From demand generation to sales strategy and channel management, the next five years will bring significant changes to established technology service providers’ (TSP) go-to-market strategies. Disruption is occurring within technology markets and in many of the large markets that typically purchase B2B technology.
“As buyers get used to new go-to-market techniques, many of the sales, marketing and product management practices that TSPs have relied on for the past 20 years no longer work,” says Todd Berkowitz, managing vice president at Gartner.
According to Berkowitz, instead of broad-based, siloed demand generation, leading TSPs are finding that coordinated and targeted approaches that deliver ongoing, personalized outreach to specific accounts can drive more wins, shorter sales cycles and larger deals.
The rapid and continued adoption of ABM programs will require significant investment in technology, media, data and employees
It’s therefore no surprise to learn that account-based marketing (ABM) has been the fastest-growing go-to-market topic among Gartner TSP clients in the past year. Gartner predicts that by 2019, 75% of B2B TSPs with more than $10 million in revenue will adopt ABM as their primary market model, up from 25% in 2017.
ABM offers a structured methodology for finding, engaging and selling to multiple individuals in key accounts. As programs mature, coordination between sales and marketing is likely to increase, while tools for account selection, planning, engagement and reporting will improve further.