The world of B2B marketing is in the middle of a digital revolution, and it feels like everyone wants to put their two cents into our digital strategy. Every article or conference attendee has an opinion about how we should be implementing account based marketing (ABM) tactics: Buy this product over here! Try these experimental strategies for more reach! Do A or D but definitely not B.
All this advice can leave marketers asking themselves: “Am I doing things right?” Sometimes it’s hard to know in the middle of this information glut what is helping revenue and what may be slowing its progress down.
Marketing organizations that succeed in ABM often start with their relationship with Sales. But before we dig into how to improve that relationship, let’s first assess what is happening with our sales counterparts.
The State of Sales Teams in 2021
At the June 2021 Outbound conference, which focuses on sales, productivity and pipeline, guest sales expert speaker and author Meridith Elliott Powell described the general theme of the conference was the importance of marketing for selling success, more so than any other Outbound conference she had previously attended. According to Powell, “The play of marketing and sales now was the most important takeaway. Sales teams need to embrace marketing and marketing teams need to up their game. Neither party can afford to really be operating in silos. You can’t get back in front of the customer in person…