Best Practice Report

Communicating The Value Of Account-Based Marketing To Skeptics In Sales

December 28th, 2022
Matt Steffen, null
Matt Steffen
Robert Peterson, null
Robert Peterson
With contributors:
Steven Casey , Nicky Briggs , Amy Hawthorne , Rick Bradberry , Malachi Threadgill , Emily Wen , Arianne Burnette


A strong partnership with sales is required to execute account-based marketing (ABM) successfully. Today’s sales leaders widely embrace account-based strategies, but even one influential detractor can undermine success. Highlighting ABM’s alignment to sales strategy and its impact on achieving revenue goals resonates with skeptics across the sales organization. However, each sales function is likely to have distinct reservations that can be addressed through customized value propositions. In this report, we demonstrate how ABM teams should communicate with sales constituents to foster successful collaboration and outline how to tailor ABM value propositions to specific sales functions.

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