Just as the world around us changes, so should your value proposition and sales approach. Lucas refers to it as a “living proposition”.
The pandemic was a prime example of how vital it is to refresh your messaging. “We had a lot of hard collateral and some content that really manifested better when you were face to face. So, we’ve had to reset our entire sales toolkit for a digital environment.”
Preparation is key, says Lucas. “I try to remind myself that we cannot be complacent. We could very easily lose our position and our first mover advantage as an innovator in this space. I believe fervently that it’s incumbent on all of us at the company, particularly in the marketing organisation, to protect the message, to amplify the message. Make sure that you’re going back to the idea that it’s a living proposition to make sure that we’re nurturing this proposition in the right way and at the right times.”
Listen to the full episode of Account Based Marketing with Katherine Lucas, Head of Platform Marketing at State Street here.
Check out the full back catalogue of podcast episodes to discover insights and anecdotes from AWS, Dell Technologies, S&P Global, Investec, and more.