Sales Insights Session
A sales sitdown to set the foundation for your ABM program: align sales and marketing on positioning, deal focus and communication, and orchestration.
Pernilla Walkin- ABM
- Account Based Marketing
- Guide
Set the foundation for your ABM program
After you have chosen which accounts you want to add to the program – it’s now time to gather the insight from sales.
One of the most critical factors that often determines the success or failure of ABM initiatives is the level of sales involvement. Without sales input it is impossible to create messaging that truly creates attention. Let’s start by collecting the information you need.
Positioning
- Specific character traits?
- How do they perceive us?
- How do we want to be positioned?
- Where are we in our sales dialogues?
- The customer’s challenges, which of our products/services can solve them?
Deal & communication
- Which products/services should we focus on, what will the deal be about?
- What are the advantages of choosing us compared to competitors?
- Content that supports this and that we want the target company to engage in.
Orchestration
- How many known decision-makers are there at the customer? For example, the number of active contacts in CRM.
- How many meetings per month do we have with the customer?
- What does our share of wallet look like? Or, what is our current revenue from the customer?
