Tyler Pleiss (Senior ABM Manager at Clari) managed and executed ABM at 3 different organizations including Terminus and he learned that in most cases, you should not start engaging in ABM with a 1: many or 1:few approach. This often leads to ABM becoming nothing more than targeted demand gen -- as teams are not changing sales/marketing motions, interactions and experiences. When you take a 1:few or 1:many ABM approach, you focus on volume and pipeline vs. getting strategic accounts to revenue, which means you are not orchestrating ABM across sales/marketing/account teams and across the prospect and customer journey. You're just pushing out content and messaging and making it more targeted and adding some personalization.
When you listen to this podcast, you will learn how Clari is taking a one-revenue team approach and changing sales and marketing motions to penetrate 3 new market segments. You'll see how they are starting with a more personal 1:1 approach where they can align with target accounts, see first-hand how they need to shift the sales/marketing conversation to reframe thoughts and ideas and create the account experience that's needed to drive stage progression and revenue. Instead of pushing and guessing, Clari is learning from the individual interactions, how they need to connect with the disconnected as the accounts they are now targeting in the new market segments are years behind when it comes to revenue ops tech and processes.