How To Align Marketing And Sales For Successful ABM | ABM Activation—How to Drive Real Performance

Learn why disconnected sales and marketing efforts cause ABM programs to fail, and discover practical tactics to align both teams around shared revenue goals. This video explores strategies to break down silos between teams and move from first-touch attribution to orchestration, as well as battle-tested tactics from ABM experts who have witnessed misalignment firsthand.

What you will learn:
▶️ Why shared goals between sales and marketing are the foundation of any successful ABM program
▶️ How to say goodbye to first-touch revenue attribution and embrace shared revenue accountability
▶️ Why marketing needs to join sales calls and how weekly stand-ups drive alignment
▶️ The roles and responsibilities framework that eliminates finger-pointing and creates team success

Key takeaways:
▶️ Moving from separate departmental goals to one shared revenue target (where everyone is accountable for accounts becoming customers) is key for ABM success
▶️ Both sales and marketing must nurture accounts throughout the journey, working together rather than sequentially passing responsibilities
▶️ Practical starting points when teams do not collaborate include sitting in on sales presentations, understanding their pain points, and building relationships and trust through actual dialogue
▶️ Regular stand-up meetings between sales and marketing can help teams to align campaigns with account status and adjust messaging based on customer journey stage

INFUSE Demand Experts Michelle Churchill and Maurice Quek, along with Gravity Global executives Amanda Palmarchuk, Nikole Rose, and Libby Durbin, share years of hands-on experience implementing ABM programs and witnessing what works (and what does not) in sales-marketing collaboration.

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