All three are trending. But only one will still be around in a year’s time.
Hashtag #ABM continues to dominate Twitter, generating an exposure of over 345,000 users per hour. The category has been hoisted up the hype curve by vendors who sell tools squarely under the heading of MAR-tech (short for “marketing technology”). While the “marketing” in ABM is a bit of a misnomer, many are unwilling to abandon the reach and popularity of the term.
Talking about “account-based marketing” leads to silo’d thinking and disconnected behaviors. Account-based marketing means nothing unless it results in revenue. That means Sales has to be part of the equation. Enter Account-Based Revenue. Account-based revenue is about establishing new relationships with strategic accounts or strengthening and expanding existing ones.
Salesloft CEO Kyle Porter put it well: “Account-based” implies sales + marketing. In essence, "account-based marketing" is like saying "sales and marketing marketing."
Account-based revenue is the term we should use because this orchestrates the combined efforts of Marketing, Sales Development, Sales, and Senior Leadership. It’s the path an organization takes to generate revenue at strategic accounts. It’s aboutmobilizing resources and using the entirety of company’s influence to surround an account with personalized interactions, relevant insight, and value-add activities. It’s about more than Marketing flipping leads over the wall to Sales Development and the SDR flipping meetings over to their AEs.
Perhaps most importantly, it’s about having hard conversations about where your revenue growth should come from. Those conversations are key to eliminating turf wars, remedying misaligned incentives, and moving past metrics that don’t make sense.
I’ll be partnering with Patrice Greene of Inverta at Sales Machine on June 14 in New York City. The core of our session is based on practical advice for having the tough conversations between sales and marketing. We should know, we help marketing and sales leaders overcome this challenge every day – and we’ll share war stories from the trenches and concrete steps to take on your path toward Account-Based Revenue.
And don’t worry, we won’t be offended if you bring your fidget spinner.