Summary
There are many drivers of change for today’s B2B organizations. From competitive pressures to leadership changes and internal growth challenges, there are myriad possible inputs that require sales and marketing teams to be nimble while staying in concert with each other. Transitioning from a transactional business model to an enterprise model requires marketing to adjust how it provides value to the organization. In this case study, we describe how VersionOne designed and implemented a named-account marketing approach to align marketing to a sales model focused on its most important accounts.
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