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Here’s a stat everyone needs to know: 76% of marketers achieve higher ROI using account-based approaches than other marketing strategies, according to the ABM Leadership Alliance and ITSMA. However, many organizations are still struggling to unlock this potential, especially when it comes to expansion revenue.
Why? The answer often lies in how teams implement the strategy, not the strategy itself. The difference between mediocre and exceptional results usually comes down to one critical factor: cross-functional alignment.
In my last article on Account Based Expansion (ABE) I introduced the 40/40/20 rule; I will now outline the framework for GTM alignment.
The cost of acquiring a new logo has doubled recently, and expansion opportunities within existing accounts are often not a priority. Reason? Siled operations and fragmented approaches to customer growth.
Most organizations today operate with marketing chasing MQLs, sales chasing new logos, and customer success focused solely on retention. This traditional structure made sense in simpler times, but in today’s complex B2B environment, it leaves revenue and customer growth on the table.
Here are four critical pillars for effective cross-functional alignment.
The first mistake most organizations make is to jump into tactics without developing a unified vision. Effective ABE alignment begins with:
For example, instead of marketing ownership of MQLs, sales opportunities, and maintaining CS ownership, successful organizations create shared metrics such as “expansion qualified accounts” that require input and collaboration from all teams.
Clear ownership avoids the “not my job” problem while also ensuring that nothing falls through the cracks. Here’s how to structure it.
Effective ABE requires real-time information flow and coordinated action. Basic elements include:
You get what you measure. Successful ABE programs typically pursue:
The key is to create a single source of truth that all teams trust and use to make decisions.
Dig deeper: How to measure what matters in account-based marketing
Even with the right framework, implementing cross-functional alignment is not easy. Here are the most common problems and how to solve them.
Silenced organizational structures
Conflicting incentives
Lack of trust between teams
Resistance to change
The future belongs to organizations that can break down traditional silos and create truly integrated revenue teams. As customer acquisition costs continue to rise, effectively growing existing accounts will become an increasingly important competitive advantage.
The question is not whether to align your teams around ABE, but how quickly you can make it happen. Those who move first will have a significant advantage in building the muscle memory and processes required for successful expansion movements.
To do this, start small and:
Remember: Alignment is not a one-time exercise. It is an ongoing process that requires constant attention and refinement. But get it right and you’ll unlock new levels of growth that will have your CEO and board asking how to invest more.
The most successful B2B companies of tomorrow will not be the ones with the largest acquisition budgets. They will be the ones who master the art and science of effectively executing acquisition to expansion with aligned revenue teams.
Dig deeper: Maximizing Your B2B Spend: Does Account-Based Marketing Pay Off?
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