How Teams Need to Change Their ABM Program & How They GTM to Reach The Next Growth Phase
Episode description
Judd Borakove (Host of Peak Community and Sangram Vajre's partner at Red Monkey Consulting and GTM Partners) recently joined Eric Gruber (CEO of Personal ABM) on the ABM Done Right Podcast. Judd has worked with some of the top executive leaders and venture capital firms to make GTM simple through growth plays that accelerate growth.
During this episode, Eric and Judd discuss how:
1. ABM is not about campaigns. If you talk about doing ABM campaigns then you're simply doing targeted demand gen, account-based advertising, or account-based gifting with platforms like Alyce, Sendoso, and ReachDesk. ABM should be an all-encompassing GTM function and lifecycle experience.
2. ABM is not about the pipeline - All marketing can generate a pipeline even though some approaches better than others! But pipeline means nothing if it doesn't translate to revenue. ABM is about improving interactions and account experiences to accelerate high-value deals to revenue faster.
3. The nomenclature breakdown and the alignment you need across leadership, sales, marketing, customer success, and product teams.
4. How ABM efforts quickly turn to standard sales and marketing motions because there's a hand-off vs. a hand-shake where marketing supports sales and customer success conversations.
5. How marketers can get buy-in from sales when most sales teams had bad experiences with pseudo-ABM programs and prove to sales how they can get larger deals faster.
6. How sales and marketing teams are treating all accounts the same -- they're giving their champagne clients seltzer vs. differentiating the interactions and the account experience across the prospect and customer lifecycle.