Sales Transformation #238 S2 Episode 107 - How To Get Started With An ABM Strategy with Kristina Jaramillo
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HIGHLIGHTS
- Personal relevance is the key to better sales results
- The knowledge gained in personal conversations can be applied to scale
- Be more relevant and provide value first
- LinkedIn is the best place to do ABM strategy-based sales
- Increasing your reach is just one of the things you need to do
- Marketing should stop hyper focusing on the pipeline
- Sales teams can tell a story too
- Spend some time figuring out who not to work with
QUOTES
Kristina: "When you go to maybe 95% of sales people's profiles, it talks about the president's club, the quota, you know, the sales that they've achieved. But I get it, I understand. But if I'm a prospect and I see that, I'm not gonna want to connect with you because I'm gonna be like, oh no, they're gonna hit me within two seconds of connecting with ‘let's get me on a demo, let's get me on a sales call.’"
Kristina: "Going for reach is what sales and marketing love to do. And I think that can kinda shoot you in the foot because obviously it needs to be done. But if that's all you're doing and you're not focusing on that interaction that you're having or the experience you're delivering with your prospect audience or even like your network, I think you're leaving money on the table especially for your tier-ones."
Kristina: As a seller, you need to ask marketing for content that is relevant to these target accounts, not content that is brand awareness, or speaking at accounts -- actual content that is making these connection with those target accounts ."
Kristina: "Content for marketing needs to be for specific selling conversations. Like what do we need to talk about with this particular account or this groups of accounts. What are those internal conversations that are being had without us that we can fuel whether it's with content or with other pieces of information?"
Kristina: "When we do a win-loss analysis in working with clients we find that most of the time where they are losing, most of the deals are because those internal conversations are not going in their favor. Their champion or their mobilizer isn't able to get that internal consensus and it's because there wasn't that content to make that happen."
Kristina: That's what I mean when sales and marketing need to actually work together instead of marketing just focusing on just pipeline and what are we gonna do to fill that pipeline. Because if it trickles down into nothing at the end, then you can fill it as much as you want, and what's the point?"
Collin: "So many times, revenue teams can get so focused on who their target is, who their perfect ICP is, who their customer profile is, like who should we be working with, that they don't spend enough time identifying who should we not be working with. What red flags, what priorities, what things do we know or have we learned through our experience that we know this is gonna lengthen the sales cycle significantly?"
Learn more about Kristina in the links below:
- Linkedin: https://www.linkedin.com/in/kristinajaramillo/
- Website: https://www.personalabm.com/
Learn more about Collin in the link below:
Also, you can join our community by checking out @salescast.community. If you're a sales professional looking to take your career to greater heights, please visit us at https://salescast.co/ and set a call with Collin and Chris.