And what are the pitfalls to avoid?
Bev Burgess SVP ITSMA Europe
Although ABM delivers better ROI than any other marketing approach, it is a long-term strategy, not a quick hit. Don’t expect ROI within three to six months as you would with lead-generation campaigns.
Regardless of how exciting or impressive the company’s ABM plan for an account, it is just a piece of paper until the company reaches the execution phase. There is no magic here – it all comes down to excellent project management and implementation.