ABM Strategy: 3 Tips for Aligning Your Sales + Marketing Teams

Account-based marketing (ABM) is a growth strategy that helps sales and marketing teams collaborate on creating a buyer experience for a mutually decided upon set of high-value accounts. 

Basically, it allows your entire RevOps team to focus on and acquire more of your North Star clients. 

But your sales and marketing teams must agree on who those North Star clients are, how to approach them, and what success looks like at the end of the day. 

And for two teams that don’t always see eye to eye, that can be tough. 

But there’s a solution. HubSpot. 

Here’s how. 

HubSpot can help with the top 3 tips for aligning your sales and marketing team for your ABM campaigns: 

1. Establish Clear Communication + Goals
2. Create a Seamless Handoff Process
3. Track Metrics 

Establish Clear Communication and Goals

Establishing clear communication and goals can be achieved by setting up regular meetings between the two teams, as well as creating shared documents and dashboards that track progress towards goals.

HubSpot can be a great tool for this, as it has a variety of features that allow you to: 

• track leads
• monitor website traffic
• analyze data, and more.  

By using HubSpot, you can create a centralized location where both teams can access and share important data and information regarding your ABM efforts. 

Create a Seamless Handoff Process 

Leads should be passed from marketing to sales efficiently and effectively in business, especially during an ABM campaign.  

HubSpot can help with this by allowing you to set up workflows and automation that automatically move leads through the sales funnel. 

This can help to ensure that leads are followed up on in a timely manner and that the sales team is always working with the most up-to-date information.

Leverage HubSpot to Track Metrics

It’s important to track metrics in order to measure the success of your ABM efforts. 

HubSpot provides a variety of analytics and reporting features that can help you track key metrics such as: 

• lead conversion rates
• website traffic
• ROI, and more. 

By tracking these metrics, you can identify areas where your teams are performing well and areas where they need improvement. This can help you to make data-driven decisions and optimize your ABM efforts.

Aligning marketing and sales teams is critical for a business to scale through an ABM campaign, and we know that can be a challenge.   

HubSpot is a powerful single source of truth that can help achieve sales and marketing alignment(and perform a vast array of tasks as well). 

As a HubSpot Diamond Solutions Partner, Growth is certified to help businesses scale with HubSpot from onboarding to optimization—and we can help your sales and marketing teams see each other for the rock stars they are with HubSpot. 

Just ask us how. We’re right here.