Boost your ABM leads by aligning sales & marketing as well as selling value.

Improving your decision maker messaging not only makes your ABM more efficient, but yields a stronger consultative sales methodology and greater results.

I Need You

It makes no sense that professional marketing departments within our Enterprises are tasked to send out volumes of campaigns and messages using Account-Based Marketing (ABM) with the promise of delivering the grail: stronger and better qualified leads leading to account based sales, from 1:1 marketing. Why the skepticism? Because so much of the effective and powerful sales and consultative messaging – either made for a vertical account, specific account, or individual target executive – coming from the company’s A-Player Sales teams often does not make its way into the hands of Marketing.

The challenge with 1:1 style of messaging to open-up new opportunities is that when selling value to executives it requires a sophisticated understanding of their corporate challenges, financial gaps, and the ability to convey trust and credibility in seconds. This is “financial” value selling at its best. To be able to do this for five, ten, or fifty accounts requires sales to sit at the same table with marketing and help with the value propagation of the message and content.

Why Can’t We get Along

Sales knows best that to acquire interest from new accounts, and especially at the decision-maker or C-Suite (who can speed up deal cycles and increase deal sizes), you need to focus on the bottom line: increase revenues, lower costs, and avoid risk. But all too often, marketing is charted to build the campaigns, use cases, reference stories, etc., and typically they lack exactly what a new prospect is looking for: proof of your financial credibility, viability, and trust in their precious time that your value proposition will deliver. For the most part, email campaigns will send out 100 messages and will not receive a response 97% of the time . They could be targeting the wrong executive (good ABM have excellent data hygiene) or the correct executive at the wrong time with the wrong message.

Being fair to marketing, there are few enterprise sales teams that are capable of selling value directly to a new account in terms of how much value their products & solutions deliver specifically into the target P&L, balance sheet and income statement. Or, how their solutions or products align to their target accounts’ strategic and financial initiatives sanctioned by the executive committee, CEO, or the board. With diverging agendas, no wonder sales does not call internal marketing – and vice versa – to sit together and add this critical component to any demand gen or customer acquisition process. Working together building value and sales will benefit both parties.

Pass the Butter Please (organizational alignment)

Successful ABM requires ongoing coordination among marketing, sales development, sales marketing, inside sales, LDR’s, customer success, and leadership. To harmonize ABM (Account Based Marketing) it is critical that that this synchronization occurs, and that it is operative. Also valuable is the involvement of critical support resources from sales operations, sales training, and synergy with your corporate selling methodology (consultative sales, Challenger Sale™, Miller Heiman, value based selling tools, Sandler, etc.).

Then what can we do?

Sit down at the same table, share lunch, and open ideas on how together you can quickly, easily, and at a low cost agree on a singularly accepted process that improves ALL the above groups and party’s interests and makes your ABM a considerable success. That process is selling value to your target accounts (verifiable and measurable).

Selling Value

Financial value determination, when done correctly, will universally improve everyone’s metrics (and not just for ABM) by:

Differentiating your products or services with measurable P&L impact

Powerful 1:1 C Suite messaging

Presentation and demos that resonate with the financial buyers

Improved new logo & existing account cold penetration

Better leads within “change events” (mergers, competitor announcements, earnings shortfalls…)

Selling value

It’s not just about ROI or using a value calculator to determine lift and return. It’s acting and thinking like the decision makers who determine whether they will buy from you. Once sales and marketing align and drive it as a joint affair, the benefits extend to everyone in your company who needs to support a customer-centric, outcome-based sales and marketing culture. In the end, you get a stronger consultative sales methodology and greater results.

Revenue Accelerators is the ONLY provider empowering Vendor Sales & Marketing teams to easily and more rapidly acquire high-performing opportunities from accessing and engaging Decision Makers and C-Suite. By defining the Vendors solution’s financial value, aligning it into Target Account objectives and business initiatives and using 1:1 ABM value messaging in SPEEDSHEETS; we transform Product to Value selling overnight for faster and easier selling. www.revenueaccelerators.com