I was lucky enough to be invited to speak at FlipMyFunnel by Matt Senatore. One of the major themes of the conference was Humanizing ABM. My presentation focused primarily on the Human Element of our team and how the people, not the technology are what makes ABM successful for our organization.
Our story is similar to so many others. SALES vs. MARKETING. We generated leads, they told us they were sh*t. It wasn’t working. We had to pivot. Luckily we found ABM. I’m paraphrasing my presentation, but here you go!
ABM Lesson 1
Fail Fast, Fail Often
The journey toward Account Based Marketing requires fluidity and flexibility. It is impossible to implement a perfect ABM strategy on your first try. There are just too many components. Account Segmentation, Messaging, and Outreach are just the tip of the spear. Sales & Marketing organizations considering a transition to ABM need to be aligned on the journey and the stumbles that are bound to come. Rigid organizations are going to have a much harder time transitioning to the Account-Based methodology making executive buy-in paramount to a successful roll out. If your organization is unwilling to experiment, test, and validate the long term strategies, ABM will be unsuccessful.
ABM Lesson 2
It Has To Be Iterative
ABM has to be iterative. There is too much data, too many tools, and too many experiments to launch your entire strategy at once. Don't oversubscribe to tools until the critical path requires them. It's better to go deeper and wider in your existing toolset than add a tool or technology that solves one problem. Make sure that success drives implementation and that the KPI's you've established define when you expand the scope.
ABM is a Team Sport. You can't do this without buy-in from your entire team. From the executives to the BDR's, the entire organization has to be aligned on ABM transformation. Marketing and Sales have to be in lock-step for ABM to work. While each individual in the organization may have individual goals and quotas, the team objective must be the primary goal.
ABM Lesson 4
If You Hire For Culture, Fire For Culture
This is the hardest lesson a leader can learn. It doesn't matter if a person is your top rep, if they aren't aligned with the strategic goals of the ABM team, they have to go. Trust is critical to successful ABM programs. Each member of the ABM team must know that the other members have their back. One bad apple can destroy a strategy. Don't sacrifice longterm success for a short-term win.
ABM Lesson 5
Don't Be Afraid Of The Unknown
ABM is fast moving. Tools, Technologies, Techniques, and Strategies are changing almost every minute. MarTech companies supporting ABM are popping up like weeds and consolidating just as quickly. The good news is that the community is strong, vibrant, and growing. The FlipMyFunnel community is incredible and companies like Terminus, Lattice Engines, Tech Target, and Sirius Decisions are fantastic evangelicals of the ABM movement. When I look at where we've come, there is pure excitement. I can't wait to see what happens next.