Misalignment between sales and marketing teams doesn’t just create frustration, it’s expensive too. It acts as a barrier to revenue growth. When the sales and marketing teams work in silos, they harm B2B businesses. These businesses face miscommunication, conflict in priorities, wasted budget, and resources. Potential leads get slipped through cracks that were supposed to be in your sales funnel, potential sales opportunities are missed, and marketing activities become misaligned with real customer needs. 

Such tension slows your buyer journey and affects your bottom line. 

If you are more curious about reading further, there’s a high chance that your teams aren’t hitting their targets, or worse, they’re moving in different directions. 

In this blog, we’ll uncover how a focused ABM strategy helps bridge the gap between sales and marketing teams, transforming miscommunication into genuine collaboration and confusion into predictable growth. We’ll make you walk through 7 actionable ABM strategies that help you align teams, target high-value accounts, and achieve measurable ROI in 2025. 

The Cost of Misalignment in B2B 

Sales and marketing misalignment is more common than most executives realize. According to Harvard Business Review, 90% of sales and marketing professionals report misalignment in strategy, processes, culture, and content marketing. This misalignment often leads to: 

• Low-quality leads: Sales teams reject or ignore MQLs because they aren’t aligned with the ideal customer profile (ICP). 

• Wasted marketing spend: Reaching the wrong customer and sharing the valuable resources results in waste in time, marketing budget and resource. 

• Delayed revenue cycles: Confusion slows the buyer’s journey and lengthens deal closure timelines. 

• Tension between teams: Divergent goals, lack of communication, and different KPIs. This may lead the sales team to blame marketing for poor lead quality, while the marketing team blames the sales team for inadequate follow-up. 

LeanData’s Sales and Marketing survey pulse report highlights the scale of this problem: 

• 51% of marketers reported communication between teams as unsatisfactory. 

• 53% of sales reps are unhappy with the marketing team’s support. 

• Around 68% of marketing qualified leads (MQL) are disqualified by the sales team up to half of their number. 

These factors directly affect revenue and customer experience, but ABM provides a clear solution. 

What is Account-Based Marketing (ABM)? 

Account-Based Marketing (ABM) is a strategic B2B marketing approach that focuses on high-value accounts as a unique market- “market of one”. In ABM, we provide a highly personalized 1-1 experience and content to build strong and genuine connections. 

Why ABM Is the Solution 

Account-Based Marketing (ABM) is the puzzle in solving the common B2B challenges that flips the traditional lead-based approaches by focusing on high-value accounts rather than quantity of leads. ABM creates a shared goal for both sales and marketing: engage, nurture, and convert target accounts. 

Key ABM pillars include: 

• Personalization: Customize campaigns for high-value accounts matching your ICP, addressing their pain points.  

• Alignment: Sales and marketing collaboration on specific accounts, messaging, and outreach. 

• Long-term relationships: Build trust with the whole buying committee to build long-term relationships. 

With ABM, teams stop competing over leads and start collaborating to accelerate deal velocity. This is why leading b2b account-based marketing services prioritize ABM as a core strategy.

How to get started with Account-Based Marketing? 

A successful ABM strategy begins with alignment. Here’s a clear roadmap: 

1. Define Your Ideal Customer Profile (ICP) 

Determine your customer profile list by collaborating with your sales and marketing team, based on the company size, revenue, industry, tech stack, and buying signals. You can create a list of 100-1000s of ideal profiles for whom you are probably targeting to build relationship and grow your revenue. 
 

2. Develop Personalized Content and Messaging 

Based on the ideal profile list, make sure to craft content or messaging by understanding their different roles and pain points. Develop a content while considering the particular challenge of your targeted account, don’t consider a content piece to target each and every customer profile. The data from your sales team helps you to craft compelling content and make feel customers that their unique needs are taken inconsideration. 

According to a Forrester study, marketers strongly agree that personalized content (56%) is key to ABM’s success. 

3. Execute Your ABM Strategy 

Use first-party data and choose effective channels to reach your targeted accounts, aligning your sales and marketing teams efforts ensuring consistent engagement across the overall customer journey. 

4. Measure, optimize, and scale. 

Track metrics beyond leads while establishing clear goals. Track the performance of your campaign and optimize to refine your strategy in real-time. 

Top 7 ABM Strategies to Align Sales and Marketing Teams 

These top 7 ABM strategies align the sales and marketing teams to ensure both teams work towards the same approach for more effective results. 

1. Align Teams Involvement in ABM Strategy Plan 

Working collaboratively around a shared ABM plan helps grow revenue faster, achieve higher profitability, and observe better customer retention (Forrester). When sales and marketing speak the same language, there is a higher chance that ABM will consistently move the needle towards measurable outcomes that matter. 

2. Shared ICPs and Target Accounts 

Collaborative working involves discussing a set of targeted accounts by understanding the criteria for selection.   

3. Unified Messaging and Content Creation 

For the ABM strategy, you should create a personalized messages or content that consider the pain points of the key decision makers. Verified content engagement ensures that prospects have genuinely engaged with your content, showing intent signals, and measuring and tracking metrics. 

4. Centralized Resources & Technology Integration 

Use a centralized platform such as CRM and marketing automation system to share data, measure metrics, track progress, and enable collaboration. This centralized resource and technology integration reduces duplicate efforts and ensures a consistent approach. 

5. Data-Driven Account Selection and Personalization 

Use first-party data while prioritizing accounts based on intent and engagement for genuine, measurable results. VM Engage delivers hyper-personalized display ads while targeting ICP for creating a relevant experience. 

6. Continuous Communication and Feedback Loops 

Regularly syncing between sales and marketing helps build continuous communication, sharing account intelligence and feedback in real time. This sync allows teams to adapt account behavior, share insights, and refine messaging continuously. 

7. Joint KPIs and Revenue Accountability 

Establish a clear set of KPIs that are tied to business outcomes such as pipeline velocity and measurable outcome. Measure success based on revenue contribution from high-value accounts beyond vanity metrics like clicks, form fills and other, this help in boosting accountability and collaboration. 

Real-World Impact  

According to a research B2B organizations with aligned sales and marketing results in 24% faster three-year revenue growth and 27% faster year profit growth.  

ABM is a crucial strategy where every touchpoint is meaningful, campaign is intentional, and every account is nurtured for conversion. 

How Vereigen Media Helps You Align Your Sales and Marketing Team 

At Vereigen Media, we specialize in bridging sales and marketing with first-party data and human-verified approach. This helps you get high-quality leads and measurable performance, with the solutions: 

• ABM Campaigns: Here, we make sure that the sales and marketing team work together on targeted high value account lists.  

• Demand Generation: For long term success we make sure that your content reaches the right audience every time, generating demand and creating awareness about your product or service. 

• Verified Content Engagement (Content Syndication): We place your valuable content in front of key decision makers with our syndication platform to drive pipeline growth while turning interest into action. 

• VM Engage (Display & Programmatic Ads): Our smarter B2B advertising solution helps you reach the right decision-makers, sparking curiosity and delivering measurable results. 

• Event Registration: We connect with the high-value accounts and guarantee registrations for the webinar or digital events. 
   

With first-party data, zero outsourcing, and human verification, Vereigen Media ensures your sales and marketing teams work in harmony, Leads. Done Right. 

Common ABM Mistakes Every Marketers Must Avoid Them 

• Ignoring sales and marketing alignment in early strategy planning. 

• Targeting too many accounts instead of focusing on the high-value accounts. 

• Failing to personalize content or messaging by considering the buyer’s pain points. 

• Measuring success by volume than considering the actual revenue impact. 

Avoiding these pitfalls helps every B2B marketer drive genuine results while initiating for ABM campaign. 

Aligning sales and marketing teams is crucial in today’s B2B environment, it works as a growth imperative. This ABM strategy helps create a framework for both the teams to collaborate with high-value accounts, delivering meaningful engagement and measurable ROI. 

By using first-party data, verified engagement, and human-validated outreach, you can create a unified approach that accelerates pipeline velocity, enhances customer experiences, and boost revenue growth. 

Book your custom strategy session with Vereigen Media today to align your teams, prioritize high-value accounts, and drive growth.  

Leads. Done Right. 

Frequently Asked Questions on Account-Based Marketing (ABM)

1. What is ABM, and why is it important?
   Account-based marketing (ABM) is a B2B strategy where sales and marketing teams collaborate with each other targeting the high-value accounts rather than using the broad, lead-based approach. This approach is essential as it allows for hyper-personalized messaging or content creation to target and engage the key decision-makers which results in measurable revenue growth.

2. How does sales and marketing alignment improve ABM results?
   Sales and marketing alignment improves ABM results by unified targeting, engagement, and nurturing high-value accounts, through messaging and KPIs, leading to higher conversion rates, better customer retention, and pipeline accuracy. 

3. How does Vereigen Media support ABM strategies?
   Vereigen Media supports ABM strategies by using the first-party data for precise targeting, creating personalized content and advertisement (VM Engage), verified content engagement, Event registration, Demand generation services, and connecting your teams and helping businesses focus on high-value accounts, accelerate sales pipeline, and improve campaign ROI through human verification and zero outsourcing.

4. What makes first-party data critical for ABM?
   First-party data is crucial for ABM as it’s been collected directly from the engaged prospects or the leads, which shows accuracy, relevance, and compliance, allowing campaigns to target the key decision-makers, strengthening relationships through trust, improving lead qualification, performance, and efficiency.

5. How do I measure success in ABM?
   Measure pipeline velocity, account engagement, revenue contribution, and alignment-driven KPIs rather than vanity metrics like clicks or impressions.

By Akash Waghmare