The startup sales operations role must be tactical and focus on initiatives with short-term impact. Don Otvos discusses insights from his role as VP of Sales Operations at Datahug.
Sales Operations as a Coalition of The Willing | Julie Sokley, VP of Global Sales Operations at Autodesk [Video]
Leading a “coalition of the willing” is tough enough when your organization is not in a time of fundamental transformation. But that’s exactly what Julie Sokley faces as the VP of Global Sales Operations at Autodesk. As Autodesk transitions to the cloud and a more subscription-based model, the sales operations hurdles Julie must overcome include winning hearts and minds in a time of rapid change, restructuring compensation plans, software integrations, and implementing social selling -- just to name a few.
Take a look at how a few industry experts describe ABM. Notice what’s different, and more importantly, notice what’s the same. You’ll see that while they’re certainly distinct in some respects, they actually point towards a definition that’s more universal than not.
“Sales operations is about painting a picture of where the business is going long-term, and how that vision translates back to the organization in terms of success.”
Without the right lead goals, your marketing and sales process [...]
When you build your strategy, start with the numbers. Here are some key ABM statistics VPs of Marketing need to know.
Account Based Marketing or “ABM,” has been catching fire as a strategic approach to B2B marketing -- and for good reason. As the industry the takes notice, there is no shortage of overlapping, and sometimes differing, definitions of “Account Based Marketing” floating through the ether. Here is account based marketing defined.
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In theory, Account Based Marketing (ABM) is a narrowing of the funnel. In exchange for concentrating marketing resources on a limited number of accounts, you trade a higher Cost per Lead (CPL) for the promise of better conversion rates, lower churn, higher Average Customer Value, etc. However, in practice, ABM does not mean you have to limit your reach at the top of the funnel. Account based tactics can be used to compliment just about any approach to demand generation.
In this whiteboard video, Lena Shaw, Director of Marketing and Growth at LeadGenius, demonstrates how outbound email campaigns can be used by marketing teams to accelerate lead velocity at all stages of the funnel.