B-to-b sales and marketing leaders recognize that a well-functioning revenue engine is a key driver for profitability and growth. They also understand the value of designing parts of that revenue engine around their high-priority accounts.
This is why account-based marketing (ABM) programs continue to grow, fueled by the delivery of strong results, including higher account engagement, improved win rates, larger average deal size and strong ROI.
But even as ABM programs increase in popularity among b-to-b organizations and deliver significant business results, ABM leaders must be able to justify greater investment by providing comprehensive measurement to show the programs’ impact.
In this e-book, we explore these areas and a selection of the findings from SiriusDecisions’ 2019 State of Account-Based Marketing Study, as well as recommendations to address critical gaps.