Till about a decade back Account Based Marketing (ABM) was a restricted niche. But now it is used across the B2B spectrum. Now it is so widespread that the term has evolved into ABE or Account Based Everything. This shift has occurred due to the overall marketing changes from being broad-based one-size-fits-all to personalized and targeted. Multiple stakeholders from across departments are needed to make ABM a success. But there exist some major flaws. One of them is the fact that ABM is run like most other sales functions with the “land and expand” policy. Under this, winning new leads and customers is given priority rather than retaining and servicing the existing ones. That is where ABM has a lot to learn from CS (Customer Success). The alignment between ABM and CS can bring several benefits. Key among them is the fact that ABM gathers critical business intelligence before targeting them. This intelligence must later be shared with the servicing team so they can service better. ABM must also recognize the Pareto Principle where a fifth of the leads provide 80% of the revenues. Thus, catering to this 20% becomes extremely crucial, and that is where CS principles must be applied. Add in relationship management to the equation, it becomes a potent business formula.


Uploaded Date:10 November 2018

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