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Break down silos with a 4-pillar foundation for account-based expansion alignment


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 hidden price of misalignment

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.

The ABE adaptation framework: a four-pillar approach

Here are four critical pillars for effective cross-functional alignment.

1. Shared vision and goals

The first mistake most organizations make is to jump into tactics without developing a unified vision. Effective ABE alignment begins with:

  • A clear charter that defines what success looks like across all revenue functions.
  • Specific, measurable goals that go from business goals to team-level KPIs.
  • Shared metrics that encourage collaboration rather than competition.

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.

2. Defined roles and responsibilities (RACI matrix)

Clear ownership avoids the “not my job” problem while also ensuring that nothing falls through the cracks. Here’s how to structure it.

Defined roles and responsibilities (RACI matrix)Defined roles and responsibilities (RACI matrix)

3. Simplified communication and collaboration

Effective ABE requires real-time information flow and coordinated action. Basic elements include:

  • Weekly ABE team sync focused on account strategy and execution.
  • Shared chat channels for real-time collaboration.
  • Monthly executive reviews to address strategic challenges.
  • Quarterly business review to assess progress and adjust course.

4. Shared metrics and reporting

You get what you measure. Successful ABE programs typically pursue:

  • Account health score (combining product usage, engagement and satisfaction metrics).
  • Extension Qualified Account (EQA) conversion rates.
  • Average trade cycle.
  • Preservation of net profit.
  • Customer Lifetime Value.

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

Overcoming common alignment issues

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

  • Create cross-functional ABE modules.
  • Implement shared OKRs.
  • Regular inter-team training and knowledge sharing.

Conflicting incentives

  • Align compensation models across teams.
  • Create shared success metrics.
  • Implement team rewards for expansion wins.

Lack of trust between teams

  • Regular joint planning sessions.
  • Shared account reviews.
  • Celebrating collective wins.

Resistance to change

  • Start with pilot programs.
  • Document and share your first wins.
  • Provide clear career paths in the new model.

Looking ahead: The future of ABE alignment

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:

  • Choose your top 20% of accounts.
  • Create an ABE pilot team.
  • Implement the four-pillar framework.
  • Measure, learn and adjust.
  • Scale what works.

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?

Contributing authors are invited to create content for MarTech and are selected for their expertise and contribution to the martech community. Our contributors work under supervision editorial office and submissions are reviewed for quality and relevance to our readers. The opinions they express are their own.



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