Today more than ever customers can access information at their fingertips and are starting their customer journey prior to SAMs recognizing the emerging need. Moreover, customers will give a higher value to research they have found. The digital transformation is making this even easier and with the expectation of having a personalized and customized offer, we see a shift in the marketing role towards Account-Base Marketing.
Recent research from Forrester confirms that customers now are spending only 20% of their time personally engaging with suppliers and 80% of their time researching which suppliers to solicit. By the time a buyer communicates their need to their suppliers they know everything in the public domain about your product, company, and competitors.
In today’s digital economy, the only competitive & scalable option is to bring Marketing to the SAM team which is a new idea for most of you. For years SAMA has noticed that Marketing is rarely (if ever) a contributing member of the SAM team. This must change!
By partnering with strategic accounts who are market leaders or market makers, the SAM with Marketing can help current customers get to where they want to go faster, with less risk and a better ROI. Companies with best-in-class SAM programs are even leveraging their insights and SAM approach to attract and acquire new strategic accounts.
When SAMs and Marketing really partner at the account table, their customers achieve better outcomes leading to gaining a competitive edge that sticks.
The time for Marketing to have a seat at each SAM’s table is now!
The purpose of this training is to show you how.