VP of Marketing demonstrates how to replace leads with opportunities for the sales team through Account Based Marketing.

Today’s show demonstrates how to replace leads with opportunities for the sales team through Account Based Marketing. While B2B account marketing has been around for years, we discuss the modern techniques required for success. It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Leverage the How to Make Your Number in 2018 Workbook to access a revenue growth methodology to hit your number quarter after quarter, and year after year.


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. Watch as Massimo describes how the evolution into modern account based marketing has positively impacted sales.


Having implemented ABM at Motorola the past four years, Massimo is uniquely qualified to speak on this topic.  Before the hype, the marketing team at Motorola tackled account-based marketing.  Watch to gain a glimpse into the future by hearing an ABM veteran describe the effort and results of a four year ABM program.


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.


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?


Have expectations gone up and left you wondering if you can make your number? 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 yourself against SBI’s sales and marketing strategy to find out if:

  • Your revenue goal is realistic
  • You will earn your bonus
  • You will keep your job