: s M s B e A c g c in u People, roles t s n o e d t m a e o t Vl r r p e a h and responsibilities P Im t ABM is a resource-intensive, cross- Skill sets “ ABM marketers have to understand functional strategy. The team you Successful ABM practitioners are collaborative, how to take account information — choose will make or break your early data-driven leaders with a strategic orientation behavioral, profile, contact an|d ABM efforts and determine whether and top-notch communication skills. predictive data — and turn it into ABM ultimately gets scaled up or ABM Salespeople insights that are relevant to different held back. • Intelligent and disciplined with a systematic people in the organization.” approach • Goal-oriented but patient Megan Heuer, • Great listeners and users of information VP Research, SiriusDecisions • Have respect for marketing peers • Open to new processes • Organizational networkers • Natural followers of the Challenger Sale methodology ABM Marketers • Seasoned, senior marketers • Hold their own with account executives • Well-rounded team players • Consultative with deep business knowledge • Solution marketing experience (to focus on insight), and / or field marketing experience (to focus on interaction and orchestration) • Leaders with relationship skills to pitch and manage campaigns • Strong in project management 152