Summary
Account-based marketing (ABM) has proven more effective than traditional demand marketing and is changing the game for all revenue-responsible functions. However, these functions still struggle to embed ABM best practices across the organization. Rather than carving out one defined path, ABM’s charge is to understand the customers who matter most. This report explains how ABM is still changing the game in B2B and how revenue-responsible teams must evolve to tap its full potential.
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