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.