The best decision I made

The idea was simple:

Instead of trying to get “buy-in” from sales after decisions were made, we brought them into the creation process.

Our ABM Council meets bi-weekly.

It includes our SDR leader and top-performing SDRs. The goal?

To come together to shape the future of our ABM strategy using a GTM-first mindset, data-driven insights, and collaboration.

We review what’s working, discuss upcoming campaigns, and explore new ideas for how to reach our target accounts.

These aren’t “status” meetings, they’re strategy sessions.

And that’s the difference.

We didn’t just want feedback. We wanted participation.

So, we teamed up with the SDRs to co-create an ABM strategy.

We split them into groups, gave them our ABM template, and asked them to develop:

Then we had each team present their strategy to our ABM Council and marketing leaders.

What we got back were some of the most creative ideas of the year, ideas that came from the people closest to our prospects every day.

We walked away with fresh, creative strategies to feed into our ABM plan.

But honestly, the biggest win wasn’t the ideas.

It was the energy.

The SDRs were excited, invested, and proud of what they helped create.

They didn’t feel like they were “executing marketing’s plan,” they felt like partners in growth.

That’s real alignment.

Not another meeting on the calendar, not another slide deck about collaboration, just shared ownership and accountability.

If you want real sales alignment in your ABM strategy, stop trying to “get buy-in.”

Build it together.

Create your own version of an ABM Council.

Invite your SDRs, AE managers, and sales leaders into the process early.

Let them shape the strategy, not just react to it.

Because when they have a hand in building it, they’ll take a hand in growing it.

Reply COUNCIL to this email, and I’ll send you a one-page guide that breaks down how to start your own ABM Council, including who to invite, what to cover bi-weekly, and how to co-create campaigns with your SDR team.

P.S.
This kind of alignment is at the heart of the ABM Targeting System, the consulting session where we rebuild your ABM process from GTM goals down to cross-functional execution.

If your marketing and SDR teams feel disconnected, this system helps fix that.

👉 Book your 30-min ABM audit here.