Why GTM Teams Are Not Aligning with Target Accounts and the Human Buyers

ABM Done Right - A Personal ABM Podcast

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In this quick, 9-minute podcast, Kristina Jaramillo shares why a call center conversational AI firm was challenged with accounts going dark. As you will hear, the content, messaging and outreach did not align with where target accounts were in their AI and digital transformation journey. Our client wasn't aligning with the strategic priorities of the organization and showing target accounts their specific unconsidered gaps across the organization that would impact the achievement of the business vision. They weren't showing the impact their specific gaps would have on the different divisions, omnichannel operations, eCommerce, their GTM. product management, sales enablement, finance, customer service, customer experience, and customers.

As Doug Landis mentioned in a recent Forbes article: “When selling to larger companies you must come to every social, email and live conversation with a point of view about their business...You have to know what they are focused on as those strategic initiatives for the business will trickle down to every department across the organization.” You need to show the role you can play in their strategic initiatives and the impact you will have, otherwise, you will just be another item on their list of things to do eventually.

You'll also hear how a VR tech firm targeting the Fortune 1000 with solutions to help with employee training and engagement was failing to align with target accounts and the C-suite.