HomeResearch Articles The Chief Sales Officer’s Role in Operationalizing Account-Based Marketing

The Chief Sales Officer’s Role in Operationalizing Account-Based Marketing

  • Alignment between sales and marketing roles is essential for effective implementation of account-based marketing (ABM)
  • The chief sales officer (CSO) plays a role in supporting ABM strategy and execution that is perhaps more critical than the role of any other individual in the b-to-b organization
  • Marketing leaders must ensure the CSO’s engagement in all parts of the ABM process to maintain alignment
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