Implementing an account-based marketing strategy is no easy feat. But once it’s launched, life becomes a lot easier, right? Wrong.
There are several challenges that spring up when scaling an ABM strategy—transitioning it from a shiny new toy to a full and effective marketing strategy.
One of the biggest challenges is creating true alignment between Marketing and Sales. While marketing is in the name, Sales (and even Customer Success) plays a big role in executing an effective ABM strategy, too.
To seek some answers for how to overcome misalignment between departments, we went to Dave Rigotti, VP of Marketing at Bizible, for some input.