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

Pros & Content Brief

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?

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