161: ABM that Sales Won't Roll Their Eyes At w/ Sonjoy Ganguly, Mike Burton, & Anastasia Pavlova
Account Based Marketing isn’t new.
Any sales profession will tell you that ABM started as account based sales. Sales has been doing it for years.
It’s only recently that the marketing teams have picked it up and said “what if we personalized our marketing strategy to our key accounts?”
Sonjoy Ganguly, Mike Burton, & Anastasia Pavlova like to say that it’s not really about Account Based Marketing, or even Account Based Sales.
What it’s really about is an Account Based Strategy.
Sonjoy says that the problem with ABM is that is places far too much emphasis on marketing. In order for an account…
The skinny
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