At SiriusDecisions Summit Europe last month, Gigamon EMEA was awarded a Programme of the Year award. Gigamon provides active visibility into physical and virtual network traffic, thus enabling stronger security for a client base that includes over 75 percent of the Fortune 100.
Trevor Dearing, EMEA marketing director at Gigamon, recognized that the company had a significant opportunity through a focused upselling and cross-selling approach within its customer base. Trevor knew that Gigamon could achieve 94 times the initial sale across the customer lifecycle. He and his team also knew that by getting in front of the right decisionmakers, they could expand opportunities and generate a predictable and scalable pipeline/revenue stream for building repeatable business from customer accounts.
Gigamon had been executing broader demand creation programs through traditional marketing methods and attaining a good volume of leads. However, the leads were not converting into real opportunities. Trevor was also looking to increase the contactable universe within customer accounts to drive greater customer engagement – as well as to gather all important account insights.
Trevor leveraged SiriusDecisions’ Account-Based Marketing Framework and applied its industry-focus approach to accelerate Gigamon’s ABM journey and ensure the key process steps and elements were in place to support the joint sales and marketing program. Here are just some of the key process steps they followed:
Gigamon’s next steps are to take the program to other geographies starting with France and Germany, where pilot program are already underway. They are also looking to other industries and other segments to target, and considering additional solutions and developing further tactics. Regarding contribution to sales revenue, Simon Mott, the account director who worked on the pilot, is now the number-one salesperson in EMEA, and commented that adopting ABM has drastically accelerated his pipeline development as a direct result of the program. Congratulations to Trevor and the team at Gigamon!
Angela Leech is a Research Director of Channel Marketing Strategies at SiriusDecisions. Angela is an experienced channel marketing professional with demonstrated success in to-partner, with-partner and through-partner marketing programs utilizing all elements of the marketing repertoire. She has worked within both large corporate organizations and smaller businesses and has a breadth of experience addressing channel marketing challenges. Follow Angela on Twitter @AngelaLeech.