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ABM teams have matured enormously since the early days of simply embedding one or two marketers inside the sales teams for a few top accounts. As the discipline has grown up over the past two decades, program leaders have developed a wide range of organizational models to support diverse ABM strategies and approaches. Today, one of the biggest challenges facing CMOs and ABM leaders is how best to build and manage ABM teams that require an ever-evolving mix of functions, skills, tools, partners, and cross-organizational collaboration. Going agile is one clear direction for program leaders but that still begs as many questions as it answers. ITSMA's latest ABM research study digs into the latest thinking and practice in organizational development across the most mature ABM programs, and how they are shaping their teams to drive strategic growth with their most important accounts. Join ITSMA's Rob Leavitt and special guests Anna Klecha, Global Account Based Marketing Director, Capgemini, and Wendy Heller, ABM Global Program Office - Education & Skills Lead, IBM, to explore findings from the new research and learn more about critical organizational issues and challenges, including:
- The role of ABM centers of excellence and program management offices
- Staffing across global, regional, and different types of ABM programs
- External partners and suppliers, such as agencies and technology providers
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General InformationITSMA Webcasts provide research-based insight, best practice examples, and new approaches to address a wide range of strategic challenges in marketing B2B services and solutions. Join the conversation during live presentations, or view replays on-demand from the ITSMA Research Library. Interested in learning more about the topics we cover? Send us a note at [email protected] or with our Contact Form.
Wednesday, August 18, 2021
11:00am - 12:00pm
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