The Role of Sales Enablement in Account-Based Marketing

It’s no longer news that account-based marketing leads to higher returns and accelerated market share. More than 80 percent of marketers say ABM ROI beats other marketing initiatives. But ABM requires great account and contact data, customized buyer content, and meticulous tracking and reporting to thrive. That’s where sales enablement comes in. Sales enablement is critical to ABM success. It drives faster conversions using the power of the right content at the right time via the right channels. It helps companies centralize their sales collateral in a single hub. This includes sales coaching, product marketing, and third-party resources. It also delivers excellent analytics that facilitates live feedback from sales and customers so marketing can learn what works.