The best article I have read on ABM in a long time

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The best article I have read on ABM in a long time

?It’s not often you get the behind the curtain look at how different businesses apply their ABM strategy, but with the key numbers and internal considerations, from the perspective of the senior marketers within the business.

This is a MUST READ? for those doing, or planning to do ABM.

This is 1 of 10 snippets in the article. Here from Nick Webb Ryan Almond Sally Croft Annelie Kniep James H. Oli Hammans Kate Tomlinson Thomas Allgeyer Kerry Cunningham

David Keene , CMO, Wipro

Transformation Example: Eliminated traditional lead attribution battles between departments by stopping pipeline source tracking and instead focusing on total pipeline as a shared goal. Previously, marketing claimed 50% of pipeline, alliances 20%, etc., leading to unproductive competition.

Implementation Tip: Start by showing data that proves most deals have multiple touchpoints - in Wipro's case, 85% of pipeline opportunities had marketing involvement regardless of official attribution. Use this to make the case for focusing on collaborative success rather than individual credit.

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The Pipeline Problem for nearly every single business

No matter what the shape or size of your business is, there’s a very good chance you will have this problem or a similar iteration.

?Whether you’re a conglomerate brand or a fast-growing SaaS company, it’s very likely you have a version of this within your organisation.

Check out Chris Walker’s “most important video this year”.

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Do we need to keep using funnels in B2B marketing?

Has the traditional funnel served us well, but the reality is, our buyers are simply in or out of market.

?Do we overcomplicate the role of the funnel, and what worked years ago, still serves us well?

?Has our role evolved and do we need to take into account the extra complexity of our marketing that requires a more visual representative like the bowtie funnel?

?But what’s the core purpose of our funnel?

?Do we use the graphic as a visual representation to guide our marketing execution, strategy and thinking?

?Does our funnel serve us well to navigate office politics, secure budgets and convey our plan of action?

?Does it help us unpack our thinking?

?Or, is it all of the above, and we simply adapt to the situation that stands in front of us?

Watch my full video here.

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