Kavita Singh scours the wealth of insight shared by speakers at B2B Marketing’s last account-based marketing conference, to give you the top tips on achieving ABM sales and marketing alignment.
1. It’s never too early to include sales
Make sure you’re incorporating sales into the conversations at the initial stage of your ABM programme.
Tom Perry, CEO of Sherpa, recalls not getting in quickly enough with a key salesperson. “He cornered me before we started and asked ‘What fresh hell is this?’. All we needed was to go for a chat over tea and walk through the process together."
1. It’s never too early to include sales 2. Agree on your objectives before you pick your accounts
Although it’s crucial to be thorough in your account selection it’s best to start small. Rather than having a deep dive discussion around specific accounts, run through the process of what you’re expecting from sales, then move the conversation on to more detail.
Source: B2B Marketing - ABM Hub