ABM is not just marketing Despite its name, Account Based Teams that work in isolation are the ones that miss Hello, Account Based Everything Marketing is not exclusively a marketing opportunities, duplicate efforts, waste insights, Because silos hold back account-based success, function. Far from it. Industry experts drop the ball in clunky ‘handovers’ to Sales, and more and more sales and marketing leaders avoid inhibit every important metric from close rates to calling their initiative ‘Account Based Marketing,’ have all come to the same conclusion: deal velocity. opting instead for names like: ABM works best in companies where What really works in an account-based model • Account Based Management all revenue-generating disciplines are is the close integration of Marketing, Sales • Account Based Sales and Marketing closely aligned. Development, and Sales (plus Customer Success • Account-First Initiative for those who have the discipline). • Account Based Everything For this reason, the term ‘Account Based Marketing’ can be misleading and the wrong term The essence of all of these is that success comes to fully describe the process we’re talking about. “ ABM is a strategic business initiative. from orchestrating relevant interactions that span There’s a danger that it perpetuates the same If it’s only sponsored by marketing, multiple players in the account (decision-makers siloed marketing habits that hold B2B and influencers) across multiple channels (email, organizations back. it becomes a campaign.” phone, social, in-person, and demand generation) delivered by all departments (Marketing, Sales Jeff Sands, ITSMA Development, Sales, and Customer Success). When a business can achieve this, the results will always be greater than individual departments working in isolation. 17