Collaborative ABM: Beyond Sales & Marketing Alignment
Existing account-based marketing platforms have their roots in serving the needs of early-stage organizations. Why? Their needs are easier to solve and are within reach for an early-stage tech startup. These VC funded platforms face tremendous pressure to create short term revenue traction and the inevitable shift to prioritize short term decisions. This pressure results in the development of channel-based, narrow silos of activity we now know as the “ABM Platform.” While this is well suited for a startup to mid-tier company, where their primary challenge is to fill up an empty CRM, these capabilities do not support the enterprise organization.
The world of an enterprise-class marketer is vastly different from an early-stage startup or mid-tier marketing organization. You’re not just a scaled-up version of a smaller company. The challenge in realizing this is that your requirements are different from much of the current ABM “best practice” because that advice is offered by platform vendors who can only serve the needs of smaller companies. This e-brief will explore your operating environment and provide requirements that you should prioritize in your enterprise-class account-based marketing strategy.
Streaming, Real-Time Predictive Analytics for Marketers
As we asserted in our recent white paper, Humanizing the Account-Based Marketing Experience, a marketing/sales duo that doesn’t respect each other can torpedo even the best Account-Based Marketing (ABM) program. While many of today’s account-based marketing and sales strategies are powered by technology and AI, the human element (knowing who your customers and prospects are at a deep level) is critical.
Surprisingly though, only 36%6 of companies executing account-based marketing programs consider their sales and marketing teams to be tightly aligned. If companies want to reap the rewards of ABM, it is critical that their marketing and sales teams get on the same page and focus on developing pipelines filled with quality leads and the right opportunities.
Discover why the skills that organizations foster and the commitments they make often look radically different in a collaborative ABM organization when compared to the siloed cultures of the past.