Speakers: Mike Volpe | Matt Sharrers, Melissa Valdez, SBI
CMO demonstrate how to replace leads with real opportunities for the sales team through Account Based Marketing.

Mike Volpe Chief Marketing Officer

 

Joining us for today’s show is Mike Volpe, the Chief Marketing Officer for Cybereason. Mike answers questions out of SBI’s How to Make Your Number in 2018 PDF Workbook 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.  If you prefer to watch the interview in HD video on SBI TV, click here.

 

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 interactive tool 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

       

Sales Revenue Growth

ABOUT THE AUTHOR

Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.

 

Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.

 

Prior joining SBI in 2009, Matt spent eleven years leading sales and marketing team teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.

 

 

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