Today’s topic is how to replace leads with opportunities for the sales team.  Demand generation and lead management does not work for companies with business models dependent on a small number of accounts but who spend a lot. Waiting for dream accounts to come to you will result in you missing your revenue targets.

 

If you live and die by the big deal, growing revenues faster than your industry and your competitors requires a shift to Account Based Marketing. Joining us is Gahan Richardson, the Vice President of Corporate Marketing at Cypress Semiconductor.

 

Watch as Gahan’s interview illustrates how to evaluate whether it’s worth the time, effort and money to implement Account Based Marketing.  In the discussion, we will evaluate how ABM will help you make your number. 

 

If you need more help with Account Based Marketing, download our 10th annual workbook, How to Make Your Number in 2017.  Turn to page 214 of the PDF.  To request a workshop with SBI’s marketing practice leader Randall LaVeau, simply sign up for a MySBI account and check the box in your preferences to request a workshop.

 

During the first part of the interview, Gahan answers key questions that determine whether ABM is a fit for his company.  Watch closely to this discussion to apply these questions to your business.  Here are the initial questions every sales and marketing leader should ask to validate a fit for ABM:

 

  • Would you describe your sales cycle as long, complex, involving many stake holders, departments, and decision makers?
  • Does your sales team sell to a list of targeted accounts?
  • Is it critical for your sales team to go wide and deep in their accounts building many relationships?
  • Will you make, or miss, your revenue goal based on a few big deals throughout the year?
  • Do you deploy a land and expand sales strategy?
  • Is the life time value of a key/strategic/named account at least 2x that of a typical account?
  • Would the working relationship between marketing and sales improve if marketing dedicated its budget to a list of dream accounts?

     

Answering yes to one or more of these means you can benefit from ABM.  Answering yes to most of these questions makes ABM a strategic priority.

 

Evaluate your ABM Strategy at a deeper level by downloading our 10th annual workbook, How to Make Your Number in 2017.  Turn to page 214 of the PDF and review the Account Based Marketing section of the Marketing Strategy.

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.
Learn more about Greg Alexander >

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

Read full bio >