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For B2B Marketing Professionals

Account-Based Marketing Brings Marketing And Sales Into The Same Orbit

Collaboration, Discipline, And A Science-Based Approach Lead To Success

September 21, 2016


Why Read This Brief

B2B marketers who launch and sustain formal account-based marketing (ABM) programs can help grow revenue, strengthen connections between marketing and sales, and enhance interactions with customers and prospects. Successful ABM programs require charismatic marketing leadership, trust between marketing and sales colleagues, and above all, openness to new methods and approaches. This report looks at ways to operationalize ABM collaboration to maximize the impact of the initiative for the business.

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Table of Contents

  • ABM Extends Marketing's Impact Into Sales' Space
  • It's Now Time To Operationalize ABM
  • Recommendations

  • Turn ABM Into A Joint Sales And Marketing Mission
  • Supplemental Material
  • Related Research Documents

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