Extending Large-Account Marketing to Support Must-Win Deals
As account-based marketing (ABM) increases in popularity, organizations need to do more to differentiate themselves from the competition, especially with a must-win deal on the table
A disciplined approach is required to determine which large deals qualify for dedicated marketing support, how to align marketing and sales, and how to evaluate success
Measure success against unsupported deals and apply post-deal touch analysis to drive continuous improvement
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