The Buck Stops at the CEO for Account-Based Marketing

When it comes to generating leads vs. account-based marketing, the buck stop at the CEO. Period.
Innovative B2B marketers and CMOs are rallying behind the idea of account-based marketing (ABM) because it’s a proven strategy to grow revenue. ABM is a new way of getting aligned with sales teams to engage best-fit accounts instead of being focused on BS metrics like marketing qualified leads (MQLs) or the number of people’s badges you scanned at a trade show booth.In order to fully align your organization for account-based marketing, the CEO needs to be bought in. No matter how much the CMO or the marketing team wants to do ABM, if the CEO isn’t bought into shifting from traditional lead-based metrics, then “account-based whatever” just isn’t happening.If your company’s CEO still wants to see the number of leads generated thinking it will lead to revenue, then it’s time for a wakeup call.