"My greatest concern was to avoid ABM becoming a new silo or dividing our sales and marketing relationship because of overlap, confusion and lack of a common language or objectives."
Chief Marketing Officer of Tipalti
Tipalti is an established organization, solving the issue of B2B supplier payments at global scale. In this effort, their Sales and Marketing teams simultaneously touch target accounts. Adding an Account-Based Marketing program to their mix could have easily confused those existing activities, their management and measurement. Core to Tipalti’s activities resides their CRM and Marketing Automation platforms. “Both our sales and marketing teams use these tools daily, so adding a new system or ignoring the years of insights they hold was not an option,” stated Rob.
The Tipalti marketing team is coordinating at the contact (Buying Center) level within each account, the same dimension at which the Sales team operates. Because of this, and underlying technology support, Rob and his team are able to identify Target Account digital marketing signals and derived areas of interest and communicate those insights as well as primary buyer contact information to the sales team. This enables them to share insight and better target their joint efforts.
Improved sales/marketing synergy from 30% to 90% CRM overlap
Reporting is now holistic across CRM, Marketing and Display Ads