Full-Funnel B2B Marketing Show Episode 156: How to handle leadership objections about demand gen & ABM with Andrei & Vladimir
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Mar 11, 2025 Discover how to tackle leadership objections regarding demand generation and account-based marketing. Learn why sales push back on these initiatives and the data you need to counter those concerns. Explore strategies for aligning marketing and sales efforts while managing expectations for ROI. Gain insights into crafting internal business cases that win executive buy-in. Uncover the significance of personalized offerings and the shift from quantity to quality in outreach to engage high-potential targets.
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Root Reasons for Sales Pushback
- Sales teams can be protective of their accounts, fearing disruption from marketing initiatives.
- This protective mindset stems from concerns about commission, client relationships, and marketing's perceived lack of sales knowledge.
Handling Objections
- Understand the background of challenges before addressing objections to new marketing programs like ABM.
- A new sales leader's overpromising can create unrealistic expectations and hinder adoption.
Webinar Objection
- A new sales leader questioned the value of webinars, preferring direct pitching.
- This leader's background in lead generation shaped their skepticism towards demand generation.