78. The ABM Operating System
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Mastering Account-Based Marketing
This chapter explores the complex dynamics of account-based marketing (ABM) within large organizations, emphasizing the crucial alignment between marketing and sales teams. It highlights strategies for client expansion, the importance of leveraging existing client data, and the role of metrics in gauging success. The discussion also addresses scalable solutions, technology's role in personalized campaigns, and fosters a collaborative culture essential for effective ABM execution.
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