Unlock Sales & Leadership Buy-in

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If you’ve been practicing ABM in any capacity, then there’s a good chance you’ve asked one of the following questions:

“Why can’t I get aligned with our sales team?”

“Why is there no buy-in from our leadership teams?”

“Which accounts do we target?”

A lot of this stems from the fact that you’re not aligning your ABM strategy back to a GTM objective. When it doesn’t, it can have the sentiment that this is just another marketing project.

But if you can directly align your ABM strategy back to a GTM objective, you’ll increase the likelihood that you won’t have to answer the questions above.

Below are three proven ideas for how to do this.

1. Vertical Expansion

Soon many SaaS companies will begin taking their products into other industries outside of tech, like financial services, manufacturing and more in order to sustain their growth.

This offers a perfect opportunity to build out a 1:few or 1:1 strategy around a set of accounts within one of the focus industries using industry-specific messaging, imagery, and content.

2. Partner Revenue

Your partner team often offers one of the most efficient ways of driving new meetings booked, pipeline and revenue. The flip side is that these teams are often left behind when it comes to marketing and sales support.

If your company is focused on expanding a certain partnership, say for instance, it’s with Marketo, you can develop a strategy around a set of accounts that use that tool. Offer messaging, product screenshots and content that details the partnership and the benefits for the customer.

3. Product SKU Revenue

Most SaaS companies also offer multiple products but not all of them are always purchased or used excessively. Depending on the product, leadership will set a precedent to increase revenue within a certain offering.

You can develop a strategy around targeting a set of look-a-like prospects, those who have a similar makeup to customers using this product, or identify a set of customers who are primed for an up-sell. This can be a mix of 1:few or 1:1 tactics, focused on the problems the product solves or how it can enhance the product(s) you’re already using.

Other GTM examples are increasing your retention rate, up-sell or cross-sell revenue, stage conversion rates or new business win rates.

Thinking about your ABM strategy through the lens of how does it directly support one of our GTM objectives can land you quicker alignment, buy-in and overall success.

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Additional Resources

Account-Based Marketing Calendar

Click here to download my new Account-Based Marketing Calendar for creating repeatable and scalable strategies.

Account-Based Marketing Metrics

Click here to download my new guide to measure ABM.