t Based t elopmen WHAT: T v oun c c art 8 A f harnessing the power of relevance P The WHAoSales De The success or failure of your Account Based Your entire program is designed to deliver Sales Development strategy depends on your relevant messages to the right people at the ability to be relevant to your target contacts. right time. And relevance can only come from insight: a real understanding of the buyer’s Relevance separates enlightened sales challenges, opportunities and pain points. development from spam. If you cut corners here, you risk damaging your Relevance earns email opens and more relationships with the most important people at importantly, responses. your most important accounts. It’s just too easy for them to hit the spam button and block you Relevance gets buyers to lean forward instead from ever reaching them again. To deserve the of drawing back. attention of your target accounts, you need to earn it. And that’s where research comes in. 48