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?