Summit US Sessions ABM_Matching Sales Needs to Marketing Strategy

Matching Sales Needs With Marketing Strategy

Wednesday May 6, 2020 | 11:20 AM - 11:40 AM

Speaker(s):  Bob Peterson, Isabel Montesdeoca

Track(s): Sales Enablement, Account-Based and Demand Marketing

The technologies and approaches used in account-based marketing (ABM) and broad-based marketing are converging and becoming the foundation for all demand activities. This doesn’t mean, however, that all accounts will be treated the same way. In fact, rather than reducing the number of segments, a more granular approach to segmentation is being used. The question is, how can sales and marketing work together to align on the type and level of buyer engagement to be supported for each segment? In this session, we will share an updated view of the Demand Spectrum and demonstrate how it can be used as an alignment model by sales and marketing to ensure both are on the same page regarding the type of engagement to be delivered as well as people, process and system requirements.

This session will provide the following benefits:

  • Understand how different marketing approaches align best to known sales needs
  • Discover how insight availability, sales and marketing collaboration, and the ability to customize deliverables inform how marketing approaches should be selected
  • See how the Demand Spectrum Assessment Tool can help marketers understand their capability to support desired sales strategies

May 4–7, 2020 | Live Virtual Experience

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