Find out how we deployed Strategic ABM to help our client win a 7 figure account within 6 months.
ABM Readiness Programme
The number 1 cause of failure in ABM programmes can be traced back to a lack of organisational readiness.
Our Programme
Account-based strategies require a fundamental shift in how organisations think about growth, they are in fact organisational strategies and what they resolutely are not, is marketing campaigns. The ‘M’ in ABM is frankly a misnomer. Our readiness programme takes around 6 weeks and will touch every part of your business that contributes to growth. It focuses on team understanding, alignment, tech stack readiness and the removal of goal conflict. We will help you lay the groundwork that will contribute to revenue acceleration through ABM. The programme can be delivered as a standalone activity for organisations undertaking ABM internally, or can be positioned as the first month of activity in an ongoing retainer, the choice is yours.
Over 4-6 weeks we will evaluate and where necessary bring your state of readiness up to
the required level to start an ABM programme in the following areas:
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Understand your business goals and operating model to make recommendations of the type of ABM strategy or strategies you should adopt.
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Understanding of the fundamental principles of ABM and what is required of both departments and individual contributors to ensure it succeeds.
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Goal conflict -
We will evaluate your organisational, departmental and where appropriate individual goals to ensure they are aligned with an ABM strategy.
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Compensation plans -
We will evaluate your comp plans to ensure sellers are incentivised to deliver the required activity and results.
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Measurement -
We will work with you to evaluate and adapt departmental and leadership team reporting to ensure the correct things are being measured.
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Resource recommendations -
We will suggest the level of resource (budget and people/time) you should allocate to your ABM programme or pilot to give you the best chance of success.
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Tech stack -
We will audit your current tech stack of marketing, sales, success and related operational tools to identify gaps and propose improvements.
Entry Requirements
You’re a B2B organisation with a 3 month+ sales cycle and an average contract value of £50k+.
You have completed our free ABM discovery workshop.
You’ll have a commitment from both your senior team and sales & marketing leadership to adopt ABM and a willingness from all parties to participate and potentially change their current approach.
You’ve completed the pre-event preparation to enable us to prepare for your unique business requirements.
Outcomes
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We will identify the right ABM strategy for your business:
We will audit your current GTM strategy, internal resource, budgets, organisational objectives and revenue model to make a recommendation on what specific ABM strategy you should follow.
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We will get all ABM stakeholders up to a great level of understanding:
With ABM, in most organisations, we will be significantly changing the playbook followed by sales and marketing team members. It’s critical to programme success to create a common level of understanding around what is required to deliver a successful ABM programme.
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We will address any areas which will inhibit ABM success:
The most common issue we contend with that inhibits ABM success is alignment issues, be these in goals, departmental activities, compensation structures etc. We will identify and help you solve them.
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We will audit your tech stack and create an implementation plan to get it ABM-ready:
The modern ABM approach is very dependent on the marketing and sales tech stack being optimised. The requirement for specific point solutions varies depending on strategy, but we will make recommendations on how to fill gaps. Crucially we will also look at how your sales process is implemented in your CRM and how data flows in for marketing activities. We will make a delivery plan for the implementation of any updates in conjunction with your internal teams.
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We will define your Metrics and measurement Framework:
We will work with you to define the key performance indicators (KPIs) for measuring the success of your ABM efforts. We will then equip you with a framework to track and analyse metrics, allowing for continuous optimisation and improvement in whatever system is most appropriate.
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The fundamental purpose of our ABM readiness programme is to clear the way for programme launch ensuring you have the best possible chance of success.
Hosts
Alanah heads up both our client and internal account-based marketing campaigns at connectedABM. Chris is one of the partners at connectedABM and is responsible for client strategy. Together they have a wealth of ABM knowledge to run your discovery session.
“If you don’t have marketing and sales aligned and using the same set of data, then you’re not really doing ABM”
- Liam Doyle, SVP of Product Management, Salesforce
Let’s talk
Book a Discovery Call
Are you ready to take the first proper step on your ABM journey? Book a call with one of our solutions consultants to discuss our ABM readiness programme, either as a standalone activity or as part of a larger scope of work.