ABM Account Selection & Marketing Program Commitments to Sales

In my first two blog posts on Building an ABM Framework, I shared how we organized and executed on our plan for the account-based marketing program at Evergage. In this post, I want to home in on how we outlined exactly what the sales team is getting when they select an account for the ABM program and how we solidified our list of target accounts together. I want to help answer the questions: “how do you get sales and marketing on the same page regarding the target account list?” and “how does sales know what program commitments marketing is making for those target accounts?”An ABM program will only be successful when both the sales and marketing teams are fully bought in and working together toward a common goal. So having program commitments for ABM is critical.