In this episode of Scrappy ABM, host Mason Cosby discusses the challenges of sales and marketing alignment in Account-Based Marketing (ABM) programs and provides strategies to overcome these obstacles.
01:42 Three main reasons for marketing and sales misalignment
01:49 Historical lack of tangible pipeline delivery from marketing
03:59 Compensation structures not incentivizing alignment
06:47 Sales team's protective nature over pipeline and accounts
09:40 Strategies for marketers to overcome alignment challenges
12:38 Importance of starting small and building trust with sales teams
13:26 Addressing compensation structures to drive engagement
14:14 Targeting the right salespeople for ABM program involvement
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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