Total Customer Growth

Adam and Ben speak with hundreds of sales and marketing leaders every year. Several recurring issues come up: How to get started with ABM, how to win and grow a more profitable customer base and how to turn marketing into a competitive advantage. This book will answer these questions about ABM and propose a new, more holistic model for making your sales and marketing more effective. ABM is part of the answer and is emerging as the way to acquire new and more profitable customers. In addition, a relatively new concept has emerged called "account-based experience" (ABX) that addresses how to cross-sell, upsell, and convert customers into evangelists. This book proposes a new more efficient model that combines ABM, ABX, and other account-based strategies. We call it... TOTAL CUSTOMER GROWTH Total Customer Growth is a system involving sales, marketing, and customer success to find, engage, convert, and grow profitable customers for life. It is a holistic approach to building a sustainable, long-term business model. We wrote this book as a comprehensive practical guide to ABM, ABX, and Total Customer Growth. The book includes how-to guides, strategic rationales, examples, and references to online resources to help in your journey.