Summary
Migrating from a lead generation model to an account-based marketing (ABM) model can be an exciting, yet potentially intimidating, transition. This move requires B2B marketers to evaluate what marketing’s contribution has historically been, where it has been successful, and, most importantly, how the marketing function must evolve to support the changing sales landscape. In this case study, we describe how Masergy transitioned to an account-based model that aligned the sales and marketing functions on the accounts that mattered most.
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