Page 17 - Engage - no.9 - Summer 2017

coffee mug, coffee, and a newspaper with the headline ‘Wake up with Domo,’” Vajre explains. “They also developed additional digital content and advertising to target a best-fit set of accounts. It’s really clever.”
That all sounds well and good, but if sales is becoming marketing oriented, the question is, on whose shoulders will the ABM work fall? The secret, Vajre says, is for both marketing and sales to work closely together as what he refers to as a “smarketing” team.
“For too long in the B2B world, marketing has been focused on lead generation to provide sales with tons of leads,” Vajre says. “Well, salespeople aren’t called ‘lead executives.’ Salespeople are called ‘account executives,’ because they close accounts. It’s time for marketing to get with the program and stop focusing on marketing-qualified leads and shift to marketing-qualified accounts. Marketing needs to have some skin in the game, and their success metrics should be tied to company goals and revenue, just like salespeople.” n
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