The Marketing and Sales Alignment Playbook

whitePaper | May 31, 2021

In this eBook we will address the evolution of the B2B purchase journey and discuss the fundamentals of starting a successful ABM program in our “Ready-Set-Go” framework. B2B sales and marketing is constantly evolving and adapting to new advances in technology, and following traditional lead generation in the information age is no longer the most efficient approach to generating pipeline. ABM prioritizes quality over quantity, so sales and marketing can allocate more resources and time on high-fit, high-intent target accounts. When buyers show interest in your product early in the purchase journey, account-based technology can put these signals right at the fingertips of your marketing and sales organizations.

whitePaper | August 16, 2022

Our “State of the Buyer Report: Future of Work Edition” illustrates how marketers can leverage data to develop a better ABM strategy that prioritizes the right accounts and engages them with personalized messaging and content. It examines five topic areas impacting purchase decisions surrounding today’s hybrid workforce—cloud infrastructure, hybrid work, enterprise networking, artificial intelligence (AI), and cybersecurity—, and provides actionable takeaways for marketers to reach the buying centers that are researching and actively engaging with relevant content and advertising.

whitePaper | December 10, 2022

Almost a decade ago, McKinsey Global Institute found that data-driven organizations are not only 23 times more likely to acquire customers, but also six times as likely to retain customers, and 19 times more profitable than their competitors. Yet in 2021, NewVantage Partners found that “only 24% of organizations are data-driven.” With the velocity, volume, and variety of data, it is not easy to go from data to insights to action. Organizations struggle with bad data, siloed data, and multiple versions of the truth. No longer is it about having enough data, the focus is on having the right data and knowing what to do with it once you do.

whitePaper | March 9, 2023

When the economy falters, buyer behavior changes. But the key questions CFOs always ask are: By how much? And how much will it affect the sales pipeline, the lifeblood of the business? To maintain a healthy balance sheet, it’s critical for CFOs to get those answers right. And that’s where things get tricky. When CFOs trim budgets with a too-heavy hand, they can cripple the business’ future growth. Conversely, if they don’t trim enough, the business can bleed out.

whitePaper | September 2, 2022

According to Christian Weiss, director ABM EMEA at Autodesk, Germany languishes behind English-speaking countries when it comes to account-based maturity, often due to their reluctance to be the first to try something new. “Germans aren’t always keen on trying and testing from scratch and have a tendency to overthink,” he says. “While other cultures might try new approaches and technologies and fail, at least they’ve tried it. And this is a huge aspect of making account-based principles work. It requires deep change across culture, people and technology – and this isn’t always a good fit for people who are hesitant to embrace change, which isn’t traditionally part of a German’s DNA.”

whitePaper | September 1, 2022

Marketers spend anywhere from 5% to 20% of annual gross revenue on advertising spend, so what does it take to get the most out of that spend? In this guide, we walk through how to use advertising for the full funnel, from awareness to customer retention. You will learn: How to work smart, not hard: optimize your ads for a full funnel experience using the tools you already have and leveraging ABM in the process Ways to experiment with your ads to find the right mix for your audience A stage-by-stage full funnel blueprint to create ads that resonate with your audience each step of the way, including the goal, approach, and CTAs.