"Mastering ABM: The Key to Sales and Marketing Success" with Greenhouse's CMO and VPS

Name: "Mastering ABM: The Key to Sales and Marketing Success" with Greenhouse's CMO and VPS
Uploaded: 2023-09-29T12:47:56+00:00
Duration: 12 s
Channel: Jason M. Lemkin
Description: Greenhouse's CMO and VP of Sales explain how to run Account-Based Marketing by planning at the start of each quarter and keeping sales and marketing…

29 Sept 2023 · 0 min

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0:12

Greenhouse's CMO and VP of Sales explain how to run Account-Based Marketing by planning at the start of each quarter and keeping sales and marketing aligned on target accounts. They stress defining shared personas so Account Executives and marketers create campaigns with the same purpose.

We actually frame out at the beginning of the planning period and sometimes refine it at the beginning of each quarter what it is that we're going to be pursuing and what initiatives and campaigns marketing is signing up for.
I love that we're talking about the who, the what, and the why, but also those personas and understanding that both AEs, ICs that are writing the content for marketing are all aligned on the why is critical. To any success.
Okay. So the relationship between sales and marketing is often full of buzzwords. Yeah, I'm like, do you have a clue? So the thing about ABM is really trying to understand how are we going to reach a target, an audience in a customized way, if you would, in a more personalized way. And there's a ton of benefit in sitting down and planning together what that entire process of ABM is going to be.