For many, ABM represents a more structured way to engage with companies and generate more valuable B2B leads. Companies that embrace ABM find that it outperforms other strategies. In a recent survey, 73% of B2B marketers agreed that ABM had exceeded their company’s expectations.
But your Salesforce ABM strategy is only as effective as student database your ability to organize data. Your ability to track many stakeholders across an organization plays a critical role in closing new deals. A well-maintained CRM makes it easy to identify influential stakeholders and deliver messages that resonate.
Having proper associations in place is key to good maintenance. Your leads and contacts need to be associated with the right organization, or else you will fail to engage with them. Both organizations and contacts need to be associated with the correct opportunities as well. These links are critical for engaging with the entirety of an account and understanding the big picture.
Associativity issues bog organizations down and keeps them from reaching their full potential in ABM. While 92% of B2B organizations plan to start an ABM program, only 19% are confident in their ability to execute it.
But maintaining these associations is more complicated than it would seem on the surface.
Why Associations in Salesforce Are Critical For ABM
Properly linked leads, contacts, accounts, and opportunities in Salesforce are critical to ABM success. Effective ABM requires what is known as a “single customer view,” which is the confidence that your data tells the whole truth and nothing but for every record. In the case of ABM, the better term may be “single account view.”
No CRM database is without errors or issues. But when your teams have confidence in your data, they can execute. Processes are freed from onerous checks for duplicates or accuracy. You can more easily and effectively segment and analyze your data. Sales and support conversations have accurate context. Automation can be used to its potential. Top-level decision-making sees benefits, too.
