7. In a panel discussion with FM Global’s Harsha Chachadi, Fujitsu’s Andrea Clatworthy, Salesforce’s Juliet Randall and LinkedIn’s Pagely Tucker, these ABM leaders discussed the importance of changing how sales view ABM programs – from support to growth and profit generation. We need to shift sales to thinking of ABM-ers as partners and collaborators not just order takers. One panelist spoke about the success they’ve had developing workshop facilitation skills among their ABM-ers so they can lead ABM planning workshops more effectively with sales. The ABM leaders discussed the importance of hiring for and developing softer skills among their team members – business knowledge, relationship building with sales, facilitation skills mentioned earlier, valuing sales time, helping sales think across the 3 Rs, etc.
8. On the same panel, Juliet Randall, VP – Global Account-Based Marketing Strategy at Salesforce, discussed the importance of having a “One Team” attitude for ABM globally – facilitating a global ABM Community and Council with all their key regions participating – and using consistent measurement and communications. Every region also took Momentum ITSMA’s Growth Accelerator Program (GAP) tool for ABM adoption assessment. Juliet spoke too about the value of a recent “listening tour” getting input and buy-in from various regional or business line CMOs around the ABM program.
9. The CMO panel with Claire Darling (Skybox Security), Keith Landis (Persistent Systems) and Melody Callaway (Capco) discussed a range of themes, including the Great Resignation and its impact. There seemed to be a broad consensus that when you hire a new recruit in today’s environment, you can typically expect them to stay for two years. So as the CMO, you need to focus on how you can maximize those two years – both for the employee and your own marketing organization.
10. Carmen Simon, Chief Science Officer at Corporate Visions, shared some of her latest neuroscience research. Her top research-based tip? Avoid hybrid because that fragments concentration and go virtual, at least for the first contact. Carmen also gave a timely reminder that people typically forget 90 percent of a presentation’s content within just 48 hours. Her latest research has been focused on the impact of various sales approaches (virtual, hybrid, and in-person) and revealing how effective virtual sales pitches can be with simpler content, repeating key points numerous times, and the right delivery platform.
11. Engelina Jaspers, the author of Marketing Flexology: How to Outsmart Change and Future-proof Your Career, discussed strategies for surviving change and reinvention – sharing how important it is for marketers to embrace change and choose to be in the eye of the storm. Her key tips included:
• Be forthright: don’t hide information or resources
• Keep self interest in check: do what’s right for your company, your customers
• Provide suggestions: offer constructive input, best practices
• Be courageous: how you respond can determine your success or failure
12. Finally, what does the future hold for ABM? The ABM Leaders’ panel shared comments around the growing importance of AI. Additional themes are developing insights into propensity to spend data and not just intent data, working closer with the rest of marketing to improve buyer enablement (making it easier to choose/buy from your organization), and the importance of always educating when it comes to ABM.
This is just a snapshot of the insightful observations and deep connections from Marketing Leadership Forum. In the coming weeks, we’ll dive into some of these topics and we’ll keep the conversation going with members to help growth-oriented marketers stay ahead of the trends. If you’d like to learn more about the Growth Hub member community, contact Momentum ITSMA’s Customer Success Director, Luisa Jones.