Observed Signal · Sep 28, 2026 · Best Practices · Source: https://martech.org/feed/ · Impact: 2/5 · Sentiment: Positive
6 Sales-Alignment Plays from ABM Leaders at Snowflake, Datadog, Unisys
In a roundtable hosted by MarTech, ABM leaders from Snowflake, Datadog, and Unisys shared six plays for aligning sales and marketing at enterprise scale. They emphasize that alignment is an ongoing discipline, not a one-time event. Key plays include reconciling target account lists, shifting from handoffs to relay-style collaboration, building a signal layer that returns actionable recommendations rather than raw data, selling support rather than tiers, enabling reps in their existing workflows, and applying AI to operational tasks while reinvesting in 1:1 personalized engagement. The leaders also discussed using person-level signals, aggregating intent and business context, and proving ABM's impact through shared goals and measurable results.
This article provides actionable best practices for B2B marketing alignment but does not announce a specific industry event or product launch. It is relevant to ABM practitioners but not a major industry shift.
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Key Takeaways & Evidence Grounding
- Forrester's 2024 Sales and Marketing Alignment Survey found 65% of sales and marketing professionals experience a lack of alignment.
- ABM leaders from Snowflake, Datadog, and Unisys participated in a roundtable hosted by MarTech.
- Unisys can now launch an ABM campaign in a couple of weeks instead of three months.
- Datadog split-tests ABM against the standard marketing engine to show account impact.
- Snowflake built a tool that analyzes sales call recordings and recommends personalized gifts.
Connected Companies & Entities
2 Entities mapped“Datadog isn’t satisfied with AI-first creative yet. The gains are in operations....”
“ABM leaders from Snowflake, Datadog, and Unisys compared notes on what alignment takes at enterprise scale....”
Ontology Mapping & Concepts
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