Why Your Focus Shouldn’t Be on Scaling ABM
Episode description
Kristina Jaramillo (President of Personal ABM and host of the ABM Done Right Podcast) cringes every time she hears people talk about scaling ABM as scaling for sales and marketing means reaching more potential buyers. It means that....
- Sales and marketing teams are focused on the quantity of interactions vs. the quality of interactions.
- GTM teams are treating ABM as something to do.
- ABM is simply becoming account-based advertising, account-based lead gen, and marketing as usual but more targeted using tech like Terminus, 6sense, and Demandbase.
Our desire to scale is one of the biggest reasons why ITSMA reports that 2/3 of ABM programs do not drive significant business improvement and why Tech Target reports that 66% of ABM programs underperform. As Kristina talks about in her rant, we should first focus on using ABM to fix business challenges beyond the pipeline. We should use ABM to fix the interactions we're having with tier 1 target accounts and the experiences we're delivering them. Then take the ABM lessons and scale for tier 2 and 3 accounts.