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.