The premise of focusing marketing resource and investment on target accounts makes HUGE sense.
Aligning it with parallel sales motions and plays is unarguable too. But, the risks run with a 100% marketing focus on ABM initiatives are the loss of serendipity, peripheral vision and broader exploration that drives innovation.
Check out the meme, ‘The ABM bandwagon’. Have you seen too many people, projects and platforms jump on the bandwagon?
The challenges represented by ‘The ABM bandwagon’ relate to;
- Heads of sales, marketing and channels recognising the need to consider ABM, but not quite knowing where to start
- ABM managers starting to mobilise the conversation and motions within the business
- Heads of Marketing who have over-committed their resource and investment to ABM
This post is 1:50 from #WhenTheAgency, a witty collection of observations through the eyes of the tech marketing agency. All memes are available to drag and drop into presentations or social posts. Visitors are encouraged to share and create knowing smiles amongst your colleagues and peers.
The full library of memes for #WhenTheAgency is available here. Enjoy!