ABM Expert Q & A Kathy Macchi, VP Consulting Services, Inverta. This is an individual who can learn the target Business Acumen. The ABM marketer is first and When the discussion turns to questions about the audience’s imperatives, initiatives and stakeholders foremost a strategic role. It requires a person with quantity of marketing and the impact marketing is through research and through working with the a deep understanding of his or her own company having, it can difficult to reverse direction. Constant account teams. This individual can both develop and solutions, as well as the ability to understand and consistent communication about the cadence of an ABM strategy as well as write messaging, tweak the business model of the target accounts. They an ABM play and the success indicators is crucial to copy, or edit a presentation to ensure all interactions should understand industry-level trends and the furthering collaboration. and voices are aligned to the ABM strategy. The ABM challenges and imperatives of the target audience. team is not large, so many responsibilities and tasks They should have the skills to engage customers in Customer Focus. An ABM marketer should be fall to the ABM marketer. While some of the job duties discussions and offer insights and suggestions passionate about the customer and understand their may seem like a junior resource could handle them, internally and externally. needs first. ABM is about research, understanding, this job requires a seasoned marketer. The ABM being useful and solving problems for the customer: marketer is a marketing professional who must bring Interpersonal Skills. The ABM marketer is not selling. a large breadth of experience to the table. responsible for upholding the ABM strategy with sales and senior executives in a firm but respectful Sales Understanding. An ABM marketer is part of The account executive is the peer to the ABM way. Their ability to position ABM as strategic and the account team, and must demonstrate empathy marketer. Their role is to ensure the account team not sales enablement will help keep ABM a strong and understanding of what the sales role entails. is fully aware of the new focus and objectives and contributor to the bottom line. Apart from the sales Only when he or she understands the challenges where collaboration is needed to ensure the function, the ABM program requires many other and concerns of the sales function, can they build program’s success. Occasionally, this will mean a departmental contributors. The ABM marketer a program that works for both customer and sales shift in expectations around how they interact with needs the skills to maintain good relationships representative. marketing or the client. The account executive sets with all supporting groups to ensure the ABM the tone and ensures compliance. program runs on time and without error. Comfort with the Mundane. An ABM Marketer must be comfortable switching gears between strategic What should marketing leaders look for when Communication Skills. ABM can involve a lot of account planning and tactical logistics. An ABM hiring someone to lead their ABM efforts? change management. It can be a radical shift in the marketer’s breadth of experience will have them An experienced marketer with the following relationship between sales and marketing. When working in many capacities, and the best person for characteristics: ABM is a strategic decision, both sales and marketing the role will understand the importance of each task. are equals in the roles they play in driving account growth. Communication needs to be frequent and consistent throughout an ABM program or misconceptions and finger-pointing can occur. 27