Biggest Challenges for an Account Based Marketing Manager at a Fortune 100 Tech Company
Ashley's biggest challenge as an ABM Manager is maintaining team motivation, as account-based marketing is viewed as a "shiny new tool" with the expectation of immediate financial returns. Setting realistic expectations and sustaining enthusiasm when quick wins are absent requires ongoing effort.
Account-Based Marketing, Team Management, Expectation Setting, Motivation, Program Management
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Ashley Beckord
ABM Manager / Lead
Fortune 100 Technology Company
Milwaukee School of Engineering 2011
N/A
Business Management & Admin
Electronics & Semiconductors, Technology
Communication and Marketing
Scholarship Recipient, Took Out Loans, Greek Life Member, Student Athlete, First Generation College Student
Video Highlights
1. Managing expectations and maintaining team motivation when quick wins are not immediately achieved.
2. The novelty of ABM and the need to manage expectations around its impact.
3. Setting realistic goals and timelines for ABM programs to avoid disappointment and maintain enthusiasm
Transcript
What is your biggest challenge in your current role?
The biggest challenge in my current role with account-based marketing is keeping everyone motivated and focused. If we don't get a quick win with a newer program, people tend to view account-based marketing as a shiny new tool.
They assume that if their audience is part of it, the money will just appear. This has been a challenge.
It's about setting expectations and keeping people excited, especially when we don't see immediate results.