The Problem: Uncoordinated Campaigns Confuse Buyers
You're running a campaign to a target account. Marketing sends an email about your newest feature. Meanwhile, sales is calling about a different problem. A week later, customer success reaches out to a contact at the same company asking for feedback.
From the account's perspective, you're three different vendors calling at cross-purposes. Nobody at the company knows what you're trying to accomplish. The deal stalls.
This is what happens without orchestration.
What Is ABM Orchestration?
ABM orchestration is coordinating all touchpoints (marketing and sales) across all channels (email, calls, ads, content, direct mail, events) for a target account.
Instead of marketing and sales working independently, they work as one unit. The account sees a coordinated motion:
Week 1: Marketing sends a thought leadership piece on "Sales Process Challenges" Week 2: Sales calls the VP Sales referencing the piece marketing sent Week 3: Marketing runs a targeted ad for a relevant webinar Week 4: Sales follows up with a demo proposal, reinforcing the webinar content Week 5: Marketing sends a case study about a similar company
Every touchpoint is intentional. Every motion builds on the previous one. The account experience feels orchestrated because it is.
---The Three Components of Orchestration
1. Coordination
Coordination means marketing and sales agree on the motion before it starts.
- Who are we going after? (the target account list)
- What problem are we solving for them? (the narrative)
- How will we reach them? (channels: email, call, ads, content, event, direct mail)
- Who will reach them? (marketing, sales, or both)
- When will we reach them? (the sequence and timing)
- What will we say? (the message)
Without coordination, marketing doesn't know sales is calling. Sales doesn't know about the campaign marketing just launched. You have competing messages and wasted effort.
With coordination, both teams move together.
2. Sequencing
Sequencing is the order and timing of touchpoints.
A strong sequence might look like:
Touchpoint 1 (Day 1 - Marketing): Send valuable content (e.g., a research report) that addresses a pain point Touchpoint 2 (Day 3 - Sales): Call the contact, reference the report, ask if they're experiencing that problem Touchpoint 3 (Day 7 - Marketing): Email a case study showing how another company solved that problem Touchpoint 4 (Day 10 - Sales): Follow up on the call, offer a diagnostic or free consultation Touchpoint 5 (Day 14 - Marketing): Invite them to a webinar or event on that topic Touchpoint 6 (Day 21 - Sales): Final follow-up, offer a conversation with your subject matter expert
The sequence is designed to move the buyer through awareness to interest to engagement.
3. Adaptation
Adaptation means the sequence changes based on how the account responds.
If they engage early (opening emails, taking a call, downloading content), you move faster. You move from awareness content to opportunity exploration faster.
If they don't engage, you have a different sequence. Maybe you go to a broader audience at the company. Maybe you switch channels (from email to LinkedIn to direct mail).
If someone says "not right now," you move them to a nurture sequence. You stay in touch, but with lower frequency.
How ABM Orchestration Works: An Example
Let's say you sell account intelligence software. Your target account is Acme, a Series B MarTech company with 75 employees.
Your ICP research shows that: - They have a VP Sales who recently got hired (6 weeks ago) - They're hiring 3 sales reps (job postings on LinkedIn) - Their product launch is in 2 months - They're likely in pain around sales process maturity (job postings for sales ops)
Here's your orchestrated motion:
Week 1 - Marketing: Send an ebook "How Fast-Growing Sales Teams Build Repeatable Selling Models" to relevant contacts Week 2 - Sales: Call the VP Sales. Reference the ebook. Ask about their sales process maturity. Offer to audit their current approach Week 3 - Marketing: Run a LinkedIn ad targeting Acme employees about "Sales Process Automation for Growing Teams" Week 4 - Sales: Follow up on the audit. Share preliminary findings. Propose a demo Week 5 - Marketing: Send a customer case study: "How a Series B MarTech Company Standardized Their Sales Process" Week 6 - Sales: Demo the software. Connect it to the findings from the audit and the insights from the case study
At each stage, marketing and sales reinforce each other. The contact at Acme sees a coordinated motion designed specifically for their situation.
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Benefit 1: Faster Sales Cycles
When marketing and sales move together, buyers move through the funnel faster. Instead of sales calling a cold account, sales calls an account that marketing has warmed. The prospect is already familiar with the problem. The sales conversation is more productive.
Benefit 2: Higher Engagement
A coordinated sequence feels intentional and personalized. The account doesn't feel like they're getting spammed with random outreach. They feel like you understand their situation.
Benefit 3: Better Conversion
When each touchpoint builds on the previous one, conversion rates improve. You're not asking for a meeting on the first email. You're asking for engagement. You're not asking for a demo on the second call. You're asking for a diagnostic or audit. You're asking for the next logical step.
Benefit 4: Easier Sales and Marketing Collaboration
When marketing and sales coordinate on target accounts and motions, they stop blaming each other. They have shared goals and shared responsibility for outcomes.
---How to Build Orchestration for Your Team
Step 1: Pick Your First Target Account
Don't try to orchestrate 100 accounts on week one. Start with 3-5.
Pick accounts that are: - Good fit for your solution - Actively showing intent - Realistic to win in your sales cycle
Step 2: Map the Decision Team
Who at the account will ultimately buy? Who will influence the decision?
For B2B software, you might have: - The user (the person who uses the tool day-to-day) - The buyer (the person with budget approval) - The influencer (the person who researches and evaluates)
Map who these people are at your target account.
Step 3: Design the Sequence
Define the sequence of touchpoints. Start with 5-7 touchpoints over 4-6 weeks.
- Who will reach out? (marketing vs. sales)
- What channel? (email, call, ad, content, event)
- What message? (tailored to that stage)
- When? (specific day)
Step 4: Execute and Monitor
Run the sequence. Track: - Who engaged and when - Which touchpoints got the most response - Where in the sequence the account dropped off - Whether the sequence led to an opportunity
Step 5: Refine
After running the sequence for 3-5 target accounts, identify what worked: - Which touchpoint got the best response? - Which sequence moves accounts to opportunity fastest? - What message resonates most?
Use this learning to refine your next sequence.
Tools That Enable Orchestration
To orchestrate well, you need: - CRM (to track all touchpoints and interactions) - Marketing automation (to send coordinated emails and ads) - Sales tools (to log calls and track activities) - Analytics (to see which touchpoints drove results)
These tools should integrate so that when a marketing email is sent, sales sees it in the CRM. When sales makes a call, marketing sees it and can follow up with relevant content.
The Outcome
When you orchestrate ABM campaigns, your team moves with intention. Every motion builds on the previous one. Target accounts see a coordinated, personalized experience. Deal velocity increases. Win rates improve.
Start with one target account. Build a sequence. Execute it. Learn from it. Then scale to 5, then 20, then 50.
That's orchestration.
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