There is no ‘I’ in successful ABM
It reminded me a lot of what we see in the account-based marketing (ABM) practice at our company. Within leading practitioner groups, we’ve noticed companies getting much better at end-to-end orchestration of marketing and sales.
They’re applying a TEAM approach — a repeatable order of operations that we think can serve as a useful framework for any company as it evolves toward the account-based approach. By explicitly applying elements of this simple acronym, ABM leaders are more successfully building and sustaining consistent return on investment (ROI).