Account-based marketing (ABM) has taken marketing by storm. Buyers have become increasingly intolerant of irrelevant, badly timed, interruption-based tactics. ABM offers the promise to add relevance, differentiation, and value-add to the buying experiences, in turn building credibility, trust, marketing efficiency... and more sales.
But despite their best efforts, some marketers are frustrated that they're not seeing expected results from ABM and can't seem to pinpoint where they're going wrong.
The issue: their cultural and technological foundation.
If your organization is experiencing frustration, there's likely a crack in your foundation that's undermining your ABM strategy.
This article, will explore how to diagnose six common issues and offer ways to fix them.
1. There's friction between Sales and Marketing
In successful account-based programs, marketing and sales teams work together, hand-in-glove, throughout the buyer journey, to deliver a relevant and personalized end-to-end experience to a defined set of agreed-upon companies. That requires working together in new ways, strong leadership, and change-management training.
Signs of trouble: Your teams aren't working well together. Your sales team doesn't want the marketing team to look at what they're writing to prospects. Leads aren't getting enough follow-up. Efforts are misaligned.