Shark week is week dedicated to tune TV programs to a contemplating and mysterious creatures in the deep blue –yes, you have guessed it, it is all about shark. Sharks are known for their big appetite in feeding small creatures under the sea and there are actually two different kinds of shark. One that grabs a targeted bite like Bull Shark or Great White Shark and the other hand is the Whale Shark that open their mouths and take in all small creatures like plankton. Same with sales and marketing, targeting specific prey or just simply gobbles in any prospect that may pass their mouth.

Ultimately, whether you’re most like a shark or whale will depend on your objectives and nature of your business. In fact, both species are critical to the ecosystem, just like most B2B organizations need an optimal mix of both broad-reaching and targeted strategies to achieve their different goals. Let see how they differ in each goals in sales and marketing.

While most sharks are equipped with rows and rows of sharp teeth and jaws that can unhinge to extend their reach while attacking, some breeds of whales don’t even have teeth. What they do have, however, are baleen plates that act as a filter to squeeze out water and other unwanted materials.

Comparably, to survive in today’s competitive landscape, you need the right technology platforms and tools to automate, score, personalize, measure, and optimize your campaigns. However, there are specific tools that you need to implement and carry out Account Based Marketing effectively. ABM solutions, whether from a specific vendor or within a complete marketing automation platform, like ours, enable both marketing and sales teams to get a 360-degree account-level view and aggregate the engagement and actions of leads within a specific account. Broad-based marketing tools, which may be one in the same with the right solution, generally have a lead-level view, enabling marketers to assess and score leads based on multiple demographic and behavioral data.

There are plenty of fish in the sea, but the key to reeling them in lies in your marketing strategy. Whether you choose to be a shark or whale or a hybrid of both depends on your goals. At the end of the day, one thing is for certain—your customer is the king of the sea. And while this does not apply to the unsuspecting and ill-fated prey of sharks and whales, prioritizing customer experience above all else is an essential practice to be successful.