by Kristina Jaramillo | Aug 28, 2023 | Uncategorized
ABM is not about getting accounts to the pipeline. It’s about getting accounts to revenue and existing accounts to even greater revenue growth. ABM should impact ACV, ARR, GRR, and, most importantly, NRR. But, many GTM teams struggle with moving high-value...
by Kristina Jaramillo | Aug 21, 2023 | Uncategorized
There is confusion in the market on what intent data is and how it should be leveraged to increase sales effectiveness vs. just efficiency and to drive ARR, GRR, and NRR growth. This is why we had John Steinert (CMO at TechTarget) and Bill Henry (SVP of Field Sales at...
by Kristina Jaramillo | Jul 26, 2023 | Uncategorized
Most companies have dived into ABM tech and other platforms that promised a path to greater growth with more focus and partnership with sales leaders. However, ITSMA, Tech Target and others report that only 17% have a mature stage 4 program and 69% of ABM programs...
by Kristina Jaramillo | Jul 11, 2023 | Uncategorized
Most ABM teams and the marketing firms they are using are rushing into ABM and retrofitting ABM into existing processes vs. changing interactions and experiences across the buyer’s journey and customer lifecycle. While marketing may be more targeted now than...
by Kristina Jaramillo | Jul 10, 2023 | Uncategorized
In our recent ABM webinars (including the one with Demandbase’s former VP of ABX), we share many reasons why 69% of ABM programs underperform when it comes to driving revenue. But, the biggest reason is that most ABM programs do not include a 1-to-1 personal...
by Kristina Jaramillo | Jun 19, 2023 | Uncategorized
Kristina Jaramillo and Eric Gruber have mentioned many times that ABM is not really about accounts. It’s about the human buyers in the accounts you want to win, protect and expand. This is why we need to stop thinking about campaigns and think about the moments...
