12 November 2019, London – Selbey Anderson has strengthened its strategic business-to-business marketing services by launching a consultancy specialising in strategic account-based marketing (ABM). Called Incubai Consulting, the new firm is led by Samantha Andrews, who has held senior positions at two of the UK’s leading ABM agencies.
Friction is one of those words that gets bandied around in business. And usually out of context. Most of us were probably first made aware of it in a physics class when we were taught how it translated into ‘resistance that one surface or object encounters when moving over another’.
Are you one of those lucky few whose company has a financially quantified value proposition? If you are you’d certainly know it as you’ll be closing more deals (typically between 2% and 10% more), your sales cycle will be reduced (by between 10% and 25%) and you’ll have seen the number of occasions where you had to offer price discounts go down too (by between 20% and 30%).