Scaling ABM - A Conversation with MRP's Bee Swope

Sangram Vajre mentioned on LinkedIn that words have the power of life and death, which is why every touchpoint you create either builds or kills your brand. If words have the power of life and death (especially when it comes to a deal) and if every touchpoint we create either builds or kills your brand then instead of thinking about creating "campaigns" and "touches", we should be thinking about "creating moments" with our future customers by having the right interactions and delivering the right experiences.  At Personal ABM, we believe that the more we focus on scaling ABM, the further away we get from having the right interactions and delivering the right experiences. The more we try to scale ABM, the more ABM becomes account-based advertising, account-based lead gen and marketing as usual but a bit more targeted with technologies like 6sense, Terminus and Demandbase.Now we're not saying that you should not scale ABM.  In this podcast episode, Bee Swope says it's a myth that ABM cannot be scaled but she also mentioned that you need to first have a strong foundation. We need to first focus on quality interactions vs. quantity.  Listen to this podcast with Bee Swope to learn: Why 38% of GTM teams are unable to measure their ABM effectivenessThe reasons why teams are challenged to scale ABMClear, conceptual frameworks to help you see if it's a good time, place and organization for you to scale your ABM efforts. How you should be fixing your revenue leaks, changing sale motions/conversations and improving interactions BEFORE trying to scale as ABM is not about getting accounts into the pipeline.How your misguided desire for "scale" is limiting revenue performance with ABM and how you need to design your ABM program in a way that has buyers pulling sales through the journey vs. the other way around. Why you cannot retrofit ABM into existing lead structures and the change management that you need to have in place before you scale ABM.How you should start with a 1:1 and then scale to 1:few and 1:many which is counter-intuitive to how many organizations are executing ABM.Here are the resources mentioned in this podcast episode:ABM podcast with Alyce's Nick BennettWhy scaling ABM should not be your focusHow scaling ABM the wrong way will lead to ABM under-performanceHow buyers should pull sales through the buyer's journey vs. the other way around.