Account-Based Marketing (ABM) has long been touted as a transformative strategy for engaging high-value accounts through personalized outreach. Despite its potential to revolutionize B2B marketing, many companies have been slow to fully adopt ABM.
For B2B marketers, understanding the reasons behind this hesitancy is crucial. ABM offers the promise of more efficient resource allocation, higher ROI, and stronger relationships with key clients. However, challenges such as organizational alignment, data integration, and shifting from traditional lead-based models have made its implementation complex. Addressing these obstacles can provide a significant competitive edge in today's market.
In this episode of Inside The Box, we speak with Deva Rangarajan, a leading expert in sales and marketing strategy. We delve into why companies have been slow to adopt ABM and discuss practical steps B2B marketers can take to accelerate its successful implementation.
About Deva Rangarajan
Deva Rangarajan is a distinguished authority in B2B sales strategy, digital transformation, and customer-centric innovation. As a prominent academic and industry consultant, he has dedicated his career to bridging the gap between sales theory and real-world application, enabling businesses to thrive in competitive markets.
Currently a professor and consultant, Deva’s insights stem from his extensive experience as the Director of Professional Selling and Sales Management Programs at globally renowned institutions, where he has led groundbreaking research in sales strategy, buyer psychology, and technology adoption in sales. His work equips companies with actionable strategies that enhance sales force effectiveness and foster a customer-first culture.
Deva is especially known for his contributions to sales enablement and digital sales transformation. His research and advisory work have been instrumental in helping organizations optimize their sales structures, integrate advanced analytics, and embrace AI for sustained revenue growth and customer engagement.
A highly sought-after speaker, Deva has delivered influential talks at industry conferences worldwide, where he shares his expertise on topics such as adaptive selling, sales force digitalization, and building agile sales ecosystems. Deva holds a Ph.D. in Marketing, which uniquely positions him to blend academic rigor with practical sales innovation, driving value for organizations globally.
