One key aspect of Lean is to focus efforts on those steps that contribute directly to the desired end value. Any step that does not lead directly to the end goal is considered waste and, since the key to Lean is the elimination of waste, those steps are eradicated and processes are streamlined.
We’re not ready to claim that Account-Based Marketing (ABM) will revolutionize your company’s performance to the same degree the Toyota Production Method did for the Japanese auto manufacturer, but as we consult with our clients about ABM, we can’t help but notice the similarities between the two. Without a doubt, a well-executed ABM strategy will streamline your processes and reduce waste.
When done correctly, ABM eliminates wasteful efforts and unifies the processes and activities of the sales and marketing departments toward a common, more productive end. For instance:
According to Forrester Research, less than one percent of leads become revenue-generating customers, so it’s easy to see why ABM has gotten so much attention in recent years from both sales and marketing organizations. And while there are probably as many differences as there are similarities between Lean Manufacturing principles and those associated with Account-Based Marketing, when it comes to streamlining your sales and marketing efforts and eliminating wasteful activities in both organizations, the connection is undeniable. And, in our opinion, it is another reason to take a serious look at how ABM might help your company.
If you’d like to learn more about our views on Account-Based Marketing, get in touch with us today.
We help brands identify the often hard-to-define intangibles that set them apart, and then craft and effectively tell their stories across any and all appropriate channels. It’s what we do, and we’d like to do it for you.