Building a world class, account-based marketing (ABM) program that delivers stronger relationships, enhanced reputation, and increased revenues means designing and deploying the right approach across your business. For marketing executives and ABM program leaders, there are a number of critical success factors to get right along the way. After all, this is a corporate growth initiative and change program that requires careful navigation to maximize returns.
In this webcast, ITSMA’s Bev Burgess explains the stages of adoption that program leaders need to navigate, and how to get the navigation right at each stage. She explores where most programs are today and what’s holding them back.
Special guests Adrian Hardy, Head of Global ABM, BT, and Nancy Harlan, Senior Director, Global Strategic Account Marketing, Qlik, join Bev to share stories of their own program’s evolution. Learn more about their journeys through ABM adoption—and take away concrete ideas on where to take your program next.