Volume-driven demand-gen produced a fundamental gap between marketing and sales incentives. ABM, which is the new B2B, arrived just in time to close that gap. Successful account-centric campaigns aren’t only about targeting the right accounts and executing personalized cross-channel marketing programs. That’s the first part. What comes next is cruc

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Value proposition components: (i) Problem, (ii) Solution / Product, (iii) GTM Plan (target customers, channels, timeline), (iv) Size of the prize (market $ value), (v) Financials (prices, revenues, costs, margins), (vi) Team