Ep.47 AWS: Account-Based Marketing is not a one size fits all
Account-Based Marketing
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ABM Programs Work Backward From the Customer
Good ABM programs work backward from the customer and are 100% aligned with sales so let me contrast that to you know ABM has become such a buzzword across the industry. Some of the more mature marketing functions that I have become dependent on at SAP are still being formed at AWS. If you're in an organization where some of that is still moving toward best practice or maturation it just presents a different challenge.
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