36: The B2B Marketing ABM Competency Model w/ Joel Harrison

WEBVTT 1 00:00:02.520 --> 00:00:08.349 You're listening to B Tob Revenue Acceleration, a podcast dedicated helping software executives stay 2 00:00:08.390 --> 00:00:12.189 on the cutting edge of sales and marketing in their industry. Let's get into 3 00:00:12.269 --> 00:00:17.710 the show. Hi, welcome to be to be a revenue acceleration. My 4 00:00:17.789 --> 00:00:21.500 name is Ornim with you and I'm the are today with Jorda Harrison, editor 5 00:00:21.579 --> 00:00:24.339 in chief. I'd be to be marketing. How are you today, John? 6 00:00:24.500 --> 00:00:27.019 I'm really good, really good, delights to be here. Thank you. 7 00:00:27.739 --> 00:00:33.420 So today we will be talking about the bit to be marketing ABM competency 8 00:00:33.539 --> 00:00:37.009 model. Okay, so that's an interesting topic. I'm really looking forward to 9 00:00:37.090 --> 00:00:40.289 to we are more about that, but before we go into detail, can 10 00:00:40.329 --> 00:00:44.850 you please introduce yourself to our audience and tell us more about your role and 11 00:00:45.210 --> 00:00:48.929 also what be to be marketing is. So I'm editor in chief, which 12 00:00:48.969 --> 00:00:52.479 is a very grandiose title, but I'm, I guess, responsible for all 13 00:00:52.479 --> 00:00:56.560 the content at the top level that my organization presents. And what we do 14 00:00:56.960 --> 00:01:02.840 is we're an information portal, information provider for all be to be marketers on. 15 00:01:02.960 --> 00:01:04.950 Our objective is to help me to be marketers be more successful, the 16 00:01:06.469 --> 00:01:10.349 more effective and help their organizations in tern be successful, and we do that 17 00:01:10.430 --> 00:01:14.510 through a variety of different channels. We run the conferences, we do training, 18 00:01:14.989 --> 00:01:18.349 we produce sort of content, we have a magazine, we do webinars, 19 00:01:18.620 --> 00:01:23.060 all kinds of and we have an advisory offering around ABM in particular to 20 00:01:23.140 --> 00:01:26.540 help people get started with it. So our aim is to be the kind 21 00:01:26.540 --> 00:01:29.939 of central touch form for B tob marketers and to help them on their journey 22 00:01:29.980 --> 00:01:33.090 and to be more successful and better markets in the future. That's one was 23 00:01:33.129 --> 00:01:37.329 interesting. So, Jupe of other last few years you've developed a long study 24 00:01:37.810 --> 00:01:42.090 to under Sun out ABM has been deployed in Bob Organizations. Based on this 25 00:01:42.250 --> 00:01:48.319 research, you've built which you call the ABM competency model. Can you please 26 00:01:48.439 --> 00:01:52.079 share his audience? I would. This study was conducted our many companies got 27 00:01:52.280 --> 00:01:57.879 involved in using the model and assisting where they were with their ABM journey. 28 00:01:57.519 --> 00:02:00.840 So yeah, so this this greatly came about three or four years ago. 29 00:02:00.879 --> 00:02:05.709 We noticed the real massive increase in interest in account base marketing. We wants 30 00:02:05.750 --> 00:02:08.349 to kind of understand it and document it because it's it was definitely certainly on 31 00:02:08.469 --> 00:02:10.789 this side of the Atlantic, things a bit more of Vanced in the US 32 00:02:12.229 --> 00:02:15.110 at the kind of beginning of the journey with ABM. So it was a 33 00:02:15.150 --> 00:02:17.460 great time to kind of to help track its development and help understand it and 34 00:02:17.539 --> 00:02:23.139 and help and help that journey, help that evolution and acceleration along the journey. 35 00:02:23.379 --> 00:02:24.979 So what we've do? What we've done is we've over a couple of 36 00:02:25.020 --> 00:02:28.340 year as that we are now. We're starting to do our third one now 37 00:02:28.500 --> 00:02:30.770 for we should be launched later in the year. We've done a census of 38 00:02:31.530 --> 00:02:35.490 our audience and we have about Ninetyzero B to be markets in our in our 39 00:02:35.490 --> 00:02:39.250 audience. I'm looking at their use of ABM and how and how it's developing 40 00:02:39.289 --> 00:02:43.530 and how sophisticated it is. And I think what we've shown is that initially, 41 00:02:43.530 --> 00:02:46.199 at least, you know, a couple of years ago, it was 42 00:02:46.240 --> 00:02:49.879 a relatively low level. People were really only getting to grips with ABM. 43 00:02:49.960 --> 00:02:53.759 They there was a lot of lack of understanding or misunderstanding about what it actually 44 00:02:53.919 --> 00:02:55.919 was. who were starting to see that develop and they're the framework, or 45 00:02:57.000 --> 00:03:00.310 the model rather, is designed to really encapture all of those learnings and and 46 00:03:00.789 --> 00:03:05.150 now people to see both where they are in the journey and what they've where 47 00:03:05.150 --> 00:03:08.150 they've come from as compared to other people, but also to help people see 48 00:03:08.349 --> 00:03:10.669 where they might be going in the challenges they're going to be facing in the 49 00:03:10.750 --> 00:03:14.699 future. So it kind of does two things. All as you to benchmark 50 00:03:14.740 --> 00:03:17.539 yourself against the kind of the average be to be market or the average beating 51 00:03:17.620 --> 00:03:21.099 be marketing firm, and then allows you to see where you might be going 52 00:03:21.219 --> 00:03:23.340 in the challenges you're going to face and then give you a kind of help 53 00:03:23.379 --> 00:03:27.930 you start frame up how you're going to address those challenges. Okay, and 54 00:03:28.050 --> 00:03:30.490 if you have a mix of B to be marketers from each side of the 55 00:03:30.610 --> 00:03:35.090 Atlantic, or was the focus of the study very much on the UK s 56 00:03:35.090 --> 00:03:38.689 lush European marketers? It was weighted towards the decided Atlantic, definitely, and 57 00:03:39.169 --> 00:03:43.680 and then that turn weighted to the UK. It's about seventy five percent over 58 00:03:43.719 --> 00:03:46.800 this side. And so, and I think so it's reflective of what of 59 00:03:46.879 --> 00:03:50.039 where IBM is over here right now. Abium looks a bit different in the 60 00:03:50.080 --> 00:03:52.919 states. I think it's more technologically driven, whereas the kind of a lot 61 00:03:52.960 --> 00:03:55.270 of the weight of interest over here is more around the kind of the strategic 62 00:03:55.550 --> 00:04:00.030 the one to one type of Aba. Absolutely, and I think it's probably 63 00:04:00.270 --> 00:04:03.310 due to the the nature of the territory and the volume of facunds and the 64 00:04:03.310 --> 00:04:06.389 volume of contact that we can go after. But we do feel the same 65 00:04:06.710 --> 00:04:10.620 when we angage with our clients and we speak about I can't beg it seems 66 00:04:10.620 --> 00:04:14.259 that the Europe and models tend to be a little bit more they lodge. 67 00:04:14.539 --> 00:04:16.379 You know, you men May in a way, where in the US is 68 00:04:16.500 --> 00:04:19.500 try to scale US through technology. is so yet that that that's something. 69 00:04:19.620 --> 00:04:23.579 Well, I mean he always and let's that's a really good point. Actually, 70 00:04:23.579 --> 00:04:26.370 around the year size of the market, I mean we the other factor 71 00:04:26.410 --> 00:04:30.089 I think that's playing into that is that the technology vendors are fantastic at marketing, 72 00:04:30.250 --> 00:04:36.529 and I'm sure you can recognize that scenario at all solutely. Absolutely don't 73 00:04:36.569 --> 00:04:42.160 know what you're taking about. Or they were people like demand base people, 74 00:04:42.160 --> 00:04:45.639 I can gage you are people at terminus are doing a fantastic job in the 75 00:04:45.720 --> 00:04:48.439 US and have been doing it there for longer, to evangelize around why people 76 00:04:48.480 --> 00:04:53.230 use to should use their technology and as a kind of a starting point in 77 00:04:53.430 --> 00:04:55.709 a PM, whereas, and I don't know if you've see this, but 78 00:04:55.990 --> 00:04:59.949 over here. Often the kind of programmatic aspect of it tends to come in 79 00:05:00.269 --> 00:05:02.670 when people have got their heads around the strategic side of things and looking to 80 00:05:02.670 --> 00:05:06.029 kind of approach whatevery, and I think it's also the question of the daytime. 81 00:05:06.069 --> 00:05:10.740 Mean we've seen, I don't want to mention any vendors, but we're 82 00:05:10.779 --> 00:05:14.740 walking with lots of vendors worked really originally from the US and what they would 83 00:05:14.740 --> 00:05:17.579 ever see a more base in the US and it's here a team in Europe 84 00:05:17.860 --> 00:05:23.970 trying to replicate the success or trying to replicate the strategy of the US market, 85 00:05:24.290 --> 00:05:27.730 and we often see vendors using solution and not on the Sunning way do. 86 00:05:27.930 --> 00:05:30.569 Solutions are not as performance as die in the US markets, and I 87 00:05:30.649 --> 00:05:33.569 think there is few things behind that that are privacy being one of them. 88 00:05:33.889 --> 00:05:36.639 I think there is far less data, and even if you use the discover 89 00:05:36.720 --> 00:05:40.639 that org and the ranking and the zoom, we seems to be the some 90 00:05:40.759 --> 00:05:44.920 company now anyway, but the depth of data, the depth of intelligence is 91 00:05:45.000 --> 00:05:48.279 not as rich as in the US. It's also the consumption of people. 92 00:05:48.319 --> 00:05:51.870 I think you've got because you've got less the volumes are not as great and 93 00:05:51.990 --> 00:05:55.949 because it's part I get here. The think you need to need to sharpen 94 00:05:56.069 --> 00:06:00.629 your pencil and and and Findal STRATEGICTI is probably little bit more direx sometimes and 95 00:06:00.750 --> 00:06:04.660 going on gage with them with a Morti Lot approach, as I'm just waiting 96 00:06:04.740 --> 00:06:10.420 for technology to tell you who's got an interest in your solution. And particularly, 97 00:06:10.459 --> 00:06:14.339 I think, when you are maybe, believe I guess, when you 98 00:06:14.379 --> 00:06:17.889 are targetting and you want to start your Ibam approach with really executive touches, 99 00:06:18.290 --> 00:06:21.769 really it to ches. It's not the gay that will be doneloading content and 100 00:06:23.089 --> 00:06:26.970 reading your white papers and all that sort of great stuff. Sometimes good to 101 00:06:27.250 --> 00:06:29.850 find us a way to get in front of them and to be pertinent in 102 00:06:29.930 --> 00:06:34.439 their context, and that does take quite a strong cells and marketing coalitions, 103 00:06:34.600 --> 00:06:40.160 as well as lots of efforts and sinking process. But coming back to your 104 00:06:40.240 --> 00:06:46.720 study and the ABM competency model, in the map you build you outline five 105 00:06:46.000 --> 00:06:51.269 elements of delivery in an account bas approach. Can you please share with us 106 00:06:51.310 --> 00:06:57.470 what dose five elements are and also briefly explain why they are so important? 107 00:06:58.230 --> 00:07:00.430 Okay, well, thank you. Thank you. And Yeah, we wanted 108 00:07:00.509 --> 00:07:03.139 to try and to demonstrate the key things, the key areas which are what 109 00:07:03.339 --> 00:07:09.019 you contribute towards a successful account base marketing program and so, just to run 110 00:07:09.100 --> 00:07:11.300 through those from the top level, that the five that we've selected, and 111 00:07:11.339 --> 00:07:13.660 there are lots, by the way, but these are the ones which we, 112 00:07:14.060 --> 00:07:18.490 having spoken to another market and and have you be helping the companies doing 113 00:07:18.529 --> 00:07:23.209 avm ourselves. These are the ones which we think are the most the PROTC 114 00:07:23.290 --> 00:07:25.930 most important to focus on, and they also have got up to a certain 115 00:07:25.930 --> 00:07:29.529 extent as well. So these are alignment, account definition, data and insight 116 00:07:29.930 --> 00:07:33.600 technology and then lastly, program and content execution. So to go back to 117 00:07:33.680 --> 00:07:38.560 the top with those, the alignment one is is around is specifically, as 118 00:07:38.600 --> 00:07:42.439 you'd expect, around sales a marketing alignment, which is obviously a hot topic 119 00:07:42.519 --> 00:07:46.470 in BTB and always has been an unfortunately, possibly always will be. But 120 00:07:46.550 --> 00:07:48.550 it's also, yeah, I think we can all, we can all share 121 00:07:48.589 --> 00:07:51.430 that pain, Acou't we? And then, but also it's there's an element 122 00:07:51.430 --> 00:07:55.230 of alignment with other people, like the cease, with CEO and the CEA 123 00:07:55.230 --> 00:07:59.300 sweet making sure everybody understands what at all actually means and how what success is 124 00:07:59.379 --> 00:08:01.259 going to look like. And you know, and the alignment. The kind 125 00:08:01.300 --> 00:08:05.259 of nature of the alignment challenge changes over time. I guess we'll look at 126 00:08:05.300 --> 00:08:07.060 the different stages in a moment. So that's the alignment piece, and then 127 00:08:07.100 --> 00:08:11.420 they kept the next ones account definition, and this is the this is actually 128 00:08:11.660 --> 00:08:15.689 understanding what an ideal account would look like and looking at the size and type 129 00:08:15.769 --> 00:08:18.850 and type and number of different accounts. You're going to work one, work 130 00:08:18.050 --> 00:08:22.649 on targeting. So I guess this probably pertains to strategy to a certain extent 131 00:08:22.689 --> 00:08:24.649 as well. You know, are you going to be strategic one to one? 132 00:08:24.689 --> 00:08:26.920 Are you going to going to be like is one too few, or 133 00:08:28.079 --> 00:08:31.120 going to be programmed so many, so so? Again, this can change 134 00:08:31.240 --> 00:08:33.639 and this is probably will change as you go, as you're more competent and 135 00:08:33.799 --> 00:08:37.559 more comfortable with this. The third one is data and insight, and again 136 00:08:37.600 --> 00:08:41.389 this is around the pulling of information which both the sales and marketing teams have 137 00:08:41.629 --> 00:08:46.549 and continue to accrue, and how to and kind of creating means of which 138 00:08:46.629 --> 00:08:50.509 to keep big, diving deeper into those insights, mapping them, understanding of 139 00:08:50.629 --> 00:08:54.789 the gaps are cleaning them up, sharing them, making them available, creating 140 00:08:54.830 --> 00:09:00.340 this kind of virtuous circle of or feedback and content of feedback and incited to 141 00:09:00.419 --> 00:09:03.860 allow the program to get more and more sophisticated. The fourth on is technology, 142 00:09:05.019 --> 00:09:07.620 and we all know about marketing technology. We've mentioned it just now, 143 00:09:07.740 --> 00:09:11.009 and the UN role. If you're starting out with ABM at strategic level, 144 00:09:11.090 --> 00:09:16.409 you probably don't need any specific marketing technology or as the ABM technology, you 145 00:09:16.490 --> 00:09:20.129 probably can just be using what you might be using for demand generation, crum 146 00:09:20.370 --> 00:09:24.639 crm and marketing automation of possibly social tools. But as you become more sophisticated 147 00:09:24.679 --> 00:09:28.519 to start and particular if you start doing going down the programmatic group, you'll 148 00:09:28.559 --> 00:09:31.440 probably start to align more and more on technology. And then the last piece 149 00:09:31.559 --> 00:09:35.679 is the program is the program and content execution. So this is around all 150 00:09:35.720 --> 00:09:39.389 the activities, all the content you're producing, the white papers and microcides, 151 00:09:39.470 --> 00:09:43.990 the direct mail, all of those things which actually are going out to the 152 00:09:43.070 --> 00:09:46.830 audience prove performing, the the outreach in the and the the actual kind of 153 00:09:48.029 --> 00:09:52.149 engagement marketing which people going know and will respond to and which you'll drive and 154 00:09:52.230 --> 00:09:54.179 trust, and all the sales and able sales support activities as well. So 155 00:09:54.539 --> 00:09:58.580 so those are those are which we think of the five elements. Ray What 156 00:09:58.659 --> 00:10:01.019 do you think about those? Are there any that you think I've missed or 157 00:10:01.059 --> 00:10:03.460 any or any comments about how we structure someone? I think, I think, 158 00:10:03.500 --> 00:10:07.970 I think it's a it's a nice it's a it's a good way to 159 00:10:07.129 --> 00:10:11.129 describe the journey is that it's, you know, it's under faith Geer lements. 160 00:10:11.169 --> 00:10:15.009 I think make question is more around and it's a bit of a leading 161 00:10:15.049 --> 00:10:18.049 question because I may have an idea about when the answer is from my perspective. 162 00:10:18.289 --> 00:10:22.240 But which one of those five elements do you believe is the most challenging 163 00:10:22.639 --> 00:10:26.559 for the average be to be marketer? Well, I think they get they 164 00:10:26.639 --> 00:10:30.000 become more challenging at different times, you know, and I don't think so. 165 00:10:30.159 --> 00:10:31.720 I'm going to if you had to talk about all the across the journey, 166 00:10:31.919 --> 00:10:35.750 I'm probably going to say data and insight, because this is always been 167 00:10:35.789 --> 00:10:39.190 a challenge for be to be marketers. Beating marketing is never been as data 168 00:10:39.350 --> 00:10:41.509 or insight savvy as it should be. But you know, you can't get 169 00:10:41.509 --> 00:10:45.789 at it. But then the technology piece becomes more challenging as you go on. 170 00:10:46.190 --> 00:10:48.309 Program constant execution part is probably what marks has already been doing. The 171 00:10:48.470 --> 00:10:52.220 just dope you doing it better. And the top too. Well, the 172 00:10:52.259 --> 00:10:54.779 alignment piece and definition piece out of kind of foundations. If you haven't got 173 00:10:54.860 --> 00:10:58.700 that, you're never going to get anywhere, or at least now you're very 174 00:10:58.779 --> 00:11:01.299 far. So it would you most challenging. I think you alignment is if 175 00:11:01.620 --> 00:11:07.649 we feel, we feel at our clients, partners and prospects, people we 176 00:11:07.769 --> 00:11:11.049 speaking to win the market in general. I've a little bit of an issue 177 00:11:11.090 --> 00:11:15.730 with your alignment and I think it's about sometimes it's the alignment not just with 178 00:11:15.850 --> 00:11:18.440 the cells team. Is Your alignment with your board, is the alignment with 179 00:11:18.519 --> 00:11:22.080 your management? I would do you get people to know, to understand, 180 00:11:22.159 --> 00:11:26.480 in a in a business, that you've got to change the way you you 181 00:11:26.679 --> 00:11:28.759 measure yourself as a sable or as a bit, as a bit to be 182 00:11:28.840 --> 00:11:31.870 market or in general. Okay, if we don't account by the approach, 183 00:11:33.070 --> 00:11:37.110 but let's not talk about marketing, qualified Lise, let's not talk about meetings, 184 00:11:37.230 --> 00:11:41.470 let's not talk about the way we used to evaluate our self or evaluate 185 00:11:41.590 --> 00:11:45.509 marketing, but let's try to find new KPIS. I think we've seen a 186 00:11:46.230 --> 00:11:50.100 few be to be marketers finding it difficult to change the mentality in time of 187 00:11:50.259 --> 00:11:54.419 how they will measure and how the success would be measured. And then it's 188 00:11:54.419 --> 00:11:58.860 about getting the you can get the buy and I think cell steam get it. 189 00:12:00.259 --> 00:12:03.450 I think channel team would get it as well, depending on the model 190 00:12:03.450 --> 00:12:07.250 you've got. But it's about getting that glue between what we want to do 191 00:12:07.409 --> 00:12:11.250 from a theoretical perspective and then keeping the consistency going. So I think people 192 00:12:11.330 --> 00:12:15.370 would be telling us that all be to be marketers will be telling us that 193 00:12:15.409 --> 00:12:18.080 they don't really have an issue in running the cell cell steam around them and 194 00:12:18.200 --> 00:12:22.840 even sometimes our management around them for part of three to six months. But 195 00:12:22.360 --> 00:12:28.960 if there is no real achievement done within straight to six months, which is 196 00:12:28.039 --> 00:12:31.830 tough because we're talking about business closed there right. I would say that to 197 00:12:31.909 --> 00:12:35.309 average clients will have an average deal value. If I was take all our 198 00:12:35.350 --> 00:12:39.309 clients, I think my gut feel would be to say around ninety two hundred 199 00:12:39.309 --> 00:12:43.429 and twenty eight dollars. We don't close that sort of deals in a couple 200 00:12:43.429 --> 00:12:45.899 of weeks. You know, it takes you times to go and create the 201 00:12:45.940 --> 00:12:48.779 Demi and the more destructive you are as a solution or as a product, 202 00:12:50.460 --> 00:12:54.460 the more difficulty is to close the deal. So it's about having enough thing 203 00:12:54.539 --> 00:13:00.409 to prove themselves and to prove the viability the Pertin ends of the Avm, 204 00:13:00.690 --> 00:13:05.490 as well as kind of sometime changing the way marketing is measure of it's like 205 00:13:05.649 --> 00:13:07.769 being the Messaiah. You know you've got to come up, and so we're 206 00:13:07.769 --> 00:13:11.049 going to do something new. But I've got the bad news. It went 207 00:13:11.129 --> 00:13:15.759 up and of our nights easy as that's the tough when I think absolutely agree, 208 00:13:15.759 --> 00:13:18.559 and I think it's always, I mean it's for any other issue. 209 00:13:18.600 --> 00:13:22.360 You know, marketings align with the rest of the business, particularly sales. 210 00:13:22.440 --> 00:13:24.960 You know, this is it's almost it's almost a Cliche, and we continue 211 00:13:24.000 --> 00:13:26.389 to hope it will get better. You know, we hoped it would get 212 00:13:26.389 --> 00:13:30.789 better with marketing automation and it and in some ways it did, because it 213 00:13:30.870 --> 00:13:33.350 created a new kind of environment and a new language people to talk, but 214 00:13:33.470 --> 00:13:37.750 also quoting new kinds of conflict. You know, it kind of these often 215 00:13:37.750 --> 00:13:41.700 the kind of language and the metrics that were using creative opportunities to conflict, 216 00:13:41.940 --> 00:13:45.379 whereas to do Aybim properly really has to be harmonious and, as you say, 217 00:13:45.379 --> 00:13:48.379 it's a very different way. It doesn't happen quickly and bad burgess is 218 00:13:48.379 --> 00:13:50.659 one of the leading lights and a them. I think she you know, 219 00:13:50.860 --> 00:13:52.899 she had and great analogy. You know that a new exactly touched that just 220 00:13:52.980 --> 00:13:56.210 then. If you tell you know, you might the say you're able to, 221 00:13:56.370 --> 00:14:00.129 can you want to do abm? You convinced to see the CEO that 222 00:14:00.210 --> 00:14:03.009 were you're going to do it and it's going to be very effective, and 223 00:14:03.090 --> 00:14:05.769 then they're going to they think that it's that it's going to make a change 224 00:14:05.809 --> 00:14:07.409 over night and and it doesn't do that. You know, it does take. 225 00:14:07.450 --> 00:14:13.240 It takes time, commitment, perseverance, all of those unfortunate things which 226 00:14:13.639 --> 00:14:16.600 which we all assume, things that scres outs quickly. No one wants to 227 00:14:16.720 --> 00:14:18.320 know what to sell you a message that it's going to say I seen months 228 00:14:18.399 --> 00:14:22.919 because now I'm really but we've seen. You know, we've seen, we've 229 00:14:22.960 --> 00:14:26.710 seen. We take another analogy because we've seen companies, and particularly a larger 230 00:14:26.909 --> 00:14:31.549 one, they've got what I would call a Ferrarey of the account based marketing. 231 00:14:31.669 --> 00:14:35.509 So they've got, they've got, they've got it all figured out in 232 00:14:35.629 --> 00:14:37.940 time of do I want to go one too few, one two, one, 233 00:14:39.139 --> 00:14:41.539 one too many. Actually, are going to take this free approach because 234 00:14:41.659 --> 00:14:45.980 you know, for the most strategic people, I will go for the one 235 00:14:46.139 --> 00:14:48.139 to one, the one in the middle, I will go for the one 236 00:14:48.179 --> 00:14:50.940 too few, the one at the bottom that I still need to influence. 237 00:14:50.460 --> 00:14:54.210 I will take the one too many. And they create all those beautiful content 238 00:14:54.529 --> 00:14:58.250 and journeys and quite frankly, this is a fer area of and I can't 239 00:14:58.250 --> 00:15:01.370 bea the approach to all the beauty, for everything is beautiful. The prime 240 00:15:01.409 --> 00:15:05.250 they've got that they've got no patrol, they've got no guests to put in 241 00:15:05.330 --> 00:15:07.159 the car, and that's that's the that an insight. And then there is 242 00:15:07.240 --> 00:15:11.759 no drivers or there is no one, which is said, well, actually, 243 00:15:11.799 --> 00:15:13.440 you know what, I'm gonna take the driving seats and will take your 244 00:15:13.440 --> 00:15:18.480 driving and we do feel in what we do at operatics having no part of 245 00:15:18.600 --> 00:15:22.029 what we do is being what I would call a business development function and internal 246 00:15:22.230 --> 00:15:26.230 cells function. We believe that that part is actually very critical, because this 247 00:15:26.470 --> 00:15:30.669 is that. But that will get you use first engagement, but then you've 248 00:15:30.669 --> 00:15:33.909 got the cell steam being involved, when the cells team being involved, need 249 00:15:33.950 --> 00:15:37.059 to push us from the driving seat, take the driving seat for one hour 250 00:15:37.220 --> 00:15:39.220 two our worlds when they meet with the prospect then come back to US and 251 00:15:39.340 --> 00:15:41.980 marketing. We sit around the car and we say, okay, this is 252 00:15:43.059 --> 00:15:45.779 what happened at the meeting, what this is what we need to drive now, 253 00:15:45.860 --> 00:15:48.820 and then you need to find another driver to get into the cars. 254 00:15:48.059 --> 00:15:52.009 That's the end reade that we take. You've got that fantastic car, the 255 00:15:52.409 --> 00:15:54.490 bitch really in the war, but you still need a driver and it's it's 256 00:15:54.490 --> 00:15:58.889 a lot of factor that gets involved. And if the car is convertive, 257 00:15:58.889 --> 00:16:00.970 what you need to need to have some sound out there as well. So 258 00:16:00.690 --> 00:16:04.639 it's it's you. I guess you know what I mean. With the energy, 259 00:16:06.200 --> 00:16:07.960 the US are fair. I'm really keen to all about because, as 260 00:16:08.039 --> 00:16:11.200 the that's the other one where we've got to sue analogy. On top of 261 00:16:11.279 --> 00:16:17.039 the five elements of delivery, you also divide the model in faith stages. 262 00:16:17.519 --> 00:16:21.509 Yeah, in the ABM Journey. So could you, could you please take 263 00:16:21.549 --> 00:16:25.830 us through loose five pages and and again, you know, explained a little 264 00:16:25.830 --> 00:16:27.870 bit, you know, about which every single one of them is. Yeah, 265 00:16:27.870 --> 00:16:33.139 and that's thank you. And you know these five stages are to they 266 00:16:33.220 --> 00:16:37.700 stay. Hopefully they reasonably. The pretty straightforward you with the first one is 267 00:16:37.899 --> 00:16:41.740 they go from stage one, understanding, stage two, preparing stays three, 268 00:16:41.779 --> 00:16:45.820 delivering, stage for upscaling, stage by perfecting. And these are relatively arbitrue, 269 00:16:45.899 --> 00:16:48.850 right, you know, they could and they're not. They're not necessarily 270 00:16:48.929 --> 00:16:52.250 defined. People could define the slightly differently, but we define them. Really 271 00:16:52.409 --> 00:16:57.129 is around the understanding piece, is really trying to really kind of scoping opportunities 272 00:16:57.169 --> 00:17:00.720 for account Bost Marketing, understanding what it means for you, probably auditing what 273 00:17:00.759 --> 00:17:04.119 it is that you do already, because so much about account based marketing, 274 00:17:04.200 --> 00:17:08.599 again, to quote their Burgess, is just good marketing. And so people 275 00:17:08.680 --> 00:17:11.920 will be doing it. They should have been doing it always, Malcolm, 276 00:17:11.079 --> 00:17:15.279 Malcolm was Donald, professor, Michael dnswers. It's just doing what marketing should 277 00:17:15.279 --> 00:17:18.269 always have been doing. And some of that is naturally doing it anyway, 278 00:17:18.349 --> 00:17:21.430 but it's often in kind of things. I think I call it accidental ABM, 279 00:17:21.710 --> 00:17:25.509 but it's not necessarily planned out. So understanding what's happening already and what 280 00:17:25.869 --> 00:17:30.339 and what whether these pockets of best practice exist. And the next phase is 281 00:17:30.420 --> 00:17:34.579 preparing, so creating an ABM team, getting stakeholders on board, running a 282 00:17:34.700 --> 00:17:38.140 pilot you know, setting some sales and marketing objectives, and that's the state. 283 00:17:38.299 --> 00:17:41.539 So that's that's kind of just getting getting beyond the inurse or actually getting 284 00:17:41.539 --> 00:17:47.569 something moving. Delivering is actually having this stage three, having a collaborative relationship, 285 00:17:47.769 --> 00:17:49.849 delivering on some objectives. It's probably to your point just now, is 286 00:17:49.849 --> 00:17:53.089 probably not around revenue because you know you make a very, very good point. 287 00:17:53.170 --> 00:17:56.329 So much should be to be revenues are kind of eighteen months. You 288 00:17:56.410 --> 00:18:00.039 know, can be six to eighteen months in terms of there even longer in 289 00:18:00.119 --> 00:18:03.400 some situation. So it's probably around more around the engagements and the kind of 290 00:18:03.400 --> 00:18:07.279 pipeline generation and all those kind of things, or opportunity creation or whatever. 291 00:18:07.519 --> 00:18:11.759 And then stage four is upscaling. So you've proven the model, probably, 292 00:18:12.309 --> 00:18:15.549 bearing in mind our audience is perspective. You've probably proven it in it in 293 00:18:15.589 --> 00:18:19.309 a strategic abm capacity, and so you're looking to move to you may even 294 00:18:19.349 --> 00:18:22.869 gone to a kind of a want of few. So you look at to 295 00:18:22.869 --> 00:18:25.789 go to one, to one too many, and so this stage you're looking 296 00:18:25.829 --> 00:18:30.059 to get greater budgets, more resources and there's lots of internal champions. So 297 00:18:30.140 --> 00:18:33.500 you've really proven this is as a major plank of your marketing and sales delivery 298 00:18:33.619 --> 00:18:37.859 and the last day about sage five, is about affecting what you've got. 299 00:18:37.940 --> 00:18:42.650 So and so it's total collaboration understood across the organization. You're probably using some 300 00:18:42.730 --> 00:18:47.049 of the most sophisticated technology and you're a very much of the bleeding edge, 301 00:18:47.250 --> 00:18:48.650 and it's worth saying there are a very few people at that state. There 302 00:18:48.690 --> 00:18:52.170 are some people there, but there are very few, at least in the 303 00:18:52.210 --> 00:18:55.170 UK, around that. So but I don't think it's impossible to get there 304 00:18:55.250 --> 00:18:57.920 and far from it. But it requires, as a said, consistency, 305 00:18:59.160 --> 00:19:03.880 persistence and buying. Absolutely agree with you. I'll get thanks for that, 306 00:19:03.920 --> 00:19:06.559 joid. I mean, I really appreciate your claim and all I didn't say 307 00:19:06.599 --> 00:19:10.509 that you've been you've been sharing with us today. Now, if anyone would 308 00:19:10.549 --> 00:19:14.589 like to engage with you, carry on the conversation but aentually come back to 309 00:19:14.670 --> 00:19:17.630 some of the points we discuss with you and going to a little bit more 310 00:19:17.670 --> 00:19:22.029 details. What is the best way to discuss with you on gage, with 311 00:19:22.190 --> 00:19:25.180 you, get your attention and start a conversation with you? Well, you 312 00:19:25.259 --> 00:19:26.700 can, you can. I'd love to love to get any feedback, any 313 00:19:26.779 --> 00:19:30.220 comments and suggestions around this and you know you can. Hope we can. 314 00:19:30.339 --> 00:19:33.420 You can download them this framework for free. I have a look at that. 315 00:19:33.500 --> 00:19:37.940 It's also a kind of a light version of the census report we did 316 00:19:37.019 --> 00:19:41.329 with some some kind of top line findings, which is which is available as 317 00:19:41.369 --> 00:19:44.849 well. I hope we can make it avail of all around this podcast, 318 00:19:45.210 --> 00:19:48.369 but that we fantastic. We'd really appreciate that. You can tweet me at 319 00:19:48.410 --> 00:19:51.569 Joel underschool be to be editor. That's not to be. There's another Joel 320 00:19:51.609 --> 00:19:56.000 Harris and on twitter who's a whiskey connissear. I'm not him, by the 321 00:19:56.039 --> 00:19:57.680 way. I don't particularly like whiskey. I'm more of a beer person, 322 00:19:57.759 --> 00:20:02.720 so don't get me confused with him. I'm the Joe of his. It's 323 00:20:02.759 --> 00:20:04.079 a I got friends. I got send some whiskey for him, by the 324 00:20:04.119 --> 00:20:07.119 way, once, which is quite nice, to gated to remember the team. 325 00:20:07.119 --> 00:20:10.829 I never to be aged to work out why I got it's take and, 326 00:20:11.190 --> 00:20:12.789 yeah, yeah, we've bet if it was beer and or you can 327 00:20:12.829 --> 00:20:15.750 get on Linkedin. You can do me quite easily there. or email me 328 00:20:17.150 --> 00:20:21.859 Joel Dot Harrison at be to be marketing DOTNET. Joeld or Harrison a be 329 00:20:22.019 --> 00:20:25.420 to be marketing dotnet. But that's wonderful. Many thanks again, Joel, 330 00:20:25.539 --> 00:20:27.539 and yeah, it was great to have you on the show today. Thank 331 00:20:27.539 --> 00:20:33.660 you very much, really interesting conversation. Thanks for having on. operatics has 332 00:20:33.740 --> 00:20:40.569 redefined the meaning of revenue generation for technology companies worldwide. While the traditional concepts 333 00:20:40.609 --> 00:20:45.009 of building and managing inside sales teams inhouse has existed for many years, companies 334 00:20:45.049 --> 00:20:51.240 are struggling with a lack of focus, agility and scale required in today's fast 335 00:20:51.400 --> 00:20:56.519 and complex world of enterprise technology sales. See How operatics can help your company 336 00:20:56.559 --> 00:21:03.960 accelerate pipeline at operatics dotnet. You've been listening to be to be revenue acceleration. 337 00:21:03.670 --> 00:21:07.750 To ensure that you never miss an episode, subscribe to the show in 338 00:21:07.789 --> 00:21:11.990 your favorite podcast player. Thank you so much for listening. Until next time. 339 -->