One of the most common issues I see in ABM is a lack of sales and marketing alignment.
Consider this:
The lifeblood of Account-Based Marketing is solely determined by the marriage between the sales and marketing team. While traditional marketing is based on a trickle-down effect made from your company’s top sales funnels, ABM works to determine who exactly you are talking to before you make the first outreach. This highly-targeted messaging ultimately results in more efficiency and higher-value sales.
By utilizing the ABM approach, your team’s leads will be more relevant than ever with prospects more likely to convert. This is because ABM helps sales and marketing strategies possible by narrowing down targeting approaches and generating the most beneficial leads rather than just tracking numbers.
However, aligning the sales and marketing departments is by no means an easy task.
This collaboration is built on mutual motivation and a common understanding. If either team is confused or unenthused by the power of ABM, the entire mission falls apart.
The key feature that encourages a mutual collaboration between these two departments is:
Proper Protocols to Cultivate Partnership
This includes:
👉🏼 Develop high-quality, sales-enabled content that targets high-value leads at every point of the customer journey.
👉🏼 Constantly educate sales and marketing teams, and provide them with apt resources and tools.
👉🏼 Use a lead scoring system that suits your sales cycle.
👉🏼 Follow up with leads in a timely manner with relevant content.
Route back insights from sales interactions into your content creation and distribution processes.
👉🏼 Make sure sales and marketing teams are radically transparent with each other in their activities and outcomes.
The alignment of sales and marketing is not a one-time task but a consistent journey for the effectiveness of the ABM campaign in your company. Book a 30-minute FREE consultation with a TGE ABM expert to find out if this strategy is right for you.
