Andy Monahan and Personal ABM Talks About Buyer-Led ABM, ICP, Fit and Readiness

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Everyone makes ABM about accounts - and better account targeting. But ABM is not really about accounts. It's about the buyers inside the accounts you want to land and expand. It's about improving the interactions you have with these buyers and the account experiences you deliver to them. In this episode, Andy Monahan at Yield Group joins Kristina Jaramillo and Eric Gruber to discuss what it means to be buyer-led and how ABM programs should be buyer-led. 

They also discuss:

1. How GTM teams do not understand their buyers -- and what GTM teams are missing.

2. How teams are not looking at buying group make-up fit, strategic fit, or future fit when defining the ICP. 

3. How teams are not looking at the readiness of accounts.  

4. How teams often miss the step of realigning their positioning, messaging, content, and even their pricing with the new ICP.  They are pushing out the old stuff to new accounts and hoping for a better result. But accounts are still going dark because they haven't changed the content, interactions, and experiences to align with the ICP and the buyers within those ICP accounts.