Customer Success

#SangramSeries: Modern ABM Organization

Sangram is back for another quick breakdown for B2B organizations on how modern account-based marketing organizations are structured and why even having a structure is importance to your company’s success.

Check out the main flipping points below and be sure to tweet the ones you like best! 

Flipping Points

  • Most modern B2B organizations have a sales development representative (SDR) team, an account executive team (AE) team, a customer success team, and a thought leadership team.
    • Each of these roles has a marketing function that directly supports it.
      • SDRs should have a demand generation support person.
      • AEs should have a sales enablement team that helps support them.
      • Customer success should have a customer marketing function responsible for helping customers understand the value of the product your company is selling.
  • “Who’s responsible for what in a modern ABM organization?”
    • SDRs are responsible for calling, AEs handle closing deals and helping sales win, customer success is there to help service the customers and thought leadership is responsible for making sure your company’s brand is strong externally.
  • “How do product and product marketing teams work in ABM organization?”
    • Product teams support every function – SDR, AE and Customer Success.
    • Product marketing teams support the ideas of the thought leadership marketing team.
  • “What do results for these ABM roles and functions look like?”
    • You won’t see lead gen here as a result or anything that’s just a vanity metrics – but results will still be very clear. You’ll still be able to report on demo and pipeline, close deals, churn and brand and buzz.

The new modern ABM organization supports almost every single function in the company, not just demand gen, sales, or product but every single function, and the way they’re measured are in business metrics.