“My CRO colleagues are saying 6sense and DemandBase may not be worth the money they’re spending.” (from a CMO prospect of ours).
⛳ When the golfer’s ball lands in the water, is it the clubs or the golfer?
🔟 𝐫𝐞𝐚𝐬𝐨𝐧𝐬 𝐲𝐨𝐮 𝐚𝐫𝐞𝐧’𝐭 𝐠𝐞𝐭𝐭𝐢𝐧𝐠 𝐑𝐎𝐈 𝐨𝐮𝐭 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐀𝐁𝐗 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐢𝐧𝐯𝐞𝐬𝐭𝐦𝐞𝐧𝐭 (based on our experience of hundreds across a variety of industries):
1️⃣ Poor data quality (completeness, accuracy) and/or ICP mismatch
2️⃣ Lack of consistent data governance processes
3️⃣ Lack of clear ABX use cases for end users
4️⃣ Insufficient training and change management to accommodate an ABX process or how to use its key ingredients like intent data
5️⃣ Lack of aligned content – missing right message, right delivery (see #1)
6️⃣ Improper implementation and configuration leading to poor adoption
7️⃣ Lack of integration of ABX/ABM into workflow of users
8️⃣ Disconnected islands of reporting across marketing/sales tech stack, so can’t really see what works
9️⃣ Siloed usage by just marketing or sales, without cross-functional alignment on key objectives
🔟 Organizational resistance and lack of buy-in, especially from sales teams “This is a Marketing project”
😮 “Move up market.” Board edicts disconnected from how transactional sellers sell, a skills gap (bonus reason)
🎯 Miss any or a combo of these, reporting on what works or doesn’t work suffers. Accurate reporting is a MUST do in this environment.
All of these items are under the control of the company but requires work/effort just like practice requires work/effort.