A procurement solutions provider achieved go-to-market alignment and market penetration by integrating sales and marketing through an ABM strategy and a "crawl, walk, run" roadmap, enhancing operational efficiency and setting a foundation for sustained growth.
A procurement solutions provider achieved go-to-market alignment and market penetration by integrating sales and marketing through an ABM strategy and a "crawl, walk, run" roadmap, enhancing operational efficiency and setting a foundation for sustained growth.
A leading procurement solutions provider embarked on an ambitious project to integrate sales and marketing, aiming for unparalleled go-to-market alignment. Transitioning from a person-based inbound approach to an account-based outbound strategy, the company tackled the challenge of synchronizing efforts across diverse market segments.
An advanced ABM strategy was crafted, followed by an essential in-person workshop with the company’s segment marketers. This collaborative effort aimed to align existing Ideal Customer Profiles (ICPs) with definitions that could be activated within a leading marketing platform. A “crawl, walk, run” roadmap was developed, detailing the phased dependencies necessary for marketing and sales to harmoniously align their strategies for the shift.
This initiative significantly enhanced the company’s go-to-market strategy, leading to improved operational efficiency and deeper market penetration. The roadmap provided not only facilitated a smooth transition to an account-based model but also set the stage for sustained growth and competitive advantage in the procurement sector.
This case study showcases the transformative power of sales and marketing alignment, underpinned by strategic ABM practices and a phased approach to organizational change, propelling a procurement leader to new heights of market success.
