So glad there is a note focused on the 3V's of ABM! As I was reading, it was clear to me that each V needed a comment from me at the bottom saying how important it is!
Volume has been critical to me from a prioritization standpoint as well as a plain ole #realitycheck. You can only do so much, especially with 1-1, so you need to flip that damn funnel and focus on a small but mighty amount of accounts.
Velocity is critical from an ROI and internal justification standpoint. Everyone needs to have expectations aligned around just how magical ABM is... If your sales cycle is 6 months, there shouldn't be expectations that ABM will convert strangers into customers in a one week process!
Finally, I'm excited at the results I've been seeing from Podcasts being used as a 1-1 connection creator. Socks from your alma mater have no chance compared to an intimate and focused podcast interview! ;-)
So glad there is a note focused on the 3V's of ABM! As I was reading, it was clear to me that each V needed a comment from me at the bottom saying how important it is!
Volume has been critical to me from a prioritization standpoint as well as a plain ole #realitycheck. You can only do so much, especially with 1-1, so you need to flip that damn funnel and focus on a small but mighty amount of accounts.
Velocity is critical from an ROI and internal justification standpoint. Everyone needs to have expectations aligned around just how magical ABM is... If your sales cycle is 6 months, there shouldn't be expectations that ABM will convert strangers into customers in a one week process!
Finally, I'm excited at the results I've been seeing from Podcasts being used as a 1-1 connection creator. Socks from your alma mater have no chance compared to an intimate and focused podcast interview! ;-)
I would add a bullet for B2B Podcasting under Marketing 1-1! (https://gtmonday.substack.com/i/125383326/to)
Great idea, Casey!
Truly shocking that nearly 40% do NOT have ABM in place...
This will change rapidly as automation x generative continue to evolve together.
Those two have formed a feedback loop, and the future is going to move faster and faster because of it.
Great post, thanks GTM team!
We agree Matt! Will be so interesting to see the automation + generative AI impact this specific area of GTM!