EP. 111 - Overcoming Sales and Marketing Alignment Challenges in ABM

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.Best Moments:(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