According to authors , ABM is an account based strategy that merges sales and marketing. It mainly works with two datasets Ideal Customer Profile (ICP) and Total Addressable Market (TAM) to shortlist customers and individual accounts. Sales allot Tier and Play to each account and decision about the most sensible messaging paths and plays for individual accounts, depends upon the recommendations from marketing. The following technology set up aided ABM to achieve greater success:
• Major technology cleanup
• Marketing Automation and CRM
• Major Database Cleanup
• An account and ‘People’ Build-out
• Good Spreadsheets
Though it has information on target accounts and concerned people, SDR’s(Sales Development Reps) have limited bandwidth and lacked provision to distinguish between the strangers and acquaintances. Read more at https://blog.insideview.com/2017/06/08/hear-learnings-from-insideviews-own-abm-journey/