Transforming Account-Based Marketing at CRM giant

Summary

We are helping a CRM giant* build out its global center of excellence, supporting field teams across 16 regions. Working in partnership, we’re creating a world-class ABM program capable of growing new relationships, delivering revenue growth, and inspiring advocates – globally.

At a glance

60+ certified marketers empowered

Teams in 16 regions engaged

Unique frameworks and tools built and deployed

Situation

The company had a long-standing ABM program that was achieving varying levels of success across regions
Pressing need to enhance quality, build consistency, and drive impact globally
New tools needed to help drive team performance

Action

Worked in partnership with senior leaders to build a global center of excellence
Quickly assessed current capability in regions using our unique ABM assessment tool and benchmarked the company against best in class programs
Built a strategic approach to the Centre of Excellence (CoE), identifying workstreams, engaging with the internal advisory board, and equipping teams with the tools needed to drive success
Carried out ABM certification for all teams, including across divisions
Now defining and delivering customer research, measuring team effectiveness in key accounts and identifying opportunities for customer collaboration

Impact

Helped scale best practice across global teams to accelerate performance
60+ certified marketers empowered
Teams in 16 regions engaged
Unique frameworks and tools built and deployed

*We take our clients' confidentiality seriously. While we've changed their names, the results are real.