Momentum ITSMA Introduces a New Book on Dynamics of Buying Cycles

• Momentum ITSMA has announced the launch of its new book, 'The ABM Effect: How to Win, Retain, and Grow Your Most Valuable Clients.'
• The company's ABM Benchmark Report, created in partnership with The ABM Leadership Alliance, aims to achieve a 55% annual growth in account revenues.
• The reader will explore strategies for establishing trust, leveraging customer insights, and creating a personalized value proposition that truly resonates with their target audience.

On September 12, 2023, Momentum ITSMA, a global B2B growth consultancy enabling companies to achieve market-beating performance by growing, winning, and retaining valuable client relationships, has announced the release of its new book, 'The ABM Effect: How to Win, Retain, and Grow Your Most Valuable Clients.'

Written by Alisha Lyndon, the Founder of Momentum ITSMA, the book presents a novel viewpoint on the functions of marketing and sales in developing long-term strategic client relationships. It promotes a strategy that is advantageous to both the company and its clients.

Account-based marketing is of the most important importance and relevance at present. Momentum ITSMA's ABM Benchmark Report, in partnership with The ABM Leadership Alliance, showcases that ABM has a proven track record. On average, it enables businesses to achieve a remarkable 55% growth in annual account revenues. Moreover, ABM contributes to a significant 71% expansion in account relationships and a 34% enhancement of reputation inside accounts.

Alisha Lyndon, Founder of Momentum ITSMA, mentioned,

ABM is about people, not personas. It is about accounts, not markets. It means shifting your focus from the broadcast of 'let me tell you why we're great' to the value of 'we see your problems and the opportunities for growth. Let us help you get there'.

The author stated that the book had been written for executives, sales, and marketing leaders with the aim of fostering a mutual understanding of their roles throughout the buying cycle. Additionally, it aimed to assist them in recognizing obstacles to purchasing and attending to client needs before, during, and after the buying cycle, added Lyndon.

In ‘The ABM Effect,’ Alisha Lyndon draws on her extensive experience to outline successful strategies that unite sales and marketing teams. These approaches empower them to not only acquire but also retain and expand strategic accounts. Delving into the evolving dynamics of buying cycles, the book distinguishes effective practices from ineffective ones. It provides readers with a well-defined framework for navigating these dynamics effectively.

Nina Gmachl-Eshuis, Vice President, Salesforce, stated,

Customer trust is hard won, and easily lost. Having worked first hand with Lyndon, she knows what it takes to build trust, reputation, and relationships with key accounts. This approach works. This book provides valuable insight for anyone in sales or marketing leadership looking to outperform their competition.