What is an account-based revenue strategy? It sounds very grand–but in reality, it’s a lot of hard work.
Companies go to market different ways. For companies engaging in enterprise sales–big deals–where the decision is a committee decision, they’ve had to reinvent themselves to get past the huge wall that buyers have put up between themselves and potential sellers.
Originally the subject that emerged to deal with such barriers was Account-Based Marketing (ABM). But as sales consultant and author of The Sales Development Playbook Trish Bertuzzi tells us, it’s not just about marketing to big accounts, it’s also about selling to those accounts. That translates into Accounts-Based Review, or ABR. Account-based revenue helps companies take the bigger picture into account. It’s not just about tactics, it’s about how you drive revenue from a very specific set of accounts.
In approaching ABR, a company should:
- figure out if ABR is even right for them–it’s not for everyone.
- figure out where they want their revenue to come from
Answers to these questions will lead a company in the proper direction.
Hosted by John Golden.
About Our Guest
Trish Bertuzzi is president of The Bridge Group, and promotes inside sales as an engine for revenue growth. She and her company have worked with over 200 B2B clients, and have been featured on Inc.com, in Forbes, by associations like SLMA and AA-ISP, and across more than 68 other sales and marketing sites.
About Our Host
John Golden is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories. He recently published his second book Social Upheaval: How to Win at Social Selling. A globally acknowledged thought leader, John has a passion for small to medium businesses. He is CSO and CMO at Pipeliner CRM.
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