How do we coordinate ABM campaigns between marketing and sales so neither team goes rogue with a prospect?

Question

Pulse RevOps · The Machine · Accepted Answer

## BRIEF ABM fails when marketing launches campaigns to accounts Sales is already in, creating **messaging chaos and prospect frustration**. Require **single CRM record per account** with shared playbook and weekly cadence checks. ## DETAIL **ABM Coordination Model (Pavilion framework)** **Account Ownership Layer** - Each **Tier 1 account** gets assigned **1 Sales rep owner** and **1 Marketing ABM owner**. Both sync names/roles in CRM before any outreach. - Sales owns **prospect relationship** (meetings, negotiations). Marketing owns **channel strategy** (email, ads, events, thought leadership). - Marketing **cannot** email a prospect Sales is actively negotiating with; Sales flags status in **CRM field: "Active Sales Cycle."** Prevents 3 marketing emails arriving during contract stage. **Weekly Sync: 30 Minutes** Every Monday, Sales ABM manager + Marketing ABM manager review: | Account | Sales Status | Marketing Action This Week | Conflicts? | |---------|---|---|---| | Acme Corp | Discovery call Thurs | Email value prop Wed | No—align sequence | | Global Inc | Contract review | Run LinkedIn ads | Pause ads; let contract close | | TechCo | Won Jan | Event invite (cross-sell) | None—hand to CSM | **CRM Setup (Salesforce required)** - **Account field**: "ABM Tier" (1/2/Nurture) - **Account field**: "Sales Rep Owner" (lookup) - **Account field**: "Marketing ABM Owner" (lookup) - **Account field**: "Account Status" (Discovery / Active Sales Cycle / Won / Stale) - **Activity Timeline**: Both teams log every action. Marketing sees Sales just closed a deal; stops new campaigns. **Playbook Governance** 1. For each **Tier 1 account**, document 1 **6-month playbook** (joint Sales + Marketing): - Month 1: Awareness (ads + thought leadership) - Month 2-3: Engagement (Sales intro + customized content) - Month 4-5: Active Sales Cycle (Sales leads; Marketing supports with docs) - Month 6+: Post-deal (Marketing hands to CSM) 2. **Monthly playbook review**. Measure: - **Accounts reached both Sales + Marketing** (100% for Tier 1) - **Weeks between first touch and sales meeting** (target <3 weeks) - **Campaign response rate** when Sales is NOT in active cycle (baseline) - **Campaign response rate** during active sales cycle (should drop 0% if coordinated) **Escalation: Silent Email Rule** If Marketing sends **3+ emails** during "Active Sales Cycle" status, Marketing executive pays the cost (funds extra Sales follow-up). Creates accountability. ```mermaid graph LR A["Tier 1 Account"] --> B["Assign Sales
+ Marketing Owners"] B --> C{"Sales
Status?"} C -->|Discovery| D["Marketing:
Awareness+Value
Prop Emails"] C -->|Active Cycle| E["Marketing:
Support Only
No New Campaigns"] C -->|Won| F["Hand to CSM
Marketing: Cross-sell"] D --> G["Weekly CRM
Sync"] E --> G F --> G G --> H{"Conflict
Detected?"} H -->|Yes| I["Pause/Redirect
Campaign"] H -->|No| J["Measure Response
& Velocity"] I --> K["Document
in Playbook"] J --> K style A fill:#f9f,color:#000 style E fill:#fb9,color:#000 style H fill:#f99,color:#000 ``` TAGS: abm,account-based-marketing,sales-marketing-sync,coordination,pavilion,crm,playbook,alignment

Account	Sales Status	Marketing Action This Week	Conflicts?
Acme Corp	Discovery call Thurs	Email value prop Wed	No—align sequence
Global Inc	Contract review	Run LinkedIn ads	Pause ads; let contract close
TechCo	Won Jan	Event invite (cross-sell)	None—hand to CSM

How do we coordinate ABM campaigns between marketing and sales so neither team goes rogue with a prospect?

BRIEF

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