At SiriusDecisions Summit 2015 in Nashville, our account-based marketing (ABM) practice recognized five organizations that exemplify best-in-class ABM or customer experience programs. Recipients of our second annual ABM Program of the Year awards were (in alphabetical order) Citrix, Imprivata, Medidata, SAP and Xerox EMEA. This post showcases why Medidata was a winner.
With a singular focus on the clinical development process in life sciences, Medidata provides a cloud-based platform of applications, data analytics and platform services designed to make the clinical trial process run more effectively and efficiently. Medidata is committed to enhancing the value of its clients’ research and development investments by providing the tools that optimize the work of all members of the clinical trial team – including managers, researchers, physicians and patients – to plan, execute and report on trials that run faster, with fewer resources and less risk.
Top-tier biopharmaceutical companies account for a large portion of Medidata’s attainable market. Accordingly, share of wallet and product density are critical growth factors for the company. While Medidata has penetrated many of the world’s top life sciences companies with a portion of its product portfolio, it is also growing its platform to more deeply embed within the pharmaceutical research and development process, with additional applications for newly addressable operational areas.
Accordingly, the Medidata field marketing team, along with its sales counterparts, realized that deeper account penetration and pronounced relationship building with the senior management teams of these accounts would enable mutual business benefit.
Medidata needed a systematic approach to up-level the internal perception of field marketing from largely tactical and reactive to an organization responsible for business outcomes. Marketing also needed to partner with sales to gain commitment and alignment in order to streamline their efforts and maximize opportunities within strategic accounts.
Medidata developed an ABM program that focused on strategic accounts, with the aim of growing their footprint within them. Here’s what they initiated:
Best Practices Exemplified
Congratulations to John Seaner, Vice President, Global Field Marketing and the entire field marketing team at Medidata for being selected as a 2015 ABM Program Winner!
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