Although the sales-marketing disconnect and rivalry has certainly kept life, business, and company gossip interesting, organizations must evolve. 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.
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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.
In an age when modern marketing dominates content and conversations, tried-and-tested tactics like inside sales are often left out. Inside sales has been a critical success factor for winning B2B companies. This success has also created key challenges that can limit future scale.
We’ve all seen the buzzwords in recent years. Big Data. Artificial Intelligence. Smart everything, from toilets to thermostats. Companies rush to keep up with the next fad without really understanding what the true advantages of this new technology are and how it can impact their business. The actual technology becomes overshadowed by the hype, unable to deliver on the many promises that businesses rush to peddle.