Most of the ABM content and insights being shared on LinkedIn, on podcasts and in webinars are redundant so we challenged Lindsay Baggett (ABM leader at Tanium) to address some hot takes that others haven't thought about.
The ABM hot takes that Lindsay and I talk about are:
1. Most organizations are not ABM-ready when they launch their ABM pilot.
2. ABM is not about better marketing. It's about taking a different approach. What are we doing differently with ABM that other functions can't because they are forced to do things at scale?
3. Your buyers are the drivers -- and GTM teams are the pit crew helping buyers get across the finish line. But too many customers are being left hanging half-way through their journey.
4. We have to score our GTM teams that will benefit from ABM just like we need to score the accounts we put into the program.
5. If you're talking about campaigns and plays then you're doing random acts of ABM.
6. Alignment is not enough - we need integration. We can align on the ICP, account lists, activities etc -- but if we do not have the integration then accounts are likely to go dark. We need to work together to create the account experience that buyers desire so we can speed up sales cycles, increase deal size sizes and drive more closed/wons.
7. Marketing is often reactive once accounts are in the pipeline -- we need to be proactively equipping sellers and GTM teams to move buyers in their journey and keep them from stalling. We need to think about what buyers need right now to get them to the next stage. This is what Lindsay calls ABM-as-a-Service and what we at Personal ABM call account-based enablement.
8. ABM teams need to understand sales approaches and methodology like Challenger. If you do not know how sales plays the game -- how can you help them win.
9. If you're letting intent data dictate your account selection process and your ABM program, then you're not ready for ABM.
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