Vision Report

The Convergence Of Demand And Account-Based Marketing Is Closer Than You Think

March 30th, 2022
With contributors:
Steven Casey , Laurynn Bedard , Arianne Burnette

Summary

The distance between demand and account-based marketing (ABM) teams has narrowed significantly. Market forces and internal needs have accelerated integration as companies seek to rationalize demand and ABM strategies and improve efficiencies. Convergence has emerged. With operational silos falling, organizations must understand how to support this unified future of marketing. Convergence will lead many marketing organizations to reconsider the need for distinct functional terms and move to a new, consolidated view of B2B marketing. This report outlines three key areas that form the foundation for a converged ecosystem: process, people, and infrastructure.

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