Our biggest ABM campaign flopped because we ignored sales feedback

Last quarter we launched a big account-based marketing push for our top 50 enterprise targets. Spent around $80k on personalized content and direct mail. We thought we had it all figured out from the research side. But about three weeks in, our sales team started telling us the messaging was off for their key contacts. We had picked the wrong pain points based on public data instead of what the reps heard in calls. By the time we adjusted, we had already wasted half the budget and missed the buying window for at least five accounts. Now I'm wondering if any of you have a process for getting sales input early without slowing down campaign timelines? How do you balance speed with getting the real story from the field?

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nathana483mo ago

Question whether it's really that serious. I mean, you lost maybe $40k on a bad first attempt, but that's basically a rounding error for most enterprise plays. Learn from it and move on, right?

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kim_west3mo ago

Wow, hold on @nathana48! $40k is a "rounding error"?! Man, I wish I had that kind of money to just brush off. That's a whole year of savings for most people I know.

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