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

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

Editor's Notes

  1. Why does it exist? Two major sources of friction between Sales and Marketing. One is economic, and the other is cultural. Economic: sales force can criticize how Marketing spends money and how they price the platform as sales can sell the product more easily. Marketing responsible for list prices and promotional pricing, Sales has the final say over transactional pricing. VP sales goes directly to CFO. marketing group unhappy. Promotion costs, too, are a source of friction. marketing group spends money to generate awareness of, interest in, preference for, and desire for a product. sales views the large sums spent as a waste of money. Sales: Better to hire more sales people. Going to touch on both looking at how ABM improves alignment and makes it easier rather than harder to achieve.
  2. Companies with aligned sales and marketing teams grow 32% faster Aberdeen Group. when IBM integrated its sales and marketing groups: Sales cycles are shorter, market-entry costs go down, and the cost of sales is lower Multinational telecoms business – VP sales put his success in his region down to alignment with marketing vs other regions
  3. Too often sales views marketing as throwing buckets of leads over a wall and not caring about them afterwards. With an ABM approach, there is no hand-off.
  4. Increased collaboration helps Psychologists found that increased contact alone was not enough
  5. MQLs, SALs, sales just want the right leads to follow up with. Maybe they should care but as they don’t have any real input into the ongoing processes of generating leads it is difficult to engage with it.
  6. identifying accounts together at the very beginning. Identifying an approach for each account planning and reacting around an account together. You are both discussing a prospect in the same language of an account, its individuals who make up the target account and on the best way to close it.
  7. Generating leads – lots of leads – but size of opportunity was too small vs the effort required to close. Impossible for sales to hit targets. 100 leads a day. Celebrate successes together Work together on challenges
  8. At a major tech firm, a sales team didn't want to involve marketing in account strategy discussions - with one glaring exception. A field marketer who was out in the field and working continuously alongside the sales team had become 'one of the team', She was often the first person the sales team called into these discussions.
  9. Insights about an account help sales to close their deals. The ability to automate this is one of the reasons why ABM can now be scaled but the largest accounts should still involve face to face. At another telecoms firm – the ability for marketing to step in and provide insights on an account helped him outperform other regions
  10. When using MA, marketing typically provides around 25% of leads with sales teams providing the remaining 75%. Varies from organisation to organisation At another global tech firm, when launched into a new market – marketing was mostly about providing credibility in the market – most leads generated through outbound calling. Later as the organisation matured in the market – this shifted closer to 50:50. With ABM, the sales and marketing teams can work across major accounts together across both phases of launch, facilitating mutual respect and status. Balance effect. When accounts need to be kept warm as they arent yet in the buying phase, marketing can lend support to nurturing the account. Allowing the sales person to focus on closing the deal.
  11. Ultimate goal is revenue and when it comes to ABM this is the metric both teams should be targeted on. This further ensures that both teams are working towards a common goal
  12. Avoid The colouring in department Avoid sales as the know it alls
  13. Reduces creation of negative stereotypes. Marketing provides the broader market understanding and the messaging that accelerates the sales cycle, while sales creates the engagement and builds the relationships that successfully closes the account. Large Telecoms company story: “I need Marketing to step up and keep the prospect engaged until John can get to them.”
  14. The increased collaboration makes it more likely At a major tech firm, a sales team didn't want to involve marketing in account strategy discussions - with one glaring exception. A field marketer who was out in the field and working continuously alongside the sales team had become 'one of the team', She was often the first person the sales team called into these discussions.