68. Winning with ABM
Let’s talk ABM
Navigating the ABM Landscape
This chapter emphasizes the significance of grasping the broader objectives of account-based marketing (ABM) to ensure strategic effectiveness. Using the metaphor of a forest, it highlights the importance of a clear 'North Star' to guide teams amidst complexities. Furthermore, the discussion addresses common misconceptions about ABM, advocating for a deeper understanding and collaborative support within organizations.
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