If marketing's definition of a lead is "Fortune 500 CIOs in any industry" and sales' is "IT managers in the security realm," it's clear there's a disconnect. Chances are pretty good marketing is frustrated their leads aren't appreciated, and sales is complaining that marketing doesn't deliver what they need.
PointClear works closely with both marketing and sales leadership to define exactly what a sales-qualified lead is—before a single call is placed: Right person, Right company, Right need, Right time. This important part of the on-boarding process eliminates the "sales-qualified is in the eye of the beholder" claim that both sides might be tempted to make. That is, unless they've worked together to define—and agree upon—just exactly what the term "lead" means.
Account-based Marketing is a strategic approach marketers use to support a defined universe of accounts and named accounts. It also includes support for the post-sale customer lifecycle using marketing's toolkit to contribute to the overall customer experience. ABM provides guidance on how to deliver the insights, goal setting, strategy and planning, integrated marketing execution, and sales alignment required to support growth, retention, and loyalty objectives. It also provides guidance on how to measure marketing's impact beyond demand creation within defined groups of prospects and customer accounts. ABM helps to evolve the role of marketing to reflect a stronger alignment with sales objectives and customer needs to deliver better execution and revenue outcomes.
The account-based marketing (ABM) approach applies time-tested B2B marketing and sales principles to the challenge of selling to business by targeting company accounts rather than individual sales leads. ABM creates hyper-personalized interactions far more specific and relevant than traditional marketing that enable sales and marketing teams to land more accounts and expand existing ones, even in the most complex sales environments.
Few companies have the sales and marketing resources to cover the market like PointClear. If only a fraction of your target market is contacted, only a fraction of the deals are going to you. The rest will decide on a competitive solution simply because they didn’t know about yours. It's PointClear’s job to make sure every targeted account in your universe knows you exist and understands your value proposition.
At the very core, our approach is different. We don’t just call your targets—we have conversations with them. At every touchpoint, we gather important information about them, their companies and their industries. We provide you market intelligence that enhances the sales process, including information about competitors, immediate priorities and triggers, and marketplace challenges and trends.