ITSMA ABM Certification Programme

October 4-5, 2017 | UK

You already know that Account-Based Marketing (ABM) is delivering results. But are you and your team expanding your capabilities fast enough to take full advantage of the different approaches to ABM? Succeeding with ABM requires a complex blend of leadership, business acumen, and a range of specific marketing skills. ITSMA pioneered ABM in the early 2000s, and worked since then with leading B2B technology, telecom, and services firms to design and execute ABM strategies and programs.  Our approach, methodology, and practical experience are the best in the business, and we’ve trained hundreds of marketers from award-winning ABM programs for more than a decade. Our industry-leading ABM Certification Programme provides an intensive, 90-day immersion in the methodology and skills that ABMers need to succeed. The program includes a two-day kickoff workshop, three webinars, and on-the-job mentoring and coaching to create a robust ABM plan that’s ready to go.

Spotlight

The marketing funnel – the model that represents how leads become sales – has changed. It’s far more sophisticated than it once was, with more lead sources, paths through the funnel, and metrics to track it all. While marketers do much more than just manage the funnel, when it comes to its relationship with sales, the focus is generally about delivering enough qualified leads to keep the revenue engine going. Almost every organization has a lead generation process (just 11 percent in this study claimed not to have one), but excellence in lead generation is hard to come by, with just nine percent of this study’s participants reporting that their process is highly effective. The process is in the critical path to revenue, accounting for a significant chunk of budget money and marketing resource. The performance of the lead generation process is also quite often the greatest point of friction between the sales and marketing team. For most organizations, there is clearly room for improvement.


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Spotlight

The marketing funnel – the model that represents how leads become sales – has changed. It’s far more sophisticated than it once was, with more lead sources, paths through the funnel, and metrics to track it all. While marketers do much more than just manage the funnel, when it comes to its relationship with sales, the focus is generally about delivering enough qualified leads to keep the revenue engine going. Almost every organization has a lead generation process (just 11 percent in this study claimed not to have one), but excellence in lead generation is hard to come by, with just nine percent of this study’s participants reporting that their process is highly effective. The process is in the critical path to revenue, accounting for a significant chunk of budget money and marketing resource. The performance of the lead generation process is also quite often the greatest point of friction between the sales and marketing team. For most organizations, there is clearly room for improvement.

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