“Account-Based marketing changes the whole game because you're looking at things much more holistically, proactively, and strategically about how you're going to pursue the accounts that are likely to buy from you,” Kraaijvanger says. “I think sales and marketing have always had a bit of a collision relationship,” says Arnaud Kraaijvanger, SVP of Marketing Operations.ĪBM has helped steer the two sides away from a collision course and into smoother sailing. By their own admission, the organization’s marketing and sales teams have too often operated in detached silos. Genesys provides customer experience solutions that uses technologies like AI and the cloud to enrich interactions and service from brands. Genesys, the global leader in cloud customer experience and contact center solutions, provides a great story for B2B marketers on what it takes to execute a strong ABM strategy to its fullest potential on LinkedIn. Today’s B2B leaders recognize that getting these two key departments on the same page, and growing the confidence of salespeople in their marketing counterparts, is essential to strong and sustainable business growth.Īccount-based marketing (ABM) offers a framework to facilitate superior coordination and collaboration. So even though marketers and sales professionals want to cooperate, there’s room for improvement. At the same time, however, the research found that 96% of marketing and sales professionals acknowledge they do not share the same goals and are not measured by the same KPIs. Recent research conducted by LinkedIn and Forrester found that 86% of marketers focus on the key accounts that sales is targeting. The marketing and sales teams want to be on the same page.

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