Account Based Strategy | The Craft Consulting

3 simple steps we take in any RFP or ABM situation (however complex)

The CraftNovember 3, 2017November 3, 2017Proposition Development, Strategic DifferentiationABM, Account Based Marketing, Account Based Strategy, Manufacturers, positioning, RFPs

If you’re targeting global manufacturers as a technology vendor, there are many challenges they can have that provide important clues to influence your positioning when proposing a solution or approaching target accounts. We can’t explore them all and we could go into much more depth on each of them, but there are 3 simple steps … Continue reading “3 simple steps we take in any RFP or ABM situation (however complex)”

Programmatic ABM & ABM Lite. Are they really ABM?

The CraftAugust 17, 2017August 25, 2017Account Based Strategy, Strategic DifferentiationABM, Account Based Marketing, Account Based Strategy, B2B Marketing

ABM is attracting everyone [good and bad], as a result it risks losing its value and is fast becoming diluted. It’s being relentlessly badly marketed by agencies and consultants alike; either used as a tag to sell things that aren’t ABM or over-complicated by the introduction of unnecessary levels. At this rate, even though many … Continue reading “Programmatic ABM & ABM Lite. Are they really ABM?”

Five common scenarios facing sales leads in key accounts. And where Account Based Strategy can help best.

The CraftJune 6, 2017July 26, 2017Proposition Development, Strategic DifferentiationABM, ABS, Account Based Marketing, Account Based Strategy, positioning, Proposition development, Propositions

We’ve stepped beyond delivering ABM, because most of it has become about delivering programmatic generic marketing. Instead we’ve focused on genuine one-to-one C-level strategic alignment between major accounts and our clients’ sales leads. In doing so, we’ve identified 5 critical scenarios that are impacting a sales leads ability to retain or grow business with a … Continue reading “Five common scenarios facing sales leads in key accounts. And where Account Based Strategy can help best.”

Over 75% fail to get ROI from ABM – Why?

Mark Wiseman-SmithJune 29, 2016July 25, 2016Consultants, Strategic DifferentiationABM, ABS, Account Based Marketing, Account Based Strategy, Strategic Differentiation

As ABM is adopted as a winning tactic by many in 2016, signs are already indicating that for the majority it won’t deliver the ROI originally expected. Before taking the decision to initiate or continue a ABM program, here’s why the majority are failing: Supplier selection – nearly all marketing agencies now say they deliver … Continue reading “Over 75% fail to get ROI from ABM – Why?”

Bear Necessities: 4 strategies for extreme business environments

Nat SonesOctober 28, 2015July 25, 2016Consultants, Strategic DifferentiationABM, Account Based Strategy, asymmetry in business, Bear Grylls, business differentiation, business strategy, Competitive positioning, Dell, differentiation, key account strategy, M and A, mergers and acquisition, New business models, partnership strategy, proposition differentiation, VMware

In a world of intense competition, we must examine new behaviours and responsiveness to survive, thrive, drive brand and strategy, and above all, drive sales and profit. Key approaches in extreme environments will include: new focus on competitive positioning so you stand out; extreme ecosystem evolution requiring much better embedding of M&A value to sharpen your innovation; extreme … Continue reading “Bear Necessities: 4 strategies for extreme business environments”

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