Had a talk with a VP of Sales that flipped my approach to ABM

I was on a call last week with a VP of Sales from a SaaS company in Austin. He said something like 'your demand gen stuff is fine but half those leads are useless to me because they have no intent signal.' That hit different because I realized I was optimizing for quantity not quality. So I shifted our ABM targeting to focus on accounts showing product page visits and down-funnel actions instead of just form fills. The conversion rate jumped 15% in two weeks. Has anyone else had a sales leader point out something obvious that you missed?

2 comments

2 Comments

simonp4714d ago

Oh man, I spent six months optimizing for form fills before my VP asked if I even liked wasting money.

stella_murray14d ago

Honestly, this is such a classic trap. @simonp47, you're not alone - it's like we all get hypnotized by whatever metric is easiest to count, even if it's meaningless. Tbh, it's the same thing I see everywhere, from people tracking steps to businesses obsessing over email open rates. We'll spend forever perfecting the thing that doesn't actually matter, just because it feels productive.