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How to Prove ABM Success in 6 Months or Less

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How can you commit to the ABM long game when your department is desperate for a couple of quick wins? This session will share the secrets to balancing long-term gains with short-term success. Plus, learn how you
can win big by reporting key ABM program metrics that show business impact in less than six months.

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How to Prove ABM Success in 6 Months or Less

  1. 1. © 2019 Inverta How to Prove ABM Success in 6 Months or Less Kathy Macchi, VP Consulting ServicesMarch 14, 2019
  2. 2. © 2019 Inverta Real estate millionaire in just 90 days! Get rich in the stock market with these 3 tips! Lose 30 pounds in 30 days! Cure all with this one pill! Call now!
  3. 3. © 2019 Inverta Abstract How can you commit to the ABM long game when your department is desperate for a couple of quick wins? This session will share the secrets to balancing long-term gains with short- term success and demonstrate how you can win big by reporting key ABM program metrics that show business impact in less than six months.
  4. 4. © 2019 Inverta Jamie Oliver: 5 Ingredients Charter Account List Research Messaging & Flagship Content Shared Metrics
  5. 5. © 2019 Inverta Ingredient 1: Charter Charter Account Selection Research Messaging &Flagship Content Shared Metrics
  6. 6. © 2019 Inverta 40% 40% 20% Ingredient 2: Account List Charter Account Selection Research Messaging &Flagship Content Shared Metrics
  7. 7. © 2019 Inverta 60% 25% 15% List Offer Creative Charter Account Selection Research Messaging &Flagship Content Shared Metrics
  8. 8. © 2019 Inverta Ingredient 3: Research Charter Account Selection Research Messaging &Flagship Content Shared Metrics
  9. 9. © 2019 Inverta Ingredient 4: Messaging and Flagship Content Charter Account Selection Research Messaging &Flagship Content Shared Metrics
  10. 10. © 2019 Inverta Ingredient 5: Shared Metrics Charter Account Selection Research Messaging &Flagship Content Shared Metrics
  11. 11. So how do I show progress in 6 months?
  12. 12. © 2019 Inverta Start with the end in mind. Define success. Month 1 Month 2 Month 3 Month 5 Month 4 Month 6
  13. 13. © 2019 Inverta If ABM 1:1 Success: Strategic conversations and meetings with key stakeholders Month 1 Month 2 Month 3 Month 5 Month 4 Month 6
  14. 14. © 2019 Inverta If ABM 1:Few Success: Opportunities created at a handful of accounts Month 1 Month 2 Month 3 Month 5 Month 4 Month 6
  15. 15. © 2019 Inverta If ABM 1:Many Success: Revenue Month 1 Month 2 Month 3 Month 5 Month 4 Month 6
  16. 16. © 2019 Inverta Show Business Impact • Compare your ABM accounts to your non-ABM accounts ‒ Win rate ‒ Average deal size ‒ Deal velocity ‒ Advocates and references ‒ Marketing ROI
  17. 17. © 2019 Inverta 3 Main Metrics Source: ITSMA Relationships which indicate deeper penetration within accounts Reputation which may include improving perception and/or educating accounts on your offerings or capabilities Revenues including pipeline as well as specific, identified sales opportunities
  18. 18. © 2019 Inverta Build Reputation and RelationshipsPlan Completed If ABM 1:1 Charter created. Conduct research. ABM workshop. Build ABM plan and sign-off. Develop thought leadership and learn more about stakeholders. Creatively distribute thought leadership & exec relationship building. Rich conversations about your thought leadership. Success: Strategic conversations and meetings with key stakeholders Month 1 Month 2 Month 3 Month 5 Month 4 Month 6 Success!
  19. 19. © 2019 Inverta Demonstrating Success for 1:1 ABM Establish a baseline for each metric to see improvement over time.
  20. 20. © 2019 Inverta Revenue If ABM 1:Few Charter created. Conduct industry research. Build ABM Plan and get buy-in. Build dynamic landing pages for “customized” content. Creatively distribute thought leadership. Executive relationship building. Rich conversations and opportunities created. Success: Opportunities created at a handful of accounts Build Reputation and RelationshipsPlan Completed Month 1 Month 2 Month 3 Month 5 Month 4 Month 6 Success!
  21. 21. © 2019 Inverta Demonstrating Success for 1:Few ABM Establish a baseline for each metric to see improvement over time.
  22. 22. © 2019 Inverta RevenueCampaign Launched Plan Completed Campaign Built Engagement! If ABM 1:Many Charter created. Account selection Messaging and campaign build Campaign activation Awareness & engagement Opportunity support Closed/won deals Define success. Revenue Month 1 Month 2 Month 3 Month 5 Month 4 Month 6 Success!
  23. 23. © 2019 Inverta Demonstrating Success for 1:Many ABM Establish a baseline for each metric to see improvement over time.
  24. 24. © 2019 Inverta Charter Research: Drives Content Accounts Orchestration & Collaboration
  25. 25. Kathy Macchi VP, Consulting Services Inverta p. 1-512-454-2423 Email: kathy.macchi@inverta.com

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