Published: 16 April 2024
Sales development reps’ often-limited experience participating in account-based marketing programs creates a need for structured coaching on strategy and tactics. Product marketers must enable SDRs by providing training, data and adjusted performance metrics to reflect desired ABM outcomes.
Sales development representatives’ (SDRs’) often-limited experience participating in account-based marketing (ABM) programs creates a need for structured coaching and training on the proper strategy and tactics.
Data silos between marketing and sales teams result in a lack of holistic insights about target accounts and buying teams.
Failure to realign metrics and compensation to match ABM program goals will lead to counterproductive behaviors, such as focusing on volume of activity versus depth of account engagement.
Develop SDR training materials that showcase how to move from contact to account-level engagement and revenue outcomes.
Establish and maintain bidirectional data sharing between marketing and
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