Beyond ABM Theory: Building Unified Account Conversations
Marketing and sales teams can plan the most innovative and exciting ABM strategy out there…but if that strategy isn’t unified, your accounts will fall through the cracks, and your efforts will deliver lackluster results. Achieving this unified conversation across an account takes focus and effort, but it is the most effective and scalable way to drive revenue. | Originally aired at DemandBase's SMART Conference
Key takeaways.
1
We must make our account conversations unified.
ABM is not just a marketing or a sales initiative. It is a growth initiative. Your marketing and sales teams, therefore, need to be a single team, focused on a single outcome.
2
Questions to make sure sales and marketing alignment is comprehensive.
#1. Are your account based marketing initiative objectives and KPIs mutually shared?
#2. Is there clarification of the systems of record?
#3. Do you have consistent touchpoints?
3
Engagement must be multichannel and multi-tactic.
Use ABM platforms to further the conversation, understand multi-level intent, and connect the dots to see which companies are looking at you, looking at you and your competitors, or just looking at your competitors.
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Your ABM doesn’t rip and replace; your ABM builds upon your existing tech stack. So make sure you utilize the Ferraris you have in your garage. You drive them and ABM supercharges them.
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