Scaling ABM - Kristina Jaramillo Rants on Why Scaling ABM Should Not Be Your Focus
Usually Kristina Jaramillo and Eric Gruber have guests join them on the Stop the Sales Drop Podcast. But, Kristina felt a strong urge to rant. Here's why...On the registration form for our webinar on why 2/3 of ABM programs fail or underperform, we asked GTM teams what their biggest challenge is. And, a number of registrants mentioned scaling the program. It makes Kristina cringe to see that continue to pop up as a challenge because in most cases, scaling for sales and marketing means reaching more potential buyers. It means that.... Sales and marketing teams are focused on the quantity of interactions vs. the quality of interactions. GTM teams are treating ABM as something to do. ABM is simply becoming account-based advertising, account-based lead gen and marketing as usual but more targeted using tech like Terminus, 6sense and Demandbase. Our desire to scale is one of the biggest reasons why ITSMA reports that 2/3 of ABM programs do not drive significant business improvement and why Tech Target reports that 66% of ABM programs underperform. As Kristina talks about in her rant, we should be first focusing on using ABM to fix business challenges beyond the pipeline. We should use ABM to fix the interactions we're having with tier 1 target accounts and the experiences we're delivering them. Then take the ABM lessons and scale for tier 2 and 3 accounts. After you listen to Kristina's 6 minute and 56 second rant, then check out these additional resources to help you reshape your ABM program to drive stronger revenue growth:Webinar: Why 2/3 of ABM Programs FailPodcast: How ABM Should Impact More Than Your PipelinePodcast: ABM Should Not Be Synonymous with ABM TechPodcast: Going Beyond Pipeline KPIs and Marketing Sourced RevenuePodcast: ABM Strategies That Led to $1 Trillion in Revenue