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Butting heads: Why Account Based Marketing (ABM) makes sales and marketing alignment easier - not harder

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In the B2B world, aligning sales and marketing has been a challenge going back decades. If you believe the stereotype, it's because marketing is the colouring-in department and sales are know-it-alls who don’t listen. This session will look at why aligning the two is actually easier not harder when adopting an Account Based Marketing strategy.

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Butting heads: Why Account Based Marketing (ABM) makes sales and marketing alignment easier - not harder

  1. 1. Butting heads: Why ABM makes sales and marketing alignment easier, not harder
  2. 2. Account Based Marketing and Sales Agency We equip you to do at scale what you do for your top five accounts
  3. 3. Sales and Marketing Alignment
  4. 4. Revenue Growth 32%
  5. 5. Average Deal Size Increase 7.4% 2.8% -5.7% Top 20%: Middle 50%: Bottom 30%:
  6. 6. History: Sales and marketing alignment Marketing Sales SalesMarketing Marketing Sales Agreed Metrics and Definitions Unaligned or Sales request leads Account Based Marketing
  7. 7. ABM needs Sales and Marketing to work together
  8. 8. Not insurmountable Account Based Marketing actually improves alignment
  9. 9. Increased collaboration
  10. 10. Research • 515 studies reviewed by Pettigrew & Tropp • 5 major aspects to alignment
  11. 11. 1. The groups should cooperate towards shared goals
  12. 12. Language Baa baa?Mee mee
  13. 13. Account Based Approach Baa baa Baa baa?
  14. 14. 2. The contact between the groups should be enjoyable
  15. 15. How are you working together?
  16. 16. Account Planning Meetings
  17. 17. Insights
  18. 18. 3. The groups should be of roughly equal status
  19. 19. Ultimate goals
  20. 20. 4. Group members should counter the other group’s negative stereotypes
  21. 21. Increased co-ordination
  22. 22. 5. Group members should have the potential to become friends
  23. 23. Increased co-ordination
  24. 24. Summary • Increased communication • Increased collaboration through planning and insights • Increased average deal size • Common language • Reduced power disparity between sales and marketing • More deals
  25. 25. Thank You @radiateb2b @riazkanani riaz@radiateb2b.com radiateb2b.com

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