EP. 111 - Overcoming Sales and Marketing Alignment Challenges in ABM
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Description
In this episode of Scrappy ABM, host Mason Cosby discusses the challenges of sales and marketing alignment in Account-Based Marketing (ABM) programs and provides strategies to overcome these obstacles.
Best Moments:
(01:42) Three main reasons for marketing and sales misalignment
(01:49) Historical lack of tangible pipeline delivery from marketing
(03:59) Compensation structures not incentivizing alignment
(06:47) Sales team's protective nature over pipeline and accounts
(09:40) Strategies for marketers to overcome alignment challenges
(12:38) Importance of starting small and building trust with sales teams
(13:26) Addressing compensation structures to drive engagement
(14:14) Targeting the right salespeople for ABM program involvement
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Published 11/27/24
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