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.
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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.

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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:

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Account Execs, Inside Sales Reps - whatever you call them, the metrics that drive the AE role are always in demand. Today, I'm excited to launch our latest research focused on Account Executive teams (ISRs, AEs, AMs, etc.).

This is our sixth round of research, since 2007. The key themes we'll explore include:

• Rep profiles: experience, tenure, ramp time, career path
• Compensation: base, OTE, accelerators
• Quotas: average quotas, % attainment
• Technology stack: categories, adoption, impact
   

We worked hard to make this year’s survey easier and it will take roughly 6 minutes to complete. If you lead an Account Executive group, please participate.

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Our featured author today is Manny Alamwala, Business Development Associate at Vision Critical. He joins us for the latest in our Inside Sales Practioner Series.

 
As an SDR, I’ve become more aware of the reality behind the saying “time is money.” Not being time-wise leads to fewer meetings booked, fewer opps generated,  lower income, and (at worst) being moved out of the role.

I've observed that high achievers are disciplined with their time and focus on what's most important at any given moment. They know what they have to do and when they have to do it before they start their days.

Recently, I went to a bookstore to find a journal to help me focus. As I looked at the different types available, I came up with an idea of a role-specific journal to be used for inside sales. At the heart of it, all inside sales professionals are doing the same type of tasks: research, prospecting, calling, emailing, social media, qualifying, etc.

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