OnBase: Smashing Sales and Marketing Misalignments Ep. 452 | Unlocking Sales Enablement with ABM
Episode Summary
This podcast episode features an interview with ABM expert Matthew Miller. Miller discusses his career progression in marketing and shares lessons learned. He stresses the importance of cultivating relationships when running sales enablement pilots to overcome resistance to new approaches. Miller emphasizes that successful ABM requires rethinking demand generation to focus on high-value accounts. He also covers common reasons ABM strategies fail and recommends multi-channel programs aligned with customer needs and buying cycles.
About the guest
Matthew Miller is currently the Global ABX Principal at Workday, where he is focusing on scaling their ABM strategy to cover really the top 15% of their addressable market. Before joining Workday, he spent about four years at Demandbase, where he helped customers advance their ABM strategy. He resides in the Silicon Slopes of Utah and is a father of two rescue pups.
Key takeaways
- Building relationships is crucial for successful sales enablement pilots to incorporate feedback constructively.
- ABM requires rethinking demand gen to focus on a small number of high-value accounts through a multi-channel, multi-touch approach.
- Branding and awareness lay the foundation for consideration during customers' active buying cycles.
- Common reasons ABM fails include misapplication, lack of strategy/ROI understanding, and reliance on a single channel.
- Successful ABM programs identify customer pain points and leverage multiple data sources to gain trust and alignment.
Quotes
“What are those compelling events that would cause your prospects to say, oh, we need to make a change, we're probably going to have to buy something, who should we be talking to, you can use those and ABM to start to define little clusters of accounts that are going through that.”
Erin highlights the importance of identifying compelling trigger events that get prospects into an active buying cycle as the best starting point for ABM.
Recommended Resource
Books:
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