ABM is B2B.: Why B2B Marketing and Sales is Broken and How to Fix it

ABM is B2B.: Why B2B Marketing and Sales is Broken and How to Fix it

by Sangram Vajre, Eric Spett


Choose Expedited Shipping at checkout for delivery by Wednesday, April 21


In this book we reveal the secrets behind the framework that will sell and retain your customers.

Did you know that less than one percent of all leads become customers? It is a true and shocking stat, but there is a way to stop the waste and flip this around.

In this highly anticipated book, we reveal the secrets behind our signature TEAM - Target, Engage, Activate, and Measure - framework to transform your approach to market, increase sales, and retain your ideal customers.

Account-Based Marketing (ABM) is the new B2B. It‘s time to challenge the status quo of B2B Marketing and Sales, and transition to what the business arena already expects as the updated B2B model.

A transformation like this can only happen through an account-based approach that unites marketing, sales, and customer success teams (go-to-market teams) as #OneTeam. In summary, the TEAM framework coupled with the account-based approach enables your company to focus on the target accounts, engage them in a meaningful way, activate the sales team with top tier accounts proactively, and finally measure success based on business outcomes over vanity metrics.

The process is simple when you have the right book - ABM is B2B. What are you waiting for?

Product Details

ISBN-13: 9781940858951
Publisher: Ideapress Publishing
Publication date: 09/03/2019
Product dimensions: 5.40(w) x 8.40(h) x 0.70(d)

About the Author

Sangram Vajre is a co-founder of Terminus and the author of the first book on account-based marketing (ABM). He created the FlipMyFunnel Community in 2014 to provide a place for B2B marketing and sales innovators to foster the account-based mindset and to learn from each other. Sangram is an international keynote speaker, big hugger, and host of the top 50 business podcast called FlipMyFunnel with over 100,000 subscribers.

Eric Spett is a co-founder of Terminus. Under his leadership, Terminus has been consistently recognized as Atlanta’s fastest growing software company and as an Inc. Magazine Best Place to Work in the USA. He is a serial entrepreneur focused on organizational health and is a regular speaker on growth mindset. Eric was a finalist for Ernst & Young’s Entrepreneur of the Year Award in 2018.

Table of Contents

Section 1 Introduction Why Most B2B Marketing Sucks! 1

Seven truths of marketing and sales that will make your head spin 7

1 The value of marketing is defined by sales 7

2 Your silos should burn to the ground 9

3 The buck stops at your CEO 11

4 Your vanity is making your marketing ugly 14

5 Strategy eats your tactics for breakfast 16

6 You can't bench press 500 pounds on day one 18

7 Some accounts deserve champagne: others sparkling water 20

Section 2 The Maturity curve: Going From Status Quo To B2B 2.0 25

Thomson Reuters: when a 95% win-rate becomes the norm 31

Masergy: the upside to up-serving (not up-selling) with ABM 35

Pramata: driving better results with less traffic and fewer tools 39

Snowflake: the future belongs to the ones who can forecast 42

Sigstr: scaling from 1 to 1000 target accounts 45

Terminus: escape from spreadsheet island 49

Section 3 The Team Framework This Is What You Have Been Waiting For 57

Why you need a frame work 57

Introducing the team framework 59

Target 60

Engage 61

Activate 61

Measure 61

B2B is for life…cycle 62

Acquisition 64

Pipeline velocity 64

Expansion 64

Section 4 You Can Start Today By Putting The Team Framework Into Action 95

Applying team to the B2B maturity curve 96

How to build a team-based tech stack 100

How to Operationalize TEAM across the Account Life Cycle 101

Common acquisition program goals 103

Common acceleration program goals 103

Common expansion program goals 104

How to structure your team depending on your business goals 110

Functional balance 112

Funnel-focused 115

Distributed field marketing within lines of business 118

Marketing and sales alignment 119

Section 5 From Boring To Boring To Bonus 2 Bonus 125

Top 24 episodes of the FlipMyFunnel podcast 125

Top 33 book reviews/author interviews on FlipMyFunnel 139

Top 25 B2B influencers to follow 157

New Story: A charity we, and you, can support 161

Acknowledgments 165

Glossary 167

Index 179

What People are Saying About This

From the Publisher

"I've spent many years trying to bridge the gap between the scientific and the creative. This book will help you do the same, through the lens of ABM. Absorb and implement the ideas in this book if you want to maximize your resources and transform your marketing." - Corinne Sklar, CMO, IBM iX

"The ultimate guide to adding true relevance and resonance to your marketing. Filled with inspirational examples, you'll be wanting to overhaul your strategy before you even reach Chapter 3!" - Jay Baer, NY Times Best Selling Author & Founder of five multi-million dollar companies.

"ABM has grown up and account-centric thinking is not just marketer's job but a go-to-market strategy. This book nails this concept. A must read for all aspiring CEOs." - David Cancel, Founder and CEO of Drift, Entrepreneur-in-Residence at Harvard Business School

Customer Reviews