Account-Based Marketing And Sales Alignment

November 2nd, 2018

Robert Peterson

Summary

Account-based marketing (ABM) and account-based selling are interrelated processes that require tight alignment. Establishing a clear understanding of how sales and marketing must do so provides the necessary foundation for success. Although ABM programs often involve key functional leads in sales and marketing that ensure interlock is maintained, all organizations intuitively realize the benefits of alignment, regardless of how they define it. In this report, we introduce a model for securing and maintaining business, functional, and executional alignment and illustrate how using this model ensures successful ABM and account-based selling execution.

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