Those old enemies, sales and marketing, now get along, judging by the 2021 State of Account-based Marketing Report, a study from Conversica, conducted by Renegade LLC.
Of the marketers polled, 40% say ineffective ABM processes are due to a lack of cooperation between sales and marketing. Only 19% of salespeople agree. And many firms blame their ineffective ABM on the sides failing to work together.
Yet both sides agree the other team is doing its best. For instance:
- 81% of sales and marketing believe sales is doing everything it can to close deals.
- 76% of salespeople believe marketing is doing everything it can to help sales close deals.
- 77% of salespeople believe marketing drives qualified leads into the funnel.
- 69% of marketers agree that marketing is driving qualified leads into the funnel.
For all that, ABM execution is perhaps not what it should be. Here are the sources salespeople typically check before sending that person an email:
What elements do salespeople use in personalized email outreach? They utilize:
Intent data usage falls off as the prospect moves through the funnel:
Why are not companies gaining maximum effectiveness out of ABM? They cite: