Aligning Your Go-To-Market Teams: Why Is It So Freakin’ Hard? – Chapter 4 



With Account-Based Marketing (ABM), your target account list (TAL) is everything. A lot of thought, analysis and planning goes into developing a TAL, and it requires input from your entire go-to-market team. Are your marketing, sales, and customer success teams on the same page when it comes to all the details that go into account outreach?

A split-coloured background.


Your target account list (TAL).


ABM is not meant to be a one size fits all approach, nor is it meant to be done at the same scale as demand generation programs. How do you leverage content intelligence and revenue intelligence to really nail ABM? It’s all in the approach (and the data, of course!)


A flow chart with six icons and the title: "How Content Intelligence Fits Into Your ABM Motion"


ABM has ushered in a new way to approach targeting customers. Hubspot reported that in 2021 70% of marketers reported using ABM, which was up from 15% in 2020, but recent studies from eMarketer showed only 17% of B2B marketers worldwide said their ABM program was mature and driving strategic growth, so it’s clear that there is room to improve. Why? Well one factor is the ability to holistically involve your entire GTM team.

Implementing a ABM strategy can help your company:

Intent to purchase icon.

Focus your marketing efforts on accounts that already show intent to purchase

Sales outreach icon.

Start sales outreach earlier in the buying process

ROI icon.

Maximize the ROI from marketing campaigns

Sales and marketing icon.

Continue to work towards stronger sales and marketing alignment

A traditional take on marketing and sales. It is a broken system where marketing identifies and then hands the potential buyer over to the sales team to close the sale


By moving to an account-based approach, you’re giving yourself a competitive advantage, and developing key pieces of your go-to-market strategy like target account lists, high value offers, or ideal customer personas. On top of that, using account-based methods makes both marketing and sales stakeholders resulting in further alignment between teams.


A new take on marketing and sales. It is a connected with the customer at the center. Marketing is constantly messaging while sales is constantly using intelligence so both teams can bring the sale to a close


By adding content intelligence as part of your ABM strategy, teams are equipped with valuable insights about content engagement and performance (which benefits marketing), and target account behavior (which benefits sales). By using these insights during the buyer journey, you’re keeping your two revenue teams in lockstep with one another.

Almost done!
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