Account-based marketing (ABM) has a compelling value proposition, and many organizations plan to make major ABM investments in the coming year. While it’s easy to decide that ABM is an important initiative for your company, it’s quite another matter to get everyone on board with the changes required to plan and execute ABM in an impactful way. Learn how Workfront began to build an account-centric culture, harnessed that power into a successful pilot, and laid the groundwork for a larger-scale ABM program in the future.
Watch this replay to learn the four key steps that Workfront took during its pilot journey to drive successful results and start to make account-centricity the way of doing business.
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