Marketers are doing mental gymnastics, trying to define and redefine ABM. Then vendors are falling over themselves to sell new technologies at 100,000 price tags so 'marketers can do ABM' - But... it doesn't have to be that complicated. ABM is simply 'selling to your top 10-50 dream accounts', and the irony is that marketing *is not* in the driver's seat.
I love the simplicity here. No tech is a silver bullet. It’s just SALES! pick the accounts and go from there. Most companies have a real fuzzy definition of their market position and don’t have a real target account list.
I love the simplicity here. No tech is a silver bullet. It’s just SALES! pick the accounts and go from there. Most companies have a real fuzzy definition of their market position and don’t have a real target account list.
Chris! thank you for the comment & totally agree. This is sales - which also makes it all the more harder for marketers to wrap their heads around ;)