Summit Europe Plenary Sessions Account-Based Marketing and Sales Can We Talk About Alignment

Account-Based Marketing and Sales: Can We Talk About Alignment?

Thursday 4 October 2018 | 08:30 - 10:00

Speaker(s):  Nicky Briggs, Steve Silver

Focus: Operationalize, Optimize

Priorities: ABM Strategy, Goals and Alignment; Sales Planning; Sales Processes and Infrastructure

Account-based marketing (ABM) continues to gain popularity as more companies realise the benefits of a focused marketing approach to high-value accounts. However, our annual CMO Study revealed that lack of alignment is one of the top three barriers that can harm adoption and successful implementation of ABM strategies. So, how does ABM support and align with account-based selling? Are they really two sides of the same coin? What role does sales play in ABM, and how do account-based marketers support more focused sales strategies and execution? This presentation will provide the following benefits:

For sales and marketing:

  • An outline of the distinct roles and responsibilities of both sellers and marketers in ABM processes
  • A framework for planning how sales and marketing support/complement each other in ABM processes
  • Examples of how aligned sales and marketing organisations are effectively operationalising ABM and achieving strong results