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The biggest missed opportunity in ABM is how rarely marketing and SDR teams are able to align on the right, high intent accounts.
Sales believes it’s one thing.
Marketing believes it’s another.
Slack fights ensue.
But closed lost opportunities change that.
These are accounts where:
Awareness already exists
Pain points are documented
Prior conversations are captured
Sales has real context to work from
That shared history gives both teams a common starting point instead of parallel motions.
I saw this firsthand while building a vertical expansion strategy at Clari with Derek Antti, where closed lost opportunities became the foundation for tighter alignment and faster pipeline creation and revenue won.
As Derek put it:
“Closed lost opportunities are where SDRs and marketing can truly operate as a single motion. You’re building on existing awareness and known pain points, which allows marketing to run highly targeted campaigns while SDRs follow up with context and precision instead of cold guesses. When those efforts are coordinated, re-engagement feels intentional and timely, and conversion rates are meaningfully higher than traditional outbound.”
This is exactly why closed lost opportunities are such a strong starting point for ABM.
They don’t require convincing SDRs why these accounts matter.
They already know.
What they need is structure, prioritization, and marketing support to turn that context into consistent pipeline.
That’s the difference between SDRs working these accounts ad hoc and teams running a coordinated ABM motion built for results.
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