How Do I Align Sales and Marketing for ABM?
Build a single ABM operating model: shared ICP & tiers, one target account list with clear ownership, MQA definitions and response SLAs, joint plays by tier, and account-based dashboards that both teams trust.
Align around a shared ICP and Account Tiers, govern a single Target Account List (TAL) with clear owners, define MQAs (account-level engagement threshold) and SLAs (speed-to-signal and handoffs), then run joint plays by tier (1:1, 1:few, 1:many). Close the loop with weekly revenue standups and dashboards that track engaged accounts → MQAs → meetings → opportunities → revenue.
Core Alignment Moves
Stand Up a Unified ABM Operating Model
Define the Target — Codify ICP and tier criteria (industry, size, tech, trigger events). Create one Account Tier property and govern a living TAL. Assign an account owner and secondary SDR for every Tier A/B account.
Operationalize Signals — Track intent topics, web depth, email and ad engagement at the account level. Publish an MQA definition that blends account engagement + buying group coverage + recency. Route MQAs instantly with alerts and tasks.
Run Joint Plays — Map responsibilities with a simple RACI. For 1:1 accounts, build executive POV letters, deal rooms, and value stories. For 1:few clusters, run vertical webinars/roundtables and semi-custom sequences. For 1:many, scale programmatic and trigger SDR outreach from spikes.
Governance & Cadence — Hold a weekly Revenue Council to review dashboards, re-tier accounts, and clear blockers. Enforce SLAs for response times, meeting follow-ups, and recycling. Document plays and definitions to keep everyone aligned.
Measure What Matters — Build dashboards for engaged accounts, MQAs, meetings, opportunities, win rate, deal size, cycle time. Compare by tier and program to decide where to invest and which plays to scale.
30-Day ABM Alignment Sprint
- Days 1–5: Finalize ICP & tier rules; publish TAL v1; assign A/B account owners; draft MQA definition.
- Days 6–10: Connect intent + engagement scoring; set alerts; document SLAs (response, follow-up, recycle); create play templates.
- Days 11–15: Launch one 1:few cluster program; enable SDR/AE sequences; stand up weekly revenue standup.
- Days 16–22: Kick off 1:1 pursuits for top 5 accounts; deploy microsites/POV letters; schedule exec outreach.
- Days 23–27: Instrument UTMs/program names; build dashboards (accounts → MQAs → opps); fix data gaps.
- Days 28–30: Review results; re-tier accounts; tune MQA threshold; finalize RACI and a one-page ABM Operating Model.
Frequently Asked Questions
Unify Sales & Marketing for High-Impact ABM
We’ll help you codify ICP and tiers, govern your TAL, define MQAs & SLAs, launch tiered plays, and prove revenue impact with account-based reporting.
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