AMA CLT July Lunch + Learn: Can ABM Align Marketing & Sales?

AMA CLT July Lunch + Learn: Can ABM Align Marketing & Sales?

Melissa Campbell, Senior Director of Marketing Solutions, Stratagon

Alex Moore, Senior Partner, Stratagon

Why can’t we just get along? Marketing and sales teams often work in silos due to differing goals, lack of communication, and conflicting strategies. This results in a disconnect, where marketing efforts don't translate into meaningful sales conversions. That's where Account-Based Marketing (ABM) comes into play.

The HOW of implementing ABM is often the challenge in business today – from change management to implementing the right tech tools and automation, it can be a whirlwind. This session provides actionable insights for your teams to align for real revenue impact.

Key Learnings: Marketing and sales should work hand-in-hand, but (spoiler alert) it typically doesn’t play out that way. While marketing teams focus on generating leads and building brand awareness, sales teams work on closing deals and meeting revenue targets. ABM offers a targeted approach that aligns marketing and sales efforts toward specific accounts or target companies, prioritizing personalized interactions with high-value accounts. A win-win for both teams.

The audience will walk away with strategies for aligning marketing and sales utilizing ABM along with tools and tips on how to do that through:

• Identifying Ideal Client Profiles (ICPs)
• Developing strategy & KPI alignment
• Leveraging 1st party data as cookies fade out
• Enabling change management
• Optimizing ABM tools
• Fostering collaboration and growth

Ready to bring teams together on common ground for more wins and improve the end-to-end customer experience? This session is for you.

Melissa Campbell is a seasoned leader with a blend of client and agency experience in marketing, which allows her to bring synergy to create successful campaigns. With over a decade of expertise spanning marketing, public relations, and operations, Melissa adeptly manages accounts by orchestrating campaigns, providing strategic guidance, and overseeing execution and delivery. Her meticulous approach to operations ensures alignment with the overarching vision while driving collaboration between teams to positively impact client deliverables.

Alex Moore is the Senior Partner at Stratagon, specializing in combining traditional marketing methods with the latest in technology solutions. He's taken a lead role in BrandGen.io, focusing on refining programmatic advertising for B2B clients. He is also a member of the investor group with Carolina Core FC, an MLS NextPro soccer club, and plays an active role in community boards. In business, Alex values real, straightforward interactions with peers, always staying updated on market nuances. He’s passionate about guiding newer entrepreneurs through the maze of startup challenges.

Host or Publisher AMA Charlotte