The modern SaaS buyer is a wily creature. They research independently, gather internal consensus, and only engage when they’ve decided it’s worth their time. Meanwhile, sales teams are sprinting to quota, prioritizing deals that look “ready.” This creates a fundamental execution gap in Account-Based Marketing (ABM): sales often ignores promising leads because the story is incomplete.
The Paradox of the “Qualified” Lead
We’ve all seen it: a lead that ticks all the boxes – the right industry, company size, even a clear pain point identified in a marketing asset. Yet, sales doesn’t bite. Why? Because the buyer’s journey is a narrative, and without enough context, these “qualified” leads feel like disconnected data points, not opportunities. Sales teams, under pressure, need a compelling narrative to justify their time. They’re looking for evidence of internal alignment, budget, and a clear problem they’re actively trying to solve. Without it, the lead is often relegated to the “nurture” pile, a graveyard of potential.
The Evidence: Internal Friction and the Value of Context
Consider the internal dynamics of a buying committee. Problem-unaware buyers are often exploring solutions, gathering information, and building a case for change. They’re not ready to talk to sales. When a sales rep reaches out cold, without understanding this internal context, they meet resistance. The buyer might be interested in the problem, but they haven’t yet convinced their colleagues. The sales conversation feels premature, even unwelcome.
This is where the ABM execution gap widens. Marketing might identify a potential account, but if the sales team lacks the insights to understand the buyer’s internal narrative, they lack the ability to build trust. Without trust, there’s no deal. We see this play out in stalled deals, delayed responses, and a general lack of engagement from accounts that, on paper, should be perfect fits.
Think about the typical sales conversation. It’s often focused on features and benefits, a pitch designed for a buyer who already knows they have a problem and is actively evaluating solutions. But what about the buyer who is still in the exploration phase? They need education, not a sales pitch. They need to see the value in solving the problem, before they see the value in *your* solution. Without that initial understanding, sales is fighting an uphill battle.
Reframing the Approach: Building the Buyer’s Story
The solution isn’t more leads; it’s more context. RevOps can bridge the gap by shifting the focus from simply generating leads to building a narrative around each account. This means:
- Deepening Buyer Intelligence: Go beyond firmographics. Understand the internal dynamics, the key players, and their priorities. What are their existing challenges? What are they trying to achieve?
- Orchestrating the Journey: Design ABM plays that guide problem-unaware buyers through their exploration phase. Provide educational content that frames the problem, builds credibility, and establishes your company as a trusted advisor.
- Enabling Sales with Context: Equip sales with the insights they need to have relevant, valuable conversations. Provide them with the buyer’s story, not just a list of features and benefits. Help them understand the internal challenges and tailor their messaging accordingly.
The goal is to move from a reactive sales approach to a proactive, value-driven one. When sales understands the buyer’s story, they can build trust and guide the buying committee toward a solution. This is how you close deals, not by chasing “qualified” leads, but by enabling sales to engage with potential buyers on their terms, at the right time.
Conclusion: The Power of Narrative
The ABM execution gap is a symptom of a larger problem: a lack of understanding of the buyer’s journey. By focusing on the buyer’s internal narrative, RevOps can empower sales to engage with potential clients in a meaningful way. It’s not about generating more leads; it’s about providing the context and intelligence sales needs to build trust and drive revenue. When sales understands the story, they can actually sell.