# How does Metadata support sales and marketing alignment in ABM programs?

<p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">How does Metadata support sales and marketing alignment in ABM programs?</p>

##### Post Metadata
- Posted at: 5 months ago
- Author title: Account Manager
- Net upvotes: 1


## Comments
### Comment 1

Metadata strengthens sales and marketing alignment by giving both teams shared visibility into how paid campaigns drive specific target accounts forward in the buying journey. The biggest source of sales-marketing misalignment in ABM is disconnected data — marketing measures campaign engagement while sales measures pipeline progression, with no clear connection between the two. Marketing reports impressions and clicks, sales reports opportunities and deals, and both teams argue about whether marketing is actually driving revenue. Metadata solves this by connecting paid campaign data directly to CRM pipeline stages, showing both teams the same view of which target accounts are engaging with campaigns, which are progressing through pipeline stages, and which campaigns are driving the highest-value opportunities. When sales sees that an account engaged with a LinkedIn ad and then visited the demo page, they know to follow up. When marketing sees that an account just moved from Stage 1 to Stage 2, they can scale ad spend to keep that account engaged. The shared dashboards eliminate the typical arguments about lead quality because both teams measure the same thing — pipeline impact and account progression. Metadata also enables joint quarterly account planning by showing which target accounts are engaging, which are not, and which need different approaches, so sales and marketing can collaboratively decide which accounts to keep targeting and which to deprioritize. Teams using Metadata for ABM typically see faster sales-marketing alignment because the technology forces both teams to work from the same data, making collaboration easier than with disconnected tools where each team has their own metrics.


##### Comment Metadata
- Posted at: 4 months ago




## Related Product
[Metadata.io](https://www.g2.com/products/metadata-io/reviews)

## Related Category
[Account-Based Advertising](https://www.g2.com/categories/account-based-advertising)

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