Approach
What we did
A global ABM Center of Excellence team of professionally certified ABM practitioners (25 people certified in total) was established in order to create a central definition on ABM strategy, purpose, and approach. Although there had been pockets of ABM carried out previously, the development of the global ABM Center of Excellence, brought a single, consistent approach to ABM and a new way to market.
From here, ‘campaigns in a box’ were established centrally, to be executed locally, as follows:
18 x Strategic (1:1)ABM programs reserved
for 18 of NTT Ltd’s most strategic clients.
6 x Global cluster (1:few) ABM programs focused around business or industry challenges.
Programmatic (1:many) ABM programs to a broader group of named accounts, enabled
by technology.
Results
How it went
From here, ‘campaigns in a box’ were established centrally, to be executed locally, as follows:
18 x Strategic (1:1)ABM programs reserved
for 18 of NTT Ltd’s most strategic clients.
6 x Global cluster (1:few) ABM programs focused around business or industry challenges.
Programmatic (1:many) ABM programs to a broader group of named accounts, enabled
by technology.
“Before the ABM program, most of our contacts viewed NTT as a distributor.
We had no c-level contacts, and we did
not reach out to the real decision makers. Nowadays, with the program and with
the right messaging, the progress we
have seen over the last year has been tremendous. We now have relationships with global architecture, global procurement and global contract management, as well as our first managed service opportunity and other, larger opportunities. This is as a result of
the messaging and the approach.”
Hemmy Norbert
Global Client Director, NTT Ltd