Account-Based Sales

Account based selling has huge potential.  But there are also pitfalls.  This post shares four common pitfalls and how to overcome them.

Top 4 Account-Based Selling Mistakes to Avoid

GREGORY KESHIAN | Jun 27, 2019
Account-based selling (ABS) approaches are increasingly common.  Most B2B sales organizations put an account-based strategy in place at some point.  Account-based selling can be really effective.  It ensures reps are targeting the best accounts, which either marketing or sales leadership has identified.  ABS can drive your business forward strategically by going after the best logos.  But, there are lots of ways that account-based selling can fail.  When this happens, it derails your reps, wastes lots of time, and frustrates everyone involved. Below, we'll look at 4 common pitfalls that can make your account-based selling strategy go down in flames.  And, of course, we'll show you how to avoid them!
Veracode uses Rekener for ABM Campaigns

CA Veracode Uses Rekener to Power Coordinated ABM Campaigns

GREGORY KESHIAN | Jul 24, 2018
Veracode overcame huge data and analytics challenges to find accounts that will turn into needle-moving customers. They did this on the Rekener platform. Using Rekener, Veracode mapped out their true sales motion and found the accounts that are best targets to land and then expand into great customers. Veracode built an Ideal Customer Profile and used it to segment their large account base. They grouped accounts into tiers based on fit, then ran specific marketing and sales plays at these account tiers. This allowed Veracode to get a massive return on sales and marketing by spending resources on the best accounts. And by leveraging the Rekener platform, Veracode accomplished all of this in just weeks, without having to hire an army of analysts or spend hundreds of thousands of dollars to build a BI environment. Read on to find out how they did it.