ABM Pre-Opportunity Calls: A Chat with Jenny Davis

An ABM Pre-Opportunity Call is a cross-functional meeting that consolidates information about complex and high-value deals to ensure they go smoothly from start to finish. The call is a game changer for bottom-of-the-funnel focus on the right accounts with the right activity executed by marketing and sales in unison. 

When Jenny Davis, the Vice President of Marketing at Skillable and I sat down to discuss her weekly call with the sales team, she told me that:

• Skillable hadn’t originally identified the pre-opportunity call (sometimes known as the Deal Desk Call) as such an important piece of the puzzle.
• But now that she knows more, she’s thrilled with the idea of implementing them into her ABM strategy. 

Implementing ABM and the pre-opportunity call required a lot of gritty, account by account work every week, but it was worth it to squeeze the most amount of outcomes at the bottom of the funnel.

She said, “ABM is absolutely a buzzword right now, and these calls makes it easier for our teams to identify who they should focus on, where we're going to reach some benefits, and how they can have some good conversations with prospective customers.” 

It’ll be interesting to see her and her team build relationships when her customers start coming to her and asking if they can be put into the ABM program as well. Especially once the deal desk calls become more prominent.  She added, “So when you'd recommended the twice-a-week deal desk, we decided we were investing a lot of money in this. But this was the thing for us to gain new logos, new customers into our portfolio. And so I said we need to do this right from the start.”