What Do Football & Account-Based Marketing Have in Common?

By Shauna Ward

You might not expect marketing and football to have much in common, but they’re a lot more similar than you would think!

—To do this, you must make sure your whole team works together to execute plays that move the ball — or your prospective customers — down the field and into the proverbial end zone.

It’s All About Teamwork

Just like with recruiting in football, building your A-team is crucial to closing more deals in B2B. In order to do this, your sales and marketing teams must be more closely aligned than ever before.

In the past, sales reps and marketers have had different goals. Sales has been quota-driven, doing everything they can to close deals and drive revenue. Marketing, on the other hand, has traditionally focused on generating as many leads as possible to fill the sales funnel. This misalignment between sales and marketing is notorious for creating friction in the buying process and creating a rift between the teams.

Just like in football, you want your whole team united to work together. Although offense and defense are completely distinct parts of the team, it is important that each player understands all aspects of the game and communicates with the other players and coaches about every play and tactic they plan to execute.

The same goes for your company. Successfully converting your dream accounts into customers starts with a conversation between marketing, sales, and other key stakeholders within your business.

The Team’s Goals Are Everyone’s Goals

With account-based marketing, everyone on your smarketing team has a new, common set of objectives:

  • Determine your ideal customer profile (ICP) and identify companies that fit that profile
  • Engage the entire buying committee at your target accounts on the channels where they are active
  • Advance those accounts quickly through the buying process using coordinated plays

Meet the Smarketing Team

You know the makeup of a football team — but who should you draft to your smarketing team? You don’t have to go out and hire a bunch of new employees for your account-based marketing program to succeed. Chances are, you’ve already got all the players you need.

These are the key roles in building your A-team for account-based marketing:

  • Business/Sales Development Reps – Your SDRs/BDRs are critical to the success of ABM. They’re your offensive line for demand generation, responsible for working with your marketing team on both outbound and inbound ABM efforts.
  • Sales Database Administrator – This data guru is responsible for keeping the contact and account information in your CRM up-to-date and managing day-to-day sales operations. This is crucial because ABM cannot succeed without clean data.
  • Marketing Operations Manager – You’ll also need someone to manage your marketing automation platform and all your marketing operations. This person will be in charge of calling plays to help move your target accounts through the marketing and sales funnel.
  • Content Manager & Graphic Designer – These storytellers will work with marketing, sales, and customer success to supply collateral, activities, and digital media for every stage of the account’s journey.
  • Account Executives – No surprise here: your Go to the full article.

    Source:: Business 2 Community

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