Vijai Shankar, VP of Product Marketing for Uniphore, says that the biggest mistake companies can make when it comes to ABM is to have demand gen and other "marketing areas" drive ABM programs. Account-based sales and marketing is a business strategy where leadership, sales, marketing and account management teams work together to get more accounts to revenue and existing accounts to greater revenue. Product marketing is the connector between the teams and ABM should be part of their revenue engine.
When you hand ABM to demand gen, ABM often turns into account-based lead gen, account-based advertising or account-based awareness programs that focus on the top of the funnel vs. the complete buyer's journey. Vijai, Kristina Jaramillo (President of Personal ABM), Eric Gruber (CEO of PersonalABM) discuss this in greater detail, plus you'll see their thoughts on...
After listening to this podcast with Vijai Shankar and Personal ABM, you may want to check out these additional ABM resources: