Few marketers these days will argue against the business case for ABM. It delivers higher ROI than all other types of B2B marketing programs, and high-growth companies prioritize ABM. But moving from concept to pilot to established program is no simple task, especially in large, complex organizations.
This ITSMA Viewpoint includes highlights from a panel discussion at ITSMA’s 2017 Marketing Leadership Forum with three marketing leaders who have succeeded in implementing and scaling their ABM programs: David Armijo, Services Marketing Director, Microsoft Corporation, Raianne Reiss, Director, Americas Marketing, Juniper Networks, and Scott Sobers, Vice President, ABM and Americas Marketing, Teradata.
The Viewpoint provides a behind-the-scenes look at ABM in practice, with notes from the three leaders on initial program development, alignment with sales, hiring and training the right people, integrating tools and technology, and what’s next.