Executing an ABM strategy is a lot easier said than done.
When account-based marketing (ABM) shot to popularity, marketers embraced the strategy. Combined with new ABM technology, this seemed like a simple strategy that would make revenue roll in. Fast forward in time and the industry is full of marketers that are “doing ABM” but not seeing results. The reason? Executing on an ABM strategy is harder than it looks.
Before the blame game starts with sales and marketing pointing fingers at each other, it’s time to take a step back to review the entire strategy. Turning account-based leads to account-based revenue requires work beyond lead generation – activities like account-mapping, nurturing activities and expanding the buying group. The role doing this work in the middle of the funnel isn’t fully marketing or sales, yet they’re integral to making an ABM strategy work. Welcome to the role of the Sales Development Rep (SDR) – the ultimate middle child.
Join SiriusDecisions, Televerde and InsideView for a webinar that covers:
- The top ABM challenges companies face
- How the SDR role is key to a targeted account strategy for sales
- Whether an inbound or ABM strategy works better for your company goals
- Specific examples of how SDRs are used in the context of ABM
Title: Move Leads to Revenue
Original Air Date: August 14, 2018