Ep. 158 - ABM Audit: Draw the Line- How Great ABM Starts With Strong Differentiation

In this episode of "Scrappy ABM," host Mason Cosby responds to a newsletter request from Shaughn, who is targeting security and compliance organizations requiring FedRAMP authorized signatures. Mason breaks down a strategic approach for standing out in a competitive market by leveraging a company's unique differentiators.Best Moments:(00:32) Introduction to Sean's specific ABM challenge in the electronic signature space(01:19) The importance of leveraging FedRAMP authorization as a market differentiator(02:11) Developing an "onlyness statement" based on unique value propositions(02:39) How to identify your true differentiators by asking customers why they buy(03:30) Using the account progression model to highlight specific problems you solve(04:58) Creating buyer enablement content to help champions sell internally(05:40) Warning against claiming "onlyness" publicly without true differentiation(07:29) Recommendation to focus on one department (HR, procurement, or legal) initially