Author: Michel Stutz

In a previous blog, we discussed the key components to successfully implement an account based strategy. From there, we talked about the connection points between ABM and ABS. In a follow-up blog, we then identified potential gaps in the process and how to optimize a martech stack for ABM success. A strategic and holistic account based strategy built across both sales and marketing is a major undertaking to implement, but after all is said and done, it’s time to reap the revenue rewards. We all know that sales and marketing alignment is necessary for an account-based approach to work effectively.…

Regardless of the size and structure of your marketing and sales teams, new roles have emerged as key components to connect the two departments. These roles are considered critical to the success of any account-based strategy. Sales Development Representatives (SDRs) The SDR function is increasingly important to organisations implementing account-based strategies. Traditionally, this role is known by different names in other organizations (Lead Development Representative, Business Development Representative, Inside Sales Representative), but SDR is emerging as the most common title because of its representation of the changing responsibilities and expectations of the role. Organisations with a more advanced account-based focus…

Account-based marketing (ABM) has been the hottest topic in B2B marketing for the past few years. According to 2017 research from SiriusDecisions, 62% of B2B companies now have an ABM program in place, which is an increase of more than 20% from the year prior. The rapid adoption of ABM is seen as a positive and necessary trend among industry analysts. ITSMA, an association for B2B marketers in the tech and professional services sectors, has defined successful ABM marketers as those “working closely with sales to develop plays and integrated campaigns.” However, while this seems like an obvious area of…