ABM Execution In Light Of The Enterprise Reality
More than a slew of statistics, research points to an undeniable truth; much of the best practice and capabilities of supporting platforms are not solving the needs of today’s enterprise marketers. There’s a gap between industry excitement regarding ABM and the satisfaction marketers see in their ABM results.
Existing account-based marketing platforms have their roots in serving the needs of early-stage organizations. Why? Their needs are easier to solve and are within reach for an early-stage tech startup. These VC funded platforms face tremendous pressure to create short term revenue traction and the inevitable shift to prioritize short term decisions. This pressure results in the development of channel-based, narrow silos of activity we now know as the “ABM Platform.” While this is well suited for a startup to mid-tier company, where their primary challenge is to fill up an empty CRM, these capabilities do not support the enterprise organization.
The world of an enterprise-class marketer is vastly different from an early-stage startup or mid-tier marketing organization. You’re not just a scaled-up version of a smaller company. The challenge in realizing this is that your requirements are different from much of the current ABM “best practice” because that advice is offered by platform vendors who can only serve the needs of smaller companies. This e-brief will explore your operating environment and provide requirements that you should prioritize in your enterprise-class account-based marketing strategy.