January 1, 2023
3 mins read
The Single Most Painful Mistake We See B2B Revenue Orgs Making Today
3 mins left
After spending multiple years at TOPO and Gartner and working with tons of high growth organizations and their sales and marketing teams, one mistake continues to make life painful for many – chasing shiny objects or “the next big thing.”
I’m not an advocate of burying our collective heads in the sand, but too many decisions are made as knee-jerk reactions or perceived “sizzle” that aren’t aligned to an overarching business strategy. We’ve seen this happen repeatedly in sales and martech over the last decade.
If you think I’m a curmudgeon, you’re right. It’s been a personal point of frustration for a while and one that I work out daily through conversations with people just like you. The voice of the customer has never been more important and there’s one thing they want more than anything else…
Talk like your customer. Write like your customer. Explain like your customer.
ABM is a perfect example. The acronym creates a problem we’ve been trying to solve for years as it only focuses on marketing. It screams “marketing did this and it’s great and you’re going to love it and it is going to get deals and we want high fives.”
That’s why many have used account-based strategy or account-based experience (ABX) to better position the important role that the collective sales, marketing, and customer success teams must play to do this well.
Do you wish you spent even more time and money on accounts most likely to buy?
I hope you said yes. That is account-based put simply. That is what we do best at Demandbase. And get this – it actually works. There’s a whole other rant I could go on about how some account-based technology isn’t fulfilling the grand promise that’s made in the sales cycle, but we’ll save that for another day.
Jeffrey L. Cohen, friend and incredible analyst at Gartner explains this eloquently – “No implementation of technology is going to magically bring sales and marketing together.”
We still need strategy that aligns sales, marketing and customer success. We can’t skip the meetings, time talking, shared metrics of success, and aligning technology to our most important business objectives.
Have sales or marketing challenges you want to talk about? Reach out. It’s my job to help you and I look forward to connecting. <3
Head of GTM Thought Leadership, Demandbase
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