Activating ABM for the long term
ABM is not a sprint; it’s a relay marathon. It is a long-term, account-focused strategy aligning marketing and sales teams on a solid foundation of shared goals. Don’t make your ABM a flash in the pan; make it stick.
Start with aligning your teams by referring to accounts, not leads. Set up ABM workshops to identify your ideal accounts, agree on metrics, and build a foundation of account-centric data infrastructure. Such workshops can turn into regular meetings that discuss strategies and analyze your integrated platforms’ data.
Remember that ABM is evolving because your buyers are evolving, too. Artificial intelligence and automation are instigating a cultural shift, and ABM responds to it with authenticity and atomisation. Know that ABM requires long-term strategic thinking, but that this longitudinal attitude will keep your business competitive for years to come.