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ABM Readiness Timeline

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Adopting an Account-based Marketing (ABM) approach requires attention to people, processes and technology. Just focusing on one of those elements is unlikely to yield the many promised benefits. And just focusing on Marketing, Sales or Operational activities will also limit results. To yield the promised 200%* revenue lift, ABM requires commitment and participation across the organization - from roadmapping to piloting to expansion. The timeline below provides a best-practices approach. ABM is often a major organizational shift, which can be overwhelming. Having a carefully-orchestrated roadmap is critical. TPG can help your Marketing, Sales, Business Development, and Operations leaders align around best practices. Then we can work with all teams to optimize skill sets, processes and technology usage. The promise of ABM and Revenue Marketing is within reach when you work with TPG. 12 STEPS ABM ADOPTION Step 1 Assess Your Readiness Work with TPG to assess your organization's use of CRM and MarTech tools, customer personas and journeys, multi-channel campaign best practices, data and lead management, and reporting. Identify Your ICP & BCPs Clearly identify your Ideal Customer Profile (ICP) and use it to identify your Target Account List (TAL), segmenting by size, potential value, etc. Identify key Buying Center Personas (BCPs) and develop their journeys. Step 2 Align Your Organization Create an ABM Council composed of Marketing, Sales, Business Development, and Operations leaders. Task them with establishing a framework for resourcing and supporting a pilot program and expansion. Segment Your TAL Finalize your Target Account List and identify which will be handled with programmatic ABM (1:many), scale ABM (1:few) and strategic ABM (1:1). Set expectations and guidelines for regular list review and management. Identify a few accounts to be included in a programmatic pilot. Step 3 Assess and Plan Ahead Rather than keep barreling forward, stop to examine lessons learned from the pilots. Identify where bottlenecks occurred and communications broke down. Create workstreams to address and strengthen. Build a roadmap for program expansion. Define Success Establish benchmarks for accounts, content, channels and other variables with historical data. Define Key Performance Indicators (KPIs) and agree on measures of success. Track and measure pilot progress in your MAP and Salesforce. Monitor and adjust where metrics suggest that tactics are not working. Step 4 Factor in Orchestration Build your pilot to include cross-functional multi-channel plays. Factor in Marketing campaigns, BDR followup, and Sales outreach. Map each touchpoint and orchestrate how the conversation will be carried forward. Adhere to internal service-level agreements (SLAs). Organize A Pilot Arrange sponsorship and resources for a high-profile programmatic ABM pilot. Keep a tight focus but include cross-functional participants and strong project management. Design and develop specific touchpoints and content. Track account engagement, circulate dashboards regularly and celebrate successes frequently. Step 5 Get Sophisticated Expand your ABM program steadily by transitioning traditional marketing functions on a coordinated schedule. Set up an account planning process that will let you add or adjust targets, content and tactics regularly. Develop scale Account Entitlements (time, money and resources tagged to accounts). Personalize digital channels for key accounts including the website experience. Step 11 Step 6 Tackle Your Technology Identify where your current MarTech stack did or did not meet the ABM challenge. Consider investing in ABM-focused tools for intent tracking, predictive analytics, attribution modeling, advertising automation, etc. Conduct due-diligence with key vendors and select based on scalability. Expand Your Pilots As you learn and adapt based on your original pilot, consider adding more complexity to "test the pipes". For example, you may want to add parallel BCP journeys that require customized content... more channels such as paid media... more metrics such as Account Engagement Scoring (AES). Work with the Advisory Council to decide when it's time to tackle scale and strategic ABM. Step 7 Step 8 Step 9 Step 10 Move Ahead Treat your ABM program as a "work in progress" at all times. The Pedowitz Group can help you identify and develop the people, processes and technology elements you'll need as market conditions change. Get the most out of Account-based Marketing by partnering with TPG! © 2020 The Pedowitz Group | pedowitzgroup.com Step 12 TO SUCCESSFUL Lorena Harris is a Senior Strategist with The Pedowitz Group, joining after VP-level positions at several Fortune 500 companies. She specializes in designing roadmaps for change across marketing operations, programs and campaigns. Helping enterprises benefit from Account-based Marketing is her current passion. ABOUT THE AUTHOR:

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