In a recent LinkedIn discussion, Mark Stouse (CEO of Proof Analytics) mentioned that there is a near-total misunderstanding about the purpose and focus of a great ABM effort. In this podcast, Kristina Jaramillo and Mark discuss:
1. How ABM is not synonymous with ABM tech like 6sense, Demandbase, and Terminus. You'll see that Mark describes ABM as an approach to reaching out to specific stakeholders within very specific, identified accounts and helping them understand their needs and the needs of their team.
2. How ABM using 3rd party data is only DM on steroids - You'll see how your future and existing customers should not realize that you are using ABM on them.
3. How ABM measurement is off-target and how ABM should have a positive impact on stage progression, time to close, and deal value.
4. How you can not retrofit ABM on top of existing marketing structures and why you should only be applying ABM to 10 - 20% of target accounts.
5. How ABM programs are creating headwinds for sales and are slowing deal time and lowering deal sizes.
6. Why alignment does not build the sales and marketing alignment that organizations want- and what marketing must do before alignment can be attained.
7. How ABM should not be about the top of the funnel even though 60% of marketers focus on pipeline KPIs and marketing source revenue. You'll see how it should be about helping disparate stakeholders in the customer understand their needs better AND the needs of their peers better, thereby helping to create a consensus that drives purchase.
You'll also want to check out these additional resources that will help you clear up ABM misunderstandings: