I think we can all agree that “account-based” is a leading contender for 2016’s phrase of the year. If you watched a webinar, read a blog post, or attended a conference and had account-based as your drinking word, you’d have a frequent flyer number at your local ER.
Beneath the buzz, however, this one has some there there.
There are two tides propelling the account-based movement. One, the number and diversity of people involved in purchasing decisions has changed. The “buyer” has become the “buying unit” and is quickly growing into the “buying battalion.” Just about any single sale process seems to require dozens of yeses and risks running aground in the face of a single no.
Two, it is getting harder and harder to scale what worked in the past. Killed it at that BigCon tradeshow last year? Great! But doubling your spend next year won’t net you double the new logos. Same goes for PPC, social advertising, PR, etc.
Death, taxes, and diminishing returns are the immutable laws of our world.
I was working with a client recently charting their $10M to $100M trajectory. (They were kind enough to let me share these numbers with their name removed.) The path that got them to $10M looked like this:Read More