Overview

"Conventional sales and marketing strategies typically involve pitching to broad markets with the objective of establishing brand recognition and stimulating demand, ultimately leading to revenue generation. However, a more efficient and impactful approach is to acknowledge and treat each client as a distinct market in its own right. Account-Based Marketing (ABM), pioneered by Lyndon, is quickly emerging as the number one growth strategy for firms selling high-value solutions to large and complex clients. Packed with real-life stories and insights, this book reveals how-to approaches for: Enabling clients to make purchase decisions by meeting them on their terms and overcoming buyer caution. Removing friction from the buying processes through the alignment of selling and marketing efforts. Navigating the dynamics of buying teams, fostering genuine connections, and cultivating trust-based relationships. The ABM Effect provides a radical rethink of the role of selling and marketing when it comes to strategic clients, creating a win-win scenario for both the firm and its clients. ""Customer trust is hard won, and easily lost. Having worked firsthand with Lyndon, she knows what it takes to build trust, reputation and relationships with key accounts. This approach works. This book provides valuable insight for anyone in sales or marketing leadership looking to outperform their competition."" Nina Gmachl-Eshuis, Vice President, Salesforce"

Full Product Details

9781399954907

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Reviews

"""In this book, Alisha explains how today's buying cycles are shifting, what's working and what isn't to provide a framework for navigating buying stages, and sets out what sales and marketers need to do to be successful. She draws on her experience to codify how she brings together sales and marketing teams to win, retain and grow strategic accounts. A must-read for anyone looking to grow the enterprise segment."" Sotirios Dramalis, Senior Vice President, Marketing, SAP ""Account teams and marketing teams need to work so much harder now to win revenue and gain customer trust. So much has been written about sales and marketing but this book grounds it in customer reality, how they buy and how sales/marketing teams can best navigate. Given Lyndon's practice, experience and role in pioneering ABM, this book is an essential guide for sales and marketing teams looking to grow revenue."" Matt Woodford, Business Lead, Accenture ""If you care about your big customers and are seeking sustainable growth, then this book is on your required reading list. Lyndon shares her own experience in navigating buying cycles, and this no-nonsense guide for sales and marketing teams provides a playbook to eliminate buying chaos."" John Watton, Vice President Marketing, VMware ""Lyndon and her team's insight, vision, and laser focus on strategy execution in aligning customer executives meant we delivered our unique value proposition concisely and consistently to get a record-breaking business transformation deal over the line. She codifies that experience in this book and provides you with a step- by-step guide in how to inspire customers."" Ada Guan, Chief Executive Officer, Rich Data Co ""I've been in the industry my entire career and have found a great source of learning from our work together. I can recognize a few stories in the book from my work together with Alisha and the team, and I think she's done a great job of distilling what really matters and produces mutual success. It's a great read!"" Martin Zimmerer, Sales Leader, Snowflake ""Put simply, Lyndon's team and process drive incredible impact. Thanks to the support of Alisha's team, our account team was able to harmonize the siloed activities and messages and structure this in a five-pillar strategy that everyone in the account team was able to articulate well at an international bank in the Netherlands, leading to the biggest deal in the history of our company."" Eric Visser, Head of Ecosystem Sourcing Services, Accenture ""Marketing value in the financial services industry has evolved during the course of my career, particularly in client development. Partnering with Lyndon, we've seen a transformation in the role marketing can play in client development, particularly complex and high-stake accounts. This book is a comprehensive guide full of practical steps for those of us who want to drive meaningful business growth."" Andrew Muncer, Senior Vice President, Marketing, Communications & Client Experience, StateStreet"

Author Information

"Alisha Lyndon is Chief Executive at Momentum ITSMA which she founded in 2011. Bringing 20 years' experience, she advises technology, professional, and financial services firms on go-to-market growth strategies, key account development, and team alignment.During her career, Alisha has advised a wide range of global enterprises, including Deloitte, Amazon, and State Street.Serial entrepreneur and growth evangelist Alisha pioneered the idea of Account-Based Marketing to drive growth in strategic accounts.Prior to Momentum ITSMA, Alisha spent ten years in growth roles at technology vendors, including Microsoft and Logicall.Alisha is host to two podcasts, Account-Based Marketing, and Breaking The Bias. She is a regular contributor to Forbes, and speaker on growth topics. Don Peppers is recognized as a global authority on marketing and business competition. His first book, The One to One Future, written with Martha Rogers, Ph.D., in 1993, is widely credited with having launched the CRM revolution. BusinessWeek called their book the ""bible of the new marketing,"" Tom Peters named it his choice for ""book of the year,"" and Inc. Magazine's editor-in-chief called it ""one of the two or three most important business books ever written."""

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