During the marketing automation era, Marketing and Sales alignment resembled a baton pass in a relay race. Marketing owned the top of the funnel, generating leads. Which they would then pass to Sales who, in turn, owned the deal close and post-sale growth. Although this linear model worked at the time (especially for simple lead-based go-to-market strategies), it is looking increasingly outdated in the face of an increasingly nonlinear account journey.
Rather than a hand-off baton pass, in Account-Based Experience (ABX) the Marketing and Sales departments operate as a team. Players have distinctly different positions — offense and defense — but they work together to pass the ball back and forth down the field to create and win new business and drive account growth. As a whole, ABX offers improved communication, streamlined activation, and integrated orchestration.
The Play Metaphor
A play is a series of orchestrated interactions (both human and automated) across departments and channels.
The “play” is the …