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• Archive: Skills you should have before taking this course:This course is appropriate for novice, beginner, and intermediate-level ABM leaders and practitioners, as well as for senior B2B leaders interested in building more strategic, collaborative sales & marketing alignment.
• Once foundational topics have been covered, we’ll quickly move into rather advanced concepts.Students should have a basic foundation in B2B sales and marketing strategies, processes, and metrics.
• As the saying goes, you’ve got to know the rules before you break them.Your full course curriculum:Account based marketingLesson 1A little red Ferrari, problems with conventional demand gen, & laying solid ABM foundationsHow a little (very little) red Ferrari cracked open a seemingly impenetrable market, unlocked game-changing growth, and changed the way a mid-sized tech company thinks about demand generation.Topics covered:Learn what’s wrong with conventional sales, marketing, demand generation, and how it all slows growth and builds walls between the people who should be collaborating.Understand the three different types of ABM, how to best assess your company’s needs, and why a blended approach is very likely the best approach.Avoid three deadly ABM mistakes.Lesson 2Planning your pilotTwo of the most important steps of ABM are gaining executive and cross-functional alignment, and planning a solid pilot program.
• We’ll go deep into why these steps are crucial, and how to rally the team around doing them right.Topics covered:How to gain (and maintain) executive sponsorship for ABM.How to bring in sales, customer success, and other vital stakeholders as enthusiastic co-owners of the program.How to plan the right size pilot: Big enough to be material; small enough to be manageable.Lesson 3Absolutely nailing the ideal customer profile, account selection, & tier strategyPeople often think account selection is simple and obvious.
• Mistakes made here will undermine your chances of success and waste your time and money for months.