151: ABM in the Enterprise
from GTM Made Simple Hosted by Sangram Vajre
So you’ve decided that ABM might be right for you. Obviously, I think that’s a smart decision, (otherwise I wouldn’t be doing what I’m doing today!) But how do you go about implementing? How do you begin to turn that ship that is your organization towards doing ABM in a sustainable, holistic way? My friends Raianne Reiss & Joe Quinn shared at a recent #FlipMyFunnel event, and I think had some remarkable insight. Joe laid out the first thing that his company did when diving into ABM, which was that they went back through their account tactics, and documented the ones that they knew worked. When all was said and done, they had 17 proven tactics for their ABM toolbox that they knew had proven impact on accounts. From there, they funneled them into 3 buckets, asking themselves 3 questions: How do we introduce our sales account owners to new buying centers or new managers not in database? How do we ensure that the customers who are using our products are supported? How do we defend against our competition? Have you recently started to implement ABM into your strategy? How has it worked for you? What have been the successes and road blocks? Let me know in the comments! You can also catch Joe & Raianne’s full interview at the link in the first comment.
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