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Enterprise sales is a team sport, and sometimes, it looks a lot like a kids’ soccer game. Everyone crowds around the ball, chasing it in the same direction, while the rest of the field is left wide open.
That’s what happens when every sales rep piles onto the same hot lead. There’s energy and enthusiasm, but no strategy for how to move the ball downfield, or in this case, how to turn intent into revenue.
The challenge is finding and engaging the right people inside complex enterprise organizations. Buying decisions are rarely made by one person. They’re typically made by a group, all shaping the outcome together. Yet most account-based marketing (ABM) programs stop at the account level, treating every person inside the account the same.
That’s how sales motions lose momentum. Sales doesn’t know who inside the account is actually showing intent. Marketing doesn’t want to burn cash on ads that don’t convert. Both are working with incomplete information.
Modern ABM solves this by aligning marketing and sales around people, not just accounts. And when it’s paired with account-based sales (ABS), that energy finally turns into strategy, where every player knows their position and how to move together toward the goal.
Traditional ABM platforms give you account-level intent signals. That might show that someone at a company clicked an ad, but not who.
For enterprise sales, that’s not enough. It’s the difference between knowing a company is interested and knowing which specific people are ready to engage.
Imagine you’re targeting a company like Salesforce. There could be dozens of decision-makers and thousands of employees who might interact with your campaigns. Seeing that “someone from Salesforce” visited your website doesn’t help anyone take action. You don’t know if it was a marketing leader researching ABM platforms or an intern reading a blog post.
One of the strongest signals comes from your own website. When you can identify who is visiting and what they’re exploring, sales gets a direct line to the people already showing interest. These visitors are often your warmest leads and more likely to respond if sales follows up quickly.
Contact-level intent gives you the clarity to focus on real buyers instead of chasing false positives. You can find the right contacts and start to build the sphere of influence around them. That’s how sales know who to reach out to and marketing knows which messages are landing.
This level of visibility turns disconnected signals into actionable insights. It bridges the gap between marketing’s reach and sales’ relationships, helping both teams focus on the moments that matter most.
Marketing uses ABM to open doors. Sales needs to know how to move through them.
ABS turns ABM insights into a repeatable motion that builds internal momentum before decisions are made. Instead of focusing only on the decision-maker, sales reps target the entire sphere of influence inside the account.
Here’s what that looks like in practice:
Identify the decision-maker and three to five influencers around them. These are your champions, advocates, and connectors who can build internal consensus.
Engage influencers first. Earn trust and get your solution into the company conversation before reaching out to the decision-maker.
Once awareness builds and influencers are aligned, reach out to the decision-maker or secure a warm introduction. By that point, your name and solution are already familiar.
💡Remember: Accounts do not buy. People do.
When ABM and ABS work together, marketing finds the entry point and sales builds influence to close the deal. ABM shows which accounts are warming up and which contacts are engaging. ABS uses that data to reach influences, build internal pressure, and create a path to the decision-maker.
Propensity brings marketing and sales together in one platform. It gives enterprise teams the clarity they need to engage the right people at the right time.
With Propensity, you can:
Sales no longer piles onto the same hot lead. Instead, they coordinate outreach across the buying group to build influence and turn momentum into measurable revenue.
Enterprise sales is not about chasing the loudest signal. It is about finding the right people, at the right time, and building trust through every interaction.
Contact-level ABM gives your team the clarity to make every outreach count.
See who’s visiting your website and start engaging the right people.
Start a free trial of Propensity or book a demo to see how ABM for enterprise sales can help you turn engagement into predictable, repeatable revenue.