Speakers: Gahan Richardson | Greg Alexander, SBI

gahan-richardson-account-based-marketing-strategy

 

Traditional demand generation and lead management does not work for companies that are dependent on a small number of accounts that spend a lot. Instead, marketing teams must replace leads with opportunities for the sales team. SBI recently spoke with Gahan Richardson, the vice president of corporate marketing at Cypress Semiconductor. Listen as Gahan explains his approach to account based marketing and how he uses it to set his sales team up for success.

 

During the interview, Gahan will answer questions such as:

 

  • Why is it critical for your sales team to go wide and deep inside of their accounts, building many relationships?
  • What is the lifetime value of a key account, and why is it so much more than a typical account?
  • If marketing dedicates budget to a list of dream accounts, does this improve the relationship between sales and marketing?
  • Should you deploy a multi-channel approach when launching an account based marketing program?
  • Why should marketing leaders build a list of accounts, ranked best to worst, based on revenue potential and propensity to buy?
  • What are the best ways to develop personalized content and get it in front of the right buyers and influencers?

     

During the show we will use SBI’s newly released workbook, How to Make Your Number in 2017 to guide our conversation. Specifically we will focus on the execution step of marketing strategy which covers topics including account based marketing. If you’d like to download the workbook to follow along, you can sign up for a copy here.

 

If your sales team lives and dies by the big deal, growing revenues faster than your competitors and industry will require a shift in behavior. Listen here as Gahan explains how account based marketing will help you make your number.

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 >