Eric Dates on Why ABM Programs Fail & The ABM Readiness That’s Needed to Drive Stickiness and Revenue Closes

On LinkedIn, there has been a lot of “chatter” on how many GTM teams over complicate ABM. But at Personal ABM, we believe that teams over-simplify ABM as they rush to define their goals, their ICP, their target list and the tactical activities they will complete. They’re not doing the readiness that’s needed to change the account experience and GTM interactions and it’s why many teams are building pipelines that do not translate to revenue. In fact, CMO Council reports show that ABM programs overall are getting at best a C- when it comes to moving accounts from contact to deal closure.

Click here to see the full CMO Council Report

 

Eric Dates (Head of Marketing for V Comply and our guest on the ABM Done Right Podcast below) was part of an ABM program that underperformed – and he was part of a program that drove revenue growth. Listen to the podcast below to see what the difference was between the two programs.

 

More ABM Insights

ABM Readiness Program Shows Opportunities for DAT Freight to Increase Deal Sizes and Win More Gartner 25 Supply Chain Accounts

ABM Readiness Program Shows Opportunities for DAT Freight to Increase Deal Sizes and Win More Gartner 25 Supply Chain Accounts

Read this case study to see how Personal ABM saved DAT from making a $1M mistake between investments in Demandbase, ad spend and sales /marketing/customer success inefficiencies that would have still resulted in smaller deals and DAT being seen as a “nice to have” vs. a must have. Read this case study to see their growth opportunities and how they can win more top 25 Gartner Supply Chain accounts.

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