For account-based marketing to work, sales and marketing teams need to get very cozy if you want to create the most efficient target list possible.
To define the set of target accounts you are looking to build an ABM strategy for, you need input from the relevant operations teams, sales, and marketing. Make the most of all the information you have from your existing customers, past marketing campaigns and efforts, and your prospect database. All this data is absolute gold dust for creating successful leads. ✨
Once you have the target list, communication in the following areas are key:
- Strategic targets
- Account specific plan: updates and next steps
Throughout the account planning stages, sales and marketing need to regularly share insights and ideas to ensure total commitment to the final account plan. Not to mention encouraging feedback throughout the campaign to review what worked and what didn’t.