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Best Practice Briefings

Learn how ABM can help you align sales and marketing

Hosted by Propolis Expert Robert Norum

Set the sales and marketing silos to one side. ABM can help you get your teams singing off the same hymn sheet.

Propolis Best Practice Briefings are focused on helping you learn a new skill or address a particular common challenge with practical and actionable insights to build on your skill set.

In the challenging market conditions we are currently facing, it is more important than ever that your sales and marketing teams are well-aligned and set up to work closely together on your most important accounts and prospects. This is a major challenge for most organizations, but taking an account-based approach will enable you to join up sales and marketing to work together efficiently to generate the best possible results.

This session will explore how ABM will enable you to:

– Create a shared agenda for sales and marketing
– Concentrate your resources on your most important accounts and prospects
– Maximise your chance of winning major bids and deals
– Align sales and marketing across the full ABM lifecycle

ABM & Demand Strategy Expert, Robert Norum, is joined by Andrea Clatworthy of Fujitsu, who is a Propolis Ambassador and ABM veteran to discuss how ABM can align sales and marketing and the practical steps you should take to ensure the best possible return on your ABM investments.

It´s one hour not to be missed if you want to understand how to use ABM to align sales and marketing within your organization.

By the end of this session you will be able to:

– Implement a structured ABM process to help align sales and marketing.
– Engage sales with peer-to-peer conversations about account selection, strategy, and messaging.
– Set joint KPIs that both sales and marketing can sign up to.
– Ensure that your ABM program is geared toward success.
– And get all your burning questions answered.


This is one of eight virtual Best Practice Briefings produced every quarter by the Propolis Experts, each designed to build on team skill sets or address a common challenge through key practical guidance. The full set of Best Practice Briefings is available exclusively to Propolis members.

Robert Norum

ABM & Demand Strategy Expert, Propolis

Robert Norum is the ABM and Demand Strategy Expert for Propolis, the global community for B2B marketing leaders.

A B2B Marketer with over 30 years experience, Robert has worked in magazine publishing, IT distribution, marketing agencies and for the last 19 years as an independent marketing consultant. For the last 10 years Robert has specialised in ABM working with a wide cross section of global brands. Since 2017, he has delivered the B2B Marketing ABM Essentials training course for 500+ marketing professionals.

Robert is one of seven Experts on hand for Propolis members to access at any time offering impartial, trusted advice that is tailored to their specific business needs. Whether it’s help with enhancing their marketing strategy or working through a specific challenge, Propolis members can save an average £30k a year working directly with the Experts instead of using external consultants.

Join the global community for B2B Marketing leaders

Propolis offers vital intelligence, expertise, and solutions to help you make informed, data-driven decisions on your strategic position, prove your ROI and empower your teams to be more innovative, more efficient and drive greater results.

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