Scrappy ABM
EP. 141 - SALES & ABM ALIGNMENT: How to Win with Target Account Lists & Closed-Lost Programs
Feb 6, 2025
In a lively discussion, Jim Gilkey, account executive at Scrappy ABM, dives into the world of sales and account-based marketing (ABM). With a rich background in marketing and sales, Jim shares practical strategies for enhancing collaboration between teams. He highlights the importance of developing a targeted account list and the effectiveness of closed-lost programs in generating wins. Through co-creation and rapid feedback loops, teams can optimize their approach. Expect actionable insights that could transform your ABM strategy!
18:09
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Quick takeaways
- Sales teams are vital for successful ABM programs, as their active involvement in defining targeting strategies enhances revenue generation and deal closure.
- Collaborative communication between marketing and sales is essential, as co-created target account lists and regular updates significantly improve alignment and conversion rates.
Deep dives
The Role of Sales in ABM Programs
Sales teams play a crucial role in the success of account-based marketing (ABM) programs, as they are essential in driving revenue and closing deals. Successful ABM requires active participation from sales in defining targeting strategies and understanding customer needs. This collaboration ensures that marketing efforts align with what sales encounters in the field, leading to more effective campaigns. By fostering an environment of open communication, sales can provide valuable feedback to marketing regarding prospect questions and pain points, which in turn shapes tailored marketing messages.
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