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Sales and marketing alignment training

Develop an effective, water-tight strategy for collaborating, communicating and working with sales to make your ABM programme a success.

Why sales and marketing alignment is so critical

Account-based marketing takes a highly relevant, personalised customer centric approach. This requires high levels of effective collaboration and cooperation between sales and marketing for your account-based marketing programmes to succeed
And it's not just about your ABM. According to IDC, more than 10% of business revenue is lost due to poor sales and marketing alignment. So, if your leads are falling into the chasm and your customers are choosing a competitor instead of your company, it could be time to look at your alignment.
This 2-day online masterclass will help you and your marketing team develop an effective water-tight strategy for collaborating, communicating and working with sales to make your ABM programme a success.

What you’ll learn on this two-day account-based marketing training course:

  • Are you ready? Learn how to assess your account-based marketing and sales maturity so you can create an actionable workable plan.
  • How to create your own sales and marketing lead dictionary so everyone is speaking the same language and collaboration is turbocharged.
  • Learn how to identify the right target accounts to maximise success by working together.
  • Deep insights matter: Find out how to unlock the insights that only sales have and understand how to apply them in your marketing campaigns. Use outstanding marketing intent, personae and behavioural data to get sales onboard and excited to close opportunities created by your campaigns
As well as helping you embed the right longer-term strategic framework for sales and marketing to work together, there will be plenty of quick wins you can use right away to make a difference this quarter!
You’ll also learn:
  • Culture kills! Understand how your company culture can support or kill an ABM programme. Benchmark your business against the best and the worst and learn what best practice really means.
  • The importance of internal marketing to all your stakeholders, not just sales.
  • Whose customer is it anyway? How to select the right accounts for ABM, whether existing, or new.  
  • What kind of content and resources are the sales team looking for, have they got the best sales enablement tools? How do they use them? But how do you know if this is the same as what the customer needs or wants?
  • What technology do you have to support ABM? Is it fit for purpose and what are the data processes needed for ABM? Learn what kind of platforms can be utilised, and how to utilise the martech you already have such as CRM and marketing automation to help embed customer alignment.
  • How to get feedback and refine your account-based marketing programme using advanced insights.
  • What are your peers doing? - learn from real-world examples, and award-winning ABM case studies

Toolkits and key takeaways

✓ B2B Marketing research: Find out the top ABMS trends and challenges for B2B marketers
✓ Award winning B2B ABM case studies and practical ideas on how to create an embedded sales and marketing partnership 
✓ ABMS Frameworks for a customer centric approach and driving results
Above all an enhanced peer-to-peer learning network – by being part of the B2B marketing community

Target audience 

Ideal for mid-level marketing managers to directors, this training is valuable for those who wish to gain a firm grounding in B2B sales and marketing alignment, whether they’re already using account-based marketing and have hit a few roadblocks, or about to start an ABM programme.  
This course is an interactive and practical workshop to help embed practical outcomes. Delegates are encouraged to bring their real-life challenges to the day, which Shane uses to illustrate different solutions suitable for different business structures and cultures


Getting certified for the time you dedicate to upskilling yourself and boosting your knowledge! 
All of our courses come with a certification of attendance and can be added to your LinkedIn profile and CV. 


"Great trainer, detailed expertise, extremely valuable."

CEO, Demographica

"Great, lots of good examples and lots of content."

Head of marketing, Blippar

"Good use of time. Shane is an excellent trainer."

Marketing director, Cisco

"Very interesting and hugely useful, I'm going to put the learning into action right away."

 Assocate director, Weber Shandwick

"Very good course! In fact some new hires will be sent as compulsory."

Commercial strategy manager, Pulse & Transmission

"Really interesting, lots to think about- really worthwhile."

Marketing manager, OSISOFT

Related Content 

14 tips to guarantee ABM sales and marketing alignment

3 surefire steps marketers must take to align with sales

Related Courses 

ABM Essentials 

Developing compelling ABM value propositions

Upcoming dates

  1. Wednesday, October 26, 2022 -
    2:00pm to 5:00pm
  2. Thursday, October 27, 2022 -
    1:00pm to 5:00pm

Trainer Biography

Shane Redding
Think Direct

Shane is an independent consultant with over 30 years' international B2B direct & digital marketing experience. Shane provides strategic consultancy and practical training to both end users and DM suppliers; clients include Lexis Nexis, ITV plc, Telefonica, Sika Services AG and the IDM. Specialising in data, databases and analysis, Shane enjoys helping large and small businesses use integrated marketing to significantly improve the bottom line. Increasingly, Shane’s time is spent on advising large business transformation projects such as MA and customer experience.

In addition to her consultancy business, Shane also holds a number of non-executive directorships and board advisory roles including Livingstone Partners, SharkGate, and Consumer Intelligence.

Shane has an honorary fellowship at the Institute of Direct Marketing and was awarded Educator of the Year in 2015. She also lectures worldwide on topics including CRM, lead generation, and B2B analysis; as well as international marketing. She is the past chair of the IDM's B2B council, industry roles have included vice chair of FEDMA, UK DMA board director, and sales and marketing director of Mardev (a Reed Elsevier company).