HomeResearch Articles The Scope of Account-Based Marketing

The Scope of Account-Based Marketing

  • Increasingly, b-to-b organizations are incorporating account-based marketing (ABM) as a key strategy for growth
  • Successfully planning and executing ABM requires companies to reconsider capabilities, responsibilities and deliverables to provide the necessary support
  • ABM evolution must be clearly defined to ensure a company-wide understanding of its contributions and maturity over time
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