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The Demand Spectrum

Many companies struggle to understand how traditional demand creation efforts, of marketing to accounts, should be aligned with account-based marketing (ABM) and how or when to deploy which strategy. This session will address the following topics:
  • What is account-based marketing and how is it distinguished from marketing to accounts?
  • An explanation of the SiriusDecisions Demand Spectrum
  • What insights are required to support the different strategies along the Demand Spectrum
  • How the level of joint participation between sales and marketing will affect demand creation along the spectrum?
  • What degree of account differentiation is possible along the Demand Spectrum?
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