ABM Expert Q & A Peter Herbert, CMO, FullStory How are you applying ABM to your own sales • Account data in CRM and ABM platforms: laser at the right people, and marketing efforts at FullStory? Segmentation, target tiers, account profile data, in the right accounts. For many companies, At FullStory, the goal of ABM is to be as thoughtful fit score, intent data, engagement data, account it’s a completely logical choice to implement and coordinated as possible as we work to create stage, MQA status these practices. personal experiences for the right people at • Account-centric measurement including: accounts that fit our ideal customer profile. ABM account funnels, ABM scorecard, Companies should be less concerned with ‘doing allows us to apply a laser focus on the segments of account-scoring (MQA) ABM’ than with creating the most effective go-to- the market that are an extremely good fit for our • Lead-to-account matching market approach. Since many broad-based, product. In addition to helping us intentionally • Sales and CS insight into account engagement volume lead-based, and inbound/outbound target segments of new customers, ABM helps us for both anonymous and known contacts in practices are so entrenched, there is change focus our resources on engaging and creating CRM. Account-based web engagement is a data management involved. Here’s some ways to more value for current customers. point while aggregated, detailed views per ensure you are set up for success: contact of anonymous and known people at From your experience at VersionOne, the account-level are true insight. 1. The entire leadership team must agree on Terminus and now FullStory, what is the key to change, including people, processes, systems success in ABM? This is all built to enable your go-to-market team and metrics. The single most important key to success is focusing to deliver the most optimized experiences for your 2. Clearly define and document the business case on operationalizing ABM to create great buyer and users, at scale. for ABM. customer experiences. It’s certainly not enough to 3. Identify ‘champions’ and ‘executive sponsors’ decide to execute one campaign, implement one How can organizations manage the change in each team. technology, or simply become ‘customer-centric.’ You that comes with ABM? 4. Create an ABM roadmap that identifies the have to wire up your system to help people do the right It starts with getting collective buy that is focused initiatives and projects across different themes things at the right time. Some signs that you’re on the on the sweet spot of the market. We now have new such as Training, Process, Metrics, Operations, right path are: frameworks and technology that enable more Programs. efficient, selective, and targeted, go-to-market 5. Measure from day 1 using an ABM scorecard. • Documented ICPs and buyer personas tactics. In addition, we have data platforms that are 6. Champion learning in your organization Invest in • A data-driven process for TAM identification, accessible for account building and that deliver the giving people time to be exposed to high-quality account selection, and account prioritization necessary data points and signals to point the ABM events, visiting experts, or even outside help. 48