It's 2017 and I’m on a mission to educate the market about the difference between account-centric and account-based thinking. The truth is that most companies don’t understand the distinction. Just drawing a box around a set of accounts and then executing your same old demand generation strategies won't get you to the promised land of larger deals in strategic accounts.
That’s why I’ve asked Jon Miller, Engagio CEO and former Marketo cofounder, to share his thinking. Without further ado, here’s Jon.
The B2B landscape is changing, fast.
In 2011, CEB concluded that there are 5.4 decision makers in a B2B sale. Just a few years later, new studies revealed that number has jumped by 30%. There’s even research that indicates as many as 17 decision-makers in enterprise sales. That’s exactly why more and more companies are adopting account-based strategies across their Sales and Marketing teams—it just makes sense to reach out to multiple decision-makers and influencers.
But doing it well goes beyond simple buzzwords; true success requires an orchestrated approach. Call it Account Based Everything. Call it Account-Based Revenue (as The Bridge Group does).
Call it whatever you want – the bottom line is to execute a strategic go-to-market approach that personalizes marketing, sales, and customer success efforts to land and expand at named accounts.Read More