Cassidy Shield, SVP of Marketing and Sales at Narrative Science (who will be on our podcast soon) mentioned that we need to focus our energy on sales velocity and its components including # of opps, average deal size, win rate, and sales cycle time. We need to be talking about how to drive the fundamentals of revenue. When marketers start talking about these elements, where/how to move the needle, and the result on revenue - you will get the attention of leadership and boards.
But we can't be talking about where and how to move the needle and result on revenue because we're not tying ABM to business challenges that are tied to revenue. Most ABM programs are still focused at the top of the funnel, even though analytics show that ABM can have the greatest impact at the middle and bottom of the buying journey.
In this podcast episode, Kristina Jaramillo shares how:
Listen to this quick podcast episode to see how ABM should go beyond pipeline and leads and how it should impact win rates, sales cycle time, deal sizes, the ability to go up-market and much more.
After you listen to this episode, sign up for our upcoming ABM webinar: Why 2/3 of ABM Programs Fail. You'll learn about many other mistakes that ABMers are making including making ABM synonymous with ABM tech.