Over the last 10 years, B2B demand generation teams have used technology such as marketing automation to become highly-scaled demand generation engines, delivering high volumes of leads each month. But these teams fail to adequately support the sales team’s strategic pursuit of named accounts. In fact, on average, only 10-20% of the leads generated by marketing are from accounts on the sales team’s target list.
As marketers seek to better align with and enable sales, the focus is moving from a traditional, lead-centric view to an account-centric view. This shift is driving innovation throughout the value chain, from targeting and offer strategy, to the sales technology stack, to the ways demand generation teams collaborate.