: s M s B e A c g c in u t s n o e d t m a e o t Vl r r p e a h P Im t Your ideal ABM team Whether you’re starting from scratch or filling in the gaps, these are the essential roles and responsibilities of a high-performance ABM team. Role Responsibilities ABM Lead (e.g. Head of • Spearheads the ABM initiative • Develops customized value propositions, messaging docs and playbooks Marketing) • Helps collect insight • Orchestrates all interactions • Runs the initial ABM alignment process. • Tracks the metrics and communicates the program’s successes • Recommends technology Marketing Manager • Runs the ABM program mix • Supports sales • Crafts account-specific messages Marketing Operations • Maintains account and contact data • Collects ABM metrics • Implements ABM technology Account Executive and • Manages the relationship with Executive Sponsor • Helps shapes the ABM strategy and each account plan sales team members • Responsible for driving the plan forward with the team and at the account • Aligns all conversations around account needs • Team meetings with internal staff and with the customer • Becomes the customer’s Trusted Advisor Sales Development Reps • Helps research the account and build contacts • Nurtures relationships over time • Reaches out to the account to build relationships • Supports the account executive as needed • Crafts account-specific emails and messages Solutions consultants / • Provides insight into what’s happening at the influencer and operational level delivery personnel • Ensures the ‘technical / operational’ programs and messages are relevant and resonating Field Marketer • Works with the ABM marketers to execute campaigns at the local level Corporate Marketer • Works with the ABM marketer to collaborate on corporate communications and campaigns • Understands what to customize for the customer and what programs can be included in the account’s communication strategy Product / Industry Marketer • Helps figure out the ICP • Ranks accounts based on best fit for your company • Provides insight into the industry view Product Management • Provides product roadmap insights to the account team and / or customer • Works with the ABM team to understand if custom solutions are required and what’s possible Support Representative • Reports and can escalate support items when they become consequential to customer satisfaction scores Executive Sponsors • Provides deal / account support to drive engagement and deal closings