How a Cybersecurity Firm Crafted Their POV and Story to Challenge the Status Quo and Teach for Differentiation
Loyal listeners of the ABM Done Right Podcast know that Personal ABM believes that ABM and the Challenger Sale go hand-in-hand as ABM is not about sourcing the pipeline. It's about how are we going to win with those tier 1 accounts that do not respond to campaigns. It's about accelerating stuck accounts to revenue and how are we going to get a higher deal size and then expand accounts. This requires sales, marketing, and customer success teams to tailor for relevance, teach for differentiation and come to each interaction with a point of view about our future and existing customers' businesses so we can reframe them. This is especially important in industries like cybersecurity, employee engagement, and others where enterprises already invested - and have used their platforms for 10+ years. However, as we mentioned in previous podcasts, sales and marketing teams are unable to come to a POV about their prospects' businesses as they do not have a strong POV about their business. How these teams are positioning themselves and differentiating themselves -- and the positions they take are off. This is why Eric Gruber (Personal ABM) CEO and branding expert David Brier talks about the foundation that companies need to build before they can effectively execute ABM. Along with providing their insights, you'll hear how a cybersecurity firm recrafted their POV and story to challenge the status quo and to teach to differentiate against all of the other competitors in this crowded space. You'll see why the rebranding won -- and how the cybersecurity company is taking market share from competitors.