A panel of ABM legends
In order to push through any significant change – and certainly when it’s as widespread and significant as ABM, you’ll need to create advocates in both your team and the wider business.
Ensure your ABM programme has support from the senior team. You will need a clear mandate.
Executive advocacy creates buy-in across the company and can help you find specific ‘ABM champions’.
Make sure your CFO sees the long-term value in ABM. You will need the need space to breathe and time to deliver financially.
Most importantly, you must have buy-in from sales. You have to strategise together, create aligned goals and work together to deliver on them. Every planning cycle starts with a conversation between sales and marketing.
Get it right and ABM has the potential to shift marketing’s position in the wider business.