Speakers: Massimo Sangiovanni | Greg Alexander, SBI
Motorola Solution's Vice President of Marketing and Inside Sales for the Americas, Massimo Sangiovanni

Massimo Sangiovanni

 

Today’s topic is how to execute Account Based Marketing.  While B2B account marketing has been around for years, we discuss the modern techniques required for success. To follow along, download our 10th annual workbook, How to Make Your Number in 2017. Turn to the marketing strategy section and flip to the ABM phase on pages 214 – 217 of the PDF.

 

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 from Motorola Solutions is Massimo Sangiovanni, Vice President of Americas for Marketing and Inside Sales.  Motorola Solutions provides mission-critical communications products and services to public safety and commercial customers around the world. This is done by providing them with real-time information, and by arming them with intuitive, nearly indestructible handheld devices. Listen as Massimo describes how the evolution into modern account based marketing has positively impacted sales.

 

In the first section of the show, Massimo provides an overview of the ABM program he put in place over the last four years.  In the middle section, we discuss whether ABM replaces or augments demand generation.

 

The show is concluded with Massimo describing how to develop and execute an account based marketing program, what would you do, in what order, and why?

 

If you need more help with how to execute Account Based Marketing, download our 10th annual workbook, How to Make Your Number in 2017. Turn to pages 214 – 217 of the PDF. To request a workshop with an expert simply sign up for a MySBI account and check the box in your preferences to request a workshop.

 

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.

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 >