Moving from ABM to ABX
ABX is not a new and improved version of ABM. ABX is about better alignment between sales and marketing.
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“If you want your idea to be approved, call it “sales.” If you want it pushed aside, call it “marketing.” - Marcus Sheridan
This is one of the problems with Account-Based Marketing, or ABM. It makes the organization think that ABM is just about the Marketing team. But the reality is that Sales needs to lead ABM efforts.
Because of this, Demandbase’s CMO, Jon Miller, coined the phrase Account-Based Experience, or ABX. We all understand the value of rebranding and moving from ABM to ABX, it lets sales know they’re part of the process.
While Jon was a guest on the CMO Stories podcast, he broke down why it’s important to distinguish ABX from ABM, and why ABX is better than ABM.
If you get a chance to see Jon speak online or at a conference, I recommend it if you’re a fan of dad jokes (or if you want to hear from one of the foremost authorities on ABM/ABX). As a co-founder of Marketo, and co-founder/CEO of Engagio, Jon has forgotten more about marketing than many of us will ever know.
This recap was originally published in January of 2022, but I had four subscribers at the time, so I hope you enjoy this if it’s new to you.
Do you think switching from ABM to ABX will help sales/marketing organizations be more successful? Let me know if the comments. I’d love to hear what you think.
Thanks for skimming,