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Episode 499  |  26:07 min

502. ABM That Sales Won't Roll Their Eyes At

Episode 499  |  26:07 min  |  12.09.2019

502. ABM That Sales Won't Roll Their Eyes At

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This is a podcast episode titled, 502. ABM That Sales Won't Roll Their Eyes At. The summary for this episode is: <p><span style="font-weight: 400;">Any sales professional will tell you that ABM started as account-based sales. </span></p> <p><span style="font-weight: 400;">Sales has been doing it for years. </span></p> <p><span style="font-weight: 400;">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?” </span></p> <p><a href="https://www.linkedin.com/in/sonjoy/"><span style= "font-weight: 400;">Sonjoy Ganguly</span></a><span style= "font-weight: 400;">,</span> <a href= "https://www.linkedin.com/in/mburtonbombora/"><span style= "font-weight: 400;">Mike Burton</span></a><span style= "font-weight: 400;">, &</span> <a href= "https://www.linkedin.com/in/pavlovaanastasia/"><span style= "font-weight: 400;">Anastasia Pavlova</span></a> <span style= "font-weight: 400;">like to say that it’s not really about Account Based-Marketing or even Account-Based Sales.</span> <span style= "font-weight: 400;"><br /> <br /></span></p> <p><span style="font-weight: 400;">What it’s really about is an Account-Based Strategy. </span></p> <p><span style="font-weight: 400;">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.</span> <span style= "font-weight: 400;"><br /></span><span style= "font-weight: 400;"><br /></span><span style="font-weight: 400;">An entire organization has to align with a strategy, which is no small feat. </span></p> <p><span style="font-weight: 400;">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. </span></p> <p><span style="font-weight: 400;">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. </span></p> <p><span style="font-weight: 400;">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. </span></p>

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?” 

Sonjoy Ganguly, Mike Burton, & Anastasia Pavlova like to say that it’s not really about Account Based-Marketing or even Account-Based Sales.

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. 

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