Welcome to the second installment of our 6For6 Blog Series! This is a series of 6 answers to 6 buzz-worthy questions from leading marketing influencers around the country. This blog features Craig Rosenberg, Founder of TOPO —a research and advisory firm that helps companies grow faster. Since Account-Based Marketing (ABM) has been on fire lately, we wanted Craig to weigh in on the ABM conversation from an analysts’ point of view.
1. First off, we had to ask – How did you come up with the Twitter handle @Funnelholic?
The blog, Funnelholic, came first. In 2007, I was at a business media company. My CEO, Scott Albro (who is the CEO of my current company TOPO) comes to me and says: “I need you to start blogging.” I had no idea what I was doing. I went to our online marketing expert, Brian Provost, and asked him what the heck I was supposed to do. He told me to find a URL, sign up for WordPress, and start writing. I originally wanted Funnelnomics but it was taken. Dejected, I told Scott how I didn’t get the name I wanted. He said: “You’re not a funnelnomics-guy. You need something more edgy like…funnelholic.” It was available, I got it, and started blogging. The rest is history.
2. What’s the biggest thing businesses need to keep in mind when embracing Account-Based Marketing?
That this isn’t just about marketing – it’s a commitment across the entire organization from marketing, sales development, sales, customer success …even product development, executive staff – you name it! It’s why we created Account-Based Everything (ABE). When we looked at organizations who had moved to account-based, the ones with the most success had an organization-wide account-based strategy. When we looked at the ones who were struggling, the account-based “strategy” existed in a silo or was a half-baked effort to “run an ABM campaign”. It doesn’t work. Define the ICP (Ideal Customer Profile) and mobilize everything against it.
3. What’s the biggest mistake you often see marketers make when jumping into an ABM strategy?
It really is about Account-Based Everything. Metrics are a great example. The metrics change when you move to an Account-Based strategy and if everyone isn’t on board, the marketer is asking for trouble. In volume and velocity models, marketing’s metrics are focused on the quantity of MQLs or leads. It is very siloed. Marketing creates lots of leads and hangs their hat on the lead number. Now, in Account-Based, you will theoretically get fewer leads of a higher quality and marketing will continue to work accounts through the SDR, sales, and upsell process. The new metrics to hang their hat on are close rates, sales cycle times, and revenue. But that takes time. If the organization isn’t aligned and expectations aren’t set, the marketer is headed for a disaster.
4. What gets you through your day?
Philz coffee (very hipster of me) and loving what I do.
5. Your go to music genre is … ?
Hip hop. Yes, I am the 40+ father of three bumping Too Short while driving my kids to school.
6. When you’re not marketing you’re…?
Selling. My passion and work extend across the revenue chain from demand generation, sales development, and sales.
6 for 6 profile: Craig Rosenberg helps b2b companies grow revenue by enabling sales, marketing, and sales development excellence. His company TOPO – an analyst firm that helps sales and marketing organizations achieve scalable revenue growth. They collect data from the world’s fastest growing companies to see exactly what they are doing to drive exceptional revenue growth.