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Boardroom Insiders Executive Profiles Blog

CSC’s “Pursuit Marketing” Journey: An Interview With Dorothea Gosling

Posted by Sharon Gillenwater on Jan 21, 2017 12:28:10 AM

Whenever we can, we like to interview our customers and share their wisdom, best practices and success stories with our Boardroom Insiders community.

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Topics: Enterprise Marketing, Enterprise Sales, Sales Transformation, Account Based Marketing

Where Predictive Analytics Fall Short

Posted by Sharon Gillenwater on Jun 2, 2016 12:27:32 AM

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.

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Topics: Sales Accountability, Account Planning, Account Based Marketing

Are You a Box Checker? Why a Key Account List is Just the First Step of Your ABM Journey

Posted by Sharon Gillenwater on Apr 12, 2016 3:00:00 PM

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.

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Topics: Sales Accountability, CIOs, Account Based Marketing

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