This week’s Go-To-Market question:

Anyone ever undertake a full GTM / SFDC overhaul to shift from lead-oriented to ABM workflows? I’ve got a meeting with stakeholder teams this week to discuss the potential value and what would need to be done/what it would mean. Hit me with the good, the bad, and the ugly…

Answer:  basing this off our hundreds of experiences of taking a lead based company and introducing them to an Account Based motion.

The Good:

• Improved alignment between sales and marketing teams
• More personalized and targeted approach to high-value accounts
• Better resource allocation and ROI on marketing efforts
• Enhanced customer experience throughout the buyer’s journey
• More accurate reporting and forecasting at the account level

The Bad:

• Initial time investment for planning and implementation
• Potential resistance to change from team members used to the lead-based approach
• Need for retraining staff on new processes and tools
• Possible temporary disruption to existing workflows during transition

The Ugly:

• Data migration and cleansing can be complex and time-consuming
• Risk of losing historical data if not properly managed
• Potential for confusion and errors during the transition period
• May require significant changes to existing integrations and customizations

Some key considerations for implementation:

• Clearly define your Ideal Customer Profile (ICP) and target accounts
• Establish new processes for lead routing and account assignment
• Reconfigure Salesforce objects, fields, and automation to support ABM
• Implement new ABM-focused metrics and reporting
• Invest in training and change management to ensure adoption

What else would you add to this list?