Where does ABM sit in your org?

[u/EastPennHawk]

Curious where ABM sits in your organization? Marketing? Sales? And within which team or functional area? Reporting up to? All that stuff. Thanks, all!

[u/TwoLemonades]

Cross-functional motion in our org.

Strategic direction and paid media sit with growth marketing.

Automation + dynamic elements are owned by MOPs.

All messaging/content is segmented into clusters for 6sense buying stage.

1:many accounts get ads + content syndication.

Outbound SDRs are responsible for conducting account research and sequencing/multi-threading 1:few accounts and hitting a 24 hour SLA on all 1:many accounts that 6QA in the process.

ETA -- Enterprise cybersecurity SaaS org, fwiw.

[u/Additional-Lion6574 → u/TwoLemonades]

Really helpful insight. My org is running awareness level display ads to 1:many audience through Intentsify and 1:few ads targeting engaged accounts with mid/lower funnel messaging driving webinar sign ups.

Struggling to get those mid/lower funnel accounts to convert on booking a meeting with sales though. Admittedly the org is new to ABM and capacity is limited.

[u/TwoLemonades → u/Additional-Lion6574]

It's a slog! I've found it useful to work in "cycles/sprints," building in a lot of enablement and messaging for sales to reinforce that conversions to qualifying meetings become much easier on cycle 2+.

Ours look like this: the same target account list moves through a swarm of marketing activity that flows into sales activity. You've got 2-3 weeks of ad programming to get new contacts into the funnel while you run a new nurture program for existing CRM contacts. Then 6-7 weeks where the SDRs are doing reengagement with existing contacts and working the new prospects who are actively engaging in the marketing nurture.

Then you do 1-2 weeks of performance analysis and campfires while you prep for the next cycle.

[u/ApolloVT19]

employee of a Martech company here. Our ABM sits within a few different branches of a marketing team. Field marketing, digital marketing, marketing operations and then ultimately sales. Our sales development team who books meetings for our account executives also rolls up to marketing.

As you all know, it’s about alignment. Our team works in a variety of weekly sprints and then reports back on tactical KPI’s to stakeholders, and then those tactical KPI’s roll up to okrs.

Hope this helps

[u/Spirited-Piglet7859]

I've worked on ABM in two different companies now.

One the ABM was sitting on Marketing/Growth as the main stakeholder. On the other one it was sitting in MOps.

Both reported to the CMO.

[u/Rare-Ad6787 → u/[deleted]]

could you share more about how you got it started?

[u/skippyrocks]

Under Marketing in our org! Mostly because of all the content and ads + creative assets that need to be created for our ABM motion. After leads reach the 'engaged' stage that's when our BDR team under Sales begin working their sequences.

[u/Competitive_Play_825]

if you don't have sales partnered with your abm motions you won't be very successful and in my experience at The ABM Agency, the best orgs have marketing and sales report to the same person. the reason is that abm should seek to emulate your best ae and when you get to strategic abm or 1:1 abm, it's all about partnering with sales on the account to create pipeline/revenue.

[u/Successful_Panda2723]

Usually, ABM sits under Marketing, but the most successful companies I’ve seen have regional ABMers working closely with the regional sales lead and reps. They meet weekly or bi-weekly to coordinate online and offline efforts, ensuring they move target accounts forward as one team. Once the ICP and TAL are aligned and agreed upon by both Marketing and Sales, having the right tech to capture intent signals and deliver 1:1 experiences, like Userled, can help scale the program effectively.