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3min chapter
How to Define, Measure and Hire for ABM with Hillary Carpio
GTM Speed Dial
How to Be an Account-Based Marketer
The integrated marketing function is responsible for bringing together multiple different components of a marketing organization. They are also a top-down and bottom-up resource, meaning they are responsible for oversight of activities that need to align with broader marketing initiatives as well as the initiatives coming from sales. The world is your oyster. There's all kinds of ways you can go about this. But at the end of the day, integrated marketing function to bring together a cohesive execution in a set of accounts or a single account.
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