Salespeople Aren't Embracing ABM?!? Marketers, It Is Time To Step Up.
Forrester, January 11th, 2023
With account-based marketing (ABM) now a mature and widely adopted B2B marketing framework, countless salespeople from all corners of the world and many sizes of organizations are now not only familiar with ABM but also warmly embracing it.
Sales teams love well-executed ABM programs because they:
- Focus marketing budgets around aligned sales and marketing priorities.
- Deliver valuable, actionable insights.
- Facilitate thoughtful engagements with the prospects most likely to be in-market.
- Deliver results not only in acquisition programs but also for renewal, expansion, upsell, and cross-sell.
'I witnessed a transformation in our relationship with account teams after launching ABM,' explains Katie Beckham, senior field marketing manager at T-Mobile for Business.