Over the past 6 years, we’ve been lucky enough to work with CEOs and business leaders across the B2B tech industry – our specific area of expertise is working with the challengers who know that their businesses need to catch up with their vision. Answering that challenge isn’t a one-blog project or dealt with in … Continue reading “Visionary CEOs seizing opportunity and engineer greater business value”
Category: Account Based Strategy
RE-thinking B2B and ABM in the Turbulent Twenties: lessons from COVID – and the future beyond it
Author The CraftPosted on Categories Account Based Strategy, Market Engagement, Proposition Development, Strategic Differentiation It’s no surprise that Bain’s coronavirus thinking and resources are rich and well thought through. It IS slightly more surprising how relevant some of their thinking is not just for B2B enterprise sales but for us folk at the coal face of ABM. But when one thinks for a second, maybe not: these are lessons … Continue reading “RE-thinking B2B and ABM in the Turbulent Twenties: lessons from COVID – and the future beyond it”
Aligning Sales & Marketing – why is it a continual problem?
There’s always been a gap between sales and marketing, you just have to accept they’re different disciplines, skill-sets and power-bases in an organisation. But sales close deals at the end of the day and this is valued way above marketing when it really comes to it. One way to look at it is to change … Continue reading “Aligning Sales & Marketing – why is it a continual problem?”
Taking ABM to scalable – how to engineer your success?
From small ABM campaigns to large-scale programmes only a very few achieve the success they aim for when they attempt to scale ABM – why is this – what do you do about it? We have a view from 10+ years of ABM design, delivery and implementation. Specially we’re brought in when traditional ABM programmes … Continue reading “Taking ABM to scalable – how to engineer your success?”
What are the stats telling us about the current state of ABM?
After reading the last ABM census where 300 B2B experts were interviewed, and the results were released as part of the 2nd annual B2B marketing ABM Conference and subsequent social media discussions – we drew 3 things telling us something about where ABM might be currently: 86% of marketers are struggling to secure data to … Continue reading “What are the stats telling us about the current state of ABM?”
APIs & Partnership Ecosystem. Another challenge for banks.
As Open Banking takes a greater hold of the Financial Services marketplace, large financial institutions are having to increasingly adopt new technology and innovate. APIs (Application Programming Interface) allow banks to connect with other digitally enabled organisations. Large financial institutions are now improving the services and products they can deliver by using APIs to grow … Continue reading “APIs & Partnership Ecosystem. Another challenge for banks.”
