RV 120 - ABM Platforms: Not a Silver Bullet

Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, and today he is sharing a snippet of advice from that call. 

He highlights that many companies struggle to fully operationalize ABM and extract value from it. While ABM platforms can be helpful, they are not a silver bullet solution. The main perceived value of ABM platforms is their ability to use intent data to identify accounts that are "in-market" and improve outbound targeting. However, many companies fail to integrate ABM platforms with their SDRs, resulting in wasted resources. Additionally, the account scoring within ABM tools is subjective and can be manipulated to fit desired outcomes. Chris emphasizes the need for a clear account scoring system and the ability to evaluate the performance of each signal. Ultimately, he believes that companies should go beyond MQLs and MQAs and adopt a more data-informed go-to-market approach.