Sales and Marketing Unified

Imagine a world without walls.

Sales and Marketing Alignment

The future of B2B is one in which companies will merge account-based strategies with traditional demand generation motions. Ultimately, this will break down the traditional barrier that has existed between Marketing and Sales teams, which has been fortified by the lead-based model of marketing automation solutions. Ultimately Marketing and Sales teams will move as one, seamlessly sharing data and insights, coordinating every activity, and measuring everything that matters–from campaign performance to business impact so that every action is tied to Sales success.

TOOLKIT: Sales and Marketing Unification

Sales and Marketing Unification Toolkit

Everything You Need for
B2B Revenue Success

Stop working in silos. Break free from the barriers with some of the top research and reports to help you unify your teams and drive business outcomes.

  • The 2020 ABM Market Research Study: What separates the best from the rest?
  • TOPO’s 2019 Sales Development Benchmark Report: Strategies and tactics of successful organizations
  • The ABM for Sales Playbook: Actionable ideas for cracking your top accounts
  • Intent is the New Lead ebook: Why wait for the form fill when your buyer is actively researching?


6 Pillars of Sales and Marketing Unification


Intent is the new lead

Forget about leads and start using intent (like keywords, recency, and sustained interest) to prioritize activities and identify your top accounts. The ability to identify the companies that are in-market for a solution today has made intent the fastest growing data category over the last two years, with use increasing from 28 percent to 62 percent in companies surveyed by TOPO.


Personalization wins every time

It’s no surprise that personalized marketing leads to better results. At Demandbase, we’ve seen personalization (often with trending intent) increase email open rates from 29 percent to 53 percent and replies from 4.5 percent to 10 percent.


Foster communication at every turn

Get Sales and Marketing teams talking at every opportunity. Set up joint office hours, happy hours, standups, campaign priority emails, and more. But most importantly, get Sales and Marketing aligned on your in-market target accounts and sharing insights on the buying committees for those accounts.


Hold Marketing accountable for revenue, just like Sales

It’s important for marketers to embrace revenue responsibility. What really matters to the organization is the closed deal. As Matt Heinz says, “You can’t buy a beer with an MQL.” When Marketing embraces this accountability, they go from being seen as a cost center to a revenue driver.


Go multi-touch, multi-channel

The days of following a linear buyer’s journey are long gone. That’s why Sales and Marketing teams need to be nimble and orchestrate multi-step, multi-channel plays that engage key members of the buying committee. Offer “extreme value” at every touchpoint—per TOPO’s guidance—that prospects can’t resist.


Measure everything that moves

We’ve all heard it said “If it’s not in Salesforce, it doesn’t exist.” While that’s still true, we must extend that concept to every interaction along the buyer’s journey. We must measure every engagement with the buying committee at target accounts, from ad impressions to SDR calls and VIP dinners that close the deal over dessert.

Dive in.

[Webinar] ABM Outside the Box


Woo, Wow and Win with Demand Innovation for Valued Accounts

Let us show you how savvy Sales and Marketing teams can leverage demand innovation for valued accounts (DIVA) —like out-of-the-box direct mail experiences—that delight, engage, and convert. Join Marne Reed, chief evangelist at PFL, and Delaney Kutsal, Marketing Programs Manager at Demandbase, on September 2 at 10 am PT as they delve into a discussion on out-of-the-box direct mail experiences.

[Webinar] Marketing Be Nimble, Sales Be Quick!


How to offer extreme value in today’s shrinking buyer’s market

Marketing and Sales teams need to be nimble to offer extreme value at every touchpoint along the buyer's journey while keeping the elusive buying committee engaged. Join Jon Miller, CPO at Demandbase, and Craig Rosenberg, chief analyst and cofounder at TOPO on September 16 at 10 am PT.

Simply Better Together: 6 Steps to Get Sales and Marketing Moving as One


Nail Your B2B Go-to-Market

What do the most successful B2B companies that sell into mid-market and enterprise accounts have in common? They have a truly unified Sales and Marketing engine. We created six tangible tips for uniting your team.

Naomi Marr
Naomi Marr
Director of Marketing Operations, Imprivata
As a marketing organization, we previously had a hard time bringing additional value to sales. With Engagio and a shift to an ABM model, we’ve been able to bring more value to them. By knowing more about what’s going in their accounts, the relationship between Sales and Marketing is now so much stronger.


Let us show you how Demandbase can help you live in a world without walls—a world where Sales and Marketing are truly unified.

  • Use intent to create a target list that Sales and Marketing both love.
  • Create customized ads for target accounts.
  • See what accounts are visiting your site and deliver personalized experiences.
  • Provide Sales with the insights they need to close deals faster.
  • Measure the impact your efforts have on pipeline and revenue.


ABM Tech Stack Categories
Reet Mand
Reet Mand
VP of Demand Generation, Apigee
We've always had great alignment with Sales at Apigee, but having additional insight into target accounts has really strengthened that relationship.