In this episode of Real ABM our guest is Brandon Redlinger, Senior Director of Product Marketing at ringDNA. When joining the company in early 2021, Brandon describes how ringDNA was in the early stages of its account-based marketing strategy. Brandon covers the activities involved when setting up the company’s ABM strategy.
At this point, the ringDNA team consists of eleven resources segmented into three main areas: 1) Product marketing and content, 2) Growth and 3) Corporate Communications.
During this episode, Brandon focuses on the importance of alignment across all segments of marketing and sales. According to Brandon, alignment between marketing and sales resources is a core piece to ensuring your account- based marketing strategy has success.
So how do you get alignment? Brandon mentions that compensation drives alignment and most organizations have a major disparity in compensation and incentives. In order for ABM to work well within an organization, compensation and overall incentives must be aligned properly. After incentives are aligned and there’s buy-in from leadership, the other key aspect of ABM is clarifying the target audience. Based on Brandon’s experience, it’s crucial to establish an account list that’s not too overwhelming at first.
“If I know one thing about managing people, it’s that people respond to incentives. And the biggest incentive out there is your paycheck. The further away your sales number is from your marketing number, then the further away you are going to be for alignment.”
– Brandon Redlinger