Operational Considerations for Account-Based Marketing

January 1st, 2018

Summary

Moving to an account-based marketing (ABM) model requires shifts in both strategy and operational execution. Data and insight, demand management, planning, and reporting and measurement all play different roles in an ABM vs. a broad-based demand creation model. By anticipating and supporting ABM's requirements, operations can make the shift to ABM easier for those in execution roles.

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