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dŚĞEĞǁ^ƚĂƚĞŽĨĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ͗ 
ŽŶ͛ƚ'ĞƚĞŌĞŚŝŶĚ
dŚĞEĞǁ^ƚĂƚĞŽĨĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ͗ 
ŽŶ͛ƚ'ĞƚĞŌĞŚŝŶĚ 
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ĂŶĚďĞƚƚĞƌƐĂůĞƐĂŶĚŵĂƌŬĞƚŝŶŐĂůŝŐŶŵĞŶƚ͕ĂƌĞ...
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ඹDŽƌĞhƉƐĞůůƐͶ/ƚ͛ƐŚĂƌĚƚŽƵƉƐĞůůŝŶƚŽĐƵƐƚŽŵĞƌĂĐĐŽƵŶƚƐŝĨLJŽƵƌŝŶďŽƵŶĚůĞĂĚ 
ŐĞŶĞƌĂƟŽŶĐĂŶ͛ƚĚŝī...
KƵƌƐƚƵĚLJƐŚŽǁƐƚŚĂƚůĂƌŐĞƌĐŽŵƉĂŶŝĞƐ;ĂŶŶƵĂůƌĞǀĞŶƵĞĂďŽǀĞΨϭϬϬŵŝůůŝŽŶͿĂƌĞĨŽĐƵƐĞĚŽŶ 
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LeanData - The New State of ABM Survey White Paper

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A recent study of over 200 B2B marketing and sales professionals revealed that over 90 percent of B2B companies from $10Million to over $1Billion in revenue use account-based marketing & sales as a key method for targeting new businesses and upselling to current customers.
• 53 percent of companies stated that they are more focused on account-centric strategies compared to a year ago.
• 40 percent consider account-based marketing to be a high priority.

About LeanData Inc.
We’re passionate about simplifying the B2B sales process. Our lead management software is specifically built for account-based marketing and target account selling strategies. LeanData customers like Marketo, DoubleDutch, and Act-On Software are seeing increased conversion rates to Sales Qualified Leads (SQLs) and greater sales productivity

Published in: Software
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LeanData - The New State of ABM Survey White Paper

  1. 1. dŚĞEĞǁ^ƚĂƚĞŽĨĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ͗ ŽŶ͛ƚ'ĞƚĞŌĞŚŝŶĚ
  2. 2. dŚĞEĞǁ^ƚĂƚĞŽĨĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ͗ ŽŶ͛ƚ'ĞƚĞŌĞŚŝŶĚ ^ĞůĞĐƟŶŐƚŚĞďĞƐƚŵĞƚŚŽĚƐƚŽƐĞƚƵƉƐĂůĞƐĂŶĚŵĂƌŬĞƟŶŐĨŽƌůĞĂĚŐĞŶĞƌĂƟŽŶƐƵĐĐĞƐƐŚĂƐĂůǁĂLJƐ ďĞĞŶĂĐŽŵƉůŝĐĂƚĞĚĚĞďĂƚĞ͘ŽƌLJĞĂƌƐ͕ĐŽŵƉĂŶŝĞƐŚĂǀĞƚƌŝĞĚŽƌŐĂŶŝnjŝŶŐƚŚĞŝƌƚĞĂŵƐďLJŐĞŽŐƌĂƉŚLJ͕ ŝŶĚƵƐƚƌLJ͕ƌĞǀĞŶƵĞ͕ηŽĨĞŵƉůŽLJĞĞƐ͕ƌŽůĞŽƌĚĞƉĂƌƚŵĞŶƚ͕ĂƐǁĞůůĂƐĂĐĐŽƵŶƚͲďĂƐĞĚ͘tŝƚŚƚŚĞĂĚŽƉƟŽŶ ŽĨŵĂƌŬĞƟŶŐĂƵƚŽŵĂƟŽŶƉůĂƞŽƌŵƐƚŚĂƚĂƌĞƐĞĂŵůĞƐƐůLJŝŶƚĞŐƌĂƚĞĚƚŽƚŚĞZD͕ƐĂůĞƐĂŶĚŵĂƌŬĞƟŶŐ ĂƌĞŚĂǀŝŶŐĂŶĞǁŽƉƉŽƌƚƵŶŝƚLJƚŽĐŽůůĂďŽƌĂƚĞƚŽŐĞƚŚĞƌŽŶŽŶĞĐŽŶƟŶƵŽƵƐƉůĂƞŽƌŵ͘EŽǁŽŶĚĞƌ ƚŚĂƚaccount-basedĂŶĚtarget account selling ƐƚƌĂƚĞŐŝĞƐĂƌĞƋƵŝĐŬůLJďĞŐŝŶŶŝŶŐƚŽĚŽŵŝŶĂƚĞƐĂůĞƐ ĂŶĚŵĂƌŬĞƟŶŐƐƚƌĂƚĞŐŝĞƐĨŽƌϮďƵƐŝŶĞƐƐĞƐ͘ ĐĐŽƌĚŝŶŐƚŽŽƵƌƌĞĐĞŶƚƐƵƌǀĞLJŽĨŽǀĞƌϮϬϬĐŽŵƉĂŶŝĞƐП͕ϴϲйŽĨϮĐŽŵƉĂŶŝĞƐĂƌĞĂůƌĞĂĚLJƵƟůŝnjŝŶŐ ĂŶĂĐĐŽƵŶƚͲďĂƐĞĚŵĂƌŬĞƟŶŐ;DͿŽƌƚĂƌŐĞƚĂĐĐŽƵŶƚƐĞůůŝŶŐƐƚƌĂƚĞŐLJ͘ŽŵƉĂŶŝĞƐǁŝƚŚƐŵĂƌƚD ƐƚƌĂƚĞŐŝĞƐĂƌĞďĞŶĞĮƟŶŐĨƌŽŵŚŝŐŚĞƌĐŽŶǀĞƌƐŝŽŶĂŶĚůĞĂĚƌĞƐƉŽŶƐĞƌĂƚĞƐ͕ŝŶĐƌĞĂƐĞƐŝŶĐƵƐƚŽŵĞƌ ƵƉƐĞůů͕ ďĞƩĞƌ ĂůŝŐŶĞĚ ƐĂůĞƐ ĂŶĚ ŵĂƌŬĞƟŶŐ ƚĞĂŵƐ͕ĂŶĚ ŵŽƌĞĞīĞĐƟǀĞůLJŵĂŶĂŐĞĚĂŶĚ ďƵĚŐĞƚĞĚ ŵĂƌŬĞƟŶŐ ƉƌŽŐƌĂŵƐ͘ ƵƌƚŚĞƌŵŽƌĞ͕ ƚŚĞ ƐƵƌǀĞLJ ƐŚŽǁĞĚ ƚŚĂƚ ϰϭй ŽĨ Ϯ ĐŽŵƉĂŶŝĞƐ ƐĂLJ D ŝƐ ŶŽǁ Ă ŚŝŐŚ ƉƌŝŽƌŝƚLJ͕ ĂŶĚ ŵŽƌĞ ƚŚĂŶ ϴϬй ĮŶĚ ŝƚ ƚŽ ďĞ Ăƚ ůĞĂƐƚ Ă ŵĞĚŝƵŵ ƚŽ ŚŝŐŚ ƌĂŶŐĞ ƉƌŝŽƌŝƚLJ͘ ,ŽǁĞǀĞƌ͕ŵĂŶLJďƵƐŝŶĞƐƐĞƐĂůƐŽƌƵŶŝŶƚŽďŝŐŚƵƌĚůĞƐǁŝƚŚ^ĂůĞƐĨŽƌĐĞ͘ĐŽŵƚŽŐĞƚDƐƚƌĂƚĞŐŝĞƐ ŽīͲƚŚĞͲŐƌŽƵŶĚĂŶĚŬĞĞƉŝŶŐƚŚĂƚĂƚĂŚŝŐŚͲƉĞƌĨŽƌŵŝŶŐƌĂƚĞ͘ 86% dŚĞKƌŝŐŝŶƐĂŶĚĂĐŬŐƌŽƵŶĚŽĨĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ ƐĚĞĮŶĞĚďLJ^ŝƌŝƵƐĞĐŝƐŝŽŶƐ͕ĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ;DͿŝƐ͞ƚŚĞƐƚƌĂƚĞŐŝĐĂƉƉƌŽĂĐŚŵĂƌŬĞƚĞƌƐ ƵƐĞƚŽƐƵƉƉŽƌƚĂĚĞĮŶĞĚƵŶŝǀĞƌƐĞŽĨĂĐĐŽƵŶƚƐ͕ŝŶĐůƵĚŝŶŐƐƚƌĂƚĞŐŝĐĂĐĐŽƵŶƚƐĂŶĚŶĂŵĞĚĂĐĐŽƵŶƚƐ͘͟ /ŶŽƚŚĞƌǁŽƌĚƐ͕DŝƐĂ͞ƚĂƌŐĞƚĞĚĂĐĐŽƵŶƚƐƚƌĂƚĞŐLJ͟ƚŚĂƚŚĞůƉƐĂůŝŐŶƐĂůĞƐĂŶĚŵĂƌŬĞƟŶŐƚŽďĞ ŵŽƌĞĞīĞĐƟǀĞĂŶĚƌĞůĞǀĂŶƚƚŽƚŚĞŝƌƉƌŽƐƉĞĐƚƐ͘ /ƚŝƐĚĞƐŝŐŶĞĚƚŽŝŶƚĞŐƌĂƚĞŵĂƌŬĞƟŶŐĞīŽƌƚƐǁŝƚŚƐĂůĞƐ͕ƚŽƐƵƉƉŽƌƚĨĂƐƚĞƌĂŶĚŵŽƌĞĐŽƐƚͲĞīĞĐƟǀĞ ƐĂůĞƐ ƚŽ ƉƌŽƐƉĞĐƚƐ͕ ǁŚŝůĞ ĂůƐŽ ĮŐŚƟŶŐ ĐŚƵƌŶ ĂŶĚ ŝŶĐƌĞĂƐŝŶŐ ƵƉƐĞůů ŽƉƉŽƌƚƵŶŝƟĞƐ͘ /ŵƉůĞŵĞŶƟŶŐ DĨĂĐŝůŝƚĂƚĞƐĂďĞƩĞƌǀŝĞǁŽĨƚŚĞĞŶƟƌĞĐƵƐƚŽŵĞƌůŝĨĞĐLJĐůĞĨŽƌŐƌŽƵƉƐŽĨƚĂƌŐĞƚĚĞĐŝƐŝŽŶŵĂŬĞƌƐ͘ D ĞǀŽůǀĞĚ ŝŶ ƚŚĞ ϭϵϵϬ͛Ɛ ĂƐ ĂŶ ĂůƚĞƌŶĂƚŝǀĞ ƚŽ ŵĂƐƐ ŵĂƌŬĞƚŝŶŐ͕ ƚŚƵƐ͕ ĐŽŶĐĞŶƚƌĂƚŝŶŐ ŽŶ ƉĞŶĞƚƌĂƟŶŐ ƚŚĞ ĂĐĐŽƵŶƚƐ ǁŚŝĐŚ ďĞƐƚ Įƚ LJŽƵƌ ďƵƐŝŶĞƐƐ͛ ŐŽĂůƐ͘ ZĞĂůŝnjŝŶŐ ƚŚĞ ƉŽƚĞŶƟĂů ƵƉƐŝĚĞŽĨ DŝŶƚŚĞ/dĂŶĚ^ĂĂ^ƐƉĂĐĞ͕ůĂƌŐĞĐŽŵƉĂŶŝĞƐůŝŬĞ,WĂŶĚyĞƌŽdžŚĂǀĞƉĂǀĞĚƚŚĞǁĂLJĨŽƌDďĞƐƚ ƉƌĂĐƟĐĞƐǁŝƚŚƚŚĞŝƌƐƚƌĂƚĞŐŝĞƐ͘ ^ŽǁŚLJŝƐDƉŝĐŬŝŶŐƵƉŵŽŵĞŶƚƵŵŶŽǁ͍ dŚĞEĞǁ^ƚĂƚĞŽĨĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ͗ŽŶ͛ƚ'ĞƚĞŌĞŚŝŶĚ 41% 2 Consider account-based ŵĂƌŬĞƟŶŐĂƚŽƉƉƌŝŽƌŝƚLJ ϮĐŽŵƉĂŶŝĞƐĂƌĞƵƟůŝnjŝŶŐĂŶĂĐĐŽƵŶƚͲ ĨŽƌϮƐĂůĞƐĂŶĚŵĂƌŬĞƟŶŐ ďĂƐĞĚŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐƐƚƌĂƚĞŐLJ
  3. 3. EĞǁŝŶƚĞŐƌĂƚĞĚƐĂůĞƐĂŶĚŵĂƌŬĞƟŶŐƚĞĐŚŶŽůŽŐŝĞƐ͕ĐŽŵďŝŶĞĚǁŝƚŚĂĨŽĐƵƐŽŶĨĂƐƚĞƌƌĞǀĞŶƵĞĐLJĐůĞƐ ĂŶĚďĞƚƚĞƌƐĂůĞƐĂŶĚŵĂƌŬĞƚŝŶŐĂůŝŐŶŵĞŶƚ͕ĂƌĞĚƌŝǀŝŶŐƚŚĞƉŽƉƵůĂƌŝƚLJĨŽƌD͘dŽĚĂLJƐŵĂůůĞƌ ĐŽŵƉĂŶŝĞƐ ĂƌĞ ĂůƐŽ ƌĞĂůŝnjŝŶŐ ƚŚĞ ďĞŶĞĮƚƐ ŽĨ D ĂŶĚ ĂƌĞ ŐĞƫŶŐ ŽŶ ďŽĂƌĚ͘ Žƌ Ϯ ĐŽŵƉĂŶŝĞƐ ǁŝƚŚ ůĞƐƐ ƚŚĂŶ ΨϭϬ ŵŝůůŝŽŶ ŝŶ ĂŶŶƵĂů ƌĞǀĞŶƵĞ͕ ϰϰй ĨŽƵŶĚ ƚŚĞŝƌ ĞdžƉĞƌŝĞŶĐĞ ͞ŐĞŶĞƌĂůůLJ ŐŽŽĚ͘͟ ŶŽƚŚĞƌ Ϯϲй ŽĨ ƚŚĞƐĞ ƐŵĂůůĞƌ ĐŽŵƉĂŶŝĞƐ ƌĞƉŽƌƚĞĚ ƚŽ ďĞ ƐƚƌƵŐŐůŝŶŐ ǁŝƚŚ D͕ ďƵƚ Ɛƚŝůů ďĞůŝĞǀĞĚŝƚǁĂƐƚŚĞƌŝŐŚƚĂƉƉƌŽĂĐŚĨŽƌƚŚĞŝƌďƵƐŝŶĞƐƐ͘dŚŝƐŝƐŵŽƐƚůŝŬĞůLJďĞĐĂƵƐĞƚŚĞLJŵĂLJŶŽƚŚĂǀĞ ƚŚĞŝŶƚĞƌŶĂůƌĞƐŽƵƌĐĞƐƚŽŐĞƚDƵƉĂŶĚƌƵŶŶŝŶŐ͕ŽƌƚŚĞLJŵĂLJŶŽƚďĞĨƵůůLJƌĂŵƉĞĚƵƉLJĞƚ͘/ŶĚĞĞĚ͕ ĂŵŽŶŐĐŽŵƉĂŶŝĞƐƵƐŝŶŐDƐƚƌĂƚĞŐŝĞƐŵŽƌĞƚŚĂŶϭLJĞĂƌ͕ǁĞĨŽƵŶĚĂůŵŽƐƚŶŽŽŶĞŝƐƌĞƉŽƌƟŶŐƚŚĂƚ ŝƚΖƐƚŚĞǁƌŽŶŐƐƚƌĂƚĞŐLJ͘ĚĚŝƟŽŶĂůůLJ͕ϳϲйŽĨϮĐŽŵƉĂŶŝĞƐƚŚĂƚŚĂǀĞŝŵƉůĞŵĞŶƚĞĚĂŶDƐƚƌĂƚĞŐLJ ĨŽƌĂƚůĞĂƐƚϮLJĞĂƌƐǁĞƌĞŚĂǀŝŶŐĞdžƉĞƌŝĞŶĐĞƐƚŚĂƚǁĞƌĞ͞ŐĞŶĞƌĂůůLJŐŽŽĚ͟ŽƌŐŽŝŶŐ͞ĞdžƚƌĞŵĞůLJǁĞůů͘͟ tŚLJĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐDĂƩĞƌƐƚŽzŽƵƌƵƐŝŶĞƐƐ ^ĂůĞƐĂŶĚŵĂƌŬĞƟŶŐŵŝƐĂůŝŐŶŵĞŶƚŝƐĂŶƵŶĚĞƐŝƌĂďůĞ͕LJĞƚĨƌĞƋƵĞŶƚĚŝƐĐƵƐƐŝŽŶĨŽƌϮĐŽŵƉĂŶŝĞƐ͘ tŚLJŝƐĂůŝŐŶŵĞŶƚƐŽĚŝĸĐƵůƚ͍dŚĞLJĚŽŶ͛ƚǁĂŶƚƚŽďĞĂůŝŐŶĞĚ͍dŚĞLJĞŶũŽLJďŝĐŬĞƌŝŶŐ͍DĐĂŶďƌŝŶŐ LJŽƵƌďƵƐŝŶĞƐƐ ŽŶĞƐƚĞƉĐůŽƐĞƌƚŽƌĞƐŽůƵƟŽŶ ďĞĐĂƵƐĞŝƚƌĞƋƵŝƌĞƐƐĂůĞƐĂŶĚŵĂƌŬĞƟŶŐƚŽĨŽĐƵƐŽŶ ƚŚĞƐĂŵĞƚĂƌŐĞƚĞĚĂĐĐŽƵŶƚƐďĂƐĞĚŽŶĂĐůĞĂƌĂŶĚǁĞůůͲĞƐƚĂďůŝƐŚĞĚĐƌŝƚĞƌŝĂĨŽƌƚŚĞƚĂƌŐĞƚĞĚďƵLJĞƌ ƉĞƌƐŽŶĂƐ͘dŚĂƚǁĂLJLJŽƵƌĐŽŵƉĂŶLJĐĂŶŝŵƉůĞŵĞŶƚŵŽƌĞƚĂĐƟĐĂůŵĂƌŬĞƟŶŐƚŚĂƚĂůŝŐŶƐǁŝƚŚĐůĞĂƌ ƐĂůĞƐŐŽĂůƐ͘EŽƚŚŝŶŐĐĂŶĞǀĞƌĮdžĂůůƚŚĞŵŝƐĐŽŵŵƵŶŝĐĂƟŽŶƐĂŶĚĚŝƐĂŐƌĞĞŵĞŶƚƐ͕ďƵƚŶŽŽŶĞĐĂŶ ĂƌŐƵĞ ƐƵĐĐĞƐƐ ǁŚĞŶ LJŽƵƌ ƐĂůĞƐ ĂŶĚ ŵĂƌŬĞƟŶŐ ƚĞĂŵƐ ĂƌĞ ĐƌĞĂƟŶŐ ƚƌĂĐƟŽŶ͕ ŽƉƉŽƌƚƵŶŝƟĞƐ͕ ĂŶĚ ƌĞǀĞŶƵĞŝŶƚĂƌŐĞƚĂĐĐŽƵŶƚƐĂŶĚĐƵƐƚŽŵĞƌƐ͘/ƚΖƐĂĐŽŵƉůĞƚĞƐŚŝŌĂǁĂLJĨƌŽŵŵĂƌŬĞƟŶŐũƵƐƚƚĂůŬŝŶŐ ĂďŽƵƚůĞĂĚǀŽůƵŵĞ͘ ĐĐŽƵŶƚͲďĂƐĞĚŵĂƌŬĞƚŝŶŐŝƐĂŵĂƚƵƌĂƚŝŽŶĨƌŽŵƉƵƌĞůLJŐĞŶĞƌĂƚŝŶŐŶĞƚŶĞǁ͕ƚŽƉŽĨƚŚĞĨƵŶŶĞů ƉƌŽŐƌĂŵƐ͘/ƚΖƐǁŚĞŶŵĂƌŬĞƚŝŶŐĐŽŶƚŝŶƵŽƵƐůLJĨŽĐƵƐĞĚŽŶŐĞŶĞƌĂƚŝŶŐƚĂƌŐĞƚĞĚƉƌŽƐƉĞĐƚƐĨŽƌLJŽƵƌ ďƵƐŝŶĞƐƐ͘LJĂƉƉůLJŝŶŐƚŚŝƐŵĞƚŚŽĚƚŽƚŽƉŽĨƚŚĞĨƵŶŶĞů͕ŶƵƌƚƵƌŝŶŐůĞĂĚƐ͕ĂŶĚƵƉƐĞůůŝŶŐĐƵƐƚŽŵĞƌƐ ǁŝƚŚŵŽƌĞĞīĞĐƟǀĞĂŶĚŚLJƉĞƌͲƚĂƌŐĞƚĞĚ͕ƉĞƌƐŽŶĂůŝnjĞĚĐĂŵƉĂŝŐŶƐ͕ŝƚǁŝůůŝŶŚĞƌĞŶƚůLJĐƌĞĂƚĞŵŽƌĞ ĞīĞĐƟǀĞƌĞƚƵƌŶƐŽŶŵĂƌŬĞƟŶŐĚŽůůĂƌƐ͘ Why It’s On the Rise for Companies of All Sizes ϱϯйŽĨϮĐŽŵƉĂŶŝĞƐĂƌĞŵŽƌĞĨŽĐƵƐĞĚŽŶDƚŚĂŶĂLJĞĂƌĂŐŽ͕ǁŚŝůĞŽŶůLJϱйĂƌĞůĞƐƐĨŽĐƵƐĞĚ ƚŚĂŶůĂƐƚLJĞĂƌ͘ƐĨĂƌĂƐƉƌŝŽƌŝƚLJŝƐĐŽŶĐĞƌŶĞĚ͕ϰϭйŽĨƚŚĞĐŽŵƉĂŶŝĞƐǁĞƐƉŽŬĞƚŽƐĂŝĚDŝƐĂŚŝŐŚ ƉƌŝŽƌŝƚLJ͕ĂŶĚϴϬйƐĂŝĚDŝƐĂƚůĞĂƐƚĂŵŝĚĚůĞƉƌŝŽƌŝƚLJ͘tŚĞŶĂƐŬĞĚĂďŽƵƚƚŽƉďĞŶĞĮƚƐ͕ƚŚĞĨŽůůŽǁŝŶŐ ĐŚĂƌƚƌĞƉƌĞƐĞŶƚƐƚŚĞηϭďĞŶĞĮƚƚŚĞLJƐĞĞĨƌŽŵD͘ KƉƟŵŝnjĞŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐĨŽƌƚĂƌŐĞƚĂĐĐŽƵŶƚƐ hƉƐĞůůŝŶƚŽĐƵƐƚŽŵĞƌƐĂŶĚƐƚƌĂƚĞŐŝĐĂĐĐŽƵŶƚƐ 32% 29% 27% 11% ůŝŐŶŵĞŶƚŽĨƐĂůĞƐĂŶĚŵĂƌŬĞƟŶŐƚĞĂŵƐ /ŶĐƌĞĂƐĞůĞĂĚĨŽůůŽǁƵƉĂŶĚĐŽŶǀĞƌƐŝŽŶƌĂƚĞƐ 3 dŚĞEĞǁ^ƚĂƚĞŽĨĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ͗ŽŶ͛ƚ'ĞƚĞŌĞŚŝŶĚ
  4. 4. dŚĞďĞŶĞĮƚƐϮĐŽŵƉĂŶŝĞƐĂƌĞƐĞĞŝŶŐĨƌŽŵD͗ ඹDŽƌĞhƉƐĞůůƐͶ/ƚ͛ƐŚĂƌĚƚŽƵƉƐĞůůŝŶƚŽĐƵƐƚŽŵĞƌĂĐĐŽƵŶƚƐŝĨLJŽƵƌŝŶďŽƵŶĚůĞĂĚ ŐĞŶĞƌĂƟŽŶĐĂŶ͛ƚĚŝīĞƌĞŶƟĂƚĞĂŶĞƚŶĞǁůĞĂĚĨƌŽŵŽŶĞƚŚĂƚďĞůŽŶŐƐƚŽĂŶĞdžŝƐƟŶŐ ĂĐĐŽƵŶƚ͘ZĂƚŚĞƌƚŚĂŶŚĂǀŝŶŐƚŚĂƚĞŵďĂƌƌĂƐƐŝŶŐŵŽŵĞŶƚǁŚĞŶŽŶĞŽĨLJŽƵƌƐĂůĞƐ ƌĞƉƐĐĂůůƐĂŶĞdžŝƐƚŝŶŐĐƵƐƚŽŵĞƌƚŚŝŶŬŝŶŐŝƚ͛ƐĂŶĞƚŶĞǁůĞĂĚ͕ĂŶĂĐĐŽƵŶƚͲďĂƐĞĚ ĂƉƉƌŽĂĐŚ ŬĞĞƉƐ LJŽƵƌ ĂĐĐŽƵŶƚ ŵĂŶĂŐĞƌƐ ŝŵŵĞĚŝĂƚĞůLJ ƐĞĞ ĐƵƐƚŽŵĞƌƐ ĂŶĚ ŽƉƉŽƌƚƵŶŝƟĞƐ ĞŶŐĂŐŝŶŐ ǁŝƚŚ LJŽƵƌ ĐŽŶƚĞŶƚ͘ ŝŬĞǁŝƐĞ͕ ŚĂǀŝŶŐ Ă ŶĂŵĞĚ ĂĐĐŽƵŶƚ ƐƚƌĂƚĞŐLJŬĞĞƉƐLJŽƵƌƌĞƉƐĞŶĞƌŐLJŽŶĐůŽƐŝŶŐƐƚƌĂƚĞŐŝĐĂĐĐŽƵŶƚƐŝŶƐƚĞĂĚŽĨǁĂƐƟŶŐ ƟŵĞǁŝƚŚƵŶƋƵĂůŝĮĞĚůĞĂĚƐ͘ ය,ŝŐŚĞƌĨŽůůŽǁͲƵƉĂŶĚĐŽŶǀĞƌƐŝŽŶƌĂƚĞƐͶzŽƵĂƌĞϮϭdžŵŽƌĞůŝŬĞůLJƚŽƋƵĂůŝĨLJĂůĞĂĚŝĨ LJŽƵĐŽŶƚĂĐƚƚŚĞŵǁŝƚŚŝŶƚŚĞĮƌƐƚϱŵŝŶƵƚĞƐŽĨƚŚĞŵĮůůŝŶŐŝŶLJŽƵƌůĞĂĚĨŽƌŵƌĂƚŚĞƌ ƚŚĂŶ ŝĨ LJŽƵ ǁĂŝƚĞĚ ϯϬ ŵŝŶƵƚĞƐР͘ EĂƌƌŽǁŝŶŐ LJŽƵƌ ƐĂůĞƐ ĂŶĚ ŵĂƌŬĞƟŶŐ ĞīŽƌƚƐ ƚŽ ĨŽĐƵƐŽŶŶĂŵĞĚĂĐĐŽƵŶƚƐƌĞĚƵĐĞƐƚŚĞĐŚĂŶĐĞŽĨƚŚĞƐĂůĞƐƚĞĂŵŵŝƐƐŝŶŐŝŵƉŽƌƚĂŶƚ ůĞĂĚƐĂŶĚŵĂŬĞƐĨŽůůŽǁͲƵƉƐƋƵŝĐŬĞƌ͕ƐŽLJŽƵŵĂŬĞŵŽƌĞĐŽŶŶĞĐƚƐǁŝƚŚƉƌŽƐƉĞĐƚƐ͘ රŝŶĂůůLJ;Ğƌ͕ŶĞĂƌůLJͿŐĞƚƐĂůĞƐĂŶĚŵĂƌŬĞƚŝŶŐĂůŝŐŶĞĚͶDŝƐŵĂƚĐŚĞĚŐŽĂůƐĂŶĚ ŵŝƐĐŽŵŵƵŶŝĐĂƚŝŽŶƐďĞƚǁĞĞŶƐĂůĞƐĂŶĚŵĂƌŬĞƚŝŶŐůĞĂĚƐƚŽǁĂƐƚĞĚďƵĚŐĞƚƐ͕ ŝŶĞĸĐŝĞŶĐŝĞƐ͕ĂŶĚŵŝƐƐĞĚŽƉƉŽƌƚƵŶŝƟĞƐ͘KŶĂǀĞƌĂŐĞ͕ƐĂůĞƐŽŶůLJĨŽůůŽǁƐƵƉǁŝƚŚ ϱϬйŽĨƚŚĞůĞĂĚƐŵĂƌŬĞƚŝŶŐŚĂŶĚƐƚŚĞŵСďĞĐĂƵƐĞŽĨĨĂŝůƵƌĞƚŽĐŽŵŵƵŶŝĐĂƚĞ ŐŽĂůƐ͕ĂƐǁĞůůĂƐĂĨĂŝůƵƌĞƚŽĂůŝŐŶĚĂƚĂĂŶĚƉůĂŶŶŝŶŐďĞƚǁĞĞŶƐĂůĞƐĂŶĚŵĂƌŬĞƟŶŐ͘ ĐĐŽƵŶƚͲďĂƐĞĚƐƚƌĂƚĞŐŝĞƐŵĞĂŶƐĞǀĞƌLJŽŶĞŝƐĂǁĂƌĞŽĨƚŚĞƐĂŵĞƚĂƌŐĞƚĂĐĐŽƵŶƚƐ͕ ƚƌĂĐƟŽŶ͕ŽƉƉŽƌƚƵŶŝƟĞƐ͕ĂŶĚĐƵƐƚŽŵĞƌƵƉƐĞůůƉƌŽŐƌĂŵƐ͘ ඼,ŝŐŚůLJĞĨĨĞĐƚŝǀĞĂŶĚƚĂƌŐĞƚĞĚŵĂƌŬĞƚŝŶŐƉƌŽŐƌĂŵƐͶĞƚƚĞƌŵĂƌŬĞƚŝŶŐŝƐĂďŽƵƚ ĐƌĞĂƟŶŐƉŽǁĞƌĨƵůŚŝŐŚůLJƉĞƌƐŽŶĂůŝnjĞĚŵĞƐƐĂŐŝŶŐĨŽƌƚŚĞƉĞƌƐŽŶĂƐŝŶLJŽƵƌŶĂŵĞĚ ĂĐĐŽƵŶƚƐ͘DŵĂŬĞƐŝƚĞĂƐŝĞƌƚŽƚƌĂĐŬLJŽƵƌĐĂŵƉĂŝŐŶ͞ƚŽƵĐŚĞƐ͟ĨŽƌďŽƚŚĐƵƐƚŽŵĞƌƐ ĂŶĚĂĐƟǀĞŽƉƉŽƌƚƵŶŝƟĞƐŝŶƐƚĞĂĚŽĨũƵƐƚŵĞĂƐƵƌŝŶŐLJŽƵƌƐƵĐĐĞƐƐďLJŶĞƚŶĞǁůĞĂĚƐ͘ ĞƚƚĞƌĚĂƚĂůĞƚƐLJŽƵƌĂƉŝĚůLJĚŝƐĐŽǀĞƌĂŶĚĚŽƵďůĞĚŽǁŶŽŶƚŚĞŵŽƐƚĞĨĨĞĐƚŝǀĞ ŵĂƌŬĞƟŶŐĐĂŵƉĂŝŐŶƐ͕ĂŶĚďĞŝŶŐĂďůĞƚŽƐŚŽǁƚŚŝƐƚƌĂĐƟŽŶŝŶƚĂƌŐĞƚĞĚĂĐĐŽƵŶƚƐ ŵĂŬĞƐŝƚĞĂƐŝĞƌƚŽŐĞƚLJŽƵƌĂŶŶƵĂůďƵĚŐĞƚƐĂƉƉƌŽǀĞĚ͘ ,ƵƌĚůĞƐzŽƵDĂLJŶĐŽƵŶƚĞƌŽŶzŽƵƌWĂƚŚƚŽĐĐŽƵŶƚͲĞŶƚƌŝĐ,ĂƉƉŝŶĞƐƐ ĂƐĞĚŽŶLJŽƵƌĐŽŵƉĂŶLJƐŝnjĞĂŶĚƚŚĞůĞŶŐƚŚŽĨƟŵĞLJŽƵ͛ǀĞŝŵƉůĞŵĞŶƚĞĚƚĂƌŐĞƚĂĐĐŽƵŶƚƐĞůůŝŶŐ ĂŶĚĂĐĐŽƵŶƚͲďĂƐĞĚŵĂƌŬĞƟŶŐƐƚƌĂƚĞŐŝĞƐ͕LJŽƵǁŝůůĞdžƉĞƌŝĞŶĐĞŽďƐƚĂĐůĞƐĂůŽŶŐǁŝƚŚLJŽƵƌǁŝŶƐ͘ tŚŝůĞŵŽƐƚĐŽŵƉĂŶŝĞƐĂƌĞĚŽŝŶŐŐĞŶĞƌĂůůLJǁĞůůǁŝƚŚD͕ƚŚĞƌĞĂƌĞϮŵĂŝŶŝŶŝƟĂƟǀĞƐƚŚĂƚŶĞĞĚ ƚŽďĞǁŽƌŬĞĚŽŶ͗ƵŶĚĞƌƐƚĂŶĚŝŶŐŚŽǁDĮƚƐŝŶĂĐƌŽƐƐƚŚĞďƵƐŝŶĞƐƐ͕ĂŶĚƌĞƐŽƵƌĐĞŵĂŶĂŐĞŵĞŶƚƚŽ ŵĂŬĞDƐƵĐĐĞƐƐĨƵů͘^ĞĞĐŚĂƌƚďĞůŽǁ͘ 4 Inconsistent Understanding of ABM ƌĞĂƚĞĂůĞĂƌ^ƚƌĂƚĞŐŝĐƌĂŵĞǁŽƌŬ Right Resources KƌŐĂŶŝnjĞLJŽƵƌ^ĂůĞƐĨŽƌĐĞ͘ĐŽŵ^ĞƚƵƉĨŽƌĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ Measuring and Tracking Success ŽŶ͛ƚůĞƚLJŽƵƌD^ƚƌĂƚĞŐLJ'Ğƚ^ƚĂůĞ dŚĞEĞǁ^ƚĂƚĞŽĨĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ͗ŽŶ͛ƚ'ĞƚĞŌĞŚŝŶĚ 33% 13% 30% 25% Building Target List ĞĞƉůLJhŶĚĞƌƐƚĂŶĚzŽƵƌdĂƌŐĞƚĞĚĐĐŽƵŶƚƐ
  5. 5. KƵƌƐƚƵĚLJƐŚŽǁƐƚŚĂƚůĂƌŐĞƌĐŽŵƉĂŶŝĞƐ;ĂŶŶƵĂůƌĞǀĞŶƵĞĂďŽǀĞΨϭϬϬŵŝůůŝŽŶͿĂƌĞĨŽĐƵƐĞĚŽŶ ŽƉƟŵŝnjŝŶŐƚŚĞŝƌŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐĨŽƌƚŚĞŝƌƚĂƌŐĞƚĞĚĂĐĐŽƵŶƚƐĂŶĚƵƉƐĞůůŝŶŐĞdžŝƐƟŶŐĐƵƐƚŽŵĞƌƐ͘ dŚĞďŝŐŐĞƌƚŚĞĐŽŵƉĂŶLJŐĞƚƐ͕ĞƐƉĞĐŝĂůůLJƌĞǀĞŶƵĞŽǀĞƌΨϮϱϬŵŝůůŝŽŶĂŶŶƵĂůůLJ͕ƚŚĞŝƌƉƌŝŵĂƌLJĨŽĐƵƐŝƐ ŵŽƌĞŽŶƵƉƐĞůůĂŶĚŵĞĞƚŝŶŐůĂƌŐĞƌĞǀĞŶƵĞƚĂƌŐĞƚƐ͘,ŽǁĞǀĞƌ͕ĨŽƌĐŽŵƉĂŶŝĞƐǁŝƚŚůĞƐƐƚŚĂŶ ΨϭϬϬŵŝůůŝŽŶĂŶŶƵĂůƌĞǀĞŶƵĞ͕ƚŚĞƉƌŝŽƌŝƚLJŝƐĂƌŽƵŶĚƐĂůĞƐĂŶĚŵĂƌŬĞƚŝŶŐĂůŝŐŶŵĞŶƚĂƐǁĞůůĂƐ ŵŽƌĞĞĨĨĞĐƚŝǀĞĂŶĚŚĂƌŵŽŶŝŽƵƐƉůĂŶŶŝŶŐ͘ tŚĞŶĐŽŵƉĂŶŝĞƐĂƌĞƐƚĂƌƟŶŐŽƵƚǁŝƚŚD͕ƚŚĞƌĞĂƌĞϮŬĞLJŝƐƐƵĞƐƚŚĞLJŐĞŶĞƌĂůůLJĞŶĐŽƵŶƚĞƌ͗ ඹ /ŶĐŽŶƐŝƐƚĞŶƚƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨǁŚĂƚDŵĞĂŶƐ͕ƉĂƌƟĐƵůĂƌůLJĨŽƌĐŽŵƉĂŶŝĞƐ ƵŶĚĞƌΨϭϬϬDŝůůŝŽŶ͘ යƵŝůĚŝŶŐĂŶĚŵĂŝŶƚĂŝŶŝŶŐƚŚĞƚĂƌŐĞƚĂĐĐŽƵŶƚůŝƐƚ͘ ƐĐŽŵƉĂŶŝĞƐďĞĐŽŵĞŵŽƌĞŵĂƚƵƌĞǁŝƚŚĂĐĐŽƵŶƚͲĐĞŶƚƌŝĐƐƚƌĂƚĞŐŝĞƐ͕ƚŚĞLJǁŝůůŝŶŚĞƌĞŶƚůLJƌĞĂĐŚƚŚĞ ĐŚĂůůĞŶŐĞŽĨŵĞĂƐƵƌŝŶŐĂŶĚƚƌĂĐŬŝŶŐƐƵĐĐĞƐƐ͘^ŽŵĞǁŝůůďĞďĞƩĞƌĂƚŝƚƚŚĂŶŽƚŚĞƌƐ͕ďƵƚ͕ƌĞƐƚĂƐƐƵƌĞĚ͕ ŝĨLJŽƵĚŽŶ͛ƚŚĂǀĞĂƉůĂŶŽŶŚŽǁƚŽďĞƐƚŵĞĂƐƵƌĞƌĞƐƵůƚƐĨŽƌLJŽƵƌďƵƐŝŶĞƐƐ͕LJŽƵǁŝůůƌƵŶŝŶƚŽƚŚŝƐŚƵƌĚůĞ͘ dŝƉƐĨŽƌƵŝůĚĂWŽǁĞƌĨƵůĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ^ƚƌĂƚĞŐLJ KƌŐĂŶŝnjĂƚŝŽŶƐŽĨĂůůƐŝnjĞƐĐĂŶďĞĐŽŵĞŵŽƌĞĐŽƐƚͲĞĨĨĞĐƚŝǀĞĂŶĚĞĨĨŝĐŝĞŶƚďLJŝŵƉůĞŵĞŶƚŝŶŐŵŽƌĞ ĨŽĐƵƐĞĚŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐŽǀĞƌƐƉƌĂLJĂŶĚƉƌĂLJŵĞƚŚŽĚƐ͘,ĞƌĞ͛ƐĂĨĞǁǁĂLJƐŚŽǁ͗ 5 ඹĐůĞĂƌƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨƚŚĞĐŽŵƉĂŶLJ͛ƐĞŵƉŚĂƐŝƐŽŶĂĐĐŽƵŶƚͲďĂƐĞĚŵĂƌŬĞƟŶŐ͘ ĐĐŽƵŶƚͲďĂƐĞĚŵĂƌŬĞƟŶŐƚŽƵĐŚĞƐŵŽƌĞƚŚĂŶũƵƐƚLJŽƵƌŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐƚĞĂŵƐ͘ /ƚĂůƐŽĂīĞĐƚƐƚŚĞƌŽůĞƐŝŶĐƵƐƚŽŵĞƌƐƵĐĐĞƐƐ͕ƚĞĐŚŶŝĐĂůƐƵƉƉŽƌƚ͕ďƵƐŝŶĞƐƐƐLJƐƚĞŵƐ͕ ĂŶĚ ĮŶĂŶĐĞ͘ ǀĞŶƚƐ Žƌ ĚŝŐŝƚĂů ƉƌŽŐƌĂŵƐ ƚŚĂƚ LJŽƵ ĚŝĚ ŝŶ ƚŚĞ ƉĂƐƚ ƚŽ ĐƌĞĂƚĞ ďƌĂŶĚ Žƌ ŵĂƌŬĞƚ ĂǁĂƌĞŶĞƐƐ ŵĂLJ ŶŽƚ ďĞ ũƵƐƚŝĨŝĂďůĞ ĂŶLJŵŽƌĞ͘ tŚĞŶ ŵŽǀŝŶŐ ƚŽ ĂŶ ĂĐĐŽƵŶƚͲďĂƐĞĚĂƉƉƌŽĂĐŚ͕ŝƚΖƐĐƌŝƟĐĂůƚŽďƌŝĞĨĞǀĞƌLJŽŶĞǁŚŽǁŝůůƚŽƵĐŚŽƌŵĂŝŶƚĂŝŶ ĚĂƚĂĨŽƌƐƚƌĂƚĞŐŝĐĂŶĚƚĂƌŐĞƚĞĚĂĐĐŽƵŶƚƐ͘^ŚĂƌŝŶŐLJŽƵƌĨƌĂŵĞǁŽƌŬĂŶĚǀŝƐŝŽŶǁŝůů ŐŽĂůŽŶŐǁĂLJƚŽŐĞƫŶŐĞǀĞƌLJŽŶĞŽŶďŽĂƌĚĂƐǁĞůůĂƐĐŽůůĞĐƟŶŐĨĞĞĚďĂĐŬŽŶŚŽǁ ƚŽƐĞƚƵƉĂŶĚŵĂŝŶƚĂŝŶƚŚĞƉƌŽŐƌĂŵĂĐƌŽƐƐĚĞƉĂƌƚŵĞŶƚƐ͘ ය Building and maintaining a target list͘ /ĨLJŽƵǁĂŶƚLJŽƵƌDƉƌŽŐƌĂŵƚŽďĞƐƵĐĐĞƐƐĨƵůLJŽƵŶĞĞĚƚŽŚĂǀĞĂĐůĞĂƌŵĞƚŚŽĚ ĨŽƌĐŚŽŽƐŝŶŐƚĂƌŐĞƚĞĚĂĐĐŽƵŶƚƐ͕ĂƐǁĞůůĂƐĂƉƌŽĐĞƐƐĨŽƌƵƉĚĂƟŶŐĂŶĚŵĂŝŶƚĂŝŶŝŶŐ ƚŚĞƚĂƌŐĞƚůŝƐƚŝŶ^ĂůĞƐĨŽƌĐĞ͘ĐŽŵ͘DĂƌŬĞƚŝŶŐŶĞĞĚƐƚŽŐĂƚŚĞƌĞŶŽƵŐŚŝŶƚĞůůŝŐĞŶĐĞ ;ĐĂŶĚŽƚŚŝƐƚŚƌŽƵŐŚĐŽůůĂďŽƌĂƟŶŐǁŝƚŚƐĂůĞƐƚŽĐŽůůĞĐƚƋƵĂŶƟƚĂƟǀĞŝŶĨŽƌŵĂƟŽŶ ŽŶŝĚĞĂůĂĐĐŽƵŶƚƚLJƉĞƐĂŶĚƚĂƌŐĞƚĞĚũŽďƚŝƚůĞƐͿƚŽďƵŝůĚĂǀĞƌLJĐůĞĂƌƉƌŽĨŝůĞŽĨƚŚĞ ƉĞƌƐŽŶĂĨŽƌƚĂƌŐĞƚĞĚĂĐĐŽƵŶƚƐ͘/ŶĂĚĚŝƟŽŶ͕LJŽƵ͛ůůŶĞĞĚƚŽĂůƐŽƐĞƚƵƉ^ĂůĞƐĨŽƌĐĞ͘ĐŽŵ ƉƌŽƉĞƌůLJ;ƚĂŐŐŝŶŐ͕ƌĞƉŽƌƚŝŶŐͿ͕ƐŽƐĂůĞƐĂŶĚŵĂƌŬĞƚŝŶŐĐĂŶĞĂƐŝůLJŝĚĞŶƚŝĨLJĂƚĂƌŐĞƚ ĂĐĐŽƵŶƚĂŶĚĂƐƐŽĐŝĂƚĞĚůĞĂĚƐĂŶĚĐŽŶƚĂĐƚƐ͘ ර'ĞƚƚŝŶŐƚŚĞƌŝŐŚƚƌĞƐŽƵƌĐĞƐƚŽĚŽƚĂƌŐĞƚĞĚƐĞůůŝŶŐ͘ ŽŶ͛ƚŐŝǀĞƵƉŚŽƉĞŝĨLJŽƵƚŚŝŶŬLJŽƵĚŽŶ͛ƚŚĂǀĞĞŶŽƵŐŚĞŵƉůŽLJĞĞƐ͕ƚŝŵĞŽƌ ƌĞƐŽƵƌĐĞƐƚŽŵĂŶĂŐĞLJŽƵƌDƐƚƌĂƚĞŐLJ͘ǀĞŶĨŽƌĂĚĞĚŝĐĂƚĞĚŵĂƌŬĞƚŝŶŐƚĞĂŵ͕ ƚĂŐŐŝŶŐĂůůĂĐĐŽƵŶƚƐ͕ŬĞĞƉŝŶŐĚĂƚĂƐƚƌĂŝŐŚƚ͕ďƵŝůĚŝŶŐĐĂŵƉĂŝŐŶƐĂŶĚŶƵƌƚƵƌŝŶŐůĞĂĚƐ ŝƐĂŚĞĂǀLJǁŽƌŬůŽĂĚƚŚĂƚŽŶůLJŐĞƚƐŚĂƌĚĞƌǁŝƚŚŐƌĞĂƚĞƌǀŽůƵŵĞ͘dŚĞƌĞĂƌĞŽƚŚĞƌ ŽƉƟŽŶƐƚŽĚŽŝŶŐĞǀĞƌLJƚŚŝŶŐŝŶŚŽƵƐĞ͖LJŽƵĐĂŶŚŝƌĞĂŐĞŶĐŝĞƐŽƌŽƵƚƐŽƵƌĐĞƉŽƌƟŽŶƐ ŽĨLJŽƵƌĚĞŵĂŶĚŐĞŶƚĞĂŵ͘/ƚ͛ƐŝŵƉŽƌƚĂŶƚƚŽƐĞƚƌĞĂůŝƐƟĐĞdžƉĞĐƚĂƟŽŶƐĂŶĚƵŶĚĞƌƐƚĂŶĚ ǁŚĂƚLJŽƵĐĂŶďŝƚĞŽīŝŶƚĞƌŵƐŽĨƐŝnjĞĂŶĚƚŚĞĨƌĞƋƵĞŶĐLJŽĨLJŽƵƌƉƌŽŐƌĂŵƐ͘ĞĞƉŝŶŐ LJŽƵƌƚĂƌŐĞƚĂĐĐŽƵŶƚůŝƐƚĂŶĂƉƉƌŽƉƌŝĂƚĞƐŝnjĞǁŝůůĂůƐŽŐŽĂůŽŶŐǁĂLJƚŽŬĞĞƉŝŶŐD ŵĂŶĂŐĞĂďůĞ͘ dŚĞEĞǁ^ƚĂƚĞŽĨĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ͗ŽŶ͛ƚ'ĞƚĞŌĞŚŝŶĚ
  6. 6. ඼ĞĂǁĞƐŽŵĞĂƚŵĞĂƐƵƌŝŶŐĂŶĚƚƌĂĐŬŝŶŐƐƵĐĐĞƐƐ͘ ƌĞĂƚŝŶŐĂŚŝŐŚůLJĞĨĨĞĐƚŝǀĞDƐƚƌĂƚĞŐLJŝƐŶŽƚĂŽŶĞͲƚŝŵĞĞĨĨŽƌƚ͘zŽƵƐŚŽƵůĚ ƌĞŐƵůĂƌůLJƌĞǀŝĞǁĂŶĚĂƐƐĞƐƐƚŚĞZK/ŽĨLJŽƵƌĞĨĨŽƌƚƐ͘ĞLJŽŶĚũƵƐƚĂƐƐĞƐƐŝŶŐƚŚĞ ŝŵƉĂĐƚŽĨŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵƐŽŶƐĂůĞƐƌĞǀĞŶƵĞĂŶĚƚŚĞǀĂůƵĞŽĨƉŽƚĞŶƟĂůƉŝƉĞůŝŶĞ ĚĞĂůƐ͕LJŽƵƐŚŽƵůĚĂůƐŽƐĞĞŚŽǁŵƵĐŚƚƌĂĐƟŽŶLJŽƵ͛ƌĞŚĂǀŝŶŐŝŶǀĂƌŝŽƵƐƐƚĂŐĞƐ;ƚŽƉ ŽĨƚŚĞĨƵŶŶĞů͕ŵŝĚͲĨƵŶŶĞů͕ĂŶĚĐƵƐƚŽŵĞƌƐͿŽĨƚĂƌŐĞƚĞĚĂĐĐŽƵŶƚƐ͘ŽƌĞdžĂŵƉůĞ͕LJŽƵ ƐŚŽƵůĚŬŶŽǁǁŚĂƚůĞĂĚƐŽƵƌĐĞƐĂƌĞďĞƐƚĂƚĐƌĞĂƟŶŐƚƌĂĐƟŽŶŝŶŶĂŵĞĚĂĐĐŽƵŶƚƐ͘ ŽŵƉĂŶŝĞƐƚŚĂƚĂƌĞƐƵĐĐĞƐƐĨƵůǁŝƚŚDƐŚŽƵůĚŚĂǀĞĚŽƵďůĞƚŚĞĂŵŽƵŶƚŽĨ^YƐ ĂƐƚŚŽƐĞƚŚĂƚĚŽŶ͛ƚ͘ƚLJŽƵƌŶĞdžƚŵĞĞƟŶŐ͕ƌĞǀĞĂůƚŚĞZK/ŽĨLJŽƵƌďĞƐƚŵĂƌŬĞƟŶŐ ĐĂŵƉĂŝŐŶƐ͘ ලWĂƌƚŶĞƌǁŝƚŚƐĂůĞƐŽƉĞƌĂƚŝŽŶƐƚŽŝŵƉƌŽǀĞƐĂůĞƐĂŶĚŵĂƌŬĞƚŝŶŐĞĨĨŝĐŝĞŶĐLJ͘ ĞĐĂƵƐĞϱϬйŽƌŵŽƌĞŽĨƚŚĞĚĞŵĂŶĚŐĞŶƉƌŽŐƌĂŵƐǁŝůůďĞŐĞŶĞƌĂƟŶŐůĞĂĚƐŝŶƚŽ LJŽƵƌĞdžŝƐƟŶŐĂĐĐŽƵŶƚƐ͕ŵĂƉƉŝŶŐůĞĂĚƐŝŶƚŽLJŽƵƌĐƵƐƚŽŵĞƌĂŶĚƚĂƌŐĞƚĞĚĂĐĐŽƵŶƚƐ ŚĞůƉƐLJŽƵƌƌĞƉƐĨŽůůŽǁƵƉĨĂƐƚĞƌĂŶĚĐůŽƐĞŵŽƌĞĚĞĂůƐ͘ĚĚŝƟŽŶĂůůLJ͕ĐŽŶƐŝĚĞƌĂĐĐŽƵŶƚͲ ďĂƐĞĚůĞĂĚƌŽƵƟŶŐƚŽƐĂǀĞƟŵĞƌĞĂƐƐŝŐŶŝŶŐůĞĂĚƐĂŶĚŝŵƉƌŽǀĞůĞĂĚĨŽůůŽǁͲƵƉƟŵĞƐ͘ Sales Guide to Killer Lead Management for Account-Based Selling ŚƚƚƉ͗ͬͬŝŶĨŽ͘ůĞĂŶĚĂƚĂŝŶĐ͘ĐŽŵͬ^ĂůĞƐKƉƐ'ƵŝĚĞ͘Śƚŵů DĂƌŬĞƟŶŐ 'ƵŝĚĞƚŽZĞŵŽǀŝŶŐKďƐƚĂĐůĞƐĨŽƌĐĐŽƵŶƚͲĂƐĞĚDĂƌŬĞƟŶŐ ŚƚƚƉ͗ͬͬŝŶĨŽ͘ůĞĂŶĚĂƚĂŝŶĐ͘ĐŽŵͬĞŵĂŶĚ'ĞŶ'ƵŝĚĞ͘Śƚŵů Sources ϭ͘ĞĂŶĂƚĂ^ƵƌǀĞLJ͕KĐƚŽďĞƌϮϬϭϰ Ϯ͘D/dĂŶĚ/ŶƐŝĚĞƐĂůĞƐ͘ĐŽŵŚƚƚƉ͗ͬͬĐĚŶϮ͘ŚƵďƐƉŽƚ͘ŶĞƚͬŚƵďͬϮϱϲϰϵͬĨŝůĞͲϭϯϱϯϱϴϳϵͲƉĚĨͬĚŽĐƐͬŵŝƚͺƐƚƵĚLJ͘ƉĚĨ ϯ͘DŝůůĞƌWŝĞƌĐĞŚƚƚƉ͗ͬͬǁǁǁ͘ŐƚŵƐͲŝŶĐ͘ĐŽŵͬϱϬͲŽĨͲDĂƌŬĞƚŝŶŐͲĞĂĚƐͲZĞĐĞŝǀĞͲEŽͲŽůůŽǁͲhƉͲĨƌŽŵͲ^ĂůĞƐͺĞƉͺϮϭϮ͘Śƚŵů ĞĂŶĂƚĂ/ŶĐ͘ ϭϭϭtĞƐƚǀĞůLJŶǀĞ͘^ƵŝƚĞϭϬϲ ^ƵŶŶLJǀĂůĞ͕ϵϰϬϴϲ ΞϮϬϭϰĞĂŶĂƚĂ͕/ŶĐ͘ůůZŝŐŚƚƐZĞƐĞƌǀĞĚ͘ ǁǁǁ͘ůĞĂŶĚĂƚĂŝŶĐ͘ĐŽŵ ƐĂůĞƐΛůĞĂŶĚĂƚĂŝŶĐ͘ĐŽŵ ϰϬϴϴϮϳͲE;ϱϯϮϲͿ ΛĞĂŶĂƚĂ 6 To learn more about lead management techniques, visit our website ĂŶĚĚŽǁŶůŽĂĚŽƵƌŐƵŝĚĞƐ͗

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