Companies with “tightly aligned” sales and marketing departments reach 24% faster revenue growth! Yet Sales and marketing teams, more often than not, don't work well together to make this a reality for most companies.
There are frequently significant challenges when it comes to aligning these two groups. However, applying effort to solving this friction is certainly worthwhile as it can yield faster business growth.
One of the best ways to cut to the heart of the problem and put a strategy in place that works for both sales and marketing is simply aligning Account Based Marketing (ABM) with Account Based Selling,
Account-Based Marketing (ABM) is a highly focused strategy where marketing and sales teams work together to target specific high-value accounts rather than casting a wide net to attract a broad audience. It’s particularly popular in B2B marketing because it allows companies to personalise their approach to key prospects and tailor their campaigns to the unique needs and pain points of those accounts.
In essence, ABM flips the traditional marketing funnel by starting with the target accounts and working to deeply engage them, creating a more efficient and effective path to conversion.
Account Based Sales is a proven strategy that most popular B2B Sales Methodologies are based on.
Some of the most significant benefits include:
To maximise the success of Account-Based Sales (ABS), consider aligning Account-Based Marketing (ABM) with your ABS Strategy. This will create a cohesive strategy in which sales and marketing teams work together on a targeted set of accounts, aiming for higher engagement and conversion rates.
Sales teams typically maintain consistent target account lists and territories, which, although not set in stone, tend to remain stable and are not as campaign-driven as marketing activities. Therefore, it is more sense to align marketing efforts with sales activities rather than vice versa.
Here’s how you can align ABM with ABS effectively;
No single factor guarantees successful alignment between sales and marketing—not lead scoring, shared goals, or anything else. The focus of your business should be generating revenue; therefore, emphasising and prioritising collaboration on activities that drive sales is crucial. This is why ABM can be a hugely successful strategy for B2B organisations that effectively align ABM with ABS strategies.
ABM supports ABS by equipping sales teams with targeted content, deep account insights, real-time engagement data, and a streamlined process for account handoffs.
ABM doesn't need to reinvent the wheel regarding account targeting but works in tandem with sales to enhance and accelerate its efforts.
By ensuring sales teams have the right information, resources, and support, ABM helps them close deals more efficiently and effectively.
Align your Sales Process with the Buyers Journey
Comprehensive Guide to B2B Sales
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