OnBase: Smashing Sales and Marketing Misalignments Ep. 475 | How Devo Mastered ABM for Sales-Marketing Alignment
Episode Summary This episode discusses how Devo implemented account-based marketing (ABM) and aligned its marketing and sales teams. Greg Aquavella from Devo shares how they overcame challenges through Demandbase training sessions with sellers and weekly one-on-ones. He emphasizes the importance of aligning sales and marketing efforts through collaboration and providing insights that matter to sellers. The episode also covers identifying opportunities for pipeline acceleration and integrating demand generation tools into existing sales workflows to streamline processes. Overall, it focuses on best practices for ABM success through effective alignment between revenue teams.
About the guest
Greg Aquavella is the Director of Marketing at Devo. With over 12 years of experience in marketing and 6+ years focused on account-based strategies, Greg is a leading expert in aligning marketing and sales for ABM success. At Devo, Greg spearheaded the implementation of their global ABM program to better target large enterprise accounts. He is responsible for building revenue and delighting customers through global ABM, Digital, and Field marketing strategies and supports Devo’s programmatic account intelligence engine.
Key takeaways
- ABM is a holistic approach that requires aligning marketing, sales, and customer success
- Aligning sales and marketing is crucial for successful ABM implementation
- Schedule weekly one-on-ones with individual reps to understand account priorities
- Leverage Demandbase training to help sellers apply insights in their sales approach
- Identify opportunities for "pipeline acceleration plays" based on open opportunities
- Integrate demand generation tools into the sales workflow to streamline the rep experience
- Aligning tools and insights with existing sales processes provides quick wins
Quotes
"ABM encompasses so much more than marketing because if you're doing it well, you're working across the org, across multiple functions, and getting everything bought in at the right time, and getting everybody aligned to a singular goal and output." -Greg Acquavella
Recommended Resource
Books
-The ABM Effect- A good intro book for anyone getting started with ABM.
Websites
- Fullfunnel.io- They break down marketing concepts visually and share case studies.
Newsletter
-Dashdot newsletter by Strategic ABM that highlights global ABM programs and use cases.
Connect with Greg Acquavella | Follow us on LinkedIn | Website