Here’s the natural move to our ABX — more than account-based marketing, it’s true SALES and marketing for account-based approaches. It’s that time of the year — end of the year — for all of the great roundup articles and encouragement to look ahead to 2020! Here’s another great summary article for ABM, by Caroline Van Dyke at RollWorks, an ABM technology company. And we agree with so much in this!
While all 5 of Caroline’s points are well-worth reviewing, we’ll focus on Number 2. That’s why we named it ABX, because our approach is so much more than marketing. To achieve true sales and marketing alignment takes time, know-how, process expertise and deep sales and client insights — we know this from our own experience.
From the article:
2. Take the “M” out of ABM and focus on aligning with sales
While the acronym “ABM” may be trendy, we all know that to see results, you need a coordinated approach across your company — not just your marketing department.
That’s why we talk about more than just “ABM” and, instead, make sure you understand that this is account-based. Success doesn’t just hinge on the marketing department — it’s a combined strategy with sales (and often spans product, customer success, etc.).
A good first step for those getting started with account-based programs is to set up a core ABM team that involves stakeholders from relevant departments, especially marketing and sales. You should be meeting to approve target account lists and establish goals for ABM tactics and campaigns.
Your teams may need different bits of data to run their plays, so be mindful of how you’re orchestrating multi-touch campaigns. Your marketing team may be able to run ads against a company domain, but does your SDR team need contacts and emails to spark conversations? Settle these questions early on so that everyone is primed to do their best work.