ABM, or Account Based Marketing, continues to flourish and accelerate as both a highly-effective technology and marketing best practice. The effectiveness of targeting a limited number of accounts in a direct, 1:1 application of personalized messaging and relevancy is without question.
90%+ of all Sales Reps are unable to quantify their business outcomes, present it with financial acumen, and align it with the prospect’s P&L.
Salespeople cannot expect to meet the specific needs of a prospective customer without completely understanding their industry and company goals.
Vendors that do not recognize the “value gap” may see a looming problem in 2018 as market conditions continue to change. What is the gap?
The central challenge of a prospect realizing value from technology investments stems from the vendor’s misaligned goals and incentives of selling it that way. A vendor’s unsubstantiated value can evaporate a provider’s status as a trusted resource or partner very quickly.
After sales has done months or quarters of laborious, time-consuming work in researching a new account, crafting their best emails and value props, prospecting via social and networking, accessing and engaging with buyers and committees, and delivering their proposal - they still need to close and on time.
Competing in today’s crowded, global markets for a steady stream of high-quality sales opportunities is tough, and reaching decision makers burdened with information overload is even more difficult. Time is the new currency.
When SAP© hired London-based Loudhouse, the research division of Octopus Group specializing in B2B “brand to sales” technology, to produce their “What’s the Future of Sales” study and paper, I was skeptical on whether there would be significant insight to help predict the future.
I was speaking at a business group of local technology companies, start-ups and established businesses. They told me that a key priority was more quality appointments with influencers to help build more productive and higher-convertible pipelines.
For the clear majority of Vendors, irrespective of their products or markets sold into, new accounts are the growth engine. Especially in Enterprise sales, there are several reasons why it’s so challenging to break into new accounts.