In this episode of Scrappy ABM, host Mason Cosby discusses the challenges of sales and marketing alignment in Account-Based Marketing (ABM) programs and provides strategies to overcome these obstacles.

Best Moments:

(01:42) Three main reasons for marketing and sales misalignment

(01:49) Historical lack of tangible pipeline delivery from marketing

(03:59) Compensation structures not incentivizing alignment

(06:47) Sales team's protective nature over pipeline and accounts

(09:40) Strategies for marketers to overcome alignment challenges

(12:38) Importance of starting small and building trust with sales teams

(13:26) Addressing compensation structures to drive engagement

(14:14) Targeting the right salespeople for ABM program involvement