During the first phase with ABM at InsideView, our sales team relied on existing knowledge of the region and prospecting tasks when selecting accounts. It was a situation where a sales manager actually had a note with the names of the major accounts and only spoke to a few affected buyers. We knew this had to change. That is why we switched to a data-driven strategy. We worked with sales to better understand the companies to target and all the stakeholders to build relationships with. We then used marketing automation to go through the details of 15 big deals from the last 18 months: won ten times and lost five times.
For the majority of these deals, sales convinced only three contacts on the procurement team. We knew something was wrong here because research from Israel phone number list Gartner indicated that the average procurement team consisted of six to ten stakeholders. But our analysis revealed an even bigger flaw. In some deals, more than 30 account employees – at various levels – responded to our marketing campaigns. Marketing knew about this, but because there was no way to share this information between teams, sales knew nothing about it. Imagine if they had known.
Then our employees could have built relationships with the right people to close a deal much faster. Our strategy now consists of having one central, up-to-date overview of all our accounts plus all those involved in our CRM. This forms a central point from which everyone in the company can do their job. 2. Recognize your ideal customer Another important aspect of our strategy was creating the ideal customer profile ('ideal customer profile' or ICP). you'll be able to land the fastest - but they're the accounts that are likely to stick with you the longest. You develop an ICP by identifying what your most valuable accounts have in common. At InsideView, we analyzed the data from these accounts in every way: sector, company size, number of employees, region, technology used and more.