Account-based revenue is a concept as old as outbound sales. The names have varied—whale hunting, selling to big companies, target account sales, and so on—but the desire has always been the same:
Get strategic on big accounts.
Win the opportunities that matter.
And once we’ve landed, grow the account.
2016 was the year that strategic outbound and account-based approaches stepped out from behind the inbound shadow. Over the last 3+ years, the thinking, the tools, and the tactics have continued to evolve.
Account-Based Interest over time
I thought I’d share what I’ve seen change over that time both in our client work and in our experience as a consulting firm selling to named accounts. It just so happens that my friends over at Engagio recently published a revised second edition of their ABM ebook. I’ve included snippets below to emphasis my points.Read More