What’s in a name? – Account-based Marketing vs. Account-based Everything – Heinz Marketing
I recently attended the TOPO Sales Summit in San Francisco, to ask practitioners and thought leaders about trends in Sales processes, roles, and technology. In the opening keynote speech, The State of Sales in 2016, TOPO’s CEO Scott Albro confronted the hype around Account-based Marketing. Albro proposed that a focus on ABM as such is too limiting.