Align sales, marketing for ABM success

Shinmin Bali
May 28, 2021, 2:58 AM UTC

Only around 30% of salespersons and marketers think there is a complete sales-marketing alignment in their organisation.

Companies should fully align their sales and marketing teams to ensure success of their account-based marketing (ABM) strategies. However, when 36% of salespeople report poor quality leads and insights being passed on by marketing, it makes gaining buy-in from sales for the alignment tougher.

When asked about the satisfaction level about information provided by marketing teams, only two in five sales professionals expressed positive signs. Moreover, wholly joined KPIs were reported by only 36% of sales and marketing teams.

Further, only 50% of companies have a commonly agreed upon understanding about qualified leads or accounts. So, bridge the gap between sales and marketing departments to build internal trust as well as understanding among the teams to achieve ABM success.

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