Awards 2014, category 14: Momentum ABM for VMware

November 14, 2014

Best integration of sales and marketing: Adding value at VMware through sales and marketing integration

Momentum helped VMware nurture longer-term strategic relationships and increase the value of deals through account-based marketing (ABM). This is a marketing framework that treats each customer as a ‘segment of one’ across the buying cycle.

VMware wanted to update its product-led selling practices with a more customer-led approach. This responds to market changes and positions its growing portfolio for a more business-orientated audience - promoting VMware’s role from technology vendor to strategic partner.

Momentum helped VMware achieve its objectives through the use of ABM principles. These created a tighter interlock between sales and marketing teams, fostering a step change in engagement to make a significant impact across the buying cycle. We achieved this by:

 Encouraging collaboration – involving marketing teams in each step of the sales planning process.

 Improving marketing execution – using account-led insights to create highly relevant content assets and campaigns.

 Proving the value – through quantifiable metrics, e.g. deals closed, and by sharing our successes.



Customer insight
Marketing automation



About your personal data

When you submit your details in order to download this content, your data will also be shared with our trusted partner %company:title who may contact you with further relevent information.

For more information on how we process your personal data please see our privacy policy.