Transforming account-based growth at CRM giant

Challenge

This CRM giant had maintained a long-standing ABM program. While showing pockets of success across different regions, the program lacked the consistency and impact required for global expansion. The pressing need was to enhance the ABM program’s quality, establish a sense of consistency, and ensure it could deliver significant results on a global scale. The company needed to not only evolve and optimize the ABM approach, but also equip teams with the tools needed to drive performance.

At a glance

• 60+ certified marketers empowered
• Teams in 16 regions engaged 
• Unique frameworks and tools built and deployed

Action

• We worked in partnership with senior leaders to build a global Center of Excellence, strategically defining workstreams, engaging with the internal advisory board, and providing teams with essential tools for success
• We quickly evaluated the existing capabilities in regions using our unique ABM assessment tool, benchmarking the company against industry best practices
• We carried out ABM certifications for all teams, across all divisions
• We’re now defining and delivering customer research, measuring team effectiveness in key accounts, and identifying opportunities for customer collaboration

Impact

By working together to establish a global Center of Excellence, our mission is to provide unwavering support to field teams spanning 16 diverse regions. Through this strategic partnership, we’re crafting an exceptional ABM program, designed to foster new relationships, drive revenue growth, and cultivate brand advocates on a global scale.

• Helped scale best practice across global teams to accelerate performance
• 60+ certified marketers empowered
• Engaged teams in 16 regions
• Deployed and built unique frameworks and tools