The Allbound ABM Framework: Why There's No Difference Between Outbound and Inbound

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GTM Science - A show for GTM and RevOps leaders

Union Square Consulting

76 episodes

23 hours ago

To us, GTM is both an art and a science. We don't claim to be experts in the "art"—the marketing campaigns, sales messaging, and branding. We ARE experts in the "science"—GTM strategy, process design, growth planning, and RevOps. On GTM Science, we share what we've learned by solving these problems at scale for B2B recurring revenue businesses. We also bring you unfiltered conversations with CROs, private equity investors, and revenue leaders who’ve done it themselves. No silver bullets. Just real talk about what works. Learn more at unionsquareconsulting.com

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The Allbound ABM Framework: Why There's No Difference Between Outbound and Inbound

GTM Science - A show for GTM and RevOps leaders

1 hour 4 minutes 49 seconds

4 months ago

The Allbound ABM Framework: Why There's No Difference Between Outbound and Inbound

In this episode of GTM Science, USC Marketing Manager Rachael Bueckert interviews founder and CEO Eddie Reynolds on the inefficiencies in the traditional inbound and outbound marketing approaches that recurring revenue companies often face—the cornerstone topic of USC's Allbound ABM Framework.

They discuss the importance of integrating these approaches into a cohesive 'Allbound' strategy. The episode covers segmenting and scoring leads and accounts, implementing a process followed by sales teams, and utilizing data to improve targeting and conversion rates. Eddie emphasizes the relevance of a Pipeline Council to review and iterate on strategies and integrates AI to further refine targeting and messaging.

The discussion underscores that a collaborative effort between sales and marketing teams can significantly enhance revenue efficiency.

Find the full Allbound ABM Framework here.

Watch the YouTube video on this topic here.

00:00 Identifying Sales Inefficiencies

00:38 Introduction to Go to Market Science

01:13 Inbound vs. Outbound Sales

03:18 The Allbound ABM Framework

05:30 Financial Implications of Sales Strategies

10:41 Optimizing Lead Scoring and Targeting

19:23 Challenges in Lead Scoring

30:56 Combining Lead and Account Scoring

35:33 Effective Outbound Strategies