ABM Done Right - A Personal ABM Podcast
As ITSMA and TechTarget report that 66% of ABM programs underperform, Kristina Jaramillo (President of Personal ABM) and Eric Gruber (CEO of Personal ABM) talk to sales and marketing leaders about what's working, what's not working, and how ABM needs to evolve. Along with account-based sales and marketing insights from Kristina and Eric, you will learn from leadership at Challenger, Demandbase, Okta, Uniphore, Alyce, Highspot, Gong, Critical Start, Longbow Advantage, Proof Analytics, Narrative Science, and many others. Come back each week for new content as we try to share new podcasts each Monday or Tuesday. This podcast is hosted by Personal ABM. You can learn more by going to PersonalABM.com
ABM Done Right - A Personal ABM Podcast
Jayashree Rajan and Eric Gruber on How CMOs Need to Rethink Their Approach to ABM
Brandon Redlinger posted on LinkedIn that marketing doesn’t deserve a seat at the table by default. Marketing doesn’t have the respect of the CRO by default. Marketing should have a seat at the table and earn the respect of the CRO and sales, but other members of the C-suite lose confidence in Marketing’s ability to contribute more broadly than just branding and campaigns. They need to see that:
- You develop strategies that directly align with the company’s financial objectives.
- You collaborate more effectively with sales, customer success, product, and finance.
- You drive measurable impact on business, revenue, and margin growth – and not just pipeline.
In this podcast episode, Jayashree Rajan (CMO of Nexla) joined Eric Gruber (CEO of Personal ABM to discuss:
1. How CMOs need to rethink what ABM is --- and their approach? You'll see how most CMOs and their teams are only doing list-based marketing or account-based demand gen vs. changing the interactions that all teams have and the account experiences that are delivered across the buying journey and customer lifecycle.
2. How CMOs need to approach ABM readiness and execution.
3. How we should take a data-driven evaluation approach for actual impact
4. How CMOs need to change their thoughts on scaling and AI when it comes to ABM -- and how we should focus on scaling for impact vs. just scaling activities.
5. How to align your CEO, CRO, CFO, and CCO with marketing when it comes to ABM or a strategic account program.
After listening to this episode, you may want to check out the supporting article below:
https://www.personalabm.com/how-cmos-need-to-change-their-thinking-of-what-abm-is/