Is Account-Based Marketing Best Run by Sales or Marketing?

Account-based marketing essentially unites sales and marketing to land and expand accounts. Marketing needs to make it easy for sales teams to access and deliver the right, consistent content experiences either through email outreach or content paths delivered in content hub format to prospects.

In order for it to be scalable, content paths need to be measured and tracked. This will provide you with insight into which ABM destinations are driving traffic and conversions.

Such an account-based marketing plan will help your marketing team track content engagement as well as assist your sales reps to nurture leads as they will have direct assess to the numbers behind which accounts are engaging with which programs across your channels.

So, who owns the Account-Based Marketing strategy?

As ABM needs to drive engagement to accelerate the sales cycle, marketing oversees creating personalized experiences that promote sharing across the buying committee. But this can’t happen without buy-in from the sales team. In order for marketing to be able to dramatically personalize…