Alignment All Year

Alignment should go much deeper than hosting an annual all hands meeting.

But too often, everyone comes together at the end of Q4 or the beginning of Q1 to align on priorities, and then by March, everyone's slipped back to doing their own thing again.

As humans, we're wired to default to what we know, so this shouldn't be all that surprising.

True alignment for ABM (or any GTM motion for that matter) needs to go much deeper than vision casting or an all hands meeting.

If you're in the thick of all the end-of-year things, while also pushing for greater alignment, consider these 3 things:

1. Aligned Goals

Recently, I met with a team where Marketing and Sales each individually created their own goals without collaborating upfront. In a silo, each of their ideas and points may have sounded good. But side by side? The separate goals weren't positioning their greater teams to all row in the same direction. Aligning on goals is a must.

2. Aligned Audiences

How often do we hear of Marketing bringing a Target Account List (TAL) to the table only for Sales to say "we've already got that covered." If Sales, Marketing, and CS aren't all aligned on a shared set of accounts, expect less than stellar outcomes from your ABM efforts.

3. Aligned Compensation Structures

Throughout 2024, this came up a ton. When Sales isn't incentivized to close the deals that Marketing brings to the table, it's not a sign that ABM won't work. It's an indication of a lack of alignment in the compensation structure.

Sales compensation is rarely considered up front when kicking off an ABM program, but it's also exactly why investing in ABM can be the tipping point for even larger organizational alignment.

I want you to win in 2025.

A big part of you winning is achieving greater organizational alignment.

Ready to align your team and ABM efforts in 2025?

Join me and Abhi Yadav over at iCustomer for our upcoming conversation on this very topic. Let's make sure you're set up to win in the next calendar year.