One of the most interesting aspects of Account-Based Marketing (ABM) is the interplay between continuity and
change.
Twenty years into the ABM journey, core principles from the very beginning have stood the test of time: leading with customer insight, full partnership with sales, tailoring and customizing customer connection, and focusing on the three R’s—Reputation, Relationships, and Revenue.
The organizational challenges have also remained similar: sales and marketing alignment, customization at scale, measurement, and, as always, budgets.
