The Pedowitz Group Logo in blue and green colors
  • Solutions
    1-1
    MARKETING CONSULTING
    Operations
    Marketing Operations
    Revenue Operations
    Lead Management
    Strategy
    Revenue Marketing Transformation
    Customer Experience (CX) Strategy
    Account-Based Marketing
    Campaign Strategy
    CREATIVE SERVICES
    CREATIVE SERVICES
    Branding
    Content Creation Strategy
    Technology Consulting
    TECHNOLOGY CONSULTING
    Adobe Experience Manager
    Oracle Eloqua
    HubSpot
    Marketo
    Salesforce Sales Cloud
    Salesforce Marketing Cloud
    Salesforce Pardot
    4-1
    MANAGED SERVICES
    MarTech Management
    Marketing Operations
    Demand Generation
    Email Marketing
    Search Engine Optimization
  • AI Services
    ai strategy icon
    AI STRATEGY AND INNOVATION
    AI Roadmap Accelerator
    AI and Innovation
    Emerging Innovations
    ai systems icon
    AI SYSTEMS & AUTOMATION
    AI Agents and Automation
    Marketing Operations Automation
    AI for Financial Services
    ai icon
    AI INTELLIGENCE & PERSONALIZATION
    Predictive and Generative AI
    AI-Driven Personalization
    Data and Decision Intelligence
  • HubSpot
    hubspot
    HUBSPOT SOLUTIONS
    HubSpot Services
    Need to Switch?
    Fix What You Have
    Let Us Run It
    HubSpot for Financial Services
    HubSpot Services
    MARKETING SERVICES
    Creative and Content
    Website Development
    CRM
    Sales Enablement
    Demand Generation
  • Resources
    Revenue Marketing
    REVENUE MARKETING
    2025 Revenue Marketing Index
    Revenue Marketing Transformation
    What Is Revenue Marketing
    Revenue Marketing Raw
    Revenue Marketing Maturity Assessment
    Revenue Marketing Guide
    Resources
    RESOURCES
    CMO Insights
    Case Studies
    Blog
    Revenue Marketing
    Revenue Marketing Raw
    OnYourMark(et)
    assessments
    ASSESSMENTS
    Assessments Index
    Marketing Automation Migration ROI
    Revenue Marketing Maturity
    HubSpot Interactive ROl Calculator
    Website Grader
    AI Agents
    Content Analyzer
    Marketing Automation
    AI Readiness Assessment
    HubSpot TCO
    guide
    GUIDES
    Revenue Marketing Guide
    The Loop Methodology Guide
    Revenue Marketing Architecture Guide
    Value Dashboards Guide
    AI Revenue Enablement Guide
    AI Agent Guide
  • About Us
    industry icon
    WHO WE SERVE
    Technology & Software
    Financial Services
    Manufacturing & Industrial
    Healthcare & Life Sciences
    Media & Communications
    Business Services
    Higher Education
    Hospitality & Travel
    Retail & E-Commerce
    Automotive
    about
    ABOUT US
    Our Story
    Leadership Team
    How We Work
    RFP Submission
    Contact Us
  • Solutions
    1-1
    MARKETING CONSULTING
    Operations
    Marketing Operations
    Revenue Operations
    Lead Management
    Strategy
    Revenue Marketing Transformation
    Customer Experience (CX) Strategy
    Account-Based Marketing
    Campaign Strategy
    CREATIVE SERVICES
    CREATIVE SERVICES
    Branding
    Content Creation Strategy
    Technology Consulting
    TECHNOLOGY CONSULTING
    Adobe Experience Manager
    Oracle Eloqua
    HubSpot
    Marketo
    Salesforce Sales Cloud
    Salesforce Marketing Cloud
    Salesforce Pardot
    4-1
    MANAGED SERVICES
    MarTech Management
    Marketing Operations
    Demand Generation
    Email Marketing
    Search Engine Optimization
  • AI Services
    ai strategy icon
    AI STRATEGY AND INNOVATION
    AI Roadmap Accelerator
    AI and Innovation
    Emerging Innovations
    ai systems icon
    AI SYSTEMS & AUTOMATION
    AI Agents and Automation
    Marketing Operations Automation
    AI for Financial Services
    ai icon
    AI INTELLIGENCE & PERSONALIZATION
    Predictive and Generative AI
    AI-Driven Personalization
    Data and Decision Intelligence
  • HubSpot
    hubspot
    HUBSPOT SOLUTIONS
    HubSpot Services
    Need to Switch?
    Fix What You Have
    Let Us Run It
    HubSpot for Financial Services
    HubSpot Services
    MARKETING SERVICES
    Creative and Content
    Website Development
    CRM
    Sales Enablement
    Demand Generation
  • Resources
    Revenue Marketing
    REVENUE MARKETING
    2025 Revenue Marketing Index
    Revenue Marketing Transformation
    What Is Revenue Marketing
    Revenue Marketing Raw
    Revenue Marketing Maturity Assessment
    Revenue Marketing Guide
    Resources
    RESOURCES
    CMO Insights
    Case Studies
    Blog
    Revenue Marketing
    Revenue Marketing Raw
    OnYourMark(et)
    assessments
    ASSESSMENTS
    Assessments Index
    Marketing Automation Migration ROI
    Revenue Marketing Maturity
    HubSpot Interactive ROl Calculator
    Website Grader
    AI Agents
    Content Analyzer
    Marketing Automation
    AI Readiness Assessment
    HubSpot TCO
    guide
    GUIDES
    Revenue Marketing Guide
    The Loop Methodology Guide
    Revenue Marketing Architecture Guide
    Value Dashboards Guide
    AI Revenue Enablement Guide
    AI Agent Guide
  • About Us
    industry icon
    WHO WE SERVE
    Technology & Software
    Financial Services
    Manufacturing & Industrial
    Healthcare & Life Sciences
    Media & Communications
    Business Services
    Higher Education
    Hospitality & Travel
    Retail & E-Commerce
    Automotive
    about
    ABOUT US
    Our Story
    Leadership Team
    How We Work
    RFP Submission
    Contact Us
Skip to content

Sales & Marketing Alignment:
How Do I Resolve Conflicts Between Sales and Marketing in ABX?

Replace finger-pointing with a governed playbook. Use shared definitions, neutral data, clear SLAs & RACI, and a time-boxed dispute process—so ABX moves forward even when teams disagree.

Stand Up Your ABX Governance Benchmark Alignment

Resolve ABX conflicts by codifying one set of rules (ICP, tiers, ownership, attribution), publishing SLAs for MQAs and follow-ups, running weekly account reviews with a shared dashboard, and enforcing a 48-hour dispute path (frontline → managers → RevOps) with decisions based on CRM evidence—not opinions.

First Principles for Resolving ABX Conflict

Decide once, document forever — Define ICP, account tiers, MQA criteria, ownership, and attribution in writing with version control.
Evidence over anecdotes — Use a neutral CRM/BI dashboard (touch logs, SLA timers, engagement scores) as the single source of truth.
Time-boxed escalations — 48-hour max to resolve disputes; unresolved issues auto-escalate to RevOps with decision rights.
Shared incentives — Add a pooled segment bonus so both teams benefit from target-account outcomes, not channel credit.
Retros that improve rules — Monthly review of conflicts to refine SLAs, criteria, and routing logic; publish change log.
Customer-first message — Align on an account narrative and approved plays; discourage off-book messaging that creates whiplash.

Your 90-Day ABX Conflict-Resolution Plan

Co-create with Sales, Marketing, RevOps, and CS. Start narrow, measure, then scale.

Phase 1 → Phase 2 → Phase 3

  • Days 1–30: Define & Agree — Finalize ICP, tiers, MQA thresholds, ownership & attribution rules. Draft SLAs (first-touch, follow-ups, recycling). Publish RACI and a two-step escalation path. Set up shared dashboards.
  • Days 31–60: Enable & Pilot — Train frontline on the playbook. Instrument SLA timers and reason codes. Pilot with one region/segment; hold weekly account reviews; track disputes and resolution time.
  • Days 61–90: Enforce & Iterate — Roll out globally. Automate alerts for SLA breaches. Add quarterly retros; update rules via change control; link adherence to performance reviews and bonuses.

ABX Conflict Playbook (Scenarios, Rules, Evidence, Escalation)

Conflict Scenario Root Cause Rule / What “Good” Looks Like Evidence Required Escalation Path
Account ownership dispute Overlapping territories or partner/outbound/inbound collisions Territory + named-account list is authoritative; Tier 1 precedence; inbound off-target gets reassigned within 24h Account tier, owner at time stamp, lead source, geo/segment mapping Frontline → Managers (24h) → RevOps final (48h)
Attribution disagreement Touch counting vs. deal influence ambiguity Account-level model with time windows; Sales paid on revenue, Marketing on segment outcomes; no MQL volume payouts Touch timeline, opportunity association, model settings Ops analyst review → RevOps decision
MQA quality complaints Loose criteria or misaligned ICP MQA requires engagement + intent + fit; acceptance rate ≥80%; DQ reason codes mandatory Score components, persona fit, sequence outcome SDR lead + Marketing owner → RevOps
SLA breach (slow follow-up) Capacity gaps or process friction First touch ≤24h; 5-step sequence over 10 business days; auto-recycle if no touch SLA timer logs, cadence completion, activity audit Auto alert to manager; repeated breach → VP
Message misalignment Off-book decks or conflicting value props Single account narrative; approved play + asset IDs; feedback loop to content ops Asset IDs used, call notes, progression impact Content owner + Sales enablement → CMO/CRO tiebreak

Ad Hoc Firefighting vs. ABX Governance (Quick Compare)

Dimension Ad Hoc Firefighting ABX Governance
Decision Basis Opinions, last-minute meetings Written rules + CRM evidence
Speed to Resolution Days/weeks ≤48 hours with auto-escalation
Incentives Channel credit, MQL volume Team outcomes on named accounts
Learning Loop None; repeat issues Monthly retros + change log
Rep Experience Unclear, inconsistent Predictable, fair, auditable

Client Snapshot: From Turf Wars to Team Wins

A global B2B tech firm deployed a two-step dispute SOP, SLA timers, and a shared ABX dashboard. In 90 days, average dispute time dropped from 9.2 days to 36 hours, MQA acceptance rose to 84%, and pipeline velocity in Tier 1 accounts improved 19%.

Anchor your rules in RM6™ and connect account plays to The Loop™ so process, data, and incentives reinforce alignment.

Frequently Asked Questions about Resolving ABX Conflicts

Clear answers you can paste into your playbook.

Who has final decision rights in a conflict?
RevOps (or a CRO-appointed arbiter) makes the final call using written rules and CRM evidence. Their decision updates the playbook and change log.
How do we prevent the same conflict from recurring?
Require reason codes on disputes, run a monthly retro to spot patterns, and update SLAs/criteria via change control. Communicate changes in release notes.
What metrics prove conflict resolution is working?
Dispute volume per 100 opps, median resolution time, MQA acceptance rate, SLA adherence, and velocity changes in Tier 1 accounts.
How should we handle edge cases or strategic exceptions?
Allow exceptions with CRO/CMO joint approval and an expiration date. Document the rationale and impact in the playbook appendix.
What tools do we need?
CRM with ownership/tier fields and SLA timers, MAP for engagement scoring, BI for shared dashboards, and a lightweight intake form for disputes.

Publish Your ABX Dispute Playbook in 30 Days

We’ll codify rules, wire dashboards, and train managers—so conflicts resolve fast and target accounts keep moving.

Get the Playbook Built Assess Alignment
Explore More
Revenue Marketing Transformation (RM6™) Revenue Marketing Index Essential Tools for Revenue Marketing How Do You Measure Revenue Marketing ROI?

Get in touch with a revenue marketing expert.

Contact us or schedule time with a consultant to explore partnering with The Pedowitz Group.

Send Us an Email

Schedule a Call

The Pedowitz Group
Linkedin Youtube
  • Solutions

  • Marketing Consulting
  • Technology Consulting
  • Creative Services
  • Marketing as a Service
  • Resources

  • Revenue Marketing Assessment
  • Marketing Technology Benchmark
  • The Big Squeeze eBook
  • CMO Insights
  • Blog
  • About TPG

  • Contact Us
  • Terms
  • Privacy Policy
  • Education Terms
  • Do Not Sell My Info
  • Code of Conduct
  • MSA
© 2025. The Pedowitz Group LLC., all rights reserved.
Revenue Marketer® is a registered trademark of The Pedowitz Group.