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6min chapter
65. Customer Lifecycle ABM
Let’s talk ABM
Shifting Focus to Customer Lifecycle Marketing in ABM at SAP
This chapter explores SAP's transition from deal acceleration to customer lifecycle marketing, emphasizing the importance of supporting the customer journey and solution adoption in the cloud business context. It discusses strategies for balancing deal acceleration with fostering active usage of solutions to drive renewals and additional purchases, underscoring the significance of adoption in technology companies' field marketing strategies.
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