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The ABM Strategy Starts by Aligning Sales and Marketing - Chris Dutton - Revenue Today - Episode # 087
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Today, we welcome Chris Dutton, Head of Demand Generation and Marketing Operations at 6sense. He discusses what companies need to do to achieve breakthroughs in their ABM strategy and unlock their TAM using AI. Step 1 is to define your ideal customer profile. Step 2 is to define behaviors that trigger sales activity. Chris shares what a revenue operation looks like when sales and marketing are aligned, as well as provide a solid example in the form of content syndication.
Takeaways
- Identify and define your ideal customer profile by leveraging past firmographic and technographic data. This informs your future GTM strategy and account targeting.
- Content syndication is a good example of how aligning sales and marketing moves better accounts downstream.
Quote of the Show
"There are unique indicators within every organization that would classify or at least alerts you to someone is in some type of buying motion. Here at 6sense, we call that our custom 6QA, and what we have done is we have defined those 5 qualifying factors for us that say hey, someone here is in the market, they're ready to engage in a conversation." - Chris Dutton
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