What is the best way to educate internal stakeholders on Account Based Marketing in order to accurately highlight the potential benefits to the organization as a whole and to their individual teams’ functions?

Account-based marketing (ABM) is not intended to be used solely by one department. It is a cross-functional company strategy with heavy influence from sales. Here are a few examples of how to gain buy-in:

• Create an ABM playbook that consolidates the feedback of collaborators, including sales, marketing, revenue operations, customer success, and other stakeholders.
• Host a lunch and learn session and walk through the playbook. Answer questions and take the time to clearly articulate the value and desired outcomes.
• Provide use cases that help tell the story of the potential of ABM and how to gauge success.
• You'll find that ongoing education is necessary as new tools and approaches emerge. Be open to answering questions and collaborating on the strategy.

By following these steps, you can effectively gain buy-in for your ABM strategy and ensure that all stakeholders understand the value and potential outcomes of the program.