Best Practice Report

Preparing Sales For Account-Based Marketing: A Presentation Checklist

January 1st, 2018
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
Alisa Groocock, null
Alisa Groocock

Summary

Preparing the rest of the organization for account-based marketing (ABM) is a critical first step in the ABM process. An effective presentation to sales leaders is crucial to generating excitement and setting a clear path forward. The presentation should cover the problem and vision for solving it, articulate the elements of the new approach, and validate a proposed plan and next steps.

B2B organizations often find that account-based marketing (ABM) can bring marketing and sales functions together to drive growth, but friction can arise between these functions when they do not communicate upfront or agree about joint commitments. To prevent this friction, ABM leaders often start their journey by conducting exploratory discussions with sales about the basics of ABM and how it can align to sales priorities (see Communicating The Value Of Account-Based Marketing To Sales). In this report, we provide a checklist of five sections to include in a followup presentation to sales that is designed to formalize the agreement between the two functions on a plan to move forward with ABM (see Figure 1).

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