tie closely to the outcomes you’re responsible for. Adopting this new go-to-market strategy affects leaders everywhere.
Sales leaders implementing ABM are realizing the following benefits:
You Will Get More From Your Marketing Team
ABM tightly integrates your sales and marketing teams, and aligned teams drive value. How much value? According to SiriusDecisions, alignment drives 36% more business growth and 27% faster profit growth.
Chances are this isn’t the first time you’ve heard this. In fact, organizations have been talking about it for years. Mary Shea and Shanta Samlal-Fadelle from Forrester Research wrote in their 2017 report, “The misalignment between sales and marketing teams continues to be a hot topic, even after a decade of B2B firms trying to solve this problem.”
Sales and Marketing alignment means having shared goals and responsibilities, speaking the same language, leveraging the same data, and utilizing the same tools.
If you’ve ever thought to yourself, “can’t marketing just send me better, hotter, and more qualified leads?” than ABM is just the thing for you.
You Will Have a Seat at the Table
As sales reps have become the owner of the customer relationship and are given more responsibility, they have established their seat at the table. With the rise of more …read more
Read more here:: B2CMarketingInsider