Sales and marketing leaders from companies across a variety of industries tell us that account-based-marketing (ABM) programs are essential to engaging and retaining their most important customers. Nearly all of our customers are either piloting ABM or have full-fledged programs up and running. But these programs are not without some serious executional challenges, which tend to fall into five categories. Here are the top five reasons why account-based marketing fails.
By Sharon Gillenwater
Read the source article at Boardroom Insiders Blog