Sales & Marketing Alignment
How companies can overcome the challenge of Sales & Marketing misalignment
What are your biggest challenges associated with planning and executing an ABM strategy?
Sales and Marketing alignment remains a stubborn challenge in executing ABM strategies globally. Despite its critical importance to the success of ABM, companies continue to struggle to align their Sales and Marketing teams.
In fact, it ranks as one of the top three challenges companies face when executing ABM, along with internal skills gap and account targeting. But companies are not sitting back, with teams in both the UK and the US increasing the frequency of their meetings, with weekly meetings being the most common.
In the UK, over half (52%) of companies meet weekly or in real-time, compared to only 38% in the US. As companies progress in their ABM maturity, we see a decline in meeting frequency, with the majority (41%) of fully synchronized ABM programs only meeting quarterly. These findings suggest that as companies become more mature in their ABM programs, they require less frequent meetings as they have established more efficient and effective processes.