Workfront: Launching a Successful ABM Pilot Program
Workfront needed to align marketing and sales to execute a customized approach for a select group of large accounts chosen for their potential to drive long-term value
Account-based marketing (ABM) leaders who can drive early alignment are in a good position to quickly bring ABM marketers and sales account managers together
Rallying customer-facing functions increased the likelihood of success for Workfront’s ABM pilot program
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