Thank you B2B Marketing for inviting me to talk at the Global ABM Conference in London!
Always great to catch up with familiar faces and get inspired by my peers.
For my part I spoke on "How to build an elite ABM team" (their title, not mine 😀 ).
And whilst elite is an aspiration, I could certainly share some key ingredients for high performance based on my experiences at Adobe, Yext and VMware. Four thoughts:
🌟 Account selection and planning is the new handshake between marketing and sales. It's the greatest opportunity to be set up for success and for marketing to be in the driving seat. Setting criteria is key for accounts to enter the program. Not all accounts need marketing love.
🌟 ABM demands a new set of skills and success is based on marketers becoming a business partner not just an execution centre of excellence. Customer understanding plus understanding business objectives is vital.
🌟 ABM needs to be part of a Go-to-market strategy, not just a cool thing marketing can do for our customers. Top down sponsorship is key.
🌟 AI is not the answer (technology very rarely is). But keep on top of the oportunity and encourage your teams to experiment (but behind the fire wall!)
Thank you Joel Harrison Richard O'Connor for the invite. And to Will of Momentum ITSMA for providing some supporting research data.
And good to meet/chat Ceri, Paul, Matt, Ilvija, Andrea, Louise, Pippa, Rachael, Marina!
Photo : Paul