Account Based Strategy — Shari Johnston // Winning by Design

Account Based Practice Lead, Shari Johnston, discusses account-based strategies and account-based marketing. When is your organization ready for an account-based strategy, and how do you prepare your organization for that shift? We also look at the different motions within ABS and how to identify the most suitable for your organization.
About the speaker

Shari Johnston

Winning by Design

 - Winning by Design

Shari is Account Based Practice Lead at Winning by Design

Show Notes

Quotes

  • “Account-based strategy as we developed it is really unifying your entire go-to-market team around an account-based strategy while account-based marketing originated from back in the day of sort of moving from a more targeted demand gen strategy.” - Shari Johnston

  • “To really move the needle, there needs to be a team effort across go-to-market teams to unify who you're targeting, how you're orchestrating, and how you're measuring. So we can deliberately ensure that sales teams, SDR teams, and customer success teams feel involved in the whole process as well.” - Shari Johnston

  • “We typically see in the 25K and above average deal size you can start a one-to-many account-based strategy where the unit economics typically make sense to have a much more bespoke point, go-to-market strategy around how you're acquiring your customers” - Shari Johnston

  • “Really look at your ACV and determine where you might fit in those one-to-one, one-to-few, or one-to-many bands” - Shari Johnston

  • “ABS is something that should not be lightly considered in terms of its organizational impact There's a lot of change that goes into that. So it's important that you start maybe with the tail or the trunk of the elephant.” Doug Bell

About the speaker

Shari Johnston

Winning by Design

 - Winning by Design

Shari is Account Based Practice Lead at Winning by Design

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