Disclosure Please note that we are not authorised to provide any investment advice. The information on this page should be construed for information purposes only. We may earn commissions from the products mentioned on this site
Teamwork is everything in sports.
And it plays a big role in nature.
Account Based Marketing is a team effort
A successful account-based effort is both resource-intensive, and cross-functional. Like sports, and in nature, the team you choose will make, or break, your early ABM efforts and could be what sets you up for success, or ultimately holds you back.
The core Account Based Marketing team typically includes:
Account executive and sales team member
Solutions and services consultants / delivery personnel
Marketing representatives from solutions, industry, communications, and field teams
Professional service and support organizations
Here’s a bit more about the specific roles and corresponding responsibilities:
Spearheads the ABM project
Helps collect insight
Runs the initial ABM alignment process
Develops customized value propositions, messaging docs and playbooks
Orchestrates all marketing interactions
Tracks the metrics and communicates the program’s successes
Becomes a Trusted Educator
Account Executive and sales team members
Manages relationship with Executive Sponsor
Responsible for driving the plan forward with the team and at the account
Team meetings with internal staff and with the customer
Helps shape the ABM strategy and each account plan
Aligns all conversations around account needs
Becomes the customer’s Trusted Advisor
Sales Development Reps
Helps research the account and build contacts
Reaches out to the account to build relationships
Crafts account-specific emails and messages
Nurtures relationships over time
Supports the account executive as needed
Solutions consultants / delivery personnel
Provides insight into what’s happening at the influencer and operational level
Ensures the ‘technical/operational’ programs and messages are relevant and resonating
Provides trusted information to the customer
Works with the ABM marketers to execute campaigns at the local level
Works with the ABM marketer to collaborate on corporate communications and campaigns
Understands what to customize for the customer and what programs can be included in the account’s communication strategy
Provides insight into the industry view
Product Management / Marketer
Provides product roadmap insights to the account team and/or customer
Works with the ABM team to understand if custom solutions are required and what’s possible
Professional Services Representative
Similar to the Solutions/Delivery personnel
The PS team typically has more insight into howthe technology is used, what works, what doesn’t and is incredibly valuable on the ABM team
Can help with how to ‘get the most’ out of current investments/technology from your company
Provides reports and can escalate support items when they become consequential to customer satisfaction scores
More than Marketing
You’ll notice these roles are way broader than just the Marketing department. It covers Sales and Marketing, pre-sales and post-sales. That’s why we like to talk about Account Based Everything (ABE), not just Account Based Marketing.
Connor is an experienced freelance writer and cryptocurrency specialist based in Glasgow, Scotland. He holds a Bachelor's degree in Finance and a Master's degree in Investment Fund Management from the prestigious University of Glasgow.
With over three years of professional experience, Connor specializes in writing authoritative and engaging content on topics like cryptocurrency, decentralized finance (DeFi), blockchain, artificial intelligence (AI), equity investing, technology, and more. His articles have been featured on other leading finance sites outside of Business2Community that receive millions of monthly visitors, like Cointelegraph and BeInCrypto.
Connor leverages his academic background and industry expertise to provide in-depth insights on current trends within the cryptocurrency and Web3 space. Additionally, Connor has previously written two acclaimed theses on the impacts of economic policy and COVID-19 on the UK equity market.
Outside of writing, Connor provides business consulting services, helping early-stage businesses with content strategy, marketing, and positioning. He is passionate about researching and writing about innovations shaping the future of finance and Web3 technologies.