Greenhouse's CMO and VP of Sales discuss how account-based marketing works: set your plan at the start of the year, refine it quarterly, and align your sales and marketing teams on shared personas and the reasoning behind each campaign.
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 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 and 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.
