Joining us for today’s show is Mike Volpe, the Chief Marketing Officer for Cybereason. Mike answers questions out of SBI’s 2018 to provide an in-depth view into how A-Player CMO’s guide ABM strategy. To follow along flip to the Marketing Strategy section and turn to Account Based Marketing beginning on page 296.
Today we are going to demonstrate how to replace leads with real opportunities for the sales team through Account Based Marketing.
Why is this an important topic? 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.
The first segment will seek to answer the question: When does ABM make sense for your company? Mike provides an overview to validate that ABM is the right strategy for your company.
Mike outlines in the second segment what a successful ABM program should look like. How should marketing implement ABM to support the sales reach to new buyers and influencers in targeted account. The types of roles are required for success are described for sales and marketing. Mike covers the key metrics to track and the time horizon to expect for results.
The final segment of the show describes how marketing and sales interlock in the account planning process. Mike describes the meeting cadence between sales and marketing and the importance of interlock at the senior leadership level and the execution level.
Have expectations gone up and left you wondering if you have the right strategies to support your revenue growth goals? Here is an that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate your Sales Strategy against SBI’s emerging best practices to find out if:
- Your revenue goal is realistic
- You will earn your bonus
- You are set-up for success in 2018