Whenever we can, we like to interview our customers and share their wisdom, best practices and success stories with our Boardroom Insiders community.
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 sales there is constant pressure to land newer, bigger customers. While acquiring net new customers is important, you may be leaving money on the table by neglecting to grow sales with the customers you already have.
This week the Wall Street Journal's CIO Journal ran an article by two Bain & Company partners entitled, Why Enterprise Technology Customers Are Not Happy (and What to Do About It).
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
We talk to a lot of companies with "CXO engagement" initiatives. Most of them have invested a lot of time and money creating "personas" on target roles such as Chief Marketing Officer and Chief Information Officer. Below is a sample of a basic persona, though we have seen much more robust examples from some of our customers.
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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