Live at InsideView Open Lounge For Dreamforce 2016: Women on the Rise and Account-Based Everything

By October 7, 2016
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aligned to achieve

At Dreamforce, there are many “conferences-within-the-conference” in the area offering a chance to take refuge outside of all of the main buzz and listen to some thought leadership.

At Dreamforce 2016, we spent a lot of time at InsideView’s Open Lounge. A self-described escape, Open Lounge accurately describes themselves as a retreat where you can be informed, innovative, and inspired–all at once. It’s an exclusive opportunity to take part in engaging conversations, attend marketing and sales focused thought-leadership sessions, and listen to dynamic discussion panels.

What cool things did we learn at Inside View Open Lounge? That is exactly what we are here to discuss.

Women Are Crushing It and No One Is Surprised

Inside View kicked off Open Lounge with a panel on Women on the Rise: The Next Generation of Sales & Marketing Leaders featuring our very own VP of Marketing, Dayna Rothman among other distinguished leaders in the field.

One big takeaway I had from this panel, was that more and more female leaders in the tech space are crushing their numbers, taking names, and finding their “seat at the table”. However, many women on the panel still reported being the lone female on an all male executive team. So while women are being heard and getting a seat at the table, there is still a lot of room for improvement when it comes to women taking on executive leadership positions.

In order to pave the way for not only more women, but also more people from different backgrounds rising into leadership roles, the panel had a few recommendations:

  1. Provide a supportive culture: Whether its for new moms, or single people, have systems in place that show your company culture supports wherever you come from, and wherever you are going in your life
  2. Attempt to minimize bias: Bring in a diversity chair, or something similar, to address these issues systematically. Attempt to identify where these biases surface and work as a team to address them.
  3. Make sure it is clear that the C-level is invested in this mission: many people shared that this made all of the difference in the organization, and that the most supportive and diverse cultures came about from top level investment in the practice.

Account-Based Marketing Is More Accurately Understood as Account-Based Everything

Enagagio, formerly known as an Account-Based Marketing (ABM) platform now known as an Account-Based Everything (ABE) platform, helps companies orchestrate account-based plays across marketing, sales, and success teams. Their founder, Jon Miller, spoke about this shift from ABM to ABE and the “who, what, and where” it takes to build a successful account-based strategy within your organization.

ABM became popular for a number of reasons. One of which was that marketing, up until recently, has been focusing on leads while sales has always focused on accounts. This is problematic (again for many reasons) but primarily because with a lead-based approach to marketing often goes after the right lead at the wrong company. In other words, a great individual role at a company that will likely never buy their business.

But an account-based approach with just marketing aiming to penetrate an account only gets you about 15% of the way there. Organizations need to align both sales and marketing around the right accounts and go after those accounts with a simultaneous approach. That is how you land the big dog enterprise accounts with 17 decision makers. It can’t just be marketing alone. Hence the move from ABM to ABE.

Take a TEAMS Approach to Account-Based Marketing

J.J. Kardwell, President and Co-founder of EverString, also spoke about how an account-based approach needs to involve more than just your marketing team. Achieving account-based success is not only about an orchestrated approach among your marketing, sales, and success teams, it’s also about the technology you use to power those teams.

At EverString we took a TEAMS approach to building our ideal tech stack for ABM. Which means we looked at the best technologies to help us support our efforts to Target, Engage, Accelerate, and Measure our progress, and help our ABM accounts achieve Success with our product once they are in the door so they can become advocates for using EverString.

Check out EverString’s ABM stack below. Want to learn more about building an ABM strategy? Check out our ebook, A Demand Gen Marketer’s Guide to Account-Based Marketing.


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