VCs: stop betting on "good ideas". Instead, start building ABM engines

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You’ve backed the vision. You’ve done the diligence. You’ve placed your bets. You don't invest in companies; you invest in outcomes. A strong founding team. Product-market fit. A growth trajectory that makes the numbers work.

But here’s the cold, hard truth: product-market fit isn’t enough. A great solution doesn't sell itself. And even with ample funding, a flawed GTM strategy can make any runway too short. You’ve seen it happen: portfolio companies burning through cash, chasing fleeting “growth hacks,” and cycling through CROs and CMOs when the numbers don't add up.

The harsh reality? Most companies fail not because of their product, but because they never built a scalable GTM engine (and a few other reasons that you will be way more familiar with than I am!).

That's where a more strategic approach comes in, to help your portfolio companies not just survive, but thrive. Yes, you guessed it, I am talking about ABM.

How can a strategic account-based marketing program help venture capitalists maximise their investment?

Forget generic marketing blasts. ABM is about precision, personalisation, and building genuine relationships with your highest-value accounts. When I work with founders, I do roll up my sleeves and get into the weeds with them to:

• Facilitate strategic ABM workshops: in those sessions we don't just talk theory. Together, we define laser-focused ABM strategies tailored to each company's specific target accounts, industry, and growth objectives. This collaborative approach ensures buy-in and sets the stage for sustainable success.

• Uncover data-driven insights: we don't rely on gut feelings. I leverage data and market intelligence to identify high-potential accounts, craft compelling messaging that resonates with key decision-makers, and build personalised campaigns that cut through the noise (and there is a lot of noise out there right now, so personalisation becomes key).

• Develop impactful go-to-market plans: together, we optimise the entire customer journey, from initial awareness to long-term advocacy. This isn't about quick wins; it's about building a sustainable growth engine.

• Implement, track and measure those plans.

Why this matters to VCs (and your portfolio companies):

You have heard me saying this before: ABM isn't just a marketing tactic; it's a growth catalyst. When executed correctly, it delivers measurable ROI, things like:

• Increased deal size and contract value: we're talking bigger deals here, not just more leads.

• Faster sales cycles: time is money, especially for startups. ABM helps accelerate the sales process.

• Improved customer lifetime value (CLTV): the focus is on building long-term relationships, not just one-off transactions.

• Stronger customer relationships: ABM fosters genuine connections, turning customers into advocates.

Ultimately, ABM fuels sustainable growth; and that's what matters most to VCs.

Stop betting on good ideas alone. You want to build ABM engines that drive real results.

And transform your portfolio companies into category leaders.

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