Aligning Revenue teams

The main purpose of those Account-Based disciplines has been to bring together or in the same direction all the revenue departments from marketing to business development up until sales and customer success. “Nearly 90% of sales and marketing leaders say collaboration between the two sides enables critical business growth” but “9 in 10 sales and marketing professionals say they're misaligned across strategy, process, content and culture”.

Why is this so important now more than ever? It's a non brainer non-siloed organizations which are aligned on goals, KPIs, messaging, workflows and pipeline management collaborate more effectively. In fact, the effectiveness of an account based program relies on this. If you think about the traditional demand generation process that entails scouting and engaging with accounts which are not on the sales’ dream list this can cause big trouble down the funnel as Sales is not going to accept those opportunities created by marketing and therefore not converting them into tangible ROI.

This is where the interlock cadence calls come into help to discuss targets, messaging, performance. Technology can be a big support with this when it comes to scouting the right accounts leaders want to have a look at their existing engagements via their CRM and analyzing the different data coming from intent providers.

Most of the organizations are still lagging behind on this matter and they'll invest in this most of their ABX budgets and efforts.