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Sales and Marketing Alignment Means So Much More Today

July 02, 2018 / KAREN STEELE

Account-based marketing, or account-based sales, as we all know is not a new concept. B2B companies have been executing some account-based strategy for decades but what has changed the game is the amount of available technological solutions. As a result, ABM has now become the go-to-market strategies du jour for B2B companies. Instead of rushing to purchase every available “ABM” solution and build what in their mind is an integrated stack, B2B companies must ensure that they have an accurate data foundation in place. Without a reliable, precise data foundation, B2B sales and marketing teams are unable to align with to deliver a streamlined buying experience throughout the entire buyer’s journey, thus stunting revenue growth for their organizations.