Enterprise sales teams are under more pressure than ever. Customer budgets are tighter. There are more decision makers touching every deal. Sales cycles are getting longer and more deals dead end with no decision made. Sales teams are investing months—even years—nurturing relationships that seem as if they will never pay off.
Sales and marketing leaders from companies across a variety of industries tell us that account-based-marketing (ABM) programs are essential to engaging and retaining their most important customers. Nearly all of our customers are either piloting ABM or have full-fledged programs up and running. But these programs are not without some serious executional challenges, which tend to fall into five categories.
Here are the top five reasons why account-based marketing fails.
In an article entitled Your Scarcest Resource, the Harvard Business Review makes the sensible case that "Time is money, but few organizations treat it that way."
In our meetings with enterprise sales leaders, we notice a lot of heads nodding around the room when we talk about:
Topics: Sales Enablement, Sales Accountability, Enterprise Sales, Sales Transformation, Sales Readiness, CXO Insight, enterprise deals, C-Suite Selling, CXO Priorities, Business Conversation, CEO Profiles
We have been reading a lot lately--and hearing from our customers who sell cloud-based solutions--about the demise of the enterprise deal.
Topics: Enterprise enablement, Sales Enablement, Enterprise Sales, Executive Intelligence, Sales Transformation, Sales Readiness, CIOs, enterprise deals, C-Suite Selling, CXO Priorities, Business Conversation
Despite increasing levels of personalization and targeting in the consumer realm, the enterprise has a long way to go when it comes to providing their own employees--particularly salespeople--with the right information when they need it.
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"When sellers call on me, I want to know that they’re listening, that they have a point of view, and to hear some recommendations and ideas in the context of my business. If they don’t relate it to me, they’ve lost credibility and set their sales cycle back."
- Jim Steele, Chief Customer Officer, Salesforce .com
Every day we talk with sales pros and account managers who live and breathe a single Fortune 50 customer such as Wal-Mart, Wells Fargo or General Motors.