The ABM alignment checklist (cont’d) Common ABM warning signs £ The account executive views ABM as a tactic to fit in with the normal way of selling. £ Top management sees the ABM program as a sales drive or campaign. £ People describe ABM as ‘the next big marketing campaign.’ £ Senior sales executives don’t see ABM as a long-term investment — they just want to hit this quarter’s numbers at all costs. £ Management expects quick results and doesn’t have the patience for ‘leading indicators.’ £ Any team members think they already know all they need to know about the account. £ The account executive thinks he or she knows every single person that matters inside each account. £ Sales is not involved in the target account selection. £ The ABM sponsor leaves the company or an acquisition shifts priorities. £ The change management part of the journey is under-valued. £ The ABM accounts are still being bombarded with the mainstream lead generation programs. If you see these things happening, speak up! You can still keep this thing on track. 145