How do you hire a good ABM leader?

It was the late 1960s, a time long before you could ask Siri to direct you home. A troop of soldiers were hiking the Alps when a storm cloud, out of nowhere, leapt over the closest peak and descended on the soldiers, like a lion pouncing on its prey. They wandered aimlessly for hours. Cold, disoriented and afraid, they argued which was the right way home.

Finally, the leader spoke. His booming voice froze the soldiers immediately. It was so quiet, you could hear the snow fall. He announced he had found a map buried deep in his pack. Relief and hope washed over the soldiers, and the leader proceeded to march them confidently back to camp.

When they arrived and began unpacking, a piece of paper fell out of the leader’s jacket. It was torn from the top of the map that led the troops back to safety, which read, “The Pyrenees Mountains,” not the Alps.

Leadership entails vision, courage, creativity, and action. If you lack these traits, no one will follow you, you will travel alone, and your journey will not lead to your desired destination.

Leading a ABM can be similar. Without vision, courage, creativity, and action you will struggle. It’s not a matter of life and death per se, but nonetheless, a lot hangs in the balance.

In today’s vlog, I asked Craig Rosenberg, Chief Analyst at TOPO, “How do you hire a good ABM leader?” He explains what to look for in this critical hire. Enjoy!

TRANSCRIPT:

Brandon:
So, how do you hire a good ABM leader? Hi everyone, Brandon Redlinger here, Director of Growth at Engagio. And, to help me answer that question, I have brought in the one and only Craig Rosenberg. Craig, welcome.

Craig:
I can’t do this. Your intros are amazing. I’m doing quite well, how are you doing?

Brandon:
I’m good. So, tell us..

Craig:
It doesn’t get old. Honestly, I tried this one to just go, “Okay, he’s going to do it, “He’s going to do it” and then I just had to laugh.

Alright, so you want to know about an ABM leader?

Brandon:
What do you look for when you hire ABM leaders? –

Craig:
Well first of all can we compliment them for trying to get an ABM Leader?

Brandon:
Yeah, absolutely.

Craig:
Instead of making it a part time job. Actually, you know what I really, so I think ABM leaders need to be exceptional project managers. Exceptional. I think creative is back, so you have to, you know in many ways it’s a renaissance for the original marketer.

I mean you’re a young man. Like the world you’ve lived in has been highly quantitative, joystick based, like, data and all these things which are still really important. But like marketing used to be campaigns and you know, ideas and these things. So it’s really, you know, it sounds like you would always look for that in marketing, but I think that’s not always true. I mean we have, there’s a real place for quants.

This one you’re going to have to be creative as well, because you’re going to want to think about campaigns, and I believe you should have experience doing them. Even if they’re not ABM campaigns. I mean you could come from an agency background, or another campaign background where messaging is important and all these other things. That experience is invaluable here. So project management, creative.

Brandon:

Quantitative.  Well quantitative, I think you can be supported on the quant. I think it almost as important to be project management oriented, and the ability to see and understand what a beautiful campaign looks like, what offers look like, these things. And not just in a conversion context, but in like a customer experience campaign process.

So on the quantitative side, I think people can support them.

Brandon:
Got it.

Craig:
It’s hard to find people that will know both.  If you do, I mean shoot, just go do it. I think, you know, so those are really the two things. There’s this third one which goes with project management, which is they just gotta be able to work with sales, and SDR’s, and that’s a, you know I don’t know. I didn’t want to say ability to work with people. Because that’s so corny, but you should have experience in working with, you know. So maybe field marketing is a good background? Right? Cause they work a lot with sales.

Brandon:
Absolutely.

Craig:
Anyway, so that’s what I would say there.

Brandon:
I like it. Great thanks!

Craig:
Not bad?

Brandon:
Yeah.

Craig:
Alright, good. ‘Welcome.

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

Leave a Comment

Your email address will not be published. Required fields are marked *