Account-based marketing (ABM) is great, but it is not surprising for sales to push back against implementing it. Why, you ask? Because, on the surface, it appears that you are asking your sales team to work with fewer leads, and that can be quite scary. These apprehensions are common and very natural. But, this is a part of a necessary evolution and these strategies require inputs from every individual across the organization.
What if we told you there were ways to align sales and marketing to ensure both teams are closely synchronized and working in tandem with one another? What if we told you, you could get more value out of your marketing spend, improve targeted accounts, and boost revenue?
Marketing and sales are two sides of the same coin
Marketing and Sales teams that don’t work in sync with one another can quickly lead to frustration and finger-pointing amongst the groups, especially if the pipeline velocity is low. Often, sales and marketing teams still have trouble communicating and working together. Why is it so? Often, it has to do with how you measure each teams’ performance.
If your sales team is grinding it out to meet their targets and the marketing team is celebrating because they hit their engagement goals, then something is definitely wrong. Their goal should be one and the same – DRIVING REVENUE. If both teams work towards the same goal, you can form a cohesive and synchronized unit between the two teams.
Develop the right criteria for defining ICPs
Developing the right criteria depends on both sales and marketing defining their Ideal Customer Profile. Marketers should gather and provide as much data as possible to help sales understand who to target to accelerate deals. While doing so, marketing should also take into consideration the Sales team’s observations from the field.
THE RESULTS: Effectively orchestrated ABM, increase in pipeline velocity
There are many reasons why Account Based Marketing (ABM) will be the future of marketing and sales outreach. ABM improves account visibility and aids targeting. Cohesion between sales and marketing creates a sense of accountability. Targeting becomes easier, forecasting simpler, and closing faster. Access to relevant data on great accounts can move the revenue needle, accelerating the time it takes to close good deals.