orld ork in an w ’t based w t oun art 4c Don’t do this alone P Silos donac If Marketing embraces ABM without a deep Finally, account based sales in isolation results alignment with Sales, you get isolated tactics in Account Executives wasting their time in like ad retargeting and fancy mailers or field prospecting without any support or leverage. events that Sales doesn’t care about or That’s expensive and inefficient. participate in. What works is integration. That’s the heart To really engage with a target account, the of any account based strategy. human touch is essential: someone needs to pick up the phone, send a personal email or make a real connection on social channels. “ABM is a strategic business Only then can the account-focused marketing initiative. If it’s only sponsored tactics make an impact. by Marketing, it becomes Similarly, Account Based Sales Development a campaign.” without support from Marketing leads to a bunch of junior reps generating their Jeff Sands own accounts and writing their own emails ITSMA – then doubling the volume to try to improve performance. 21