From the course: Account-Based Marketing Foundations
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Activating sales with data
From the course: Account-Based Marketing Foundations
Activating sales with data
- Have you ever wondered why your sales team is not following up on your marketing leads? Well, let me fill you in on a little secret. Sales teams don't care about your leads. They care about the accounts they need to close this month or this quarter. After all, no one ever hired elite executive. Look around. The title of your sales team is account executive. Volume driven demand generation has produced a fundamental gap between marketing and sales incentives. A core goal of account based marketing is to close that gap. Successful account based marketing isn't only about targeting the right accounts and executing personalized crossed channel market programs. It's also about bringing sales into the fold with what we call sales activation. As an ABM marketer you need to deliver the advanced account intelligence and personalization tools to make your sales team effective in their outreach. You can do this by adopting the next, show, go approach to sales intelligence. This means helping…
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