OnBase: Smashing Sales and Marketing Misalignments Ep. 391 | Evolving with ABM
In this episode of Sunny Side Up, host Isaac Atashkar interviews Ryan Almond on the evolution of Account-Based Marketing and how ABM has changed over the past two decades. From a salesperson’s one-on-one customer relationship to leveraging technology for personalization and a better customer experience, Ryan explains how to scale an ABM strategy enterprise-wide. He suggests piloting it first, setting shared goals between sales and marketing teams, leveraging technology, and building the right strategy. Also discussed is the importance of starting small, scaling deliberately and incrementally, and having a strategy in place before implementing technology. They also introduce the concept of an “account-based enterprise,” which speaks to aligning all functions within an organization to provide customers with a first-class experience throughout their lifetime relationship with the company.
Additionally, they discuss Artificial Intelligence, automation, and deflationary technologies that are aiding in this trend, as well as how companies such as Henkel have achieved success due to their long-term vision and focus on delivering value.