Insufficient staff, overwhelming data make it difficult to personalise ABM

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 22, 2021, 5:17 PM UTC

Sales and marketing departments seem to be misaligned on their capacity and ability to deliver effective personalisation.

A Conversica-Renegade Marketing survey of 227 marketers and salespeople has revealed an emerging executional gap between the two groups of professionals. 49% of salespeople and 43% of marketers use intent data to personalise communications. Only 38% of salespeople send personalised communication to top prospects at every touchpoint.

According to the survey, 42% of all respondents feel sales teams are overwhelmed by the amount of data available on their ABM platforms. 33% of the respondents said insufficient staff hinders efficiently processing the interpreting data.

Nonetheless, 87% of them believe in the efficacy of account-based marketing (ABM) for converting target accounts into opportunities. Both the departments agree that the other is doing its best to close deals and support the other department.

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