Ep. 200 - ABM Then and Now: Can AI Achieve Meaningful Personalization at Scale?

Hey, I want to just stay up at the strategy level for one more moment here, because Sangram, you brought an insight to us when we were discussing doing the panel that the number one shift you found in winning campaigns isn't really about landing new logos.

Can you just elaborate on that? Because I think we want to give people some stuff they can do at home right away.

And I think this is definitely one of them.

Yeah.

Yeah.

I think I think we every single SaaS company and, you know, in general, most companies in the world, the way they look at success is how many more new logos we have, how much more top line revenue have you created? And there are a lot of reasons for it, like because that keeps people going.

Nobody really goes and hits a gong when a customer stays.

right it just doesn't happen in any anything nobody sends a slack message hey customer why didn't churn this month hello like that's great that's money coaching like nobody nobody really celebrates the thing that actually makes the business run everybody loves to loves the start of the car right like the engine noise and but the car is running the oil is working like nobody really wants to celebrate and think about that So the number one thing we found in all the research we did is like, man, companies that are actually focused on expansion with the existing customers that they have are far outperforming in terms of ABM programs than for people using ABM only for the new logo.

And one might look at that and say, well, that's more obvious than not.

But the data shows that most companies are not focusing on that at all.

As a matter of fact, most marketing and sales, by definition, are only focused on top line growth, on net revenue.

And that's it.

And we believe there's going to be a massive churn happening in a lot of organizations, especially more AI forward organizations, because the enablement is a real gap where people are not seeing the companies actually using.

So the product is going to fall.

As a result of it, there's going to be churn.

And all of that is because people are not focused on the existing customers.

And pipeline velocity is another area to focus on.

But our research just showed that, man, if companies can really start moving towards focusing maybe 20, 30, 40% of their budget towards, if you have existing customers, towards expanding them, keeping them, renewing them, and helping them be better at whatever they're doing, they will actually outperform customers.

all business metrics that they're focused on right now.

Yeah, I think that was from one of the recent posts you had, and maybe we'll put that out with the recording.

We'll share a link to that post because I thought that was a really cool item.