Measure and adjust strategy
Posted: Mon Dec 23, 2024 8:10 am
3. Marketing and sales aligned
An account-based selling strategy must be supported throughout the organization. ABS is so closely related to account-based marketing (ABM) that the two cannot be developed separately. A successful account-based strategy requires complete coordination between sales, marketing, operations, and even customer service. This allows you to identify, develop, and close deals together. A well-developed ABS strategy gives marketing the opportunity to support sales in a planned manner and send them on their way with the right material.
Advances in technology have created a flood of data. Accurate and appropriate measurement and analysis is essential to gain deeper insight into sales strategy and adjust the sales process. Account-based selling focuses on a limited number of accounts and therefore lends itself well to tracking and measuring every activity. This makes it easier to monitor activity, get a sense of what is working and what is not, and areas for improvement.
5. Long breath
Back in 2012, Aberdeen Group found that B2B customers have an average of 10.8 sales interactions. Companies should not only use these touchpoints to inform and persuade the customer. They should also build a relationship that gives the prospect a good sense of the kind of company they will be doing business with. No one buys on the first touchpoint.
6. Knowledge is power
Modern salespeople need to know everything about the customer’s sector, their specific business issues , and the individual stakeholders. This ‘sales intelligence’ contains all the information that can be useful to improve sales effectiveness, and is an essential part of account based selling. It includes all relevant information about their target group, hospitals email list the sector, the future expectations of the business, the decision makers, and recent changes within the customer’s company.
7. Timing is everything: Trigger events
Aberdeen speaks in her research about trigger events . Trigger events, or sales triggers , are real-time changes in the social, economic or business climate that can have an immediate impact on marketing, sales and service interactions.
A sales trigger is an event that you can use within ABS to contact a customer or prospect. Often it is an event that is important for an organization. Think of an appointment or a change of management, a takeover, merger or bankruptcy, new contracts or partnerships. Announcing new products and services or winning an award can also be sales triggers.
Adoption account based
In the race for sales and marketing to stay relevant to the customer, such sales triggers play an important role. The book Shift! (aff.), by Craig Elias and Tibor Shanto, describes in an excellent way how trigger events work and what you can do with them to turn prospects into customers.
The ongoing changes in the sales process are important drivers of the adoption of account based selling and marketing in SMEs. Technology is both a cause and an enabler . With the right conditions, ABS offers good new opportunities for the B2B sales function.
An account-based selling strategy must be supported throughout the organization. ABS is so closely related to account-based marketing (ABM) that the two cannot be developed separately. A successful account-based strategy requires complete coordination between sales, marketing, operations, and even customer service. This allows you to identify, develop, and close deals together. A well-developed ABS strategy gives marketing the opportunity to support sales in a planned manner and send them on their way with the right material.
Advances in technology have created a flood of data. Accurate and appropriate measurement and analysis is essential to gain deeper insight into sales strategy and adjust the sales process. Account-based selling focuses on a limited number of accounts and therefore lends itself well to tracking and measuring every activity. This makes it easier to monitor activity, get a sense of what is working and what is not, and areas for improvement.
5. Long breath
Back in 2012, Aberdeen Group found that B2B customers have an average of 10.8 sales interactions. Companies should not only use these touchpoints to inform and persuade the customer. They should also build a relationship that gives the prospect a good sense of the kind of company they will be doing business with. No one buys on the first touchpoint.
6. Knowledge is power
Modern salespeople need to know everything about the customer’s sector, their specific business issues , and the individual stakeholders. This ‘sales intelligence’ contains all the information that can be useful to improve sales effectiveness, and is an essential part of account based selling. It includes all relevant information about their target group, hospitals email list the sector, the future expectations of the business, the decision makers, and recent changes within the customer’s company.
7. Timing is everything: Trigger events
Aberdeen speaks in her research about trigger events . Trigger events, or sales triggers , are real-time changes in the social, economic or business climate that can have an immediate impact on marketing, sales and service interactions.
A sales trigger is an event that you can use within ABS to contact a customer or prospect. Often it is an event that is important for an organization. Think of an appointment or a change of management, a takeover, merger or bankruptcy, new contracts or partnerships. Announcing new products and services or winning an award can also be sales triggers.
Adoption account based
In the race for sales and marketing to stay relevant to the customer, such sales triggers play an important role. The book Shift! (aff.), by Craig Elias and Tibor Shanto, describes in an excellent way how trigger events work and what you can do with them to turn prospects into customers.
The ongoing changes in the sales process are important drivers of the adoption of account based selling and marketing in SMEs. Technology is both a cause and an enabler . With the right conditions, ABS offers good new opportunities for the B2B sales function.