Account-based selling (ABS) is one of the most popular topics in the B2B sales space right now. And we get it: ABS – in close collaboration with account-based marketing (ABM) – is the most efficient way to start engaging with your best-fit and highest-value accounts.

Meanwhile, customers’ expectations for personalization are increasing by the hour: Research by McKinsey shows that 71 percent of consumers expect companies to deliver personalized interactions. Consequently, to meet this growing demand and be successful with your complex selling, your first order of business should be to align your sales and marketing strategies.

But what is ABM and ABS? And how – if possible – do you get the two strategies to work together in strong alignment? Experts on the subject are suggesting that the days of perceiving sales and marketing as two separate entities are over and emphasizing the gains of merging the two for a focused effort on revenue.