This presentation uncovers the brutal truth of evolution, takes us through the stages of marketing and sales innovation towards the promise land, that we all so desperately seek.

1. Sangram Vajre
Co-Founder & Chief Evangelist @Terminus
Founder, #FlipMyFunnel movement
Author of ABM book published by Wiley
NEW: Host of the new daily
#FlipMyFunnel podcast

2. The top 5 books
every marketing and sales professional must read!
@SangramVajre

3. F U T U R E
OF ABM
T H E
Sangram Vajre

4. Brutal
Truth
3 Stages of
Marketing & Sales
Evolution
Promise
Land

5. BRUTAL
TRUTH

6. In B2B, the value of Marketing is
defined by _______
TRUTH
@SangramVajre

7. In B2B, the value of Marketing is
defined by Sales.
TRUTH
@SangramVajre

8. MarTech companies
7000+
TRUTH
@SangramVajre

9. 2000
Email
2005
Marketing
Automation
2010
Predictive
2015
ABM
TRUTH
@SangramVajre

10. “Account-based marketing” Is B2B Marketing.
TRUTH

11. 3 STAGES
OF MARKETING AND SALES
EVOLUTION

12. One-night stands
>> Leads
3 STAGES
OF MARKETING AND SALES
EVOLUTION
1
@SangramVajre

13. Less than 1% leads turn
into customers
—Forrester
One night stands >> All about leads
STAGE 1
@SangramVajre

14. CONVERSIONS Conversations
Relationships
Intent
DEALS
REGISTRATION
One night stands >> All about leads
STAGE 1
@SangramVajre

15. Marketing works on leads and
Sales works on accounts. Let’s
fix it.
Tweet this!
@SangramVajre

16. One-night stands
>> Leads
Engagement
>> Allbound
3 STAGES
OF MARKETING AND SALES
EVOLUTION
1
2
@SangramVajre

17. Engagement >> Allbound
STAGE 2
Lead-Based Funnel Account-Based Funnel
Allbound
@SangramVajre

18. Engagement >> Allbound
STAGE 2
Find out what’s
important to the
company
Create a custom
landing page Research your target
contact (Speaks
French!)
Personal Cadence
(We can speak
French too!)
Annual Report
Run 1:1 Ads
to account
See the results!
Web page
LinkedIn
Personalized email
Account-Based Ad
@SangramVajre

19. Engagement is the new measurement.
Tweet this!
@SangramVajre

20. One-night stands
>> Leads
Engagement
>> Allbound
Customer-centric
>> OneTeam
3 STAGES
OF MARKETING AND SALES
EVOLUTION
1
2
3
@SangramVajre

21. Customer centric >> #OneTeam
STAGE 3
@SangramVajre

22. #OneTeam Real Talk
STAGE 3
Chief Revenue Officer VP of Sales Development
“Fire me if
this doesn’t
work!”
“SDRs save
4 hours a day
that they used to
spend
prospecting.”
“No one in our
company cares how
many
leads we get.
It’s all about
engagement.”
Chief Marketing Officer
@SangramVajre

23. #OneTeam is a Growth Strategy
STAGE 3
35% 20 DAYS
FASTER SALES
CYCLE
125%
ACV
Win rate from first meeting
(across our entire pipeline!)
ACV Sales cycle velocity
@SangramVajre

24. #OneTeam ABM Scorecard
STAGE 3
@SangramVajre

25. You only serve customers and future
customers.
Tweet this!
@SangramVajre

26. PROMISE LAND

27. PROMISE
LAND
The Future of ABM
is
More Tech…
@SangramVajre

28. PROMISE
LAND
The Future of ABM
is
Authenticity-Based Marketing
@SangramVajre

29. PROMISE
LAND
How do you practice
Authenticity?
@SangramVajre

30. Authenticity In Action
@SangramVajre

31. Authenticity In Action
@SangramVajre

32. Big Ideas!
@SangramVajre
In B2B,
the value of
marketing is
defined by
Sales.
You only have
customers and
future
customers.
The future
of ABM is
authenticity-
based
marketing.

33. Check out the daily
#FlipMyFunnel podcast
The book on
#ABM!

34. THANK YOU
@SangramVajre