SAP: Standardizing and Optimizing Account-Based Marketing
Establishing a world-class customer-centric organization requires a holistic, standardized and repeatable approach
Account-based marketing (ABM) enables organizations to engage targeted accounts by assessing customer priorities and needs and tailoring messaging, programs, tactics and interactions that drive mutually beneficial wins
SAP formalized an ABM group, provided training and ongoing support, and created bill of materials for account-specific execution
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