thinking beyond… account based marketing… account based marketing (abm) as a way to tackle these...

© Copyright The Craft Consulting 2016. All rights reserved.

Thinking beyond…Account Based Marketing…Accelerating growth in key accounts through Account Based Strategy (ABS).


We know your current customers representthe greatest opportunityfor revenue generation, growth and long-term financial securityfor your business.


But you face two key areas of threat:

Competitors who will steal and then build on the position you have developed.

Your own performance and capability to create the true future state you desire.


Organizations are implementing Account Based Marketing (ABM) as a way to tackle these threats.But if everyone is employing the same ABM approach and applying marketing automation to industrialise it… it’s not personalized, the audience know it… and it is “me-too” marketing… losing its supposed and your advantage.


There is analternative.We believe ABM is primarily focused on

the creation and distribution of

content to an account and does not

create a big enough shift to help move

you from Supplier to Strategic Partner.

We believe that far greater value is delivered through undertaking a rapid and precise process that creates a new competitive position and perception that will enable you to talk in a new way and control and develop the future state you want.


The Craft delivers ‘Account Based Strategy’.

It’s based on analysis of the customer, the account, the market, the competitor set and your capabilities.

We engineer a new way you can engage and have a different level of conversation with IT and the business.

We roadmap from current to future state the position you need to shift perception to a place required to become the partner of choice.

We work with you to deliver it rapidly without undue impact on your business as usual.

(ABS)


Why this is important and what to do… Reason 1. Technology trends are driving IT decision making out of the hands of the CIO and into the business and Executive office; changing the nature of sales engagement.

Requiring account teams to engage with an audience

outside of IT and have a complex business issue based

discussion rather than a defined IT solution conversation.



Why this is important and what to do… Reason 2. 40% of buyers say that vendors’ understanding and solving their business problems is key to purchase. And making it easy for them to understand the vendor and the offer is key.

Requiring account teams to demonstrate they

understand the business strategy and can support

it by the application of business technology in a way

that is low risk and simple.© Copyright The Craft Consulting 2016. All rights reserved.


Why this is important and what to do… Reason 3. Securing a position as strategic innovative advisor and partner rather than supplier can increase account value by up to 30% and protects long-term revenue.

Requiring account teams to re-think how to position

their proposition to secure a position as strategic

partner within the business not simply an IT supplier.



Challenges we see in key accounts.

Low perception of capabilities.

Risks of contract tenders.

Not seen as an innovator.

Low share of wallet.

Disrupting incumbents.

Where ABS can make a real difference. We believe there are often five reasons why an account can be at risk.


Re-position, align and clarify their sales proposition’s value to business strategy of the client.

Engage business leaders and decision-makers to create new opportunities.

Re-position against competitors -demonstrating value above from others.

Give internal stakeholders a clear platform, rallying promise and joined-up capability for engagement.

Strategic choices that can be explored.Where ABS can make a real difference.

We believe that there are four strategic choices our clients make:


Contact us today.e: [email protected]

t: +44 (0)1608 819 420

Do you wantto make the competition irrelevant?

thinking beyond… account based marketing… account based marketing (abm) as a way to tackle these...

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