502. ABM That Sales Won't Roll Their Eyes At
Any sales professional will tell you that ABM started as account-based sales.
Sales has been doing it for years.
It’s only recently that the marketing teams have picked it up and said: “what if we personalized our marketing strategy to our key accounts?”
What it’s really about is an Account-Based Strategy.
Sonjoy says that the problem with ABM is that it places far too much emphasis on marketing. In order for an account based strategy to be successful, you have to have buy-in from the entire organization.
An entire organization has to align with a strategy, which is no small feat.
But before you panic, don’t think that you’ve got to slow yourself down and wait for the entire organization to evolve before starting an ABM approach.
Odds are, Sales has been implementing an account-based method for years. It’s just a matter of taking that model and bringing the marketing team on board as well.
So start small, be realistic, take a multi-channel approach, and you’ll be ready to move your organization into a true account based strategy.