Featuring insights from MRP’s chief technology officer, Pierre Custeau, and senior vice-president of enterprise sales EMEA/APAC, Ajay Subherwal, The Drum has recently joined forces with MRP to address why the sophisticated go-to-market approach of the enterprise creates a paramount need for ABM to be actionable across all teams and to empower experts within each team to contribute their knowledge.
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Enterprise organizations have a sophisticated go-to-market approach, with specialized teams focused on products or geographies and subject matter experts who compose their ABM program development. The problem is that when each organization chooses its own ABM approach and technology, costs explode and teams battle their peers for business, causing anarchy within the organization and sowing confusion among target accounts.