Summary
The explosion of interest in ABM creates uncertainty for business-to-business (B2B) marketers who have invested in marketing automation to optimize their lead-to-revenue processes. Does ABM replace lead-to-revenue management (L2RM)? In this report, we will rationalize the concepts of ABM and L2RM; show how ABM tactics, techniques, and technologies can improve L2RM outcomes; and provide a framework for evaluating how you should apply ABM to your L2RM program.
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