: s M s B e A c g c in u t s n o e d t m a e o t Vl r r p e a h Getting buy-in P Im t ABM programs can’t happen without resources. Talking to Sales Talking to Marketing And resources don’t get marshaled without senior If you’re in Marketing and approaching the sales If you’re in Sales and approaching the marketing executives making it happen. In fact, in Engagio’s team to recruit them to your ABM vision, consider team to get them on board, remember to: 2018 ABM Outlook Survey, respondents anticipated these tips: that their #1 challenge for ABM would be • Sell the need for change — show that the current getting buy-in. • Outline the need for change — maybe revenue lead-centric view is missing major revenue is slowing; or wallet share is declining; or there’s opportunities. Here’s how you can rally support for your an untapped opportunity; or growth from big • Show what’s in it for them — a sales team willing ABM program. accounts is a necessity. If the status quo isn’t to work side-by-side and an opportunity to be working, why not change? associated with major wins. Talking to Executives • Show what’s in it for them — a marketing team • Show what ABM looks like for marketers — and Often, the spark comes from a change in the dedicated to helping them win the big deals how it’s different from traditional demand company or market that affects fundamental instead of throwing thousands of low-quality generation. revenue performance: leads their way. • Commit to working together — show that you’re • Make the ABM journey clear — not just that in it for the long haul, not just the quarter. • Sales to existing major accounts are slowing you’ll be targeting big accounts together but • Make sure the senior execs are in — and or existing revenues are declining how (this guide should help!). remind them they really won’t be measured • Share-of-wallet within large accounts is not • Make a commitment to their success — show by lead volume. known or competitors are gaining share how you only win if you win together. • Account teams are not stretching beyond • Make sure their bosses are on board — and that established comfort zones or developing the metrics and timescales for ABM are different business in new areas from ordinary selling. • Growth in (or retention of) strategic accounts is a priority Many sales leaders are finding that hiring more inside and outside reps to hit their revenue goals isn’t working any more. That could make senior executives open to trying a more strategic approach to account planning and relationship building with key accounts. 142