When you hit the core the right way, that’s when win rates go up, stage progression accelerates, sales cycles go faster and deal sizes increase. When you build relationships and align with your core, you build retention, you drive customer lifetime value and expand with your core as you provide greater value to them. ABM is about building customer lifetime value with the 20% of accounts that can deliver 80% of your revenue growth. But GTM teams are challenged with defining their ICP. They are challenged with segmenting, selecting and prioritizing accounts to execute ABM on. And, as a result, they build a pipeline that goes nowhere.
In the ABM Done Right Podcast, Kristina Jaramillo (President of Personal ABM) discusses the challenges that teams have when selecting accounts and she shares recent research from Corporate Visions.