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Enabling ABM in Salesforce CRM
● Lines are muted
● 45 minutes of content; 15 minutes Q&A
● Ask questions via chat function
● Webinar is recorded; Link and slides will be emailed to you
● Please distribute only to your teams, not external to your company
● Winning a deal typically requires you engaging 2+ people at an account
● You use Salesforce CRM + Pardot/Marketo/HubSpot
● You have general understanding of Account Based Marketing (ABM) principles
● You are somewhere along your company’s journey in implementing ABM
firstname.lastname@example.org | 416.906.6079
Director, SaaS Growth Advisory Practice
email@example.com | 561.414.6148
● Crawl: We're exploring ABM but haven't taken material steps
towards implementing it. Lack exec support.
● Walk: We've taken initial steps towards ABM but there's a lot
more work to be done. Have some exec support.
● Run: We've completed most of the heavy lifting, have
launched or are approaching launch. Have full exec support.
Poll: How would you classify your ABM maturity?
1. The Salesforce / ABM Dilemma
2. 7 Steps to enable ABM in Salesforce
3. Case Study
So what’s the problem?
Overheard at a RevOps Conference
Salesforce Leads, Opps & Attribution
Reality of Buyer’s Journey
Traditional Sales & Marketing View
We want to embrace the account-centric view
● Accelerate growth - go faster!
● Revenue-driven more of what works, less of what doesn’t
● Accounts are the ones that make the purchase
● But we still live in a world of “People”
NEXT STEP ● What decisions