FinancialForce is a cloud ERP solution backed by Salesforce. Its ERP is customized for many different use cases such as accounting, professional services automation (PSA), human capital management (HCM), and supply chain management (HCM). FinancialForce needed an ABM platform to communicate their different solutions to target accounts across different geographies, buyer stages, and account tiers.
Back in the beginning of 2017, when FinancialForce first attempted ABM, its marketing team didn’t involve sales and achieved limited results. Sensing that ABM could generate more revenue with orchestrated marketing and sales plays, they formed a “Pipeline SWAT Team.”
