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A Framework to Operationalize Your Account Based Strategy

October 21, 2021

Via: CMSWire

There’s a sharp divide between marketing and sales when it comes to successfully pulling off an account based experience for their prospective clients. While gaining strategic alignment at executive levels is relatively easy to do, the execution alignment across and within teams is challenging. Said differently, operationalizing an account based experience is where companies are currently falling down.

Conversica CMO Rashmi Vittal commissioned a new research report around the challenges and opportunities in account based marketing (ABM). “Now, with effective Account Based strategies in place, marketers and salespeople are pulling in the same direction more, but this new research indicates their execution of the ABM strategy is failing,” said Vittal.

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