On LinkedIn, Kristina Jaramillo and Eric Gruber have been talking a lot about teams not being ABM-ready. They are simply retrofitting ABM on top of existing processes, content, messaging, etc — and they are not making the changes they need to land and expand high-value accounts. As a result, they struggle with accounts going dark. They struggle with accounts becoming stuck or disengaged. They struggle with accounts churning.
Within this podcast, Mark Osborne and Eric Gruber talk about the GTM assessment that needs to be done before you even think about ABM. You’ll learn:
- How you can become ABM ready.
- How we need to look across the buyer’s journey and customer lifecycle to see where we are winning and where we are losing.We need todo a win-close analysis and take a deep look at stalled opportunities. Stalled deals are often an untapped gold-mine as it can show where you are unclear with your messaging, where are we having weak differentiation, where do we have misaligned stakeholders and where do we have competitive blind spots. The first step teams need to take is to assess the current state of their GTM and this includes analyzing your stalled deals, looking for patterns of buyer uncertainty and seeing how we need to change the account experience to enable buyers.
- How we need to assess the accounts that are going into the pipeline. Many GTM teams focus on intent but intent data is not predictive nor prescriptive. It doesn’t show if an account will land and expand with you. In this podcast you’ll hear how DAT Freight and Analytics was attracting accounts that would ultimately churn because they did not have the right content and messaging to engage accounts that would embed their solution and grow with them.
- How we should assess the account experiences that each team delivers as each experience will impact another and the overall customer experience.
- How we should assess the pipeline to see how much we’re losing to competitors, to inertia and indecision.
- How an FP&A tech firm and a HR tech firm was not ABM ready.
Listen to the podcast here:
Here Are Additional Resources to Help You Get ABM Ready:
- Real examples of how ABM teams are not ABM ready. Click here to get the full story on the companies that Eric and Mark talked about in the podcast.
- Podcast with Alex Pappas – Click here to listen to how he overhauled Venafi’s ABM program.
- ABM Case Study – Click here to see how DAT increased their ABM readiness to win with more top Gartner rated supply chains.
- ABM Readiness Checklist – See what is part of our ABM readiness evaluations.
- Schedule an ABM strategy session – Book an appointment below.