Account-based marketing (ABM) emerged with the potential to bridge the gap between B2B sales and marketing, yet its promise remains under-realized. The article discusses factors contributing to this stagnation, notably the hype surrounding software solutions that promote new strategies and an entrenched cultural divide between sales and marketing teams. Despite a trend toward increased marketing technology, ABM technology has faced a notable decline, signaling a need to reassess its role in optimizing customer relationships and recognize the challenges inherent in B2B organizational dynamics.
Account-based marketing (ABM) promised to involve marketing in key account management, adding value to customer relationships, but its potential remains largely unrealized.
The evolution of sales and marketing strategies often relies on software to enable them, which has led to an overemphasis on new-account lead generation.
#account-based-marketing #b2b-sales #marketing-strategies #customer-relationship-management #sales-and-marketing-integration
Collection
[
|
...
]