Best integration of sales and marketing: Adding value at VMware through sales and marketing integrationMomentum helped VMware nurture longer-term strategic relationships and increase the value of deals through account-based marketing (ABM). This is a marketing framework that treats each customer as a ‘segment of one’ across the buying cycle.VMware wanted to update its product-led selling practices with a more customer-led approach. This responds to market changes and positions its growing portfolio for a more business-orientated audience - promoting VMware’s role from technology vendor to strategic partner.Momentum helped VMware achieve its objectives through the use of ABM principles. These created a tighter interlock between sales and marketing teams, fostering a step change in engagement to make a significant impact across the buying cycle. We achieved this by: Encouraging collaboration – involving marketing teams in each step of the sales planning process.  Improving marketing execution – using account-led insights to create highly relevant content assets and campaigns.  Proving the value – through quantifiable metrics, e.g. deals closed, and by sharing our successes.