The Hidden Secrets of ABM School They Never Told You About Revealed!
What’s the biggest challenge of launching an ABM program?
Humans. The technology works well enough. You can find data that’s sufficiently reliable. There’s never a shortage of creative ideas. But to get human beings, with all of our biases and habits, to harmonize in new way, that’s what’s hard about ABM.
Can you share more about the human problem? How do you bridge marketing and sales to align in advance?
I think people get wrapped up in the hype of the idea too early on and buy a new piece of technology, they gain false sense of progress, that’s the easiest way to convince yourself you’ve solved the problem. Just because you buy a gym membership doesn’t mean you’re going to lose weight. You just need a pair of running sneakers to get started. The mistake is joining a bunch of gyms but not showing up. Just like in Crossfit, you have to prove that you have discipline and that you’re committed before you can really solve the problem
