e tion dina oor art 10 c f P The importanco The importance of coordination Success with Account Based Sales Development is directly related to your ability to align all of your customer-facing teams in a coordinated strategy. There can be no silos. Your football team If you really want to move the ball down Disrupting an existing list of priorities is not easy. Think of your Account Based Everything the field, you need players in multiple There’s just too much resistance. So trying to do program as a football team (American football positions working together as a team: it alone, as an SDR, is a low-probability exercise. that is – soccer is way too random): SDRs, Marketing, Account Execs, Senior Instead, you need the coordinated activities of Execs – the whole line-up. Let’s look at marketing and sales to challenge the prospect’s The Coaches design the Plays. a few of your teammates. priorities and make room for yours. These are often Marketers or SDR managers – ideally in partnership with each other. Working with Marketing As outbound Account Based Sales “You want software that helps Quarterbacks call the Play. Development goes mainstream, the bar gets align Marketing and Sales. You This is usually the Account Exec but might higher and higher. Without question, the don’t want to bake in silo-thinking.” be the Account or Relationship Manager, winners will be those who best synchronize for existing customers. their sales and marketing teams. Matt Amundson Players run the Play. In her book, Snap Selling, Jill Konrath talks Vice President – And you need lots of different positions. about the ‘harried buyer’ who has too many Sales Development You wouldn’t field a team with eleven wide demands on his time to be able to make yours & Field Marketing, receivers (they’d get crushed); or eleven a priority. Throwing a new problem on to his linemen (the ball would just sit there). list is the last thing he wants to do. EverString 8585