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If there’s one truth I’ve learned about ABM, it’s this:
👉 Sales and marketing alignment isn’t a one-time project.
It’s a continuous process you need to engineer into your GTM.
Over the last month, we rolled out two new initiatives to keep pushing our alignment forward and evolve how we approach ABM.
1. The ABM Advisory Council
We launched a cross-functional group made up of:
Marketing leaders
SDR leaders
A select group of top-performing SDRs
The council meets bi-weekly to:
Align on target account selection and priority
Ideate new strategies and tactics to break through the noise
Create more consistent feedback loops
This ensures sales and marketing are not just aligned on paper, but in real-time decision-making.
2. The SDR Campaign Brainstorm Competition
As we planned our next ABM strategy, we brought our SDR team directly into the creative process.
Here’s how it worked:
We split SDRs into small teams
Gave them a month to brainstorm new ideas for messaging, channels, and tactics
Each team presented their campaign to SDR + marketing leaders
We selected a winning team
The result?
Stronger SDR–marketing collaboration
More excitement and buy-in for the next ABM strategy
A surge of creative ideas directly from the team on the front lines
Why this matters
Too often, “alignment” = one kickoff meeting and a shared doc.
But real alignment happens when:
Sales is part of account selection
SDRs are part of strategy and creativity
Marketing actively builds structures for collaboration
That’s how you evolve from ABM in theory to ABM in practice.
Would you find it helpful if I shared the exact structure we used for our ABM Advisory Council or the SDR brainstorm competition?
Reply and let me know, happy to turn this into a playbook edition.
ABM AMA
Do you have an ABM question on any of the following?
Account selection
Sales alignment
Executive buy-in
Channels & tactics
Measuring success
Reply directly to this email with your question, and I’ll answer it in next week’s newsletter.
I’m here to help when you’re ready:
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