ABM is often seen as being "just another initiative" and often seen as "reorganising the deck chairs on the titanic" than a new way of working.
ABM isn't a new tool, it's a new way of working, your future state, has to be different from your "as is" otherwise it is just another re-organisation.
ABM is a change program, requiring input from sales, marketing, HR, operations, service and support. It needs a new type of leadership and probably different skills from the people you have right now. Good luck!
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Planning for a successful Account-Based Marketing (ABM) initiative requires much more than simply investing in new software and asking the sales team for a list of top target accounts.
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