“If we build it, they will come” attitude from the marketing team. This doesn’t work – sales has to be involved from the start and has to believe in the target account list, the account data, and the process • Thinking you can simply apply your regular demand gen tactics to a target list of accounts. It needs to be different, way more personalized and thought out (hint: use Intent data) • CFO isn’t ready to part with the demand funnel and existing benchmarks
The obsession with trying to pinpoint one campaign or one tactic that drove the most deals (refer back to slide 22) • Systems are not well designed for this – your Ops team will need time to prepare • Assuming every account is a candidate – they aren’t! You need to have a hypothesis going in that spells out what you hope to accomplish, which accounts to include, and how are you going to staff it
