Dorothea Gosling
“If you’re trying to launch ABM, one of the really important things you need is continuity in account management.”
That’s the view of Dorothea Gosling, director, marketing programmes, pursuits and ABM, at DXC, delivering the Conference’s closing keynote.
“If that sales team – those people who should hold the key relationships within those companies – is constantly churning, it’s really difficult to a) launch, b) sustain and c) improve the value of an ABM programme.”
This wasn’t the only warning she had for delegates.
“The most dangerous phrase in the language is we’ve always done it this way,” she said. “It’s easy to fall into a trap you set up your programme, it’s going well. Somebody pats you on the back and says really super. Then you stagnate. Our company is having to change, because of the way our markets and clients have evolved. Change is the one constant.
“If we think we can do ABM tomorrow the way we did it today, we’re going down a dead end.”
But Dorothea is another speaker convinced ABM can shine a light on the value of marketing.
"Because of working with ABM, we have a different relationship with sales, because they see us at our best. And if we gave more marketers the opportunity to engage with them in that way, they would probably see more marketers at their best, and there’d be a lot more collaboration."
