Summit APAC 2018 Plenary Sessions Account Based Marketing and Sales Can We Talk About Alignment

Account-Based Marketing and Sales: Can We Talk (About Alignment)?


Focus: Operationalize, Optimize

Priorities: ABM Strategy; Goals and Alignment; Sales Planning; Sales Processes and Infrastructure

Account-based marketing (ABM) continues to gain popularity as more companies realise the benefits of a focused marketing approach to high-value accounts. However, our annual CMO Study revealed that lack of alignment is one of the top three barriers that can harm adoption and successful implementation of ABM strategies. So, how does ABM support and align with account-based selling across the highly diverse markets in Asia-Pacific? Are they really two sides of the same coin? What role does sales play in ABM, and how do account-based marketers support more focused sales strategies and execution? This presentation will provide the following benefits:

For sales and marketing:

  • An outline of the distinct roles and responsibilities that both sellers and marketers in Asia-Pacific can have in ABM processes
  • A framework for planning how sales and marketing support/complement each other in ABM processes
  • Examples of how aligned sales and marketing organisations are effectively operationalising ABM and achieving strong results
"Sales and marketing are often great at what they do…individually. However, one of the key principles for a successful account-based marketing (ABM) approach is having strong interlock between sales and marketing. This presentation looks at how these two functions create business alignment, functional interlock and executional excellence when approaching a set of targeted accounts for ABM and identifying key responsibilities for several key sales and marketing roles throughout the journey."<br /><br />&ndash;Matt Senatore