There’s so much we agree with in this interview with new Terminus CEO Tim Kopp, in Demand Gen Report.
First and foremost is the notion that ABM is really Account-Based Engagement, Excellence, and Exceeding Expectations! That’s why we call Account-Based Sales and Marketing “ABX.” Before you can expect to achieve the strong results that an account-based approach provides, you MUST achieve true sales and marketing alignment. This is our specialty, because we emphasize the EQUAL ownership and participation of sales with marketing — and we provide the design to make it happen. Including the process, metrics, management system and culture change that ensures success.
Emphasis below is ours, but see some of Tim Kopp’s statements below, which summarize key focus areas so well:
“But I think right now, we’re at this really important tipping point [with ABM].
I don’t even describe what we do as account-based marketing. I think account-based marketing is part of it, but I view it as account-based engagement. With the executives that I’ve worked with and in the boardrooms I’ve been in, they’re more interested in finding the right best-fit target accounts. How do I engage with them across all the different forms of modality, activate back to the sales team and then have the measurement component as part of it?”
“There have been many companies that have had failed attempts with ABM the first time in, because it ends up being a fairly transformational exercise that requires true partnership between sales and marketing. So, if you can’t even agree on who your best fit accounts are, your sales reps don’t have a named account list. It’s really hard to do ABM and a technology solution is not going to fix it. So, I think it is part the services and advice and consulting that goes into ABM to set up the infrastructure and the platform to do it. And then it’s all the engagement around it to deliver ROI.”
“But we’re at this tipping point of where ABM is headed — that will be how smart marketing is done in the future. Having an intelligent and informed view of what’s happening in the account and thinking about all the buyers within that account. I think marketing automation plays a role, but account-based marketing is the future.”
“ABM has been so focused on marketing today. The most strategic discussions that we’re having is when the sales leader comes in as part of that conversation, and they’re working together to figure out how do we go and find the right accounts? And then what are the plays that we’re going to run together between sales and marketing to really go activate this?”
“So, one of the fundamental things that is most striking and most transformational about ABM is the cross-functional nature of it. In some ways, ABM isn’t new. It’s just smart, targeted marketing that you do to surround your customers. What is different, though, is the amount of technology and how it sort of comes together. But you have to have deep alignment with the sales team, and then, frankly, all the way back up with the CFO or the CEO on defining what success looks like.”
“I think there’s going to be a really important services ecosystem that builds around this to help organizations through the change management part of ABM that needs to happen because it’s so cross-functional.”