Is Your Organization Ready for ABM?
Account-based Marketing (which is about way more than Marketing) is a challenging transformation. But it’s well worth the effort for companies that master it. Want to see if you’re ready? See how many boxes you can check below. If your answer is “not too many”, I can help. Organizational Readiness Data and Technology Readiness Marketing […]
5 Things I Learned the Hard Way
A year and a half ago I wrote a naïve post called 5 Things CMOs Need to Realize About Change. I had just accepted a CMO position with a $200M software company, and I was excited to put my wisdom to work. I’d heard that phrase, “Culture eats strategy for breakfast,” but didn’t believe it. […]
5 Things CMOs Need to Know to Lead Change
As a CMO Consultant, I’ve helped more than 45 Chief Marketing Officers evaluate, implement and expand an organizational initiative. These are generally embarked upon by a newly-appointed CMO who wants to make her mark early on with a buzz-word project such as: Digital Transformation (DTX) Customer Experience (CX) Marketing Center of Excellence (COE) Account-Based Marketing […]
Leading Change – Or Whatever You Call It
The CMOs I advise are feeling the pressure to improve customer experience in a way that positively impacts short and long-term revenue. They spearhead many initiatives, talking about Customer Experience (CX), Digital Transformation (DTX), Account-based Experience (ABX), OmniChannel or building a Center of Excellence (CoE). But studies show that 75% of such initiatives fizzle out […]
What CMOs Understand That Their Peers May Not
This morning I came across 2021 Rackspace Technology research on How Applications Impact Customer Experience, in which they analyzed 1400+ responses from $300M+ enterprises about strategic priorities. Customer Experience (CX) topped the list – with a focus on responding to customer needs with new technology. OK, makes sense so far… Companies are always seeking that […]
ABX Essentials for B2B Leaders
By now you have probably heard about ABM or Account-based Marketing. This is a commonly-used name for a discipline that has been gathering traction for about a decade. But the very name implies that it focused on Marketing, when in fact an account-based strategy is just as much about Sales and other client-facing business functions. […]
Why Account-Based Marketing is Not “Marketing As Usual”
Do you have a POV on ABM? Most marketers think they have a pretty good idea of what ABM is about. After all, it’s been a buzz word for years! But as I consult with CMOs at companies large and small, I’m constantly surprised at how broad the definition is. Many leaders think ABM is […]
Remember When Marketing Automation Was a Thing?
Can you remember when you first heard about Marketing Automation Platforms (MAPs)? I believe it was 2008 when I first started hearing buzz about the emerging leaders: Eloqua, Marketo and Silverpop. Some due diligence opened my eyes to a new way of marketing. Fast forward just thirteen years and MAPs are ubiquitous, essential and mostly owned […]
Learning to Fish with ABM
As a Senior B2B Marketing Strategist at The Pedowitz Group, I coach large enterprises through transformational change such as moving from traditional marketing towards Account-based Marketing. Prospecting is challenging in the “new normal”, so ABM initiatives are becoming increasingly common as enterprises focus more resources on building more value from their customer base. But many […]
Tough Talk About ABM
Account-based Marketing can significantly expand revenue from your customer base. But ABM is advanced marketing. It’s not simple, fast or easy to measure. It can’t be done by one person “on the side” with no resources. It must be sponsored top-down and be given equal weight with traditional marketing and sales methods. Leadership in Marketing, […]