The secret to enterprise ABM success is—and always will be—sales alignment.
Sales and marketing alignment is the most talked-about problem in B2B and the least honestly discussed.
In this session, Steve Armenti (former Google ABM leader) brings together Casey Patterson (Snowflake), Kevin Driscoll (Datadog), and Tara Marie Flanagan (Unisys) to get specific on the structures, operating rhythms, and deliberate decisions that turned their sales orgs into the loudest advocates for their ABM programs.
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This conversation was helpful on so many levels and the analogies from Casey, Tara, Kevin were next level. Some of my favorites were:
"ABM doesn't have a handoff KPI. I don't believe in that for ABM specifically. It's like a soccer game — you're going back and forth with the sales team making sure we all get the ball down the field. How do we do that next thing for them until there's literally an opportunity sitting on their desk and they don't have to do much of anything."
— Casey Patterson, Snowflake
"One to few is who you would date. One to one is who you'd marry. And there is room in our one-to-one for what I call big bets — accounts that may be smaller deals, but they're our dream client. There's a ton of white space, and it would be a great logo to have on our customer references."
— Tara Marie Flanagan
"Sales cares a lot about what the output is, but not necessarily what the input is. Asking sales to take the next step of 'here's all of the data, you go analyze it, you go figure out how to make it relevant for your accounts' — that's ABM circa 2012."
— Kevin Driscoll, Datadog
This conversation was SO good, I couldn't help but turn it into a guidebook for other marketers. I would download this. Keep it on your desktop. Reference it often.
This roundtable was brought to you by 👋🏼 Howdy, the only signal-based experiences company for ABM, demand, and sales teams that delivers personalized, real-life moments to prospects that earn a meeting 30% of the time.