Kristina Jaramillo Shares How ABM is Misunderstood by CEOs, CMOs, CROs and GTM Teams
Episode description
In a previous ABM Done Right Podcast, Mark Stouse (CEO of Proof Analytics) mentioned that there is a near-total misunderstanding about the purpose and focus of a great ABM effort. Kristina and Mark discussed how ABM has wrongly become synonymous with ABM tech, how ABM using 3rd party data is only DM on steroids, how ABM measurement is off target, and how most ABM programs are creating headwinds for sales, slowing deal times and lowering deal sizes. In this podcast, Kristina Jaramillo shares:
1. How a sales and marketing AI firm that focused on positioning and messaging was not doing ABM - just pockets of account-based activities.
2. How you cannot effectively execute ABM without starting with a hyper-personal 1:1 ABM program.
3. How most ABM programs are nothing more than targeted demand gen using intent data.
4. How ABM firms and many leaders wrongly believe that you can retrofit ABM.
5. How many teams still think of funnels when there's nothing funnelistic about ABM.