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- What is ABGTM?
Ok, I know what you’re thinking.
“Not ANOTHER freaking acronym, Tyler, really?”
Yes it is, but I really like this one. I promise.
Account-Based GTM or ABGTM. That’s a mouthful, but let me explain:
The process in which our GTM teams (marketing, outbound, sales, CX) align on set of accounts to prioritize each quarter to drive meetings booked, qualified opportunities, pipeline and revenue.
As practitioners, we must get out of the mindset that ABM is a marketing project or strategy. Because it’s NOT! When you refer to it like this it leads to lack of alignment and buy-in, two of main reasons why these strategies fail.
Which exactly is why I dropped the ‘m’ and added ‘GTM'.
ABGTM instead, is truly a partnership between cross-functional teams and executive stakeholders at our companies. You have an understanding of your company’s GTM goals, and are aligning an account-based strategy to achieve one or more of them in partnership with sales, SDRs or CX.
In every meeting over the first 3+ months at Movable Ink this is the way I’ve communicated what we’re doing. This isn’t a marketing project, it’s not “Tyler’s project” but a partnership.
It can be hard not to defer to “ABM” but the more you leverage it in your conversations, slide decks, etc. the more it will become commonplace in your company.
New world record? Maybe!
Speaking of ABGTM, I think we set a new record for quickest opportunity created on Friday.
I may need to check with the Guinness Book of World Records.
Friday afternoon I went through an enablement session with our SDR team on our strategy. And I kid you not, three hours later one of them had already booked a meeting with a top account.
I’m not surprised because our SDR team is killer, but to happen so quickly after a launch was incredibly surprising.
I’ll keep you updated on how it progresses over the next few months!
New guide next week!
Buckle up, a brand new ABGTM guide is coming at you next week.
Upcoming Webinar!
Need help with your ABM program?
Looking for advice on how to improve your ABM program? I’m here to help.
Below are the ways that I can work you and your team.
ABM Program Audit
ABM Calendar Planning
ABM Account List Building
Click here to learn more and book your discovery call.