How does sales channel structure affect your internal partnerships?
1 Answer
Mindy Servello
Calendly Head of Demand Generation | Formerly Ping Identity, Calendly • October 26
I have built and scaled ABM strategies at start ups with no SDR function to larger $250M+ ARR organizations with a very robust, global sales team. Although I can go many directions with this question, I will leave it at this - no matter the sales structure when first building an ABM strategy, find a sales person that you have built a great relationship with that is open minded and 'marketing friendly'. Run an ABM pilot together. You'll be able to show the lift in results from ABM and non-ABM accounts. Qualitative data speaks for itself. Once other members of the sales team hear about this, they will come to you to be included and the data allows a robust business case to justify further investment into ABM.
1306 Views
Top Demand Generation Mentors
Laura Lewis
Addigy Director | Head of Marketing
Sruthi Kumar
Notion Account-Based Marketing - Lead
Steve Armenti
Google Account-Based Advisor to B2B SaaS
Kelley Sandoval
Databricks Senior Director, Demand Generation
Matt Hummel
Pipeline360 Vice President of Marketing
Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role)
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India
Adam Kaiser
6sense VP, Growth Marketing
Sheena Sharma
JumpCloud Vice President, Revenue Marketing
Bhavisha Oza
Gong Performance Marketing Lead
Related Questions
What are primary KPIs for Account Based Marketing?How is Account Based Marketing different for landing vs expanding/ cross-sell/ upsell?Do you use intent data in your ABM model?How do you recommend companies adjust their KPIs as they move to an ABM-centric marketing approach? How would you define the difference between metrics, analytics, and insights in the context of Account Based Marketing strategy?What is your tried and true method of assessing an organization’s goals to determine the customized proportion of inbound to outbound leads needed for success?