Another goldmine from Peak, session with Daniel Englebretson on Ludicrous Mode: 10 Lessons Learned Launching 24 ABM Programs In 12 Months.
This is like a charter for ABM! It’s so normal that any campaign or new trend which a company adapts, they inch towards looking for quick-results, quick-wins etc. But like any other good things, ABM takes time. Daniel so aptly mentions that ABM team should not compete with their Demand Generation colleagues and the biggest misalignment is between Marketing and Marketing! Take your coffee, sit back and mull over these points. Daniel has gained these lessons over many years of his experience. Capturing them here:
💯 Don’t ruin the Honeymoon 💥
💯 Momentum is Key 💥
💯 It’s a war of attrition 💥
💯 Understand the next best action 💥
💯 Don’t take data shortcuts 💥
💯 Resist overcomplicating 💥
💯 Pace your martech 💥
💯 Always be learning 💥
💯 Don’t compete with yourself 💥
💯 Automation unlocks scale 💥
52% of ABM program fails in the first year!
Aggregate data into a simplified score
Do you have any tips to add to the charter? I bet you don’t!!