[early and often, get buy-in for their participation]
Sales & Marketing working together is critical to the success of any account-based marketing campaign.
There needs to be a shared vision on which accounts have the highest propensity to buy and which existing accounts are of interest for upsell/cross-sell (existing accounts are an integral part of ABM).
It's important to define shared objectives and goals that sales & marketing will deliver together.
Determine how your marketing activities can integrate with sales efforts to maximize buyer engagement and conversion in the later stages of the buyer journey – including handover.
Learning: Engage them early. At the start. Develop a mutual understanding & trust.