Strategic and Key Account Leaders will demand marketing alignment and account-based go-to-market strategies.
Every sales leader knows it is no easy task to close business in large accounts with complicated decision-making processes. In 2020, sales and marketing alignment, driven by sales, will arrive in force.
Chief Revenue Officers, Strategic and Key Account Directors, and other senior-level sales leaders will seek the expertise and resources across the company to help them win in top accounts. They recognize that marketing, customer success, sales and marketing operations, and data analytics are vital for creating an effective, seamless conversation with key decision-makers and influencers, along every step of the lengthy decision-making journey.
Finally, in 2020, ABM-like account-based approaches will no longer be viewed as just another marketing campaign or marketing endeavor. Sales leaders will enlist and help direct these efforts so they can drive growth in existing and new key accounts.
Account-Based Sales and Marketing will move beyond early adopters and the tech industry into the mainstream.
It’s a beautiful thing that any company can use a somewhat “analog” version of Account-Based Sales and Marketing right now — and see strong results within their most valuable accounts. Even with all of the fanfare, many companies are just now coming up to speed on using the full complement of marketing automation capabilities.
Get started with strategic account planning: it’s the very foundation of account-based approaches, whether you’re a sophisticated user of sales and marketing technology or not. As the saying goes, the platform (alone) is not a strategy.
Companies in any industry can start planning and seeing results today, no matter how advanced they are in using data and tech tools (in salesforce automation or marketing automation). Those important first planning steps for account-based sales and marketing, and the learning that comes with it, will help teams solidify customer relationships, expand business with current clients, and win new accounts.
Revenue Operations (RevOps) will gain momentum and see wider adoption.
It just makes sense that if Account-Based Sales and Marketing (also known as ABM) is picking up speed, so will RevOps. Successful ABM is all about engagement and delivering personalized value to all of the key clients within a selected account, in close coordination with sales efforts. Engagement can happen only when your content is relevant and valuable at all touch points, and interactions are orchestrated across the customer journey. It’s Relationship Operations when Revenue Operations works as intended: by breaking down internal silos and integrating strategy, data, and go-to-market plans to create a compelling client experience.
What are your thoughts for Sales and Marketing in 2020?