A lot of the time, when we highlight the importance of account-based marketing (ABM) we’re specifically talking to the modern-day B2B marketer. However, it’s important to note that the benefits of an account-based strategy aren’t limited to just the marketing team. Sales can also leverage customized content to their advantage. In fact, sales plays an essential role in carrying out successful ABM programs.
But what may be stopping the implementation of such a successful strategy? Silly age-old challenges like lead quality and the politics around who gets credit for which leads. Well, this might be a great time to highlight the importance of sales activation.
What is Sales Activation
Sales activation is more than just a sales alert. It goes beyond an email, a Slack message, or another type of notification that just tells the rep to “follow up”. True sales activation helps reps answer the following questions:
- Who – Which accounts should I be reaching out to and who is the appropriate contact?
- What – What should I say to them? What content should I send them?
- Why – Why would they be interested in talking right now?
When looking at ABM vendors, sales and marketing leaders should consider platforms that offer activation tools which provide reps with clear and actionable next steps. The best way to move deals forward is to equip AEs with the who, what, and why using data and proven workflows.
Triblio, for example, gives marketing and sales teams a “single pane of glass” experience, meaning that account activity across various channels, can be monitored within Triblio’s 360 reporting modules. So instead of consulting disparate data sources, reps are able to look at CRM activities, intent data, marketing automation, and web activity in one place. This is helpful in aligning marketing and sales because it puts everyone on the same page when it comes to target account engagement, pipeline impact, and revenue goals.
Why is Sale Activation Critical to ABM Success?
Speaking of team alignment, we get it – tension between marketing and sales isn’t breaking news. Marketing and sales leaders can get so deep in the weeds about who gets credit for which leads, that sometimes the end goal gets muddled.
Sales activation serves as the missing, critical link to harmonious ABM success. With orchestrated sales activation plays, both teams are able to work together towards revenue success.
It is essential for sales and marketing teams to be able to plan and communicate their next steps without fumbling the ball. That’s why ease of use for both sales and marketing users is an important consideration when shopping ABM vendors. Triblio provides tools that allow both teams to work together to plan messaging tracks, agree on intent-based campaign triggers, and reference the same reporting.
At the end of the day, both sales and marketing teams want the same thing: more revenue. The trick is to arm your AEs with the right tools. Want to take a tour of our sales activation module? Book a meeting with one of our ABM experts. They’ll share some of our top use cases and show you how sales activation can boost your pipeline growth. Request a briefing here: https://triblio.com/request-demo/