In this episode, instead of talking to marketers about account-based marketing, I sat down with two sales leaders who have built and executed ABM programs from the ground up. They bring sharp, practical views on what it actually takes to make ABM work.

My first guest is Clint Mooneyham, VP of Sales at Sagility, a healthcare operations company serving payers and providers. Clint brings 15 years in sales, nine of them in healthcare, and his perspective will slow you down before you start, which is exactly the point. He makes the case that most companies launch ABM before they have earned the right to, and that skipping the validation steps at the front end is the single biggest reason these programs fail.

My second guest is Tony Mancuso, an enterprise sales leader on the growth team at Onymos, a Series A AI startup focused on diagnostic labs and precision medicine. Tony started with tens of thousands of potential accounts and built, essentially from scratch and with limited startup resources, one of the most disciplined account selection and execution systems I have come across.

What struck me about both conversations is how well they complement each other. Clint is asking the question you need to answer before you begin. Tony is showing you how to execute once you have answered it.

If you are wrestling with your ABM program, or wondering why a previous attempt did not produce results, this episode is worth your time.

Key Topics:

• "(00:00:00)" Introduction to ABM from a Sales Perspective
• "(00:03:25)" Theme 1: Is ABM Even Right for You?
• "(00:05:50)" Validating Strategy with Buyer Intent Data
• "(00:08:45)" Theme 2: Building a Disciplined Account Selection System
• "(00:12:10)" Scoring Criteria and Trigger Events
• "(00:14:50)" Theme 3: Deep Account Research and Intelligence
• "(00:19:55)" Theme 4: Messaging Outcomes Over Features
• "(00:23:45)" The Water Cooler Test and Win Themes
• "(00:25:40)" Theme 5: Alignment, Measurement, and Knowing When to Pivot
• "(00:31:40)" Closing Summary and Top Five Takeaways

If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.

Follow me on LinkedIn.

Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.