Account-Based Marketing and Sales — A Good Fit for your Company?

This article walks you through the ABM/S strategy and process we’re implementing in companies today.



Have you recently heard the “BUZZ” of Account-Based Marketing/Sales and wondered if that would be a good fit for your company as well?


So, just to let you know that this strategy won’t be a fit for every B2B company—not talking at all about B2C.


What Is an Account-Based Marketing and Sales Strategy?


Account-Based Marketing and Sales is a growth strategy used by companies to focus on individual targeted accounts in their sales and marketing teams. Unlike traditional marketing and sales strategies, instead of targeting a significant number of leads and contacting them through sales, ABM focuses on an identified set of high-value accounts to personalize their buying committee’s journey responsible for purchasing our product service.


Instead of targeting a significant number of leads and contacting them through sales, ABM focuses on an identified set of high-value accounts to personalize their buying committee’s journey responsible for purchasing our product service.


How Do You Know if ABM/ABS Would Be a Good Fit for Your Company’s Revenue Strategy?


Working as a sales operations and sales enablement with many companies allowed us to think about their sales strategy and share some best practices. During those processes, we collected some steps you should consider while thinking about ABM/ABS strategy:


1. Check Your Average Deal Size and Time Spent:


This part relates to the marketing and sales teams’ efforts together as one team.

The inbound strategy goes together with communications between the teams, consistency, and adjusted content. The inbound methodology invests and brings value to leads and prospects by sharing knowledgeable content and becoming “thought leaders” in our field.


It is a transparent method that helps in aligning marketing and sales goals together.

Eventually, inbound marketing and sales are all about leading the customer through a process that suits their needs, identify their “jobs to be done,” and accelerate the organizational flywheel (not funnel :-P).

If you are already using inbound marketing in your organization, you’ll find it easier to implement the ABM strategy.


Eventually, inbound marketing and sales are all about leading the customer through a process that suits their needs, identify their “jobs to be done,” and accelerate the organizational flywheel (not funnel :-P).


When you start investing in ABM strategy, the first thing you need to know is that you’re going to spend a great deal of time on each account, personalizing the buyer journey and focusing on their sales process.


Therefore, you must check your average deal size before implementing this strategy. All parameters like annual contract value (ACV) and customer’s lifetime value may be critical while thinking about ABM strategy.

  • When your average deal size is $250, ABM may not be fit for your company. Implementing the ABM strategy may lead to a negative ROI because of the time you spend on winning each account.

  • If your average deal size or annual contract value is more than $15,000, it may be worth focusing on a certain number of targeted accounts than targeting a massive number of people.

2. Check Your Average Sales Cycle Length



If your average sales cycle length simply takes a few days or weeks, it doesn’t make sense to invest in the ABM strategy.


When the sales cycle length is significant, the buying journey is longer; the opportunity to invest in such a journey is higher and more powerful. In basic terms, if the sales cycle length takes six months, your marketing team will have more time to personalize their ads, focusing on different roles and targeting them. Your sales team will have the opportunity to create meaningful relationships with the account’s relevant buying committee.


3. Your Customer Success Model (High Touch, Medium Touch, Low Touch)


It’s more likely to be a good fit for ABM when you have a high contact product. When your product and customer success team involve one-on-one assistance and personal guidance, it’s plausible to have the sales process more dedicated to focusing on the account’s need.

4. Number of Stakeholders


How many stakeholders do you need to convince to win a deal?


If there are many people involved in your sales process, several different people have to be convinced about your product and service. Each stakeholder has distinct interests and goals, therefore:

  • Each one of the stakeholders should get to see different types of content.

  • Each one of the stakeholders should be approached differently by the sales team.

  • ABM strategy is more focused and personalized.

5. Alignment with Marketing Through Personalized Content


It’s all about Marketing and Sales cross-team collaboration. There is not only ABM or only ABS. The purpose of this strategy is to bring two strong teams to work together and be aligned.


How much does your marketing align with your sales goals? Account-Based Marketing and Sales can help that happen as well!


There’s no point in having sales that are going after targeted high-value accounts while marketing targets everyone.


The two teams have to decide which companies should be targeted and which roles there would be. The marketing team will expose different content to several positions. Sales will also approach them individually, and once a week, both departments will have an alignment meeting to review current campaigns and measure results. Sounds like a plan.


If your company isn’t adjusted to align both teams, then the ABM/S strategy will be more difficult for you to implement and even quite useless.

*Don't Forget to Combine ABM with Inbound Strategy to Grow*


This part relates to the marketing and sales teams’ efforts together as one team.

The inbound strategy goes together with communications between the teams, consistency, and adjusted content. The inbound methodology invests and brings value to leads and prospects by sharing knowledgeable content and becoming “thought leaders” in our field.


It is a transparent method that helps in aligning marketing and sales goals together.


Eventually, inbound marketing and sales are all about leading the customer through a process that suits their needs, identify their “jobs to be done,” and accelerate the organizational flywheel (not funnel :-P).

If you are already using inbound marketing in your organization, you’ll find it easier to implement the ABM strategy.


Talk to me to figure out where you're standing at :)

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