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Building an Account-centric Organization: Part I

Apurva Pathak | July 1, 2022 | 917 views | Read Time : 05 min

Building an Account-centric Organization
The only constant thing about account-based marketing (ABM) is its evolution. ABM goes beyond plain sales and marketing. It is a strategic and dynamic approach to marketing. It influences B2B buyers who are savvy, digitally native, and educated buying committee members who are otherwise difficult to target, let alone convert.

ABM has evolved from pure one-to-one ABM to one-to-few and one-to-many. We know how ABM is now ABX, which harnesses intent data and programmatic advertising for better results.

Consider a company that wants to implement account-based marketing on its key accounts. If every aspect of this organization revolves around the needs, demands, and requirements of its key accounts, it becomes an account-centric enterprise.

In the first part of this article, we will discuss how an account-based approach on an organizational level can enhance your ABM strategy and help you create relationships that deliver mutual value and growth.

Building an Account-Centric Organization

Transforming an entire organization into an account-centric one is overall an eight-step process. Let us look at the first four:

Two-fold Approach: Check Your Foundation

Examine your foundation before implementing an account-based strategy. Ensure that your tech stack is optimum and that the right employees handle the right responsibilities. Secure the internal buy-in needed to get your ABM program up and running.

Adaption: Make Your Changes Eventually

Make changes to your current strategy only when required and over time. It is unnecessary to completely revamp your organization to align it with your ABM efforts. Ideally, make changes based on your performance. Always focus on the target account so all your teams— demand generation, events, sales, and marketing teams— will have the mindset to target your ICP. The correct approach is to enhance your processes as you go.

Awareness: Train and Educate Your Teams

Your entire team should live and breathe ABM. Align your sales and marketing teams. Other teams should match their processes to best suit the target accounts’ needs. Train and educate your teams, so they can easily adapt to new ABM processes and don’t feel blind-sided.

Analysis: Data Matters a Great Deal

Understand your data. Constantly review, acknowledge, and adjust your processes based on the data at hand. Then, support it with the knowledge of your salespeople. Get their input and advice on which accounts to engage with for optimal results. Then, bring them into the decision-making process for outstanding results.

It’s a Process

Building an account-centric organization requires time and commitment. In the next part of this article, we will discuss important aspects that impact and govern the success of your ABM strategy.

Stay tuned to read the next part of the article.

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BrightInfo

BrightInfo is a real time personalization engine. Our algorithm learns your website content and analyzes visitor behavior, then matches them in real time, serving relevant content to each visitor at suitable points within the natural browsing flow. It's so powerful that it actually triples engagement rates and doubles conversion rates. That's why we not only offer a free trial but also run it in an A/B test mode, with and without BrightInfo, so you could see already during the trial period the full effect it’s going to bring to your business.

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