Efficient sales cycles; from ABM to SDRs | Corrina Owens (Gong) and Matt Cross (Knotch)

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As two pros who have spanned the full marketing-to-sales spectrum, Corrina Owens (ABM Manager, Gong) and Matt Cross (Growth Marketing, Knotch) discuss when, where, and how to use content strategically and efficiently to support the sales cycle.

02:03 - What is — and isn't — ABM (account-based marketing)?
05:24 - What makes for a strong marketing and sales relationship?
06:36 - Be aligned on objectives between marketing and sales. Don't create separate goals.
08:24 - How did ABM start at Gong?
12:39 - How do you know if your org is ready for ABM?
15:10 - Act as a steward of data and over-communicate findings, good and bad
16:02 - Do you create marketing programs with ABM, or switch to ABM entirely?
17:13 - Foster a flywheel of content between ABM and marketing teams
18:01 - Communication and feedback structures are keys to success.
19:13 - Understanding how content is working in the middle of the journey
21:09 - How do you identify what content is or isn't working in your ABM program?
24:39 - Content needs to hold the attention of the persona - even a CEO
32:29 - Proving the efficacy of your ABM program
35:29 - What type of content performs best within an ABM program?

Connect with Corrina Owens and Matt Cross (and Harvest Craft Chocolate )

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