As the debate over account-based marketing “best practices” rages on, perhaps the biggest struggle lies with enterprise-class marketing and sales organizations.

Why? In their world, ABM must extend across numerous channels already in motion, and the needs and timing of their audience become the driver of revenue impact and the right customer experience (CX). This is at odds with most published best practices, which simply reflects the early-stage capabilities of a vendor platform. 

In the absence of these capabilities, enterprise-class marketing and sales professionals are forced into a “box” that doesn’t fit their needs and are told to operate ABM as a disconnected silo, leaving the buyer out of the equation.

This session will cover: