Is Aligning Sales and Marketing Really “Unworkable?” We Think Not...

So you’ve achieved buy-in — what’s next? Aligning sales with marketing is a vital part of the process, but getting the two to work together can feel impossible. Discover how to tailor ABM approaches to meet the needs of both teams.

Welcome back to our series on entering the world of account-based marketing (ABM). In our first blog, we covered the steps to ensuring buy-in from various internal stakeholders for an ABM programme. Now that everyone is on board, the real work begins.?

Aligning sales and marketing can feel like a task straight out of Peep Show. Whether you're channelling Johnson's enthusiastic "Project Zeus" mentality or staring down the “unworkable” challenge of integration like Mark, you’re not alone. Without alignment, your ABM strategy will fall apart like a Christmas dinner without a turkey.

So, how do you build solid foundations for your newly endorsed ABM programme? Let’s break it down.

Step 1: Addressing Common Challenges

Transitioning from buy-in to execution often uncovers a litany of challenges:

• Building account lists: Deciding which accounts to target is foundational but can be time-consuming and fraught with debate as ICPs may not be clear-cut.
• Educating sales: While sales teams are crucial to ABM, they may not fully understand its value or process, which can lead to resistance.
• Balancing quick wins and long-term goals: Early ROI is essential to keeping stakeholders engaged, but you also need to consider:

To avoid and/or mitigate these challenges, effective collaboration with your sales team is absolutely essential. Define your KPIs together and make sure they align with your organisation’s overarching revenue goals. For instance:

• If your SaaS solution has an Average Order Value (AOV) of $20-30k and you’re targeting $750k-1m in revenue, a 1:Few ABM programme targeting 50+ accounts might be appropriate.

• Alternatively, if you sell complex IT solutions with an AOV of $500k and aim for $2m in revenue, a 1:1 ABM programme that targets a small handful of strategic “whales” would be more effective.

With that said, it’s not a ‘one size fits all’ solution, and your strategies will need to be tailored to your unique objectives. Clear KPIs create a shared vision and help manage expectations, especially when attempting to prove early ROI.

Step 2: Tackling Sales Challenges with ABM Strategies

No two accounts are alike, and neither are the challenges they bring. Working collaboratively between sales and marketing to identify common pitfalls within target accounts will help tailor your ABM approach and strengthen your strategy moving forward. Typical obstacles can include:

• Lack of prior account knowledge: By providing sales account-specific insights and mapping key stakeholders, you can clarify who's who and keep sales engaged even whilst not directly impacting revenue.
• C-Suite access issues: Building relationships with senior decision-makers can be a significant roadblock. By creating stakeholder profiles and engagement plans which lean into the specific challenges faced by your desired 'target'. For example, you can do a deep dive into 'Jane' the CIO and her motivations, challenges and priorities, along with any other useful information.
• New opportunities: You're relatively well embedded in the account but want to grow further, as there's plenty of whitespace. New coordinated strategies can help highlight these opportunities and deliver tailored messaging to resonate with potential buyers.

Step 3: Building Your Target Account List

Creating a prioritised and segmented account list is the cornerstone of success. Start with a prioritisation matrix that evaluates key criteria, such as:

• Revenue
• Number of employees
• Expected growth
• Renewal or RFP timelines

Incorporate intent signals to refine your list further. First-party data, like website visits, email engagement, form submissions, event attendance, or social activity, share insights that reveal which accounts are best prepared to give you a head start.

The ultimate goal is to create a segmented target account list that aligns with your KPIs. For example, targeting a clustered set of 50 accounts could contribute to a broader revenue or market share objective. A well-structured account list ensures you’re focusing your time and resources where they’ll make the biggest impact.

Step 4: The Road Ahead

With your account list built, your sales team aligned, and KPIs defined, you’re nearly ready to bring your ABM programme to life.

In our next blog, we’ll discuss getting your ABM programme live, covering practical steps, tools, and considerations for a smooth launch.

For now, focus on building a solid foundation. Like any strategy, success requires collaboration, clarity, and adaptability. Keep sales and marketing on the same page, and you’ll be well on your way to fully utilising account-based marketing as part of your wider marketing ecosystem. Stay tuned for part three!