Use cross-functional alignment to unlock account-based expansion
Most organizations don’t fail because of a lack of strategy. They fail because of poor execution. Specifically, teams operating in silos. When your marketing, sales, and customer success teams each pursue their own goals without coordination, you’re leaving money on the table.
In account-based expansion (ABE), the key to success lies in breaking down these silos. Imagine this: marketing is laser-focused on generating leads, sales is chasing after new customers, and customer success is all about retention. All important, but disjointed. What’s missing is a shared, cohesive goal to grow existing accounts.
Cross-functional alignment makes sure everyone’s rowing in the same direction. This is where ABE shines, as it gets these teams to work as a single unit with a unified vision and purpose. It creates a system where the whole is far greater than the sum of its parts. When alignment happens, results follow.
The numbers back this up. According to the ABM Leadership Alliance and ITSMA, 76% of marketers report a higher return on investment (ROI) using account-based strategies compared to traditional methods. That’s a clear indication of what’s possible when your teams are fully aligned around shared goals.
The four pillars of effective alignment
To make ABE work, you need a solid foundation. That foundation rests on four pillars: shared vision and goals, clearly defined roles, streamlined communication, and unified metrics. Let’s break these down.
Pillar 1: Shared vision and goals
Without a shared vision, you’re just spinning your wheels. Every team needs to know what success looks like, and that starts with clear, measurable objectives. Instead of focusing on isolated metrics like MQLs (marketing-qualified leads) or retention rates, create shared goals like “expansion-qualified accounts” (EQA). This shifts the focus from competing internally to collaborating on growth.
Pillar 2: Defined roles and responsibilities
Clarity is king. Using a framework like the RACI matrix (Responsible, Accountable, Consulted, Informed), you can clearly define who’s doing what. This eliminates the dreaded “not my job” mentality and makes sure nothing falls through the cracks. Everyone knows their role, their responsibilities, and how their work ties into the bigger picture.
Pillar 3: Streamlined communication
Communication needs to focus on staying aligned in real time. Weekly strategy meetings, shared communication channels, and regular executive reviews keep everyone on the same page. Constant, clear updates are key.
Pillar 4: Unified metrics
You can’t improve what you don’t measure. Track KPIs like account health scores, EQA conversion rates, and net revenue retention. These shared metrics become your single source of truth, making sure decisions are driven by data, not guesswork. Trust me, when everyone measures success the same way, alignment becomes second nature.
The cost of misalignment
Misalignment is a revenue killer. The numbers don’t lie, as customer acquisition costs have doubled recently, and focusing solely on new customers while neglecting existing ones is a costly mistake. Without proper alignment, you’re wasting time, money, and opportunities.
The problem is that traditional team structures made sense in simpler times, but today’s B2B market is complex. Teams working independently often create fragmented customer experiences, which weakens trust and reduces growth potential. Worse, they miss opportunities to expand within existing accounts, accounts you’ve already invested in acquiring.
Aligning your teams solves these problems. It reduces operational inefficiencies, ensures a seamless customer experience, and maximizes the value of every account. In simple terms, alignment is about working smarter, not harder. With the rising cost of acquiring new customers, the stakes have never been higher.
Practical solutions to overcoming alignment challenges
Even with a solid framework, achieving cross-functional alignment can feel like herding cats. Challenges like siloed structures, conflicting incentives, and resistance to change can derail even the best plans. But the good news is that these obstacles aren’t insurmountable. Let’s talk solutions.
1. Siloed organizational structures
When teams operate in isolation, communication breaks down, and opportunities slip through the cracks. To fix this, create cross-functional ABE pods, small, agile teams with members from marketing, sales, and customer success. These pods work together on shared objectives, like driving expansion within a specific set of accounts. Implement shared OKRs (Objectives and Key Results) to make sure everyone’s goals align, and hold regular cross-team training sessions to build understanding and collaboration.
2. Conflicting incentives
If marketing, sales, and customer success are rewarded for different outcomes, they’ll naturally pull in different directions. Aligning compensation models is crucial. For example, reward all teams based on account expansion rather than individual metrics. Team-based rewards for shared wins not only foster collaboration but also create a sense of collective ownership in driving results.
3. Lack of trust between teams
Misalignment often stems from a lack of trust. Without trust, teams hesitate to share information or collaborate. Regular joint planning sessions and shared account reviews can bridge this gap. Celebrate collective wins—public recognition for cross-team achievements builds camaraderie and reinforces the value of working together.
4. Resistance to change
Change is hard, but inertia is costly. Start with small pilot programs to ease teams into the new alignment model. Document and share early successes to build momentum, and show how alignment creates clear career growth opportunities. When people see tangible benefits, they’re more likely to embrace the change.
“Alignment challenges are opportunities to build stronger, more integrated teams.”
Alignment is a continuous process, not a one-time fix
Alignment isn’t a project you check off your to-do list. It’s a continuous journey. Business environments evolve, customer expectations shift, and markets change. If your alignment strategy isn’t evolving too, you’re falling behind.
The key is to start small and scale smart. Focus on your top 20% of accounts, those with the highest growth potential. Form a dedicated ABE team for these accounts and apply the four-pillar framework. From there, measure the results, learn what works, and fine-tune your approach. Successful strategies can then be rolled out across the organization.
Remember, alignment requires constant attention. Regular reviews of your metrics, processes, and outcomes are essential to make sure you’re staying on track. Adjustments will be needed along the way, and that’s okay. The goal is progress, not perfection. Companies that embrace this iterative process will build a resilient system capable of sustaining long-term growth.
The future of growth is in mastering acquisition-to-expansion
The reality is that the B2B companies that win in the future won’t be the ones spending the most on customer acquisition. They’ll be the ones who master the art of efficient acquisition-to-expansion. As customer acquisition costs continue to rise, the smartest move is to maximize the value of the customers you already have.
Efficient acquisition-to-expansion execution relies on fully integrated revenue teams working in perfect alignment. When marketing, sales, and customer success are synchronized, they can deliver seamless customer experiences that drive deeper relationships and greater account value. This is where true competitive advantage lies, not in chasing more leads, but in tapping into the full potential of existing accounts.
The next step? Move fast. Start small by piloting the ABE framework with high-potential accounts. Test, learn, and scale. The companies that adopt and perfect these strategies now will create a growth engine that others will struggle to replicate.
In the end, it’s not about how much you spend; it’s about how effectively you turn what you already have into lasting growth. That’s the future, and the time to build it is now.
Key takeaways for executives
- Break silos to maximize revenue: Misaligned teams lead to lost revenue opportunities. Leaders should prioritize cross-functional alignment among marketing, sales, and customer success to unlock full account-based expansion potential.
- Adopt a unified growth framework: Implement a four-pillar approach—shared goals, clear roles, streamlined communication, and unified metrics—to improve collaboration and drive account expansion.
- Focus on expansion over acquisition: With rising customer acquisition costs, leaders should shift focus to growing existing accounts, which offers higher ROI and sustainable revenue growth.
- Scale through iteration: Start with a pilot ABE program targeting high-value accounts. Use data-driven insights to refine processes and scale successful strategies across the organization.
