By Jenni Baker

As enterprises rush to accelerate the delivery of effective account-based marketing (ABM) programs, the platforms which support them have become a critical bottleneck.

Enterprise organizations have a sophisticated go-to-market approach, with specialized teams focused on products or geographies and subject matter experts who compose their ABM program development. The problem is that when each organization chooses its own ABM approach and technology, costs explode and teams battle their peers for business, causing anarchy within the organization and sowing confusion among target accounts.

There is a vital need for ABM in the enterprise environment to be actionable across all teams, but how can Read full story ›

Source: The Drum