One of the most amazing things about the Account-Based Marketing (ABM) revolution is that it’s really, finally, bringing sales and marketing teams together. That’s because ABM focuses both teams on exactly the same objective: improved sales results from a defined set of accounts.
And while ABM can benefit from many of the tools in your total martech stack, to get the most out of what you have at your disposal, it’s important to reflect on what’s necessarily different about an account-based mindset and optimum account coverage behavior.
For me, nothing stands out in this regard more than classical lead-scoring concepts. Though they’re often put in place to help deliver overall efficiency and more predictive sales motions, they can actually reduce effectiveness in the ABM environment.
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