50 min
15. Getting your "fair share" with enterprise customers? Change your selling approach and enjoy better results. Ulrik Monberg, CEO of ARPEDIO outlines his recipe for effective Account Based Selling. The Thoughts on Selling™ Podcast
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- Management
Special guest Ulrik Monberg shares his passion for effective account based selling. Ulrik identified something missing in CRM over a decade ago, describing the category generally as providing a place to store transactional and contact information, while less useful for guiding account team behavior or truly fostering a value selling mindset.
He set off to build ARPEDIO, to provide a platform to support the functions of Assess, Reflect, Plan, Execute (ARPEDIO) (and Dio, which means God in Greek). We recently discovered our mutual enthusiasm for thoughtful, effective account planning and account based selling.
We agree that “account plans” are static, stale documents that get stuck in a drawer and forgotten. The process of account planning is one important pillar of account based selling, which has the goal of benefitting the customer, the customer’s customer and the selling organization.
Ulrik provides a brief look into ABS excellence, sharing six key areas:
Process - Customer lifecycle management
Value - Tailored value experience
Orchestration - Cross-functional team selling
Data - Dedication and discipline
Tech stack - Integrated and helpful
Leadership - Culture and change journey
He describes the SAM or KAD as the critical orchestrator of this approach for effective customer engagement.
Key takeaways of our conversation:
Account based selling provides the foundation for co-creation with customers
Selling is all about helping the customer to find different - more effective, profitable, competitive - ways of doing business
AI can be employed intelligently and effectively — using the appropriate inputs, understanding what good “should” look like, and acting on the recommendations.
Focus on building a learning organization, leverage the tribal knowledge and ongoing process improvement
To follow up with Ulrik, you can reach him on LinkedIn or via his company website.
To provide feedback on this podcast or to suggest additional topics or guests, please visit The Thoughts On Selling™ podcast website.
I would appreciate your sharing this podcast with one or two coworkers or peers. And I would very much appreciate positive reviews on the Apple podcast site or wherever you get your podcasts. Positive reviews help others to find this podcast!
Thank you!
Lee Levitt
Special guest Ulrik Monberg shares his passion for effective account based selling. Ulrik identified something missing in CRM over a decade ago, describing the category generally as providing a place to store transactional and contact information, while less useful for guiding account team behavior or truly fostering a value selling mindset.
He set off to build ARPEDIO, to provide a platform to support the functions of Assess, Reflect, Plan, Execute (ARPEDIO) (and Dio, which means God in Greek). We recently discovered our mutual enthusiasm for thoughtful, effective account planning and account based selling.
We agree that “account plans” are static, stale documents that get stuck in a drawer and forgotten. The process of account planning is one important pillar of account based selling, which has the goal of benefitting the customer, the customer’s customer and the selling organization.
Ulrik provides a brief look into ABS excellence, sharing six key areas:
Process - Customer lifecycle management
Value - Tailored value experience
Orchestration - Cross-functional team selling
Data - Dedication and discipline
Tech stack - Integrated and helpful
Leadership - Culture and change journey
He describes the SAM or KAD as the critical orchestrator of this approach for effective customer engagement.
Key takeaways of our conversation:
Account based selling provides the foundation for co-creation with customers
Selling is all about helping the customer to find different - more effective, profitable, competitive - ways of doing business
AI can be employed intelligently and effectively — using the appropriate inputs, understanding what good “should” look like, and acting on the recommendations.
Focus on building a learning organization, leverage the tribal knowledge and ongoing process improvement
To follow up with Ulrik, you can reach him on LinkedIn or via his company website.
To provide feedback on this podcast or to suggest additional topics or guests, please visit The Thoughts On Selling™ podcast website.
I would appreciate your sharing this podcast with one or two coworkers or peers. And I would very much appreciate positive reviews on the Apple podcast site or wherever you get your podcasts. Positive reviews help others to find this podcast!
Thank you!
Lee Levitt
50 min