5 Ways to Avoid an Account-Based Marketing Disaster
-
Date and TimeWed, Sep 23, 2015 at 10AM Pacific / 1PM Eastern
-
Duration1 Hour
-
Cost$0 (Free)
-
Want Access?Register to view the recording.
Handouts
Watch for a prompt from the moderator upon login.
Description
According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months.
What it is? According to ITSMA, ABM it is a collaborative approach that engages sales, marketing, delivery, and key executives toward achieving the client's business goals.
Sounds great, right? However as with any more-type-and-hype-than-pipe solution, there is more failure than success with ABM in the market today.
Why is that? It's because many companies are approaching ABM as a "black box" solution. As with salesforce automation, customer relationship management and marketing automation, tons of money will be spent and the result will mostly be getting more poor-quality leads to sales faster than ever before-unless the approach to this well-intentioned strategy changes.
Who will benefit from this webinar? Sales and Marketing management, CSOs, CMOs, VPs of Sales and VPs of Marketing, and general managers.
Join Dan and Dave and you will learn:
- Why collaboration between marketing and sales is even more important with ABM
- How to fix the key points of failure
- The difference between "cold calling" and intentional, planned, coordinated and personalized ABM
- How Jon Miller (founder of Marketo) views marketing automation as compared to ABM
- Why an "IP" based, "inbounditis" approach to ABM will fail
- How to use the RING formula (Revenue - Inbound - Nurturing = THE GAP to substantially increase revenue by up to 3x
About Dave Stein
Dave Stein has worked as a sales representative sales manager, Director of Worldwide Sales Development, VP of Sales, VP of International Operations, VP of Client Services, sales strategist, and consultant. His hands-on work with businesses ranging from start-ups to the Global 100 provides him with a unique and pragmatic view of sales methodologies, sales training approaches, social selling, and the cultural, behavioral, and operational changes required for corporations to excel at the sales function. Dave’s first book, How Winners Sell, was a highly-acclaimed commercial success, and he is considered an expert by Sales & Marketing Management, Fast Company, the New York Times, BusinessWeek, Inc., Fortune, the Wall Street Journal, Harvard Business Review, and Forbes.
About Dan McDade
Dan McDade founded PointClear in 1997 to help B2B companies with complex sales processes drive more revenue through effective lead generation, qualification and nurturing. For close to 20 years, he's been instrumental in developing innovative strategies that assure 100% of leads delivered to client sales organizations are fully qualified to client specifications-enabling them to close up to 5 times more deals. In short, PointClear delivers Leads Sales TrustsTM.
Dan is the author of The Truth About Leads, an insightful book that sheds light on little-known secrets that help focus B2B lead-generation efforts, align sales and marketing organizations, and drive revenue. He also wrote From Chaos to Kickass, an ebook detailing benefits of sales and marketing optimization that received a silver award from Top Sales World; and he authors ViewPoint | The Truth About Lead Generation, a blog exploring issues related to B2B sales, marketing and lead generation.
The Sales Lead Management Association named Dan one of the 50 Most Influential People in sales lead management for five consecutive years. In addition, he was named one of the Top 50 Sales & Marketing Influencers in 2012, 2013, 2014 and 2015 by Top Sales World.
