Launching ABM: Lessons from Juniper, Microsoft, and Teradata
ITSMA | September 07, 2017
The rise of Account-Based Marketing (ABM) in recent years has moved the approach to the top of many marketers’ priority lists. But launching new ABM programs effectively requires support and understanding far beyond the marketing department. To ensure success, you need to invest in internal education, set clear expectations, and build alignment with sales and other key stakeholders.