ABM: It is about the destination, not the journey (B2B Marketing Series)

Imagine a person boarding a plane without a clear, final destination in mind. The scenario is an obviously misguided venture. Yet, all too frequently, marketers engage in similar behaviors whether they are adding a new XaaS to their tech stacks or scouring existing, random data sets hoping to find insights. Embarking on initiatives without defining goals and brokering organizational alignment on measurement, marketers risk being unable to clearly demonstrate impact.

In this webinar, we will examine the often-overlooked step of goal and metrics setting related to account-based marketing. Example takeaways include how to:

• Gain critical alignment on goals with leadership and sales.
• Determine what should be measured versus what can be measured.
• Prove marketing’s value within the organization to win greater influence.

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