Whenever we can, we like to interview our customers and share their wisdom, best practices and success stories with our Boardroom Insiders community.
As marketers and sales pros, we find irresistible the promise that technology tools will make our jobs easier and help us win more business faster. Which is why so many of us are turning to companies that are focused on predictive analytics tools that support account-based marketing, and scaling all of the different aspects of the ABM process.
Here’s a sad but true tale of missed ABM opportunity.
A Fortune 100 company spends months of man-hours—and invests in various data analytics tools—to slice and dice their account data. The goal is to come up with a tiered list of 2000 or so top accounts to use as the basis for an account-based marketing program. The months-long effort yields an impressive PowerPoint document that delves into the details of the data and demonstrates the rationale behind various account tiers. It also includes a LONG list of accounts.